Essential Ecommerce Marketing Tactics for Your Online Store in 2025
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8 minutes 32 seconds
Online sales are enjoying unflagging popularity. More and more web users are choosing to shop online. They can decide from the offers of myriad stores, from global giants to artisans selling homemade products.
There is tremendous competition online. Millions of marketing channels compete for customers' attention. How can you effectively stand out in the crowd and reach the largest possible audience with your offer? How should you promote your store? In this post, I will try to answer these questions.
What is effective online store marketing?
Online store marketing is a special kind of marketing. Promoting your online store is similar to promoting a website to some extent. In both cases, similar tools can be used. These include Google Ads, social media activities, SEO, company blog creation, etc.
The difference is the purpose of the activities. In the case of a standard website, this will usually be to gather as much traffic as possible. The traffic affects the price of the advertising space that the site owner can offer.
The most important thing when running an online store is sales. High traffic also matters, but only if users make a purchase. A store site whose traffic does not translate into a high profit from the products and services offered is simply ineffective.
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How to build and revise a marketing strategy
Where to start? There is no room for ill-considered actions in online marketing. Most often, they end up wasting money. Therefore, effective promotion of an online store influences its entire future. It's all about setting your goals and measures; above all, you will try to pursue them.
It may seem like a difficult task at first, but, as you will see in a moment, it is doable. The work is best divided into several stages.
Stage 1: Create personas
Personas are profiles of your potential customers. They allow you to determine who you are targeting with your offer. When creating personae, consider factors such as age, gender, interests, place of residence, income level, needs, goals, or aspirations.
Step 2: Define the Purchase Path
A purchase path is the path a customer must take to make a purchase. For each prospect you create, prepare an outline of the steps she needs to take to make a purchase. Consider where she got the need to buy the product, how she finds out about it, what makes her come across your offer, and what her activity on the site looks like.
Step 3: Define Goals
Now you can move on to defining goals. Create them according to the S.M.A.R.T. concept, which means they should be:
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concrete (specific),
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measurable (measurable),
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achievable (achievable),
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relevant (relevant),
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specified in time (time-bound).
Examples of such goals include increasing sales by 20% in a year or reducing rejection rates by 4% in a month.
Step 4: Establish KPIs
KPIs (Key Performance Indicators) are key performance indicators, or concretized metrics expressed in numbers. These include return on investment (ROI), cost per customer acquired, cost per user clicked on an ad, among others. For more on the metrics used in evaluating campaigns, see our article on advertising on the Internet.
Step 5: Check the Effectiveness
The verification of the marketing strategy should be based on analyzing its results. The most important parameters are, first of all:
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profit,
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sales volume,
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website traffic,
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rejection rate,
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customer satisfaction level,
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average order value.
By analyzing the various stages of the sales path, you will see at what point users abandon the purchase, and therefore what elements of it you should improve.
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Ecommerce marketing channels
You can use sales through many channels to promote your online store. You can use most of them, at least to a limited extent, on your own. Below are the most important channels that will work well for e-commerce sales.
SEO
E-commerce store positioning is needed to get Google users to see your website, when they type keywords related to your business into the search box. For example, if you run a window store in New York, your customers will likely search for phrases such as “windows New York.”
More users will come to your site if you are in high search positions. Practically everyone is fighting for the top position in Google. Therefore, you must not neglect this area. For detailed information on positioning your website, see the article in our Knowledge Base.
Content marketing
Content marketing involves providing recipients with messages that offer value to them in their own right. This approach makes the advertising message less aggressive in the eyes of its addressees. This helps to arouse interest in the brand, build trust and create a positive image.
A basic content marketing valuable activity in promoting an online store is blogging. It will help your site rank better in Google. Interesting articles will help you attract new users to your store's website and present yourself as an expert.
Google Ads
One of the most popular and effective forms of promotion on the Internet today are Google Ads. We can divide them into three types.
Sponsored links
These materials appear on the Google search results page. They include paid results, which are located at the beginning, end, and right sides of the list.
Ads on Google's partner network
In this case, advertising appears on the sites of publishers that cooperate with Google, including the largest and most reliable portals and sites.
Social Media
Social media presence is all about maintaining company profiles. Social media allows you to establish a dialogue with users. This, in turn, translates into the ability to get to know the audience in depth and tailor communications and offers to their needs.
In addition to the profiles themselves, social media allows you to post paid advertisements. Ads on Facebook or Instagram can increase sales in your online store. Their biggest advantage is the ability to reach a particular audience and thus acquire customers. Even such specific variables as musical taste, culinary preferences or relationship status can be considered.
Email marketing
Email marketing is an old but still effective method of reaching your audience. It helps build a relationship with the customer and keeps them coming back to your site. It is a good channel to inform about news, promotions, discounts, and rebates.
Marketing Automation
“Manual ”marketing is practically impossible. Fortunately, you can find many tools to help automate the process. Among other things, they allow you to create databases of users and divide them into categories (for example, isolate people who have made multiple purchases or bought a product from a specific category). On this basis, it is possible to reach specified groups with a marketing message. The most popular marketing automation tools include:
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Salesmanago - allows you to create multichannel outreach strategies;
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Edrone - is primarily used to track the behavior of individual users on the store's website and assign them to relevant categories;
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Hub Spot - one of the world's most popular e-commerce support platforms. Like salesmanago, it helps reach users through multiple channels, for example, social media, emails and blogs.
Youtube
You can conduct YouTube activities in two ways. First, by running a channel where you will present content in line with the interests of your target audience. In the case of the example window store, for example, these will be companies that help you choose specific types of windows for your home, garage, outbuilding, etc. In this case, you will be using YouTube for content marketing.
You may also decide to place paid advertisements on YouTube. These can be videos shown before and during videos or static banner ads.
Influencer marketing
Influencer marketing is not losing its popularity. The most famous creators from YouTube, Instagram, or TikTok can charge several hundred thousand zlotys for cooperation. Fortunately, you will also find many smaller players on the web, who gather around them a not very large, but loyal audience.
You can establish cooperation with them with minimal costs. Some influencers also agree to barter collaboration — they will advertise your product or service in exchange for the opportunity to benefit from your offer. Another option is to offer them a commission on purchases made by people who come to your store through influencers.
How to Increase Sales in an Online Store - Marketing Plan
Increasing sales in an online store does not have to involve a lot of work. Sometimes, all it takes is a few simple changes, and profits will skyrocket. Here are some suggestions to help you improve your online store's performance.
Add Facebook login capability
Many users are more likely to register with your store if they can register with a single button instead of filling out a form. That's why adding the ability to register and log in via Facebook is a good idea.
Include user reviews on your website
Reviews from people who have purchased from your store increase its credibility. Positive product reviews created by users will help boost sales.
Display pop-ups to users who abandon shopping carts
Abandoned shopping carts are the bane of many online stores, For people who leave a purchase, offering a discount through a pop-up will help reduce the number of uncompleted transactions.
Give a choice of delivery methods.
Some users prefer home delivery, others prefer parcel machines, and still others value postal services more than courier delivery. So, you should be able to choose several delivery options.
Let the user choose the payment method.
Users have very different preferences when it comes to payment methods. Some of them would like to pay for the goods on delivery. Nowadays, however, online payments are becoming more and more popular. In this case, the range of options is extensive - from wire transfer through payment by card or Google Pay. You should make at least a few options available. With WebWave, thanks to its integration with Dotpay, you can provide users with more than a dozen payment methods!
Send personalized emails to people who did not complete the transaction
As we have already mentioned, many tools allow you to track users' behavior on the site, With the data collected in such programs, you can create messages that focus on the needs of specific people who left the shopping cart.
Offer discounts
To users who are on your mailing list, offer discounts. This will make it easier to persuade them to buy again.
Up-sell
Up-selling is about increasing the value of an order by offering a product with better specifications and thus a higher price. A customer wants to buy PVC windows? Why not offer him more expensive but more durable wooden windows?
Cross-sell
Cross-selling is offering products that complement those chosen by the customer. For example, you can offer him a balcony door or a frame maintenance product if he bought windows on your site.
Online Store Marketing — Summary
A successful online store requires good marketing. Competition in e-commerce is high, so reaching potential customers is difficult. However, many tools are available to help you with this. I think the basis of your activities should always be a carefully prepared plan, and you should verify its effectiveness on an ongoing basis.
Use WebWave to create an online store where you can easily present your offer, reach out to customers, and make updates. Choose one of the ready-made store templates or start the project from a blank page. Good luck!
FAQ
What are the best ecommerce marketing strategies for 2025?
The best ecommerce marketing strategies for 2025 include optimizing your ecommerce website for search engines, utilizing social media marketing to promote your online store, implementing email marketing campaigns, and leveraging marketing automation tools to streamline your marketing efforts.
How can I promote my online store effectively?
To promote your online store effectively, consider using a mix of digital marketing tactics such as social media advertising, influencer collaborations, and content marketing to create engaging content. Additionally, paid advertising and affiliate marketing can help expand your reach and drive traffic to your ecommerce site.
What types of ecommerce marketing should I focus on?
Focus on various types of ecommerce marketing, including search engine optimization (SEO), email marketing, social media marketing, and text message marketing. Each type has unique benefits that can help you reach new customers and enhance your marketing efforts.
How can I optimize my product pages for better sales?
To optimize your product pages, ensure they have compelling product descriptions, high-quality images, and clear calls to action. Additionally, perform keyword research to incorporate relevant keywords into your product pages to improve search engine visibility and drive traffic.
What role does social media marketing play in e-commerce?
Social media marketing plays a crucial role in ecommerce by helping businesses promote their online stores, engage with customers, and build brand awareness. Platforms like Instagram and Facebook are particularly effective for showcasing products and driving sales through targeted campaigns.
How can I use email marketing to boost my ecommerce business?
Use email marketing to boost your ecommerce business by creating personalized email campaigns that target specific segments of your audience. This can include product recommendations, exclusive offers, and updates on new product launches, which can enhance the shopping experience and encourage repeat purchases.
What are some marketing automation tools I can use?
Some popular marketing automation tools include Mailchimp for email marketing, Hootsuite for social media management, and Google Analytics for tracking website performance. These tools can help streamline your marketing strategies and improve your overall ecommerce marketing plan.
How can I drive traffic to my ecommerce store?
To drive traffic to your ecommerce store, implement a combination of SEO strategies, utilize paid advertising campaigns, create engaging content for social media, and consider partnerships with influencers. These tactics can enhance your visibility and attract potential customers to your online business.
What marketing ideas can help increase online sales?
Marketing ideas to increase online sales include offering limited-time promotions, using retargeting ads to reach previous visitors, and creating a loyalty program for repeat customers. These strategies can motivate shoppers to make purchases and improve your overall conversion rates.
What are the best practices for running a successful ecommerce marketing campaign?
Best practices for running a successful ecommerce marketing campaign include setting clear goals, defining your target audience, monitoring campaign performance, and continuously optimizing your strategies based on data insights. Engaging content and regular communication with your audience are also key to success.
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