Obtén un 10 % de devolución en tu primera venta de marca de $50 000. Más informaciónObtén un 10 % de devolución en tu primera venta de marca de $50 000. Más información
Marketing de comercio electrónico: 8 pasos + 15 tácticas para aumentar las ventas por Internet en 2023
¿Quieres aumentar las ventas por Internet y la visibilidad de tu marca? A continuación, te mostramos 8 pasos para crear un plan de marketing más las 15 principales estrategias de marketing de comercio electrónico para 2023.
La web está llena de gente. Y cada vez hay más gente. Las tendencias muestran que el negocio de comercio electrónico sigue creciendo año tras año: las ventas de comercio electrónico aumentaron más del 30 % en 2020.
Muchos competidores reclaman atención, y puede ser difícil determinar dónde centrar tu estrategia de marketing actual para que tu marca se destaque.
Entra en el marketing de comercio electrónico con numerosas tácticas que puedes usar para dirigir a los visitantes a tu domicilio virtual. En términos generales, una estrategia de marketing por Internet eficaz puede:
Muchos competidores reclaman atención, y puede ser difícil determinar dónde centrar tu estrategia de marketing actual para que tu marca se destaque.
Entra en el marketing de comercio electrónico con numerosas tácticas que puedes usar para dirigir a los visitantes a tu domicilio virtual. En términos generales, una estrategia de marketing por Internet eficaz puede:
- Aumentar el reconocimiento de tu marca: llama la atención hacia tu negocio y amplía tu alcance en Internet
- Mejorar las conversiones por Internet: contacta a los clientes adecuados y aumenta las ventas generales
- Aumentar las ventas repetidas: convierte a los nuevos clientes en clientes que regresan y fideliza a los clientes existentes
- Improve your online presence with search engine optimization (SEO)
- Make the most of customer reviews and user-generated content
- Create a loyalty program
- Host live selling events
- Upsell and cross-sell
- Offer product bundles
- Use technologies like artificial intelligence (AI) and augmented reality
- Try affiliate marketing
8 pasos para crear una estrategia de marketing de comercio electrónico eficaz
1.
Identifica tus objetivos empresariales
¿Qué intentas lograr con tu negocio de comercio electrónico? Tanto si te dedicas a mejoras del hogar como a electrónica de diseño, tu prioridad es crear valor para los clientes. Tus objetivos empresariales surgen de ahí.
No todos los objetivos se crean de la misma manera. Para ofrecer a tu negocio de comercio electrónico las mejores posibilidades de éxito, establece objetivos claros y mensurables y asegúrate de que todos cumplen los criterios de SMART:
No todos los objetivos se crean de la misma manera. Para ofrecer a tu negocio de comercio electrónico las mejores posibilidades de éxito, establece objetivos claros y mensurables y asegúrate de que todos cumplen los criterios de SMART:
- Específico: asegúrate de definir quién, qué, dónde, cuándo y por qué detrás de cada objetivo.
- Medible: incluye criterios para evaluar el progreso.
- Realista: ¿puedes alcanzar tus objetivos de forma realista, teniendo en cuenta tus recursos y la programación disponible?
- Puntual: establece plazos para los objetivos con tiempo limitado y crea una programación para cumplir cada objetivo de principio a fin.
- Utilize hashtags to spread the word about your offerings.
- Consider investing in paid ads to attract followers.
- Collaborate with social media influencers to help expand your reach or spur sales spikes.
Piensa en tus objetivos de marketing como flechas que puedes apuntar a un objetivo específico. Por ejemplo, decir que quieres aumentar las ventas no es suficiente. En su lugar, decir que quieres aumentar las ventas un 23 % antes del final del segundo trimestre es un objetivo puntual y medible.
Anota tus objetivos y asegúrate de que cada uno de ellos cumpla con todos los criterios para objetivos SMART. Revisa tus objetivos con regularidad y tenlos siempre presentes para inspirarte, mantener el enfoque y conservar tu sentido de dirección.
Anota tus objetivos y asegúrate de que cada uno de ellos cumpla con todos los criterios para objetivos SMART. Revisa tus objetivos con regularidad y tenlos siempre presentes para inspirarte, mantener el enfoque y conservar tu sentido de dirección.
Pro Tip
Create your own website or ecommerce storefront
Where can customers browse products and make purchases? Direct your marketing efforts toward those places. It could be a website you build from scratch, or an ecommerce storefront on an established selling website like Amazon.
Brands enrolled in Amazon Brand Registry—a free program that offers a suite of brand-building tools and protection benefits—can use the Amazon Stores builder to create a customizable shopping destination complete with advanced automation and a user-friendly checkout experience.
Brands enrolled in Amazon Brand Registry—a free program that offers a suite of brand-building tools and protection benefits—can use the Amazon Stores builder to create a customizable shopping destination complete with advanced automation and a user-friendly checkout experience.
2.
Mide tu desempeño actual
Una vez que hayas definido tus objetivos, es momento de conocer con claridad la situación actual de tu negocio.
Presta atención a los indicadores clave de rendimiento. Estos son criterios que se pueden seguir: piensa en los indicadores clave de rendimiento como “tomarle la temperatura” al negocio regularmente. Los indicadores clave de rendimiento pueden ser cosas como:
Presta atención a los indicadores clave de rendimiento. Estos son criterios que se pueden seguir: piensa en los indicadores clave de rendimiento como “tomarle la temperatura” al negocio regularmente. Los indicadores clave de rendimiento pueden ser cosas como:
- Tráfico del sitio
- Tasas de conversión
- Referencias
Elige estadísticas de desempeño que muestren cómo le va a tu empresa. Te ayudarán a identificar qué funciona, qué no y a dónde puede que tengas que redirigir tus esfuerzos.
American History Tellers
“There is a trust and immediacy to the medium. Advertisers are not shying away from podcasting. The proof is in the pudding. More advertisers are entering the space than leaving.”
Lindsay Graham
Podcast host
3.
Investiga tus clientes actuales y potenciales
¿Quién compra lo que vendes? ¿A qué clientes potenciales podrías llegar en el futuro? Intenta centrarte en el cliente: ten siempre presentes a los clientes a medida que buscas ampliar tu base de clientes.
Las reseñas y valoraciones de los clientes son una forma valiosa de conocer las necesidades y expectativas de los compradores. Asegúrate de seguir las prácticas recomendadas para mantener reseñas y valoraciones positivas.
Las reseñas y valoraciones de los clientes son una forma valiosa de conocer las necesidades y expectativas de los compradores. Asegúrate de seguir las prácticas recomendadas para mantener reseñas y valoraciones positivas.
- Welcome emails: Make a great impression and give customers a warm welcome from your business.
- Order confirmation emails: Let customers know their orders have been received. When a product ships, you can also let customers know it’s on the way.
- Cart recovery emails: When a customer abandons their digital shopping cart without placing a purchase, send an email to remind them of the product they were considering, point to related products, or offer a discount to incentivize them to complete checkout.
- Product launch announcements: When you launch a new product, let loyal customers be the first to know.
- Special deals: Share coupons, mark special occasions like holidays and birthdays, or announce seasonal sales
Be sure to maintain your email lists. The right email management and automation system can help you track contacts, craft stunning campaigns, and schedule emails to go out at strategic times.
4.
Improve your online presence with search engine optimization (SEO)
Search engine optimization (SEO) refers to a variety of techniques you can use to help people find your products online.
You might hear about three broad categories: On-page SEO, off-page SEO, and technical SEO. Each comes with a set of strategies you can use to increase traffic and rank better in results for a particular online search engine, like Google or the Amazon store. Here are some examples:
You might hear about three broad categories: On-page SEO, off-page SEO, and technical SEO. Each comes with a set of strategies you can use to increase traffic and rank better in results for a particular online search engine, like Google or the Amazon store. Here are some examples:
- Do keyword research and weave critical words and phrases into your copy for webpages, product listings, ads, and other content.
- Optimize the URL, headings, metadata, and images of each webpage to include keywords.
- Earn backlinks by asking authoritative sites and your network to link to your content, or by guest posting on established channels.
- Provide a user-friendly experience with intuitive site navigation, fast load speeds, and a mobile-friendly layout.
Pro Tip
Run paid ads like Amazon’s Sponsored Products
Use digital ads to keep eyes on your brand and help customers connect with your products. For example, cost-per-click (CPC) ads let you set a budget and pay only when a customer clicks.
When it comes to Amazon marketing, two digital advertising options are Sponsored Products and Sponsored Display. Sponsored Products ads appear in Amazon search results while Sponsored Display ds dacan appear in the Amazon store and beyond.
When it comes to Amazon marketing, two digital advertising options are Sponsored Products and Sponsored Display. Sponsored Products ads appear in Amazon search results while Sponsored Display ds dacan appear in the Amazon store and beyond.
5.
Make the most of customer reviews and user-generated content
Technologies might be evolving, but don’t overlook the enduring power of word-of-mouth marketing. User-generated content like social media posts from customers can fuel your marketing efforts.
Showing how customers have benefited from products can be a great way to attract new business. When appropriate, see if you can get permission to use a customer’s positive testimonial on your website or in other marketing materials. You can also create case studies, using storytelling to depict a customer’s journey and show how your business helped someone succeed or solve a problem.
You can keep an eye on customer reviews and use resources like Amazon Vine to help generate insightful reviews for new products. Vine is a program that allows you to provide your products to a community of trusted reviewers who can try them and share high-quality reviews.
Once you have reviews, they can be a valuable source of social proof, and they can help generate ideas for how to improve products. What’s more, positive reviews from satisfied customers can inspire future purchases.
Showing how customers have benefited from products can be a great way to attract new business. When appropriate, see if you can get permission to use a customer’s positive testimonial on your website or in other marketing materials. You can also create case studies, using storytelling to depict a customer’s journey and show how your business helped someone succeed or solve a problem.
You can keep an eye on customer reviews and use resources like Amazon Vine to help generate insightful reviews for new products. Vine is a program that allows you to provide your products to a community of trusted reviewers who can try them and share high-quality reviews.
Once you have reviews, they can be a valuable source of social proof, and they can help generate ideas for how to improve products. What’s more, positive reviews from satisfied customers can inspire future purchases.
Pro Tip
Respond to customer feedback with Amazon’s Customer Reviews tool
Brands enrolled in Brand Registry can use the Customer Reviews tool in Amazon Seller Central to track reviews, assess feedback, and respond to customer concerns with potential solutions.
6.
Start a customer loyalty program
Entice new customers and encourage existing ones to return with a loyalty program. An effective rewards program can motivate a customer to continue buying from you instead of a competitor.
Consider structuring your program with points or tiers so that the more a customer buys, the more rewards they earn. Some other options include free perks programs or fee-based loyalty programs where customers get ongoing benefits by paying to participate.
Consider structuring your program with points or tiers so that the more a customer buys, the more rewards they earn. Some other options include free perks programs or fee-based loyalty programs where customers get ongoing benefits by paying to participate.
7.
Host live selling events
Live selling (or social selling) is a trend where businesses stream events online to interact directly with customers and give them the authentic digital experiences they crave. Hosting these real-time events can be a way to let customers ask questions, get tailored product recommendations, and buy products instantly.
Livestream events can take place on social media or any place that supports video streaming. If you’re an Amazon seller, you can check out Amazon Live—an online destination for live streaming product launches, brand announcements, and more.
Livestream events can take place on social media or any place that supports video streaming. If you’re an Amazon seller, you can check out Amazon Live—an online destination for live streaming product launches, brand announcements, and more.
Pro Tip
Dazzle customers with interactive product visuals
Brands enrolled in Brand Registry can use Amazon’s A+ Content to add videos, enhanced images, shoppable product-comparison charts, interactive hotspots, and more to product detail pages to help boost sales.
8.
Upsell and cross-sell
Upselling and cross-selling are two ways you can assist a customer and boost sales at the same time:
- Upselling: Help a customer purchase an add-on or a more premium product than the one they’re considering.
- Cross-selling: Prompt additional purchases by showing customers options comparable or related to a product they’re considering.
Try upselling and cross-selling to increase the average value of customer orders.
For example, when you click to view a product in the Amazon store, you’ll see a range of similar products in the “Compare with similar items” section. This can help customers browse and find products that meet their specifications.
For example, when you click to view a product in the Amazon store, you’ll see a range of similar products in the “Compare with similar items” section. This can help customers browse and find products that meet their specifications.
9.
Offer product bundles
Product bundling is the process of grouping multiple products to help customers discover your offerings and purchase more items. Offer a discount on package deals to improve the customer experience and increase average order value.
For example, if you sell clothing, you might offer a belt with a pair of jeans or pair earrings with a necklace. You can also use analytics to see what often sells together, then automate a product bundling option for those combos.
In the Amazon store, product bundles can automatically populate in the “Frequently bought together” section on a product detail page. Brands enrolled in Brand Registry and Fulfillment by Amazon (FBA) can also use Amazon’s Virtual Bundles feature to group and sell multiple products on a single product detail page, helping customers discover and buy more.
For example, if you sell clothing, you might offer a belt with a pair of jeans or pair earrings with a necklace. You can also use analytics to see what often sells together, then automate a product bundling option for those combos.
In the Amazon store, product bundles can automatically populate in the “Frequently bought together” section on a product detail page. Brands enrolled in Brand Registry and Fulfillment by Amazon (FBA) can also use Amazon’s Virtual Bundles feature to group and sell multiple products on a single product detail page, helping customers discover and buy more.
10.
Use technologies like AI and augmented reality
New and emerging technologies like artificial intelligence (AI) continue to revolutionize the way people shop. 3D models and augmented reality can create immersive shopping experiences and allow people to try on clothing virtually, see products from all angles, and more.
In the Amazon store, you can let customers see a product from all sides with View in 3D, or give them the opportunity to see it in their own space with View in Your Room. You can also let customers see themselves in shoes and eyewear in real time with Virtual Try-On. On average, we’ve found that customers who viewed a listing with a 3D model were 2x more likely to make a purchase after viewing the product in 3D or trying it on virtually.
In the Amazon store, you can let customers see a product from all sides with View in 3D, or give them the opportunity to see it in their own space with View in Your Room. You can also let customers see themselves in shoes and eyewear in real time with Virtual Try-On. On average, we’ve found that customers who viewed a listing with a 3D model were 2x more likely to make a purchase after viewing the product in 3D or trying it on virtually.
11.
Try affiliate marketing
Affiliate marketing can be a great way to introduce customers to products and earn extra money at the same time.
Affiliate marketing programs can track traffic via tagged links. For example, Amazon’s Brand Referral Bonus allows you to see how marketing campaigns are driving value for your brand and earn a bonus in the form of credits to offset future referral fees.
With Brand Referral Bonus, you can earn a bonus averaging 10% of qualifying sales when you drive traffic to listings in the Amazon store from search, social media, and other sources.
Affiliate marketing programs can track traffic via tagged links. For example, Amazon’s Brand Referral Bonus allows you to see how marketing campaigns are driving value for your brand and earn a bonus in the form of credits to offset future referral fees.
With Brand Referral Bonus, you can earn a bonus averaging 10% of qualifying sales when you drive traffic to listings in the Amazon store from search, social media, and other sources.
“The 10% back really put it over the top for us. Since we are driving the traffic, that 10% makes a huge difference in terms of our profitability to the point where it’s just a no-brainer.”
Justin Maddahi
Chief Marketing Officer
5 steps to build an ecommerce marketing plan
You can combine different marketing strategies to fit your needs. For example, you can create a blog post, post about it on your social media channels, and include a direct link to buy in an email campaign.
But how do you know your marketing efforts are reinforcing each other and paying off? Here’s a framework for creating a marketing plan that works for you and delivers results.
But how do you know your marketing efforts are reinforcing each other and paying off? Here’s a framework for creating a marketing plan that works for you and delivers results.
1.
Identify your business goals
The channels you select and the techniques you rely on will likely stem from your goals. Do you want to sell a high volume of products, reach a niche audience with exclusive deals, or both? Does it make sense to set sales targets for the next three months? How about the one-year mark?
Whatever the case, revisit your goals regularly for inspiration and to maintain focus. Including a mix of short-term and long-term goals can help keep a sense of direction for you and your team.
Whatever the case, revisit your goals regularly for inspiration and to maintain focus. Including a mix of short-term and long-term goals can help keep a sense of direction for you and your team.
2.
Determine your budget and resources
Some marketing approaches might only cost you the time it takes to coordinate them, while you can pay for others. In terms of investing in expertise, you might be able to handle some pieces of the marketing puzzle by yourself, or you might want to build a team.
Based on the skill sets and resources at your disposal, what responsibilities can you realistically handle yourself, and what would be better to outsource? Create a timeline for your marketing goals, then budget accordingly.
Based on the skill sets and resources at your disposal, what responsibilities can you realistically handle yourself, and what would be better to outsource? Create a timeline for your marketing goals, then budget accordingly.
3.
Research your current and potential customers
Who’s already buying what you’re selling? What other customers could you reach, and what are the best ways to connect with them? Audience research can help you figure out the answers to these kinds of questions. Learn more about how it works in our guide to building an ecommerce business.
4.
Measure your performance and progress
Your key performance indicators (KPIs) will vary depending on the channels you use. For example, with email marketing, you can track opens, clicks, and successful deliveries, while with paid ads, you can track conversions and revenue.
Set goals for each of your marketing channels and regularly check the numbers to make sure you’re heading in the right direction.
Set goals for each of your marketing channels and regularly check the numbers to make sure you’re heading in the right direction.
5.
Make adjustments and refine
As you launch your marketing methods and start to see results, you can identify what’s working, what’s not, and where you might want to redirect your efforts.
Think of ecommerce marketing as a continuous process of evaluation—not a one-and-done activity. Your strategy can be flexible and you can make tweaks to different components. If you realize your goals aren’t defined or realistic, press pause and take a step back. Look at what’s already working, take that as a starting point, and go from there.
Think of ecommerce marketing as a continuous process of evaluation—not a one-and-done activity. Your strategy can be flexible and you can make tweaks to different components. If you realize your goals aren’t defined or realistic, press pause and take a step back. Look at what’s already working, take that as a starting point, and go from there.
Pro Tip
Use Amazon Brand Analytics for data and insights
Ecommerce marketing analytics can reveal how customers interact with your online business. Take some of the guesswork out of optimization and spot opportunities for improvement and innovation with resources like Amazon Brand Analytics.
Available to brands enrolled in Brand Registry, Brand Analytics is a collection of dashboards you can use to explore metrics like clicks, impressions, cart adds, and conversions.
Available to brands enrolled in Brand Registry, Brand Analytics is a collection of dashboards you can use to explore metrics like clicks, impressions, cart adds, and conversions.
Preguntas frecuentes
¿Qué es el marketing de comercio electrónico?
El marketing del comercio electrónico promociona el reconocimiento de la marca e impulsa la fidelidad de los clientes con la intención de aumentar las ventas por Internet. Usa tácticas promocionales para dirigir el tráfico a una tienda virtual, animando a los clientes a comprar productos o servicios por Internet.
El objetivo es convertir el tráfico en clientes que pagan y convertir a estos en compradores que vuelven. La publicidad de comercio electrónico se encuentra dentro del marketing de comercio electrónico.
El objetivo es convertir el tráfico en clientes que pagan y convertir a estos en compradores que vuelven. La publicidad de comercio electrónico se encuentra dentro del marketing de comercio electrónico.
¿Cuál es la diferencia entre el marketing de comercio electrónico y el marketing digital?
Promocionar productos o servicios. Cualquier estrategia digital para promocionar tu negocio corresponde a este concepto.
El marketing de comercio electrónico es una categoría de marketing digital que incluye estrategias para vender tu negocio de comercio electrónico por Internet. Se centra en crear una presencia en la web.
El marketing de comercio electrónico es una categoría de marketing digital que incluye estrategias para vender tu negocio de comercio electrónico por Internet. Se centra en crear una presencia en la web.
¿Qué es el marketing de comercio electrónico entre B2B?
El objetivo del marketing de comercio electrónico B2B es aumentar las ventas por Internet de las empresas que prestan servicio a otras empresas. El marketing de comercio electrónico B2B hace referencia a técnicas y tácticas que se usan para promocionar productos o servicios a empresas por Internet.
¿Qué es el marketing de comercio electrónico B2C?
El objetivo del marketing de comercio electrónico B2C (entre empresa y consumidor) es aumentar las ventas por Internet entre una empresa y un consumidor por Internet (cliente). El marketing de comercio electrónico B2C hace referencia a las técnicas y tácticas que se usan para promocionar productos o servicios a clientes de Internet. Su objetivo es establecer conexiones con los compradores, dar a conocer tu marca, satisfacer a los clientes y capitalizar el valor de la marca.
What are the benefits of ecommerce marketing?
Benefits of ecommerce marketing can include:
- Increased sales: Win over new customers and build rapport to attract repeat sales.
- Higher conversion rates: Earn more clicks and purchases by helping customers find the products they’re seeking.
- Improved online presence: Bring attention to your business, raise brand awareness, and expand your reach digitally.
