网络上，人潮汹涌。而且上网的人会越来越多。电子商务业务呈现出同比继续增长的趋势：2020 年电子商务销售额增长超过 30%。
由于许多竞争对手都在争抢着获得关注，要想制定出精准的营销策略，帮助您的品牌脱颖而出，可能会很困难。
启动电子商务营销，您可以通过多种策略吸引访客光顾您的网店。一般来说，有效的在线营销策略可以：
由于许多竞争对手都在争抢着获得关注，要想制定出精准的营销策略，帮助您的品牌脱颖而出，可能会很困难。
启动电子商务营销，您可以通过多种策略吸引访客光顾您的网店。一般来说，有效的在线营销策略可以：
- 打造品牌知名度 - 让您的业务受到关注，扩大您的网上影响力
- 提高在线转化率 - 与合适的买家建立联系，提升总体销量
- 增加回头客 - 将新买家变成回头客，维护原有买家的忠诚度
- 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
制定有效的电子商务营销策略的 8 个步骤
1.
确定您的业务目标
您想通过电子商务业务实现哪些目标？ 无论您是从事家居装修还是经销名牌电子产品，您的首要任务就是为买家创造价值。您的业务目标源于此。
设定目标也是有技巧的。为了尽可能成功经营您的电子商务业务，应设定可衡量的明确目标，并确保您的目标符合 SMART 标准：
设定目标也是有技巧的。为了尽可能成功经营您的电子商务业务，应设定可衡量的明确目标，并确保您的目标符合 SMART 标准：
- 具体 (Specific) - 确保明确每个目标背后的人、事、地点、时间和原因。
- 可衡量 (Measurable) - 包含可以衡量进度的标准。
- 可实现 (Realistic) - 考虑到您的资源和可用时间表，您是否能够切实地实现自己的目标？
- 时限 (Timely) - 为具有时效性的目标设置截止日期，并创建从头到尾完成每个目标的时间表。
- 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.
将您的营销目标想象成您瞄准特定目标的箭头。例如，笼统地说您的目标是“想要提高销量”是行不通的。相反，说您的目标是“希望在第二季度结束时将销量提高 23%”，这就是一个有时限且可衡量的目标。
写下您的目标，并确保每个目标都符合 SMART 目标标准。定期重温您的目标，把目标牢记在心用以激发灵感，保持专注，并且保持您的方向感。
写下您的目标，并确保每个目标都符合 SMART 目标标准。定期重温您的目标，把目标牢记在心用以激发灵感，保持专注，并且保持您的方向感。
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.
衡量您的当前绩效
确定目标后，您便需要清楚了解您当前的业务状况。
密切关注关键绩效指标。这些是可追踪的标准 - 请将关键绩效指标视为对您业务的定期“温度检查”。关键绩效指标可以是：
密切关注关键绩效指标。这些是可追踪的标准 - 请将关键绩效指标视为对您业务的定期“温度检查”。关键绩效指标可以是：
- 网站流量
- 转化率
- 引流
选择能反映您业务绩效的绩效指标。这些指标应该能帮您确定哪些措施是有效的、哪些措施是无效的以及应该做出什么样的调整。
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.
研究您的当前买家和潜在买家
当前哪些人正在购买您销售的商品？ 您能向哪些潜在买家销售商品？ 一定要以客户为中心：当您拓展客户群时，始终要把客户放在首位。
买家评论和反馈是深入了解买家需求和期望的宝贵方式。请务必遵照最佳实践来操作，以获得正面反馈，保持高评分。
买家评论和反馈是深入了解买家需求和期望的宝贵方式。请务必遵照最佳实践来操作，以获得正面反馈，保持高评分。
- 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.
常见问题
什么是电子商务营销？
电子商务营销旨在提高品牌知名度并提升买家忠诚度，从而提高在线销量。它使用促销策略来提高网店的流量，鼓励买家在线购买商品或服务。
我们的目标是将流量转化为付费买家，并将他们转化为回头客。电子商务广告属于电子商务营销范畴。
我们的目标是将流量转化为付费买家，并将他们转化为回头客。电子商务广告属于电子商务营销范畴。
电子商务营销与数字营销有何区别？
推广商品或服务。任何用于营销您业务的数字策略都属于电子商务营销。
电子商务营销是数字营销的一个分类，其包含在线营销电子商务业务的策略。它专注于在网络上打造品牌形象。
电子商务营销是数字营销的一个分类，其包含在线营销电子商务业务的策略。它专注于在网络上打造品牌形象。
什么是 B2B 电子商务营销？
B2B（企业对企业）电子商务营销旨在提高为其他企业提供服务的公司的在线销量。B2B 电子商务营销是指用于向在线企业推广商品或服务的技术和策略。
什么是 B2C 电子商务营销？
B2C（企业对消费者）电子商务营销旨在提高企业与在线消费者（买家）之间的在线销售额。B2C 电子商务营销是指用于向在线买家推广商品或服务的技术和策略。它旨在与买家建立联系，提高品牌知名度，满足买家需求，并将品牌价值转变为收益。
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.
