9 Essential Ecommerce Marketing Strategies For Your Business

With online shopping becoming more of a norm than a trend, it’s essential for brands to leverage e-commerce marketing strategies to stay competitive. 

Unlike the e-commerce giants that have vast resources at their disposal, small & medium brands often operate on limited budgets and narrower margins. This makes it even more crucial to implement strategies that are not only effective but also cost-efficient. 

This blog dives deep into 9 actionable and practical e-commerce marketing techniques tailored to the unique needs and challenges of small to medium enterprises. 

Let’s set your e-commerce business on the path to success.

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1— Create a Sales Funnel

Imagine a funnel in the real world: broad at the top and narrow at the bottom. 

Similarly, a sales funnel also has many people at the top (i.e., visit your website), but as they proceed, only a fraction will end up making a purchase.

But instead of leaving it to chance, you can decide the path they take from top to bottom so that maximum people become your customers. 

One of the most useful and easiest funnel to implement is a tripwire funnel. 

It is designed primarily to convert visitors into leads, and then promptly into customers, often in just a couple of steps.

A tripwire funnel begins with an offer that’s too enticing to ignore. 

For most businesses, this often means presenting a product at an incredibly low price or even for free for first-time customers.

Or it can be free but they charge only for shipping. 

Here’s an example of a product offering the first box for free and charging only for shipping.

Let’s see another example of a supplement product offering 30-day supply for free and asking for only to pay for shipping:

The aim is to lower the barrier of entry for the customer, making it almost a no-brainer for them to take the offer.

Once a visitor has decided to take advantage of the initial offer, businesses often present an additional, complementary product or a one-time special deal. 

Here’s how the supplement brand capitalized on the momentum and showed this limited-time offer to increase the order value:

Since the customer has already committed to a purchase, the probability of them adding more to their cart is higher at this point. 

Setting up pages, figuring out the right sequence, ensuring a smooth user experience— it’s a lot! 

Well, here’s the good news: with ClickFunnels, you don’t have to sweat the details.

Choose your funnel template…

…and start customizing your pages. ClickFunnels will take care of the rest. 

With ClickFunnels you can: 

• Add one-click upsell pages, ensuring that once customers decide to make a purchase, they can add more to their cart with just one click.
• Engage customers post-purchase with automated email responses. Whether it’s a thank you note, a special offer, or a reminder, ClickFunnels has got you covered.
• Understand how your funnel performs with in-built analytics.

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2— Create a Landing Page Specific to Your Ads

When you run an ad promoting a specific product or offer, it’s clear what caught the user’s attention – that exact product or offer. 

Therefore, direct them to a landing page focused on that item or offer, rather than your general website, to encourage immediate action.

Here’s an ad for :

Here’s the landing page I went to when I clicked this ad:

Why is this an effective marketing strategy? 

Here are 2 main reasons: 

• Unlike a full website, which might have links to various products, blog posts, or other areas, a landing page is usually free of navigational links. This ensures the visitor isn’t sidetracked by irrelevant information, increasing the chances of them taking the desired action.
• Dedicated landing pages allow for easier tracking of conversions related to a specific ad campaign. This means you can quickly gauge the effectiveness of your ad and make necessary adjustments in real time.

To create landing pages easily and quickly without replying on any technical team, you can use ClickFunnels templates.

And, if you do know how to code, you can jump right into the code editor to customize things further or even add custom functionality.

Templates have a clean layout with intuitive navigation. You can customize them using a drag-and-drop editor to suit your branding, copy, and offer.

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3— Partner With Influencers to Create Brand Awareness

Influencers are people on platforms like Instagram, YouTube, or TikTok who’ve gained a lot of followers because people value their opinions, expertise, or the content they create.

In influencer marketing, brands collaborate with these influencers to promote their product. 

Here’s a person who has ~28K followers and they are an ADHD coach.

In this post, they’re promoting Loop Earplugs for people who are sensitive to loud noises.

Because influencers have a loyal audience that trusts their recommendations, it’s a way for brands to reach potential customers in a more organic way than traditional advertising.

Most influencers cater to specific niches, making it easier for brands to reach the right audience without wasting effort.

Here’s a practical, step-by-step approach to influencer marketing: 

Research the right influencers 

Start by finding creators who resonate with your brand’s values and cater to an audience you want to target. Look at their content, engagement rates, and audience feedback.

For example, for Athletic Greens the right influencer would be someone who’s interested in fitness and workouts.

Reach Out via Email or DMs

• Introduce yourself: Begin with a brief introduction about who you are and your brand’s mission.
• Express interest in collaboration: Ask if they’d be open to exploring a potential partnership further.

Here’s a template you can use — 

• Subject: Collaboration Interest with [Your Brand Name]
• Hey [Influencer’s Name],
• I’m [Your Name] from [Your Brand Name]. Love the energy and authenticity in your content! 
• Would you be open to exploring a partnership? We think our [product/service] might resonate with your followers because [give reasons] 
• Let’s chat? 
• Best, [Your Name]

You can also generate inbound interest from influencers by creating dedicated landing pages like the one created by Loop Earplugs here:

Or the one created by Athletic Greens where they even mention the type of influencers they would love to partner with:

Set up time to chat

For those interested, arrange a phone call or video meeting. 

Share a bit about what you offer and why it aligns with your audience.

Talk about the perks they might get from partners, such as compensation or free products.

Lululemon highlights these benefits —

Emphasize building a lasting relationship rather than just a one-time deal. Start by understanding their needs and see how you can offer value even before official collaborations begin.

Discuss the details of collaboration

• Talk about content creation costs and what they typically charge for collaborations.
• Understand the type of content they can create for you and any restrictions on its use.
• Nail down timelines, both their standard pace and any rush scenarios.
• Gather logistical details like shipping addresses if you’ll be sending them products.

Post-collaboration engagement

Engage with their posts online, offer periodic updates about your brand, and check in from time to time. Keeping in touch will pave the way for more fruitful collaborations in the future.

4— Write Content Relevant to Your Target Audience

You might be wondering… why does an eCommerce brand need to publish blog or vidoes aka content?

The reason is simple — A well-optimized blog post can attract organic traffic from search engines. This traffic is particularly valuable because it consists of people actively searching for information related to your products, indicating strong purchase intent.For example, if I search for “specialty coffee” on Google, I find these two links interesting.

When I click on the link from Perk Coffee, I land on their blog. 

In the process, I ended up discovering a new coffee brand that I might purchase from in the future or sign up for their newsletter. 

The same might be the case with your brand if it has good content that ranks well on Google and helps people discover your brand, without you paying for any ads. 

Another reason is that before making a purchase, especially for more unfamiliar products, customers need to understand the product’s utility, benefits, and features. 

Content can help bridge this knowledge gap. 

For example, Poopuri, a brand that makes and sells fragrant sprays for shoes, pets, and toilets publishes innovative, cheeky videos on their YouTube channel.

By portraying scenarios many people have faced but rarely discuss, the brand both normalizes the conversation and presents its product as the perfect solution.

5— Use Email Marketing to Engage Your Audience 

Email might seem old school in the fast-paced digital world, but for e-commerce brands, it remains a goldmine. 

That’s because people on the email list are already familiar with the brand. Now you just need to turn them into customers or repeat customers. 

And it’s easier to do via email compared to any other channel.

That’s because… 

• Emails can be tailored to individual preferences, making offers feel exclusive and personal.
• You decide when to send, allowing for strategic promotions around purchasing behaviors or special occasions.
• Landing directly in their inbox ensures higher visibility and attention compared to crowded social feeds.
• Most people check their emails daily, so there’s a regular chance to catch their attention.

The success of email marketing for an e-commerce brand depends on — growing an email list & keeping that list engaged. 

Growing an email list

The simplest way to grow an email list is to add an email signup form or pop-up on your website.

You can give an incentive — like a discount, or free shipping — so that people do give their email addresses. 

You can also host giveaways that require people to sign up with their email address.

You can even offer a lead magnet relevant to your audience, like how Jolie, the shower head company, provided a personalized water report for users’ specific areas, tapping into their curiosity and relevance.

If you produce exclusive, limited-edition items, leverage this uniqueness in your email sign-up prompt. Take a cue from Last Crumb. 

If you don’t want to think too much right away about what incentive to give your visitors, at least include a simple signup form asking people to stay in touch. 

Here are some more ideas.. 

• Ask for sign-ups at in-person events or pop-up shops.
• Collaborate with complementary brands for joint promotions.
• Run referral programs where customers get rewards for bringing in email subscribers.
• Run referral programs where customers get rewards for bringing in email subscribers.

Now we’ve seen what emails you can send to the list so they eventually buy from you. 

Keeping an email list engaged

Regular emails ensure your brand remains fresh in the minds of subscribers, making them more likely to think of you when making a purchase. 

Here are some ideas for emails you can send to your list:

Welcome Emails

A warm introduction to new subscribers or customers, often coupled with a special offer or discount to encourage an initial purchase.

Or you can be creative like Last Crumb asking people to checkout their Instagram.

Abandoned Cart Emails

Reminders to customers who added products to their cart but didn’t complete the purchase.

Educational content

Your emails should not feel like a constant salesperson bugging someone every day to ‘buy this, buy that.’ You can add value to your subscribers, gain their trust, and eventually a sale.

Promotional email

Definitely send an email whenever you have a sale going on.

Product Recommendations

Suggestions based on a customer’s browsing or purchase history.

Restock Alerts

Notifications to let customers know that an out-of-stock item they showed interest in is available again.

Creating professional emails shouldn’t be pricey or time-consuming. With ClickFunnels, you can bypass hiring costly designers or technical staff. 

It’s packed with easy-to-use tools, & templates so even if you’re not tech-savvy, you can quickly design standout emails.

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6 — Create a Referral Program 

People trust their friends more than you ads or posts. 

So if someone’s friend says, “This store is awesome,” they’re more likely to shop there.

Via a referral program, you need to engineer this recommendation and incentivize people to recommend your brand more often.

You’re basically rewarding your customers for introducing their friends to your online store.

Here’s an example of a referral program from Casper, the mattress brand:

While this works for the brand it takes a while to understand the offer and what’s the benefit being passed on to your friend. 

Let’s see another example of a simpler referral program.

Here, the customers share a link, and when friends shop using it, both get the same discount.

Discounts and coupons are a great incentive but if you want some ideas that are not so hard on your cashflow, check these out: 

• Points system: Instead of cash, give points. The more friends you bring, the more points you get. Later, these points can be traded for products.
• Exclusive access: Offer special items or early access to sales. Tell them, “Bring a friend and get free stuff!”

• Charity donations: Instead of giving a direct reward, promise to donate to a charity for each referral. “Help us spread the word, and we’ll help the world.”
• Exclusive Access: Offer special items or early access to sales. Tell them, “Bring a friend and get first dibs on our new stuff!”

Here’s how Goop does it: 

Finally, we have some pro tips on executing referral programs: 

• Make sure both sides get something good. If the deal feels uneven, people won’t join in.
• Don’t have complicated rules. Make your program easy to understand. 
• Use clear and enticing language like “Invite Friends, Earn Exclusive Rewards” instead of just “Refer Now.”
• Invest in referral tracking software. This not only simplifies management but also helps in understanding which referral incentives work best.

7— Use Social Media Platforms to Stay on Top of Minds

Leveraging social media for e-commerce is nothing new, but the trick is to find fresh, relevant, and actionable ways to stand out. 

Understand that people primarily come to social media to be entertained, inspired, or educated. They’re not really there to know the features of your products. 

Here’s are some ideas that e-commerce brands can use to cater to these needs:

Entertain:

• Memes: Craft brand-related memes that tie into current trends or pop culture.

• Interactive Challenges: Start a hashtag trend, like #ShoeFlipChallenge for a footwear brand.
• Playful Polls: “Which color for our next product release? 🌈”

Inspire:

• Customer Spotlights: Share real stories, and videos from people who started using your product and saw the results you promised. 

• Mood Boards: “Boho-chic summer” collection with your products.
• Quotes: Overlay motivational quotes on images of your products in use.

Educate:

• Quick Tutorials: “3 ways to style our newest scarf.” or here’s an example from a brand selling oral-care products:

• Product Facts: Share surprising or little-known facts about your products.
• Industry Tips: For skincare brands, “Why SPF is essential every day.”

Don’t start off on all social media platforms at once. You’ll get overwhelmed in the process. Choose 1-2 platforms to begin with, based on where your target audience hangs out. 

8— Host Giveaways to Generate Product Launch Buzz

A giveaway is a promotional strategy where brand products are offered for free to participants, often with the condition that they engage in certain actions like sharing a post, tagging friends, or following on social media pages.

Giveaways are usually time-limited, which makes participants act quickly to enter. The scarcity principle implies that people place a higher value on things that are limited.

When participants share the giveaway, the brand’s reach expands, often exponentially. This helps in building brand awareness.

The element of luck or chance in winning a giveaway is similar to a game. This can be exciting and can drive more engagement.

To execute a giveaway, keep in mind the following points:

• Decide on what you want to achieve. Is it more followers? Brand awareness? Or introducing a new product? Your objective will guide the design of your giveaway.
• Don’t make the entry process too complex. However, you can ask participants to engage in multiple ways to increase their chances of winning, but always ensure that the primary method is simple.
• Regularly update participants about the status of the giveaway. Engage with comments, shares, and mentions.
• To convert the participants who didn’t win into customers, offer them a limited-time discount or a special bundle deal. This can provide a consolation for their efforts.

Here are 5 giveaway ideas —

1— Themed Giveaway Kits:

• Concept: Curate a set of products around a particular theme.

• Example: For a summer launch, bundle a beach towel, sunblock, sunglasses, and a summer reading book.
• Objective: Introduce new products or highlight existing ones, tying them into a seasonal or cultural moment.

2— User-Generated Content Contest:

Encourage users to create and share content around a specific theme or using a specific hashtag.

For example, Ask customers to share a photo of them using your product in a creative way. The best or most creative photo wins.

The objective here is to boost brand engagement, increase reach, and accumulate valuable user-generated content for future marketing endeavors.

3— “Golden Ticket” in Product Packaging:

Insert a “golden ticket” or special code in select product packages that can be redeemed for a special prize.

For example, cosmetic brands can insert tickets into select packages, with prizes ranging from an all-expenses-paid spa day to free products for a year.

It will drive product sales and create excitement around unboxing.

4— Interactive Social Media Challenges:

Design a fun and engaging challenge for your audience to participate in on platforms like TikTok, Instagram, or Facebook.

For example, a dance challenge, cooking challenge, or even a DIY project using your products.

The objective is to increase brand visibility and engagement, especially with younger audiences. These challenges can often go viral if they’re catchy and

9 — Use Quizzes as Lead Generation Tools

When quizzes are executed effectively, they can be an excellent tool for lead generation.

For example, to see their quiz results, a user might be asked to provide their email address, which can then be used for email marketing campaigns. 

Good Pair Days, a wine company, has a quiz to find out which wines you might enjoy.

I took their quiz where they asked me about my wine knowledge and taste preferences.

Before showing my results, they asked for my email address.

This can be used to send me targeted emails later. 

After I gave my email, they showed me a selection of wines picked just for me.

Quizzes also help in segmenting the visitors, thus creating a personalized shopping experience that can improve conversion rates.

Online stores, especially those in industries like skincare, fashion, or nutrition, use quizzes to understand the individual needs or preferences of the visitor. 

For instance, a hair quiz might ask about your hair type, concerns, and preferences to recommend suitable products.

When users participate in quizzes, they provide valuable data about their preferences, needs, and behaviors. Brands can then analyze this data to refine product offerings, marketing strategies, and ad campaigns.

Here are a few things to note when creating a quiz for your brand:

• Whether it’s a product recommendation, a discount code, or just a fun insight, ensure that there’s a value proposition for the user to complete the quiz.
• Participants should be provided with their results promptly. This could be via email or by directing them to a landing page with products curated specifically for them.
• Your quiz should be quick and engaging. Aim for 5-10 questions to ensure the user stays engaged but still receives valuable insights.
• Opt for multiple-choice questions. They streamline the quiz, simplify segmentation, and ensure more precise product recommendations by guiding user responses.

• Pictures can help in understanding and make the quiz more engaging. For instance, if asking about a dog’s body, show some illustrations so people can pick one easily. 

• Decide on what you want to achieve with this quiz. Are you aiming for product recommendations? Or Understanding customer preferences?

Let’s craft a short quiz for a headphone brand. 

• Objective: Recommend the most suitable headphones.
• Product Understanding: We have headphones suitable for studio recording, casual listening, and live performances.
• Customer Segmentation: Segmented into audiophiles, casual listeners, and professional musicians.
• Key Decision Points: Sound signature, comfort, portability, use-case.
• Question:
• “For what purpose will you mainly use these headphones?”
• “How important is a deep bass sound to you?”
• “Do you need headphones that are easily portable?”

Here, sound preference might be more crucial than color options.

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Final Thoughts

At the center of every effective e-commerce marketing plan lies a singular focus — the customer.

As you choose, test, and adapt any marketing strategy think about your potential customers and how you can make the experience better or easier for them. 

Ensure each step you take aligns with the preferences and aspirations of your audience. 

And that will keep you on the path to generating more revenue for your e-commerce brand.