How to Enhance Your eCommerce Marketing Using SEO and Social Media

Posted by Nolan Wilson

on Tue, May 27, 2014 @ 11:47 AM


There is no doubt that eCommerce has proved to be one of the major growth sectors in business. More and more people are buying online, and if you want to get your piece of the pie, you need to make sure your eCommerce strategy is airtight.

Online retail sales are slated to grow 10% each year between 2012 and 2017. [Forester]

To do this, you need a strong and effective organic online presence. This can be achieved using SEO and social media as part of your inbound marketing and eCommerce marketing plan.

Organic Traffic Creates Sustainable
and Long Term Growth

While paid search traffic and advertising will give you the initial boost of website visitors that every eCommerce website needs to get the ball rolling and generate some revenue, paid traffic is not an effective long term strategy.

As a general rule, it is not a good idea to invest primarily in any single marketing strategy. When it comes to paid traffic, the website traffic and visitors will only last as long as you pay for it. Once your budget runs out or you decide to invest in other strategies, your traffic source will wither up and go away. Organic traffic, on the other hand, is sustainable.

Great eComemerce marketing strategies include an effective organic online presence. Organic traffic through SEO and social media is the best long term strategy for growth and development of your brand. It not only helps you create a sustainable presence in search rankings, it also helps you develop lasting relationships with customers, making it easier for people to find your website and purchase your products and services.

When your customers can quickly and easily find you online, you will be reducing your need to spend time and money searching for customers. This is the power of an organic online presence.

How To Leverage SEO for eCommerce

Most eCommerce websites are missing out on sales due to poor SEO execution. Even websites with thousands of product pages can lack the online traffic they need to succeed, simply  because they fail to realize people cannot find their products if they are ineffectively optimized.

Here are some quick and easy ways to leverage SEO for eCommerce:

  • Content is king for eCommerce too!  Don’t forget to create content around your product listings.
  • Know your customers and who you are targeting with SEO: Your strategy needs to be focused to achieve maximum effect.
  • Build relationships and the links will come: Focus on relationships over link building to generate more targeted traffic and prospects. 
  • Create easily shareable, entertaining and engaging content: Give people a reason to visit your website outside of selling them a product.
  • Utilize user generated content: Your customers have something to say. Give them the platform to leave reviews, comments, and enter the conversation on discussion boards, creating a community on your site.

For more information see: 5 Ways to Use Conversion SEO for eCommerce Marketing

How to Leverage Social Media for eCommerce

Close to 20% of online purchases occur after a customer has investigated a product through social media

Social media is a factor in almost everything that happens online, including eCommerce. Having a social media presence is beneficial in many ways. It helps to boost your business presence and give your brand the exposure it needs to generate website traffic.

The problem is that, like SEO, many eCommerce websites have yet to embrace social media and have failed to realize its true value. Many are still stuck in the mentality that you need to do social media because everyone else is doing it, and not because there are actually valid business reasons to engage your customers on social media.

Here are some quick and easy ways to leverage social media for eCommerce:

  • It can be used as a sales funnel
  • It is a source of traffic for your website
  • You can build relationships (boost trust and authority) and have conversations with your customers
  • It can be used as an effective customer service tool
  • It can help to establish your brand as an authority figure in your industry
  • You can use it as a research tool to better understand the needs of your customers

The key is to be active and have a regular presence to maximize social media’s effectiveness as a tool to boost your eCommerce marketing campaigns. 

To learn more, be sure to check out Social Media: Find Your Sweet Spot To Posting Frequency.

 Photo credit: Stuck in Customs via photopin ccfree ebook–ecommerce reorder marketing


Written by Nolan Wilson

Nolan is an avid writer, go figure! But more specifically, writing inbound online is his passion, and he's really, really good at it. You can follow Nolan on Twitter.

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