You’ve done it..you are officially the owner of an online store. What next?

This article will give you a sense of what exactly e-commerce marketing is and how to use today’s most valuable marketing channels to win customers.

E-commerce marketing is using various practices to drive customers to your online store and increase awareness about your products and brand.

You can attract customers with social media, email campaigns, digital content, and more. We’ll describe each e-commerce marketing strategy in detail, but first, let’s dive into building that strategy.

Content marketing is creating and sharing valuable content for free to get customers’ attention to a product or service.

The most popular formats of such content are blog posts and videos. For example, a watch store can share a blog post on choosing waterproof watches. A yoga teacher can upload a YouTube video that explains the morning yoga routine.

You can create other types of content, too, like printables, e-books, even webinars, and podcasts.

No matter what format you choose, your content should be helpful to your target audience. If your video helps, educates, or entertains potential customers, they’ll see you as an expert in your niche. That, in turn, increases the chance they’ll buy from you.

When creating content to promote your store, make sure:

Google and other search engines do not automatically find your content once you hit publish. Here’s what you can do to ensure your content improves your site’s ranking in search engines:

Email marketing is one of the most cost-effective way of reaching out to your customers. Plus, customers are open to receiving emails. According to Statista, 49% of respondents would like to receive promotional emails from their favorite brands weekly.

Emails are great for getting repeat customers: shoppers are eager to return when they receive info on new products, promotions, or sales.

To start using this e-commerce marketing method, you need to build your email list first. Here’s how you can do that:

Customer emails are collected right at checkout when customers place an order. If a customer doesn’t finish placing their order, their email is still saved to send them an abandoned cart recovery email.

After you collect your customer emails, it’s time to send out your newsletter. You can manually send to smaller lists, but once the list grows beyond 50 email addresses, you should look into using an email service provider like Mailchimp.

Automated emails help retain customers and activate shoppers who haven’t purchased anything from you in a while.

When an online seller uses pay-per-click (PPC) advertising, they place an ad on the internet and pay a flat rate every time it is clicked. Online advertising is a promising opportunity to generate traffic. Still, to make sure it’s cost-effective, you need to know a couple of things.

Paid search ads and ads through Google are currently the premiere PPC ad system. You’ll want to get started with Google Ads, and the tools are easy to use.

If you sell a more general product, but to a particular demographic or interest group, you may want to begin with Facebook Ads. Facebook Ads will allow you to fine-tune who sees your ads, but it can cost a bit more for this specificity.

There are many reasons why social media is an effective tool for e-commerce marketing. It’s cost-effective; there are billions of users on social media, which helps build a community around a store. But with new social media platforms popping up every day, your options may seem overwhelming.

Remember: you don’t have to be everywhere at once. Explore social media sites wisely and use platforms that best showcase your products and reach the audience you’re targeting.

Facebook is usually an excellent fit for almost any business. It has customizable marketing and tracking tools with a massive reach. Plus, you can add your online store to your Facebook page.

Twitter is a useful outlet if you have the time and resources to send consistently shareable tweets to develop a following. Twitter is also an easy place to encourage customers to share items from your store as well.

Instagram and Pinterest will be nice homes for your business if your product has a strong visual element. For example, if your store sells clothing or other unique items that need to be seen to be purchased, these are sites you need to invest in. Plus, you can sell your products on Instagram with Shoppable Tags.

LinkedIn makes a natural platform for selling products or services geared to businesses and professionals.

Snapchat and TikTok are great if you sell to a younger audience (although if you don’t, you can still use it to your advantage). Those platforms work best if you promote your business with fun, entertaining content, so be ready to get creative. For example, here’s how San Diego Zoo entertains its followers:

Another method of e-commerce marketing is tapping into social news aggregation and discussion websites like Reddit. As it is a hub for content-specific groups, you can find a whole new customer base here. Read the fine print carefully, as there may be rules against sharing your own products depending on where you are posting.

Encourage customers to share their experiences or pictures of their products on Reddit so you can reap the rewards of having e-commerce street cred.

We’ve shared some digital marketing tips for beginners that will help you start promoting your store online. Sending out newsletters, creating social media presence, sharing valuable content, and a bit of PPC advertising makes a solid base for marketing your new store.