In this guide
  1. Find the right shipping options for your ecommerce business
  2. 6 ways an influencer marketing strategy sells your products
  3. 10 ways to grow your list with ecommerce email marketing (with templates)
  4. Pros and cons of selling your products in an ecommerce marketplace
  5. Ecommerce KPIs and Metrics: The data that defines success
  6. How to promote a product with ecommerce marketing
  7. 7 keys for successful Kickstarter campaigns
  8. Increase your conversions with abandoned cart emails

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Issue #19

How to promote a product with ecommerce marketing

Business Models Commerce
10 min read

There’s power behind ecommerce marketing.

Does it seem like almost every website has a 10% off code for email subscribers or $15 off your first order promotion? That’s because they work.

Ecommerce marketing saleThese online shops know that promoting a product to give their customers an additional incentive to buy their product increases the likelihood of them making a purchase.

In fact, over 50% of buyers make a purchase only after seeing an ecommerce promotion. While it may seem counterintuitive to increase your ecommerce profits by including a discount or free shipping code, it may sweeten the offer enough to turn visitors into customers.

Why is it important to convert these visitors? Once someone has a product in their shopping cart, they transition from a shop browser to an interested consumer. In the meantime, the consumer might be looking at product reviews and reflecting on the purchase to see if it’s worth it.

Your most interested audience members are the most important to convert. Once they become a customer and are delighted by your product and experience, they’re more likely to become loyal customers. This translates to a higher customer lifetime value, which is one of the keys to running a sustainable business.

A sales promotion may take a small portion of your profits now, but it could turn a casual browser into a customer for life. That’s why it’s important to thoughtfully plan your ecommerce promotions so you can become the clear choice for every customer’s needs in your industry.

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Why is ecommerce marketing important?

You’ll need more than a beautifully packaged product to grab a visitor’s attention. There are millions (yes, millions!) of ecommerce shops on the internet.

With more retailers and manufacturers to choose from than ever before, it’s the ecommerce shop’s job to create unique product promotion strategies that incentivize their customers to buy. Ecommerce was responsible for $2.3 trillion in sales in 2017 alone, and the number will only increase in the next few years.

While ecommerce shops have only been around for the last few decades, sales promotions are anything but new. Many of us remember clipping coupons from print newspapers and grocery store advertisements years ago. Ecommerce marketing promotion

While things are simpler now, the strategies behind ecommerce marketing are still the same. The application just looks different today. Instead of getting catalogues in the mail and weekly advertisements in the Sunday paper, we go to social media and coupon sites like Groupon to see who has the best deals. The whole “build it and they will come” strategy doesn’t work in the highly competitive world of ecommerce business. Ecommerce promotions have the ability to make or break the success of your business, so let’s talk more about how to promote a product in your ecommerce business.

Creating an ecommerce product launch strategy

Your first step in creating attention-grabbing ecommerce promotions is to create a product launch and promotion timeline. Promotions are usually marketed as short-term deals on a customer’s desired items. This gets the customer trained to look for promotions and incentivizes them to buy while the offer is still available.

Urgency is one of the largest purchasing motivators, which is why you’ll see this tactic used by marketers of all industries. In a case study with pet products, adding a sense of urgency helped to increase profits by an astounding 27.1%. And that’s not the only case study to prove how well urgency works in ecommerce business.

Having a timeline around your ecommerce promotions will not only help you with organizing your ecommerce marketing efforts but will also keep you on target with reaching your conversion goals.

There are many kinds of ecommerce promotions you can choose from! We recommend testing a few to see which work best for your ecommerce marketing plan, but here are a few ideas to help you get started.

  • Percentage off sales
  • Free shipping codes and offers
  • Limited number of units in stock
  • First-time visitor coupon codes
  • Email subscriber special offers
  • Urgency on the shopping cart page
  • Sales advertisements on website banners

Ecommerce marketing promotion ideas

Places to promote your ecommerce products

Now that you have a few ideas of how you can incentivize your visitors to make a purchase, it’s time to put them into action through effective marketing channels.

Just remember that Rome wasn’t built in a day and it may take a few promotional periods to get your sales offer just right. With the mindset of experimentation, you can attract more customers and convert more sales with a few strategic tweaks.

The easiest way to promote your digital products? Create a product page in ConvertKit Commerce and embed it into a landing page, your website, or send the link directly to your audience.

Start selling within minutes

As a creator, you deserve to get paid for your work. ConvertKit Commerce is ready-made to help you sell digital products.

Get paid with ConvertKit Commerce

Looking for more places to test your promotions and ecommerce marketing strategies? Here are a few channels worth experimenting with.

Blog about your ecommerce promotions

As you create your blog content strategy, think about how your ecommerce promotions might fit into the topics you’ve already brainstormed. This is your opportunity to think outside the box with your ecommerce marketing!

Are you running a 10% off sale on personalized mugs? Try to gather some user generated content from Instagram of other customers utilizing your products and share them within your blog post with the special offer. It not only increases your social proof but also gives your customers a peek into what their morning lifestyle could look like with a custom mug.

Would you rather offer a free shipping code to a limited number of people? Include the code in a blog post and offer it to the first set amount of people who read and use it. This can be a great way to get people to read your blog more regularly and decreases your bounce rate since customers will visit multiple pages on your website. Win-win!

Post ecommerce offers on social media

Social media is a great way to drive traffic to your ecommerce shop. Since people who follow you there are already interested in what you have to say, use your social media feed as a way to share special offers along with a behind-the-scenes look into your business.

So where should you focus your time and energy when choosing social media platforms to promote on? With Facebook driving 85% of all social media generated sales, it’s arguably the best place to promote your products.

Ecommerce marketing on social media

Keep in mind that Facebook only shows your posts to 2-3% of people who like your page so if you want to seriously increase your conversions, you’ll want to look into utilizing Facebook ads.

Facebook is a leader in social media, but Instagram and Pinterest are worth looking into as well. Instagram has the highest average order value at $65.00. Pinterest, on the other hand, works well for businesses who rely more on organic traffic since it acts as its own search engine.

While social media is a great way to drive product sales, you’ll want to use the platforms primarily as a way to stay engaged with your audience. People are turned off by an endless stream of sale promotions so try to keep the 80/20 rule in mind. This means that 80% of your content should be engaging and the other 20% can be more sales focused.

Run advertisements to convert more visitors

We talked a little bit about using social media advertisements to promote your ecommerce products, but you can also use PPC (pay-per-click) ads on Google, YouTube, or other search oriented platforms.

Ecommerce marketing ads

Google ads allow you to target very specific people who are already using their search tool, which includes a whopping 65% of the population. Many companies boast that Google ads have “boosted their sales overnight”, but in order to sustain your business through these kinds of sales, you must continue to invest in Google ads. Just something to keep in mind!

If you know your audience listens religiously to a specific podcast, you might want to become a sponsor and try advertising on their platform. You can include a special code for their listeners and track how well their audience responds to your offer.

There are many outside-of-the-box ways to run advertisements online and offline. Try a few to see what feels like the most natural fit and translates into more sales.

Create strategic partnerships with other influencers

Advertising with podcasters is one type of influencer partnership but the sky's the limit with this. We’ve seen ecommerce brands like FabFitFun and JORD prioritize influencer marketing because of how well its increased their sales month over month.

To do influencer marketing well, you must choose influencers with audiences that match the lifestyle of the product. If you were selling a high luxury travel product and thought about partnering with a backpack traveler, there would be a clear disconnect. Instead, you’d want to choose someone who spends much of their time at high-end resorts and has a wardrobe to match.

Just because someone has a large audience doesn’t mean they are the perfect fit for an influencer partnership. If they partner with many brands, yours might get lost in the mix. Also, it’s important for you to look more at their engagement rates than their follower count. Only the most engaged users will buy your product.

Best option: Ecommerce promotions through email marketing

Ecommerce marketing emails increase profitsWe might be a little biased but email marketing can truly revolutionize your ecommerce business when you wield its power for promotion. And we aren’t the only ones who believe in email marketing. Ecommerce companies who use email marketing automation are 77% more likely to raise their profits, meaning email marketing is still alive and well.

One of the best ways to use your email list to grow your profits is by thoughtfully creating segments within your list to determine the level of interest the subscriber has in different products. You can do this by setting up automatic link triggers that tag subscribers as they interact with each email.

You can also set up an email marketing automation through a series of email sequences that guide your audience members through a sales funnel. Utilizing urgency-driven ecommerce marketing tactics, you can include special offers and coupon codes within email sequences to put sales on autopilot. Who doesn’t love the sound of that?

To get started with ecommerce promotions, we have a downloadable guide that walks you through the process of creating your first promotion-driven ecommerce email sequence. Get instant access to the guide below!

Get Your Promotional Email Template Today

Set up your digital products today

Before you can promote, you need a way to send your products to your audience. ConvertKit Commerce makes it easy for creators to get paid for their work and earn a living online.

All you need to do is set up your product details, customize your product page, and embed that page to your website, a landing page or share the direct link with your audience.

Example of a ConvertKit Commerce product page.
An example of a ConvertKit Commerce product page selling a premium newsletter.

Start selling within minutes

As a creator, you deserve to get paid for your work. ConvertKit Commerce is ready-made to help you sell digital products.

Get paid with ConvertKit Commerce

Kayla Hollatz

Kayla Hollatz is a copywriter and content creator for creative entrepreneurs who want their words to connect and convert. Few things make her happier than ghostwriting for clients in her studio, aka her four-season porch with a lake view. She can frequently be found fighting Minnesota winters with a mug of hot chocolate in hand.

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