Marketing Matters: Make Sure You Are Doing Everything Possible to Promote Your Online Business

It doesn’t really matter what size your online business is or how well-established you are when it comes to marketing and promoting your products, goods or services. Keeping abreast of all the latest trends and techniques in digital marketing is essential for an eCommerce business to grow. Aside from your website itself, there are various different mechanisms available to you that will boost your online presence and ultimately increase your bottom line.

Exploring Winning eCommerce Strategies

No-one knows or understands your business better than you do and yet it’s always important to know and understand your customers in equal measure. There are various eCommerce strategies you can employ that will engage your buying audience and drive new business to your website.

Content Marketing

Everything on the internet these days is about user-experience or ‘UX’ as it’s known in technical circles. By writing good, relevant and interesting content you can reach out to your audience through your website’s blog or news section and keep them informed of your latest offers or most popular product lines in a fun and engaging way. With good content marketing, you can create a whole brand persona and attract a growing – and importantly, buying – community.

The great thing about content marketing is that you can reach your audience through sharing your articles on social media and connect with them in a more relaxed environment where you can soften up your sales approach. This way, you’ll develop lasting relationships with your customers and improve your online kudos in the same breath.

Email Marketing

The vast majority of people use their smartphones to connect to the internet and also to read their emails. This gives you a platform to deliver your message in a more personal way, direct to their handheld devices and is a great opportunity for regular communication with email marketing.

The most common way this is achieved is by creating a newsletter. You have to be consistent with this and so it’s worth establishing early on whether you want to send out one a week or bi-weekly, depending on your resources. The standard format of a newsletter is an introductory paragraph followed by a series of links back to recent articles from your blog or news page, alongside a summary of the piece itself to draw the reader in.

Whatever content you produce, and that includes emails, you should have a call to action or CTA in a prominent place. In the case of a newsletter, you not only want your subscribers to read the articles but to place an order with you on the back of what they’ve read. Always try and angle your content to reflect well on your brand and its products or services, while ensuring you offer best value, or user-experience to your newsletter subscribers.

Buyer Profiling

One of the benefits of an eCommerce solution for your business is that it enables you to draw up a profile of your buyers. The right software allows you to track buyer activity and delivers useful analytics that you can use to your advantage to better understand your customers. How much information you obtain from your website visitors and newsletter subscribers is up to you but you should bear in mind that the more you know in terms of how old they are; whether they are married or have families or what kind of income they bring in, the better you can appeal to their buying decisions.


Online marketing for eCommerce businesses has developed significantly in recent years but ultimately, we have gone back to basics in many senses. Now it is up to online businesses to create a community feel that attracts new business because they have built a growing database of satisfied customers. In essence marketing is the digital equivalent of good old-fashioned word-of-mouth recommendations and goodwill. Creating a good marketing strategy that emulates that tradition on a digital platform is the key to success for online businesses today.

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About Dequiana Jackson

Dequiana Jackson, CEO of Inspired Marketing, Inc., is a small business marketing coach who shows women entrepreneurs how to use solid marketing strategies to turn their life’s passion into a profitable, service-based business. Dequiana is the author of Know Your Business: How to Attract Ideal Clients & Sell More and runs the award-winning blog,

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