7 marketing strategies for online shops

The internet has become the largest “virtual” shopping centre and an online shop has advanced to become the most important source of income for many companies. In recent years, the number of digital shopping options has increased rapidly and customers are now faced with a high number of offers. And that in almost every area – from clothing and electronics to furniture and food. The task of online retailers is to position themselves with a clear marketing strategy and to sustainably increase their chances of success. To gain visibility, build reach and really reach target groups, the marketing strategy for online shops is one of the most important factors.

In this article, we will show you what elements make up a good marketing strategy for online shops and what you should definitely not do without in your individual marketing mix. If you have already established a good marketing strategy, let our tips for possible optimisation inspire you.

Which marketing strategies are important for online shops?

What is a marketing strategy actually about? With a long-term marketing strategy, you realise predefined marketing goals in a structured and well thought-out way. Planning the measures of a marketing strategy paves the way to achieving the goals. A marketing strategy is defined within the framework of a marketing concept. Online shops have a choice of different marketing strategies that can be combined in a healthy and homogeneous marketing mix.

1st Marketing strategy: Communicate USPs

What are your unique selling points? What makes your online shop stand out, why should customers buy from you and what advantages do you offer your target group? One of the most important marketing strategies is to communicate your USPs (Unique Selling Proposition). Make it clear what sets you apart from your competitors. Do you offer special quality that is not common on the market or do you waive shipping costs? Do you have an outstanding customer service, various payment methods or excellent logistics?

Put your unique selling propositions, your best sales arguments, centre stage in your marketing strategy. Place your most important USPs visually directly on your start page so that prospective customers who enter your pages are immediately convinced and recognise your added value without detours.

2nd Marketing strategy: Build social media

Millions of people move on the numerous social media platforms every day. If there are places where you meet your target group, it is on social media. Social media is therefore essential for your marketing strategy. As part of a social media campaign, build company channels on platforms that are relevant to you and reach your customers exactly where they are. Facebook, Instagram, LinkedIn or Twitter – increase your reach with interesting posts and use the potential of advertisements. All measures converge in your marketing strategy. Don’t directly serve every channel at the beginning, but focus on the most important ones for online shops such as Facebook, Instagram and in the business area LinkedIn. The possibilities for creating a company presence are almost endless. From discount campaigns and voucher marketing to influencer marketing and competitions, many doors are open to you. Within the marketing strategy, you define a target group-specific action plan.

3rd Marketing strategy: Become visible online

The orientation of the online marketing strategy for online shops towards SEO and SEA is particularly sustainable. With search engine optimisation, you ensure that you end up as far ahead as possible in the search results on Google. This is based, among other things, on keyword-based texts on your website or the optimisation of your snippets (sections of your website in the search results), to name but a few. You should also use the potential of search engine advertising with Google Ads. Place targeted ads as part of your marketing strategy to build reach and visibility. You have various options for this, such as search ads, display ads and shopping ads. When creating campaigns, think about your keywords as well.

4th Marketing strategy: Go offline

Even though many people now spend many hours online, we all still lead offline lives. Link your online marketing strategy with offline campaigns. For example, if you are an online shop, you can include free gifts or discount coupons in your package. It may be a good idea to advertise with posters at railway stations or to have flyers distributed in a city. A visit to a trade fair can also be planned as part of the marketing strategy.

5th Marketing strategy: Convincing at the POS

The point of sale, or POS for short, is probably the most important and at the same time most sensitive moment of the customer journey through your online shop. This is where customers make their actual purchase decision. With the right measures within the marketing strategy for online shops, the decision-making process can be positively reinforced and influenced.

Examples:

• Seal of approval
• Certificates
• Voucher and discount codes
• Reviews
• Shortage
• Comprehensive services at the check-out

If insecure customers do not feel picked up at the POS, the chances increase that they will abandon the purchase. Therefore, be sure to establish elements in your marketing strategy that provide the last decisive impulse in the last few metres. Address your customers personally. Personalisation is the magic word to win the hearts of your target group. Rely on the intelligent software solution from uptain in your marketing strategy. With exit-intent pop-ups, which are played out at exactly the right moment with the help of the uptain® ALGORITHMUS with the appropriate arguments such as incentives or assistance, you support the sales decision in a completely unobtrusive way. While voucher pop-ups can increase the shopping basket value, service pop-ups help to overcome current obstacles. The customised customer approach is evident in terms of salutation, tone, content and timing. In addition to exit-intent pop-ups, drop-off emails and newsletter pop-ups are also suitable for your marketing strategy at the POS and are positively perceived as support.

6th Marketing strategy: arouse emotions

We buy mainly out of our emotions. You should make use of this fact for your marketing strategy. Create an emotional experience and shopping world around your online shop, your products and services across all channels. You can arouse emotions through your website design, among other things. Design it according to the preferences of your target group, pay attention to simple navigation and the implementation of a search. Work with product images and videos and complement them with appropriate texts, which brings us to the next point.

7th Marketing strategy: Create content with added value

Create interesting content within your marketing strategy that delivers real added value to your visitors. Build your own blog with suitable topics around your offer, design an e-book for free download and create informative product descriptions. In combination with keywords, you simultaneously optimise your content for search engine ranking. You can also publish press releases. This is useful, for example, when you launch a new product, something changes in your company or you have reached a goal.

Marketing strategy as a success booster

Those who have a structured marketing strategy will be more successful in the long run than the competitor without a corresponding strategy. Make sure you have a harmonious mix in your marketing strategy. Place yourself in the search engines with your website, present yourself in the social media and put your unique selling points in the foreground. Use intelligent tools at the POS, such as those from uptain, and build up a world of experience that picks up customers right away.

Tip: In any case, write down your marketing strategy within a marketing concept. On this basis you will know exactly how to reach your target group. The marketing concept is divided into 6 phases: Record situation analysis, define marketing goals, find marketing strategy, determine marketing instruments, implement marketing concept, analyse results and adjust if necessary.

Proceed in this way, align yourself thoughtfully, purposefully and future-oriented.