While building and optimising your e-commerce website, your main objective is to drive sales and engagement. Many marketing strategies are available, but only some may work, and some may not. E-commerce marketing drives top-funnel traffic to your website, converting visitors into sales and customers. There are many ways to do it, such as focusing on SEO or using Google ads or Facebook. The secret to a high performing marketing campaign is to figure out which mix of the strategy converts the most people. Online advertising is not static, so as the market evolves, marketing tactics also have to change to win the highest return on spend. To grow your e-commerce business, you should have a strong marketing plan that focuses on increasing brand awareness and sales. This article is dedicatedly aimed at helping you find the strategy that will work best for your e-commerce business. We hope that after this reading, you will be confident to build an effective e-commerce marketing plan that accomplishes your goal and scales your business. First, let’s understand what e-commerce marketing and its importance is. What is e-commerce marketing? E-commerce marketing aims at driving traffic onto your website to generate sales and awareness of your website. All e-commerce business owners need to invest in marketing to reach a wider audience, boost sales and increase brand awareness. Every business owner needs to develop an impactful marketing strategy for the business's long-term success and ensure that customers are always connected. There are multiple platforms for e-commerce marketing, but the most effective are social media, pay-per-click and Search Engine Optimization (SEO). What are the most effective marketing channels for e-commerce marketing? You can choose from a wide range of marketing channels to introduce and showcase your product and services to the audience. One shoe size doesn’t fit all; as far as the quote goes, it is the same for marketing channels. While formulating the best marketing strategy for your e-commerce business, you must check which marketing channel is effective and suitable for your product. Search Engine Optimization (SEO) Search Engine Optimization is one of the most critical aspects of e-commerce marketing as it shows your website on the top of the search engines. When customers search for products like yours, and if your website is displayed at the top of the search engine, your website has a higher- probability of getting more traffic. This way, there are more chances for customers to click on your website and explore your products. Improve the SEO score of your website by creating content with keywords that have a high search ranking. Google will reward your website for having a wide variety of relevant content, and your website will have more chances to be ranked on top. Pay per click advertising (PPC) Pay-per-click (PPC) advertising is a form of online advertising where you pay every time someone clicks your ad. It is one of the effective ways to drive traffic to your website and create awareness. But, PPC can be expensive, so you need to ensure that it should target the right keywords, location, demographics, etc. The geo-targeting feature helps your campaigns target a particular region so that you target the right audience and avoid spending unnecessarily. Social Media Marketing Social media has become a powerful tool for every business owner to showcase their products and services on an online platform to create brand awareness and drive sales. It is one of the most effective marketing channels to reach your customers and stay connected. Influencer marketing can be one of the social media strategies. You can hire an influencer to endorse products and services to their large number of followers to encourage them to buy the product. It is proven to create quick sales and increase engagement. Email Marketing Email Marketing is one of the best ways to build relationships with your customers and stay in touch. You can send emails to your customers to keep them aware of new products, discounts and other services. Email can also be personalized to educate and convince your customer to take a specific action, like trying a demo, booking an appointment, etc. Affiliate Marketing Affiliate marketing is when an individual advertises the product on a commission basis. You pay the affiliate only when they have successfully made a sale. In e-commerce, affiliate marketing is one of the common marketing strategies implemented by many. Summary There are numerous ways to market your e-commerce website, but only a handful will work. That is why; you need to monitor your marketing campaigns to see what is working. Accordingly, you can make changes in your marketing efforts by checking the website traffic, sales, and conversion rate. Invest in where your brand receives more engagement and reaches the right audience. Before launching your marketing initiatives, you should define goals and objectives. Assess your competition and audience to target relevant audiences and adjust your strategy accordingly