Welcome to the Ultimate Guide to eCommerce Inbound Marketing, from the team here at Credo!
If you work in marketing for ecommerce, you know that there are many intricacies to it that other types of sites don’t deal with. You have a dynamic site with SKUs coming and going, an audience that will go to another provider over a few cent difference in price, conversion challenges around forms and shipping prices and logins, and so much more.
Over the pages of this guide, we are going to focus on four main areas of ecommerce marketing, then we’ll briefly discuss low hanging fruit for paid acquisition for ecommerce.
If you want to download the full guide, you can do that at the bottom of each page by simply entering your first name and email address, and we’ll send it to you in PDF format.
If you run an ecommerce store, then you know that organic traffic is going to be the lifeblood of your business if it is to survive indefinitely.
At the same time, most niches in ecommerce are extremely competitive.
eCommerce stores make money from selling products. It’s obvious to say, but important to underscore because sometimes marketers get carried away and forget to recognize that their efforts are meant to drive brand awareness and conversions, not simply traffic to the website. All the traffic in the world is useless without any conversions from which the business makes money.
As you probably know if you’re reading this guide, links are the currency of the internet and how you rank your website for more competitive queries.
But link building can be really hard especially after Google started their Penguin algorithm undertaking back in 2012. And if you’re trying to build links to your category pages especially, which need them in order to rank well, then you’re going to have a tough time.
Email marketing for ecommerce is a huge topic that I cannot cover in complete depth in this guide, as it’s a whole full time (or more) job for most companies.
That said, having run growth/marketing on a few big websites I have had the opportunity to oversee transactional email marketing on them where we sent tens of millions of emails per month and drove a huge percentage of our leads and revenue from email marketing.
You can drive all the traffic in the world, but if it doesn’t buy then what good is that traffic?
This might sound like one of those terrible “If (something happened) but noone was around to (verb) it, did it really happen?” jokes, but I promise you it’s not.
Design, usability, and conversion are hard. We work extremely hard to get traffic to our websites, but we spend comparatively little time then converting those users into customers and then keeping them coming back!
I am the founder of Credo. I have 10 years of SEO and digital experience, across agencies and in-house, and have worked with some of the largest websites on the internet to drive growth. I live in Denver CO with my wife and dog. I am an entrepreneur, speaker, writer, skier, rock climber, and plan to visit every continent on Earth. You can find me on Twitter and LinkedIn.