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5 Easy Ecommerce Advertising Tips to Drive More Sales

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5 Easy Ecommerce Advertising Tips to Drive More Sales

Looking for some ecommerce advertising tips to promote your business?

You’ve come to the right place.

Retailers are flooding the ecommerce space and that translates into an increase in competition. And with total ecommerce sales predicted to get to $7 trillion in 2025, we can only expect more fierce competition.

What does this mean for you as a business owner or marketer?

You need to know what consumers want and implement ecommerce best practices to get an edge over them.

To help you with it all, I’ve put together a list of the best ecommerce advertising tips that can help you turn them into customers.

Let’s get right into it.

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5 Effective Ecommerce Advertising Tips You Should Implement

Here are 5 ecommerce advertising tactics you should start implementing today.

1. Combine SEO and Paid Ads

Paid ads can be a great mode for driving and rapidly scaling up traffic to your ecommerce store. All you have to do is come up with a great ad copy and conduct keyword research using a platform like Semrush or Ahrefs and target the right keywords for your ads.

However, ads alone aren’t enough. You should combine it with SEO to make the most of it.

Optimizing your ecommerce store for SEO helps you get your website listed in the search engine results pages (SERPs) and improves its chances of ranking higher as well.

A search for “plumbing services in West Virginia”, for instance, presents these results. These are the results that’ll likely get a lot of traffic

Here are some effective SEO ecommerce advertising tips to implement:

  • Create valuable blog posts that meet user intent.
  • Make your website mobile-friendly.
  • Provide a great user experience.
  • Create an effective backlink strategy.
  • Optimize your loading speed  

2. Use Influencer Marketing

Data shows that over 75% of brand marketers plan on having a budget for influencer marketing in 2022.

If you’re wondering what the fuss around influencer marketing is, consider these benefits:

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  • Influencers help you reach new markets.
  • Their followers trust their recommendations.
  • They have the power to influence their followers’ purchasing behavior, which shortens your sales cycle.
  • Influencers are in tune with the needs of their followers, and this means you get to provide value to your target audience.

In a nutshell, influencers act like ambassadors for your brand.

Here are some ecommerce advertising tips to get the most out of influencer marketing:

  • Ensure the influencer’s followers align with your target audience.
  • The influencers’ values should align with yours.
  • Be sure to give the influencer creative control. They understand their followers best and know the kind of content they’ll engage with.

For instance, note how Amanda here is promoting Costco.

3. Leverage Personalization

One of the most important ecommerce advertising tips is all about personalization. The one-size-fits-all method doesn’t make the cut anymore. Buyers are seeking more personalization.

Research shows that 71% of consumers expect personalized interactions from brands and 76% get frustrated when it doesn’t happen. And brands that do personalization right get 40% more revenue.

Here are some ecommerce advertising tips to deliver more personalization to your customers.

  • Use behavioral data—past actions and indications of interest—to deliver personalized product recommendations and carry out targeted advertising.
  • Personalize your offerings based on the customer’s location.
  • Use email marketing to send personalized offers to your customers, such as special discounts.
  • Follow up with customers post-purchase or after shopping cart abandonment.
  • Celebrate customers’ milestones like the number of years they’ve been your customers.

4. Embrace User-Generated Content (UGC) and Employee-Generated Content (EGC)

With so many small brands venturing into the ecommerce space, customers are becoming more selective about the businesses they buy from.

They want authenticity, which brings us to one of the most important ecommerce advertising tips—UGC and EGC.

UGC is any brand-centric content created by customers or individuals. They may or may not be rewarded for it.

GoPro, for instance, has created an awards program where customers get rewards for sharing photos and videos shot with a GoPro camera.

UGC provides social proof.

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When your target customers see others who’ve bought from you and are happy with it, they’re likely to be confident in making the same purchase.

Testimonials, product reviews, unboxing videos, and case studies make for great UGC.

EGC, on the other hand, is content created by your employees. Here’s an example of a Whole Foods employee sharing their favorite products from the store.

Such content from employees can give a human touch to the brand and it can further build consumers’ trust in your ecommerce store.

5. Boost Your Social Presence

Last of our ecommerce advertising tips—become active on social media.

The number of social media users worldwide is at 4.48 billion and this number will only grow.

That makes it an excellent platform to connect with your target customers, create brand awareness, and boost your lead generation and sales.

Start by creating a solid content strategy to develop professional social media accounts. Next, create high-quality content for them in the form of attractive images, UGC, and short, engaging videos.

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Finally, mix up the organic social media advertising with paid ads to further boost the performance of your content and drive greater reach, engagement, and sales.

Ready to Implement These Ecommerce Advertising Tips?

Ecommerce is a competitive space, and the only way to beat your competition is to employ effective advertising tips like the ones mentioned above.

From influencer marketing to SEO and social media promotions, there’s a lot that you can do to boost your ecommerce sales through advertising.

You can even personalize your ad campaigns well to further drive results from them.

Do you have any questions about the tips mentioned above? Ask them in the comments.

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MARKETING

MOps leaders as psychologists: The modern mind-readers

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MOps leaders as psychologists: The modern mind-readers

This four-part series presents a framework that describes the roles and responsibilities of marketing operations leaders. This part discusses MOps leaders as psychologists, in addition to their roles as modernizers (see part 1) and orchestrators (see part 2).

Exposure to marketing during my early educational journey was limited. With a heavy math/science background, I chose the “easy” path and majored in engineering. I struggled in advanced engineering classes but thrived in electives — communications, business, organizational behavior — which was a sign for my future in marketing.

Because of my engineering background, I was fortunate to get an opportunity to join GE Healthcare through its entry-level leadership development program. There I was exposed to magnetic resonance imaging (MRI). 

MRIs had become go-to diagnostic devices and subsequently were used in neuroscience. I was fascinated by their eventual application in fMRI: Functional MRI. These extensions helped us understand the most consequential medical mystery: how (and why) people do what they do.

fMRI uses the same underlying technology as conventional MRI, but the scanner and a medical contrast agent are used to detect increased blood flow in response to a stimulus in what is commonly referenced as “hot spots.”

fMRI reveals which of the brain’s processes “light up” when a person experiences different sensations, e.g., exposure to different images in common studies. As a result, we now know what parts of the brain are involved in making decisions.

Successful marketing ‘lights up’ customers’ brains

Traditional marketing campaigns and measurement left gaps in understanding how and why people choose to buy. We were dependent on aggregated data. 

With digital channels, we gain first-hand insights into an individual’s response to a stimulus, i.e., content. Here’s where the comparison picks up: 

  • We can observe nearly anything and everything that customers or prospects do digitally.
  • Most customers know that we can track (almost) everything that they do.
  • Because of that knowledge, customers expect contextual, value-based content, forcing marketing to provide more value in exchange for the permission to track.

Our goal as marketers is to make our customers and prospects “light up” with pleasure or satisfaction at each interaction. And, we now have the technology to track it. We are effectively reading minds — just as if it were an fMRI scan.

Here’s an overview of three of the primary psychology “tactics” that every marketer should know: 

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  • Priming is the attempt to trigger a subconscious reaction to stimuli that influences our conscious decisions. The most common application is in branding and first click-through impressions. If a customer continues their journey, then the use of aspirational product or service images in content are common priming approaches.
  • Social proof is perhaps the most common example, given the impact of word-of-mouth influence. It is commonly seen in product reviews and ratings. Content marketing often relies on case studies and customer testimonials to hear from “people like us.”
  • Anchoring refers to marketing’s role in pricing and discounting. Most decisions people make are relative to the initial set of information they have received.

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MOps leaders manage the mind-reading stack 

MOps leaders are modernizers that now manage the mind-reading martech stack. We then lead the orchestration efforts to analyze the response (the “scan” data) and “prescribe” the next steps of the campaign.

Two catalysts spawned the emergence for martech applications:

  • New channels that delivered stimulus (content) and collected responses: search, social media, retail commerce channels, etc.
  • Tools that organize and manage all of that response data, from foundational CRM platforms to marketing analytics and data enrichment.

These developments led to the new psychological skills that have become essential to the role of MOps leaders. 

Processing and interpreting intent data is an example. ZoomInfo illustrates how B2B marketers are accessing this capability. The company now provides buying signals to marketers based on their customers’ behaviors, in addition to the basic contact information that was the origin of its business. 

Intent data is already in widespread use. Six in 10 companies responding to a recent survey said they had or planned in the next year to implement intent measurement data solutions. 

The top challenges for effective intent data utilization fit squarely in the role/responsibilities of MOps leaders include:

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These trends support the conclusion of the first three parts of this series — that MOps leaders should aspire to be: 

  • Psychologists who elicit responses (i.e., “light up” the brains) of customers and prospects and interpret those signals for the business. 
  • Modernizers who adopt the technology that enables the activation of those signals.
  • Orchestrators who are cross-functional project managers and business partners with IT, legal and compliance.

Next time, I’ll complete the framework with a discussion of how the role of MOps leaders includes being a scientist, constantly testing and evaluating marketing efforts with teams of analytics specialists and data scientists. 

Editor’s note: This is the 3rd in a 4-part series. In case you missed them, part 1 (Modernizers) is here and part 2 (Orchestrators) is here.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Milt is currently Director of Customer Experience at MSI Data, an industry-leading cloud software company that focuses on the value and productivity that customers can drive from adopting MSI’s service management solutions.

With nearly 30 years of leadership experience, Milt has focused on aligning service, marketing, sales, and IT processes around the customer journey. Milt started his career with GE, and led cross-functional initiatives in field service, software deployment, marketing, and digital transformation.
Following his time at GE, Milt led marketing operations at Connecture and HSA Bank, and he has always enjoyed being labeled one of the early digital marketing technologists. He has a BS in Electrical Engineering from UW Madison, and an MBA from Kellogg School of Management.

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In addition to his corporate leadership roles, Milt has been focused on contributing back to the marketing and regional community where he lives. He serves on multiple boards and is also an adjunct instructor for UW-Madison’s Digital Marketing Bootcamp. He also supports strategic clients through his advisory group, Mission MarTech LLC.

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