5 Ways to Improve Your Ecommerce Marketing Strategy

Every ecommerce business owner wants to have a great marketing strategy, but it can seem like a moving target to get your marketing just right.

If you’re looking for more traffic to your website and increased sales this year, then read on.

We decided to share five ways you can either build a marketing strategy for your ecommerce startup or improve upon your existing marketing strategy.

1. Get super niche

What’s your niche strategy?

In the Age of Amazon, it’s nearly impossible for a small ecommerce store to compete on a mass marketing scale. Giant online retailers sell everything, and they can ship their products in record time. That’s why offering hundreds or thousands of products from a slew of different industries isn’t a winning strategy for your store.

How you can compete is with a niche strategy and this is why it is important to find a niche and dominate it.

For those of you just starting out, a niche is a segment of an industry that sells specific types of products. For example, yoga gear is a niche within the overarching fitness industry.

A niche is essential when you are just starting out and building a marketing strategy for your ecommerce startup. Here’s some food for thought on that topic: five ideas for profitable ecommerce niches.

But in 2022, we think it’s time to get super niche. By that, we mean finding specific, high-performing products within your niche that you can build your marketing strategy around.

It’s like finding a niche within a niche. Instead of “clothing” you can focus on athleisure or fitness – or even something as specialized as tank tops only. Or instead of settling into the broad niche of eco-friendly products, dominate the super-niche of the eco-friendly toothbrush market.

In an oversaturated online retail market, specialization is key.

2. Develop a Unique Selling Proposition

Before we define what a unique selling proposition is, consider these questions:

• What distinguishes your products from all the rest?
• What gaps do your products fill that other company’s products do not?
• What do you have that your competitors don’t?

If you can answer any or all of these questions then you already know your unique selling proposition or USP.

​Identifying your USP is important during the development of an ecommerce marketing strategy. Ultimately, this is the element of your marketing plan that will attract customers and keep them coming back time and again.

To illustrate, here are some examples of large companies that flaunt their USPs in their marketing strategy:

• Domino’s Pizza has a USP that isn’t specific to its product, the pizza, but rather its service: Domino’s offers a 30-minute delivery guarantee from the time an order is placed or your money back.

• FedEx’s USP is guaranteeing overnight shipping. Similar to Domino’s, their unique proposition is a service rather than a concrete item.

• Coca-Cola’s is even less concrete than the prior two. The veteran soda company offers “happiness in a bottle,” which is the main reason it's been around for over 100 years.​

As you can see, your USP should be at the confluence of what your customers want and what you do well.

When you’re building a marketing strategy for ecommerce startups, you’re going to want to specialize and then make your USP all about that specialty.

So whether it’s something concrete, like one of your unique ingenuitive products, or a service quality or concept is up to you.

Here are some USP no-no's you need to be aware of:

• Make sure your USP is truly unique. If all of your competitors are offering free shipping, and free shipping is your USP, then you don’t actually have a USP. Remember: your USP needs to be something that the competition doesn’t offer.

• Don’t try to do everything. A USP should be baked into your niche strategy. You need to be niche, or, in other words, specialize in one thing, in order to have a USP.

3. Commit to your advertising strategy

Pick a traffic source for your ecommerce store and stick to it. At least at the beginning, that is.

Whether it’s SEO, Google Ads, Facebook Ads, Amazon Product Ads, or something else entirely is completely up to you. But, regardless, we recommend that you go “all in.”

The goal here is to drive traffic to your website and turn impressions into sales conversions.

If you’re committed to your ads strategy, you’ll find success more quickly. Alternatively, you might discover what isn’t working faster than you would otherwise.

This is where Kliken can help. We have a track record of helping ecommerce stores put their marketing dollars to the best use for optimal results.

​4. Hone in on SEO

No ecommerce marketing strategy is complete without mentioning Search Engine Optimization (SEO).

By ensuring your website and blog are optimized for the best target keywords, you’ll attract the right kind of traffic.

Some SEO resources out there for your ecommerce marketing strategy are H-supertools, SEMrush, Keyword Planner, and Google Trends. Most often you can get a free trial, even if a particular site is paid.

5. Enhance your store’s user experience 

We can’t overemphasize the importance of user experience with your ecommerce store. And that goes beyond just website design.

User experience needs to be an integral part of every ecommerce marketing strategy. And that includes everything from initial contact with your customers to ongoing customer service after the transaction has taken place.

It also means optimizing your site for mobile or creating a mobile ecommerce app and building your ecommerce marketing strategy with your target customers in mind.

Supercharge your ecommerce marketing strategy in 2022 with Kliken

So those are our five ecommerce marketing strategies for 2022. And whether you’re just starting to market your business, or you’re hoping to step up your marketing game, Kliken is here to help.

We make the process of syncing your store with the Google Shopping & Ads platforms seamless. So you can start running Google Ads campaigns almost immediately — we'll deal with the onboarding headaches.

Regardless of your individual ecommerce marketing goals, Google Shopping & Ads powered by Kliken is here to help you meet them.

As the world’s #1 Shopping and Ads marketing platform, Kliken has helped over 1,000,000 small businesses worldwide grow their sales on Google and get a return of up to 7x their original ad spend. Its proven marketing solutions can help you to unleash the potential of your ecommerce business.

Learn more about how customers use Kliken to grow their businesses online here.

Author: Michael Arnold

Michael is a freelancer from New York City. When he isn’t writing about how Kliken unleashes the marketing, you can find him reading, writing for pleasure, or traveling the globe.