The Dos and Don’ts of Ecommerce Marketing in 2021  

Ecommerce sales are so important to the success of any business. Having a good ecommerce marketing strategy can help improve the amount of sales, conversion rates, and the revenue you generate. The following rules are what we believe to be the most important when it comes to ecommerce marketing.

Ecommerce marketing is a hot button topic for most companies, because they want to drive sales but aren’t sure how to do it. There are billions of dollars in revenue sitting on the table each year, which is just not getting used. How can a company get more eyeballs on their product? How do they drive higher-priced sales? What can they do to drive more people to buy merchandise before they even have a chance to think about it?

It’s been ten years since the original iPhone was released. Since then, the smartphone market has exploded, and as it has grown, so has the opportunities for e-commerce marketers. The smartphone has become an indispensable part of our daily lives. In the United States, for instance, a person is more likely to go to the grocery store than pick up the phone to make a call. Similarly, a person is more likely to pick up the phone than go to the doctor.. Read more about dos and don ts of marketing and let us know what you think.The world of e-commerce has always been synonymous with growth and expansion. No one could predict how quickly this would happen in 2020. If the world is forced to stop, online shopping will become the new normal. As a result, e-commerce stores have found (and continue to find) new ways to stay relevant, reach their target audience, and improve the user experience. It’s not about reinventing the wheel, but creatively adapting it – of course, many of these new strategies will be adaptations of old ones. Let’s take a look at the do’s and don’ts of e-commerce marketing in 2021 that you can start implementing as the end of the year approaches.

E-Commerce Marketing Dos

Our list begins with some of the best, most versatile marketing tactics you should focus on in 2021:

Create amazing and useful content

53% of marketers consider blog content creation their top priority. Even brands that don’t work with a digital marketer realize that they need to produce content to rank, attract attention and increase sales. However, many forms of content marketing and content creation are still done for the sake of content, without adding much value. This is content that is almost never seen. For your marketing campaigns to succeed, you need content that really adds value, content that is relevant to your target audience, and content that is amazingly well written. More than 4.5 million blog posts are published every day, so value is essential. Beardbrand, for example, has mastered the art of valuable content. Yes, they publish articles here and there that can be considered average, but their main blog posts on beard growth and maintenance are great pieces that provide practical tips and advice and real help to their readers. image source: word-image-2128

Encourage user-generated content

In addition to your own quality content, you also need to rely on user-generated content, both on your website and on your social media channels. The beauty of user-generated content is that it gives potential buyers a chance to see how your product is used, what others think of it, and how it can provide a solution or fit into their lives. User-generated content is also more reliable – after all, it’s not something the brand specifically created and posted. It’s honest, it comes from ordinary people, and its value can be enormous. These are usually the first images that come to mind when talking about this type of content, but you can also successfully use reviews and testimonials. Zoma is a good example of a company that uses its own user-generated content to its advantage. On the homepage, there is a video with images of professional athletes using their products, as well as a section with customer testimonials. They highlight their well-known customers to create a suction effect, but they don’t forget the power of regular feedback from average customers. The combination of these tactics greatly increases their credibility and appeal. Bonus points if you can make the reviews visible in Google search results. image source: word-image-2129 word-image-2130

Be transparent

More and more e-commerce sites are being created every day and people are spending more and more time and money online. Of course, those who want to make a quick buck, or even those who are outright scammers, have their chance to attract attention. Not everyone has mastered the art of online research. They may be lured by eye-catching advertisements or persuaded by clever marketing arguments, only to discover that the product they buy is not what they expected. In a world where dishonesty is rife and people still don’t fully trust the internet, you need to do everything in your power to demonstrate your value and your usefulness. In short, you need to be completely transparent about every aspect of your product, shipping and returns – and every other possible aspect of your interaction with the customer. Transparent Labs is an excellent example of this approach. Not only is the word transparent in their brand name, but they are equally transparent about the ingredients they use and how those ingredients can affect your health and well-being. image source: word-image-2131 This is especially important in the fitness industry, where branded blends are often used to disguise the fact that what you are buying is not really what is being touted. Add to that the fact that all content is vetted by a team of scientists to ensure maximum value and impact, and you have a truly winning combination.

Creating and using an e-mail list

Many people still think that email marketing is a bit outdated, but that’s not the case. In fact, you can expect to earn $42 for every $1 you spend on email marketing. That’s why one of the first pieces of advice we often hear in the digital marketing world is to start building a list and using it seriously as soon as possible. How you put this list together is another matter: You can use CTAs on your blog and other landing pages; you can use pop-ups, limited content, surveys, social media. All of these tactics work, but which one works best depends on your target audience. And the emails you send should be tailored to each audience segment and as personalized as possible. The reason for sending an e-mail can be very diverse: registration for a newsletter, abandoning a shopping cart, promotion of a new offer, a discount campaign, etc. The possibilities are endless – you just have to use them. Beauty Bay is an excellent example of email marketing. They send daily emails that vary in content, are always rich in images, have a neat header and are often personalized. They offer deals and discounts, ask for reviews, remind people of new products – all in a very brand-oriented way.

Generate paid and organic traffic

Ideally, you want to generate both paid and organic traffic. Paid advertising (e.g. on Google or social media) is a great way to drive initial traffic to your e-commerce site, promote specific offers, reach new audiences and gather valuable data on which pages and keywords convert well. Paid advertising is also a great way to promote your blog posts, especially on a platform like Facebook, where you can easily reach a new audience by promoting specific posts that might interest them. When it comes to organic traffic, it’s ideal to rank well for as many keywords as possible. This can be more or less complicated, depending on your industry and niche, and the competition you face. You can start by identifying keywords with low competition and decent traffic (using tools like Ahrefs or SEMRush) and create useful and relevant blog posts about those keywords. You should then link to these articles to get the highest possible ranking. This will help you position your entire website better. You should also link to your product pages and use data from paid search campaigns to support your SEO efforts.

Marketing assumptions in e-commerce

Now let’s look at some of the practices you should refrain from in 2021:

Trying to please everyone

If you try to please everyone, you end up making no one happy. In other words: If you try to target everyone who might be interested in your products, you will end up meeting no one and wasting a lot of time and energy without your efforts being rewarded. The key to e-commerce marketing is choosing a specific niche – the audience that is most interested in your products. In addition, you need to convey and defend a specific message, a set of values, a belief system that defines your brand. If people like you, you actually suck and become a much less recognizable brand. See how Elemental Labs does it. They are aimed at paleo-keto enthusiasts and martial artists alike, but are not unanimously accepted. It shows up on their homepage and across all social media, making it a brand that people in that group are naturally attracted to. image source: word-image-2132

Try to avoid Amazon altogether

While it’s true that you should always look to invest in your own web platform and brand independence, you should also not hesitate to work with the biggest names in the industry, such as… Amazon, for example. Finally, selling on the major marketplaces can help you reach a wider audience, and you can use their resources to get started. However, keep in mind that in this case you are only renting their traffic and customers. They do not own or control them. You still need to invest in your own online space, over which you have full control.

Don’t get carried away by the latest fads and trends

In the world of e-commerce, there is always something new to try. A new product to sell, a new way to sell, a new way to attract customers. Instead of trying to follow these fads and trends, focus on what your brand does best, whatever that is. Even if you’re tempted to try a tactic you’ve heard a lot about, you should only do so if you have the time and resources to do so. Otherwise, you risk losing more than you can gain.

Final thoughts

While we hope 2021 will be very different from 2020, we think it will continue to be a great year for e-commerce. We hope the above pros and cons will help you make the most of it, whatever niche you are in.


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