Learn how to boost your sales with digital marketing for e-commerce!
Digital marketing for e-commerce has become an essential tool for the success of various online businesses. With the growth of e-commerce, more and more entrepreneurs are adopting digital marketing strategies to attract and retain customers in their business.
E-commerce in Brazil: Understand the scenario
According to recent research, e-commerce has been increasingly established in Brazil. In fact, our country is among the largest players in the market, with expectations for ever better numbers. According to the report The Global Payments Report 2022, e-commerce in Brazil is expected to grow by up to 18% annually over the next two years.
Moreover: a survey conducted by NielsenIQ Ebit in 2022 found a 24% increase in the number of Brazilians shopping at virtual stores in Brazil. To better understand this data, when comparing the first five months of 2022 with the pre-pandemic period in Brazil, a study by SmartHint observed that Brazilian e-commerce increased its revenue by 785%.
Average ticket
Brazilians typically make around six online orders per year, according to Neotrust. In particular, the most sought-after products are mobile phones, electronics, and computers, as well as clothing, shoes, and accessories. The average value of purchases made at virtual stores is R$ 443.00, according to NielsenIQ Ebit's survey in 2021.
Consumer profile
In the 2021 survey, Neostrut identified the profile of e-commerce consumers in Brazil. In general, women accounted for 58.9% of orders. The Southeast region was the leader in the number of orders and revenue, and the predominant age range was Brazilians between 36 and 50 years old.
It's worth reading: WhatsApp Pay is a payment method that allows WhatsApp users to make transactions directly through the platform.
What to evaluate when creating a digital marketing strategy for e-commerce?
To start planning digital marketing for e-commerce, it is important to evaluate the entire scenario to understand which strategies may have the best effect. Each case is unique, and actions may vary according to each market niche. For example, a women's fashion e-commerce may use different digital marketing tools than those used by a virtual store selling natural products.
In other words, the initial stage can help create a solid foundation for the digital marketing strategies that will be implemented in the future.
Digital marketing glossary for e-commerce: understand everything in this article on our blog.
Checklist for creating your digital marketing strategy for e-commerce
#1 Define marketing objectives
The first step is to clearly define the objectives you want to achieve with digital marketing for e-commerce. This may include increasing sales, improving website visibility, building a strong brand, increasing traffic to the site, or improving audience engagement on social media.
#2 Identify the target audience
It is important to identify the target audience you want to reach with digital marketing strategies for e-commerce. In fact, understanding the company's target audience is essential for various actions, as it is necessary to know who you are talking to so that your messages are well received.
Examples of target audience segmentation. Based on these, you can create a more effective marketing strategy.
- Demographic: by age, gender, marital status, education
- Geographic: defined by region, state, and general location
- Socioeconomic: segmentation based on monthly income and occupation
- Behavioral: evaluates buying behavior, such as frequency, spending, preferences, and brand loyalty
- Psychographic: according to lifestyle, including personality traits, values, attitudes, and interests
#3 Analyze the competition
This stage is ideal for identifying best practices in the industry and thus understanding what works for other e-commerce companies. Consequently, this can help guide digital marketing strategies for e-commerce, regardless of the field of activity.
#4 Website evaluation
It is important to evaluate the current website to identify opportunities for improvement. This may include changes to design, navigation improvements, functionality, and user experience. It is also necessary for the site to be optimized for mobile devices, as more and more people use their phones to browse the internet.
#5 Create a content plan
Content is an important component of digital marketing, and this is no different for e-commerce. Therefore, it is necessary to develop a plan that includes different formats of materials. Examples include blog posts, photo and video production, infographics, e-books, among others.
#6 Identify the best social networks
Identifying which social networks are most relevant to your target audience is important to maximize the impact of digital marketing for e-commerce. Each platform has an audience with different behaviors, so the marketing approach should also be differentiated.
#7 Define the marketing budget
Last but not least, remember to set a realistic budget for digital marketing for e-commerce. Here, you should pay attention to various types of expenses, from the amount paid to a digital marketing agency to investments in advertising and subscription fees for tools.
Now that you know what to analyze before developing a digital marketing strategy for e-commerce, it's time to learn about the main tools that can be used. Let's go?
Digital marketing tools for e-commerce
SEO for e-commerce
SEO (Search Engine Optimization) is one of the most important digital marketing strategies for the success of an e-commerce. The goal of SEO is to improve the visibility of the site in Google's organic search results, which can lead to more traffic and, consequently, generate more sales.
Some of the best practices for SEO for e-commerce include using relevant keywords, optimizing images, improving website loading speed, creating relevant content, and using quality backlinks.
Content marketing
Content marketing is a digital marketing strategy that involves creating and distributing relevant and valuable content to attract and engage the target audience. The goal of content marketing is to educate, inform, and entertain the audience while helping to establish your brand as an authority in the industry.
For an e-commerce, content marketing can include blog texts (with the proper SEO techniques), videos, tutorials, and buying guides. By providing useful and relevant content to customers, it is possible to build a stronger relationship and encourage them to return to the site for more content. Eventually, this can lead to purchases in the virtual store.
Social media for e-commerce
Social media is important for brand building and engagement with the target audience within the digital marketing strategy for e-commerce. After all, they allow virtual stores to connect with their customers in a more personal and engaging way, sharing content, promotions, and product launches.
The main social networks used for e-commerce are Facebook (2.96 billion active users), Instagram (2 billion active users), and Pinterest (28 million active users). However, it is necessary to choose the right platforms for each company and thus focus on creating content and interacting with the audience on each of them.
Email marketing for virtual stores
Email marketing is one of the most effective digital marketing strategies for e-commerce, as it allows companies to communicate with their customers in a personalized and segmented way. With email marketing, the virtual store can send promotions, product updates, and exclusive content directly to the inbox of potential customers.
To be effective, email marketing must be personalized and segmented based on customer preferences and buying behaviors. Additionally, it is important to avoid excessive email sending and focus on creating useful and relevant content for the customer.
Paid advertising
Paid advertising involves creating paid ads for placement on platforms such as Google Ads, Bing Ads, and Meta Ads. This strategy allows reaching a broader and targeted audience based on interests, buying behaviors, and other information defined in the segmentation.
Paid advertising can be particularly useful for e-commerce because it allows displaying ads for specific products to a relevant target audience. Additionally, many platforms offer remarketing features, which are ideal for companies to display ads to people who visited their site or added products to their shopping cart but have not yet made a purchase.
Be sure to check out the Google Ads Transparency Center, the Google Ads ad library.
Is your virtual store's digital marketing up to date?
As we have seen so far, digital marketing is essential for the success of an e-commerce. With increasing competition, it is important for virtual stores to adopt efficient strategies to attract and retain their customers.
Among the most recommended tools are SEO, content marketing, social media, email marketing, and paid ads. However, it is important to remember that there is no one-size-fits-all strategy for the success of digital marketing for e-commerce, as each company has its own needs and challenges.
Digital marketing is at Agência Kaizen!
Here at Agência Kaizen, you have a team of specialists to boost your virtual store's digital marketing. To learn more, just get in touch by clicking here.
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