Ecommerce Marketing Best Practices for Small Businesses

ecommerce marketing

Develop high-performing marketing campaigns by using the same ecommerce marketing best practices that seasoned marketers use.

Remember that having a healthy marketing budget alone can’t guarantee great results.

Your marketing approach makes all the difference!

When you apply the ecommerce marketing best practices that seasoned marketers use, you will see growth despite having a limited budget.

Whether you’re running an established ecommerce business, you’re just new in the scene, or you’re moving your physical store online, you stand to gain from using proven ecommerce marketing strategies.

Ecommerce Marketing Best Practices

To set you up for success, we’re going to share five best practices for ecommerce marketing. If you’re unsure about how to run your ecommerce marketing campaigns, then you need to continue reading.

1. Set Your Goals

Small businesses that don’t set goals are running around like headless chickens.

Don’t follow their footsteps.

Set your short- and long-term goals first, then develop your marketing plans based on your goals.

For example, if you’ve established your monthly sales targets, you’d know whether to double-down on your marketing efforts or not when you peg your current performance against your sales goals.

Your goals are your guiding compass. Without goals, running your small business will feel like a blur.

Important points to consider when setting your goals:

  • Make excellence your goal. Endeavor to be excellent in all fronts of your small business, such as your team’s skillset, the marketing copies you produce, etc. If you do that, success becomes inevitable.
  • Make ‘em clear. Make ‘em stick. It goes without saying that your goals should be clear. It should specify what exactly you want to accomplish, when it should be accomplished, in what manner, etc. Once you have that straightened out, be sure to remind yourself (and your team) about the goal consistently.

2. Create a Buyer Persona

A buyer persona is a semi-fictional representation of your ideal customers. It contains information about them, such as their age, job title, location, annual income, their pain points, etc.

Creating a buyer persona isn’t sexy.

It takes loads of research, brainstorming, and out of the box thinking to be able to create one.

But if done right, you can create better marketing materials, and you are likely to use the right marketing channel to target them.

Important points to consider when creating a buyer persona:

  • The more details, the better. The more specific you are at pointing out the traits of your persona, the better your marketing materials become since you can increase its relevance.
  • Use it. You’ll be surprised how some companies take the time and effort to come up with their buyer persona, but once their marketing team starts developing their marketing plan, their buyer persona is nowhere in sight. You spent quite some time creating your buyer persona, and for a good reason, so be sure to use it.

3. Use the Best Ecommerce Marketing Tools

If you’re walking towards the finish line, but your competitors are riding a car, your defeat is certain.

That’s why having the best ecommerce marketing tools in your marketing arsenal is crucial. It gives you an unfair advantage over your competitors, who are doing things manually.

Complete tasks in minutes when it should have taken you hours by using the right marketing automation tools.

This is one of the best ecommerce marketing tips to exercise because it greatly improves your productivity.

For example, instead of manually sending emails and offers to your email list, use marketing automation platforms such as Omnisend.

It allows you to build marketing automation workflows so your ecommerce marketing campaign can run on auto-pilot accoridng to your settings.

ecommerce marketing

With automation workflows, you improve your email marketing ROI and the results of your overall ecommerce marketing campaign.

Important points to consider when using the best ecommerce marketing tools:

  • Read reviews. Most (if not, all) ecommerce marketing tools will claim they’re the solution you need. They highlight all their cool features in their landing pages to “wow” you off your feet and make that sudden impulse to buy. Don’t let it get to you. Read reviews to see if the ecommerce tool you’re eyeing is really what you need.
  • Ask for a discount. Some ecommerce marketing software companies offer discounts for startups, small business, or charitable institutions. If you’re tight on budget, since you’re just starting, then reach out to the software company and ask if there’s anything they can do to help you.

4. Track Your Results

“You can’t improve what you can’t measure” is a common statement used by online marketers and business owners.

And it’s true.

Without knowing how you performed the previous months, you’d be hard pressed to determine if you improved (or did worse) this month since you have nothing to compare your results with.

That’s why you need to track your results.

Having data about your performance helps you discover which parts of your ecommerce marketing efforts are bringing you meaningful results, and which ones are a total flop.

With that information, you can stop your poorly performing marketing initiatives, and allocate all of your resources to your high-performing ones.

Important points to consider when tracking your results:

  • Avoid vanity metrics. Track meaningful metrics, only. If you track every single metric you can obtain, you’ll waste time and money. What’s more, tracking less meaningful metrics won’t bring you value.
  • Make the results available to the key people. Share the results of your marketing campaigns with your marketing team — to those creating the content, running the paid ads, etc. Knowing gives them an idea on how to improve. Some small business owners don’t bother to share the results with their marketing team, which ultimately hampers the growth of their marketing efforts.

5. Write Compelling Copy

If your marketing copy isn’t compelling, your web traffic will only ignore you.

All the money you spent setting up your ecommerce marketing automation tools, creating a buyer persona, will all go down the drain if your customers don’t buy from you.

That’s how crucial your marketing copy is.

Don’t cut corners when writing your marketing copy since it can spell the difference between the success or failure of your marketing campaigns.

To help improve your write-ups, Grammarly.


The software scans your copy and offers suggestions on how to improve it, it points out your mistakes, and it even gives you a score so you have a benchmark of sorts.

With online tools like Grammarly, you can spot gaps in your write-up, allowing you to make adjustments so you have tighter and more compelling marketing copies.

Important points to consider when writing compelling copy:

  • Be mindful of your goals and your buyer persona: With your business goals and buyer persona in mind, you can word your marketing copies better. You can cover points that will resonate well with your readers and attract outcomes that directly impact your business goals.
  • Write in the second person. Write your copy and address your readers as “you” instead of saying “customers” or “some people.” Doing so makes your audience feel as if you’re talking to them directly, which helps you connect with them better.

Share Your Ecommerce Marketing Best Practices

What are some of the marketing best practices for ecommerce you’re using?

If you have tricks up your sleeve that you’d like to share, feel free to add them in the comments section below. Cheers!

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