News & Articles

Creating An E-Commerce Strategy To Boost Online Sales

Thursday, October 27th, 2022
Written by Steve Haynes

What is an eCommerce Marketing Strategy?

Put simply, an eCommerce marketing strategy is the culmination of all the channels, tactics, and
platforms you will be using to achieve your business objectives and marketing goals. For
eCommerce businesses this is more often than not increasing the number of sales that are
being made so that additional revenue is being generated.

E-Commerce Marketing strategies can encompass every single digital channel (and some
offline channels) as well as a wide array of tactics and approaches. Each business is unique,
and your marketing strategy should be as well!

Why do you need an eCommerce Marketing Strategy?

Without a fully thought-out eCommerce marketing strategy you run the risk of having a
piecemeal approach to your marketing. This means you’ll be running activities that may well be
beneficial, but you won’t be fully taking advantage of all of the opportunities that channels can
provide, or you’ll miss out on synergies between different channels, resulting in poorer

What does an eCommerce Marketing Strategy look like?

Ultimately your strategy is a list of actions that you will take that will deliver results for your store,
but in order to have a fully thought-out approach you need to be able to summarise your
approach and show how it will deliver on your objectives. That’s what this guide is about.
Creating that summary and performing the research into yourself, your market, and your
competitors to be able to develop a strategy that delivers on your objectives and summarises
your findings in a clear and concise way so that you, and everyone else in the business,
understands what your eCommerce marketing strategy is all about.

The Executive Summary

What is an Executive Summary?

An executive summary is quick overview of your eCommerce marketing strategy that’s written in
a way which simplifies your findings and clearly communicates it to the reader. It should provide
summaries of the following areas:
● Your Companies Mission Statement
● Your Business Objectives
● Your Marketing Objectives
● Your Target Audience
● Your Competitors Position In The Marketplace
● The Channels You’re Using

What Goes Into An Executive Summary?

Your executive Summary is made up of multiple sections, which loosely can be broken up into
the following parts:

  1. Your Business Overview – Providing information on the aims and objectives of the business as a whole
  2. Your Marketing Overview – Proving information on the channels and objectives for the marketing strategy

Element 1: The Mission Statement

The mission statement is a concise summary of why the business exists and what it hopes to
achieve. This can often be high-minded goals and ambitions, or just simply a low-level focus on
generating revenue and profit. Whatever it is though, it’s important to keep it in mind when
developing your strategy as it’s central to defining what your business is about.

Element 2: Target Audience Summary

Your Target Audience Summary is very much a “what you see is what you get” section of the
executive summary. In this section you’ll take the audience research you’ve done and condense
it down into the most relevant information and use that information to guide your choices for
what channels you’ll use, and how you’ll position yourself in the market.

Element 3: Competitor Summary

Much like the audience summary, the competitor summary is a distillation of all your competitor
research and how you can utilise it to guide your strategy. This can be identifying gaps in the
market, channels that you should use or avoid, or notes on what approaches are being taken
and whether you should emulate them.

Element 4: Business Objectives

These are the short-, medium- and long-term objectives for the business. These can be
simplistic and easy to measure (such as growing overall revenue by 50% Year on Year) or they
can be loosely defined in more ambitious but vague statements (I.e. provide the best customer
service in the market).

If you don’t have any business objectives, work with people to create them. It will allow
everyone in the business to work towards the same goals and create a more streamlined

Element 5: Marketing Overview

Your Marketing Overview is essentially the final summary of the channels you’d be using and
the approach you’ll be taking with them. You’ll outline:

Your Marketing Objectives
These are the specific goals that the marketing team are looking to meet. More often than not
these will be a part of the wider business goals and strategy, but they can also be unique to the
marketing team depending on the requirements (for example, if there were objectives based
around Google Rankings these would likely be unique to the marketing team).

Your Target Metrics
These are the core metrics that you’ll be measuring your activities against. For most
eCommerce businesses that are focused on growth it’ll be metrics like total number of sales or
revenue generated from specific channels. These will be set based on your goals and objectives
though so can vary depending on what you’re looking to achieve.

Channel Outline
Your channel outline is a quick and brief summary of the channels you’ll be using (see figure a
below). With each of these channels you’ll want to outline the objectives you’re looking to meet
for each channel, how you’ll be using them, what budget you’re allocating to them, and what
your key performance indicators are. With this information you’ll be able to clearly demonstrate
which channels you’ll be using and how much it will cost.

Element 6: What You’ll Deliver

The final section you’ll need as part of the Executive Summary is to outline exactly what you’re
going to deliver with the strategy. This is where you breakdown the details a bit more. You don’t
need to provide too much detail, but you should consider highlighting what you want to achieve
with each channel and how it relates to the marketing objectives and business.

Audience Profile

What is your Audience Profile, and do you need one?

An Audience Profile is an overview of the sort of people that you’re trying to sell your products
to. In order to sell your products effectively, you need to understand what sort of language,
offers and messages your audience will respond well to. This is where your Audience Profile
comes in, as by developing an understanding of who you’re selling to, you’ll be able to better
sell products & services to them.

How do you build an Audience Profile?

There’s a number of ways this can be done, but if you’re not sure where to begin then you
should consider talking to an agency with experience of building out Audience Profiles. This will
allow you to build out a profile quickly and ensure its correct.

If you want to try your hand at building your own Audience Profile, you’ll need to find information
on your audience. We would recommend focusing on the following areas as your starting point:

Research Element 1: Purchase History

Every purchase that’s been made in your store has a treasure trove of data stored within it.
From information about age, gender, what type of products they’ve bought, how much they
spend and so much more.

Mining the purchase history of your customers can reveal a lot of information about your current
customer base, which can be invaluable when building out your Audience profile as the chances
are your existing customers already fit into that profile.

Research Element 2: Digital Analytics

If you expand your focus away from just your current customers and look at other sources of
digital information you can reveal even more information about your customers and your target

Delving into your email lists, your website analytics, social media followers, PPC campaigns and
any other source of information you have access too can reveal significant information about
your existing audience that will prove invaluable to your attempts to build out an Audience

Research Element 3: Consumer Surveys

If your lacking sources of information directly accessible for yourself, you may want to consider
looking at consumer surveys. Whether you reach out to your existing customers or look to
expand beyond to the wider target audience, consumer surveys can allow you to build up the
exact information you’re looking for.

Not sure whether or not price-point is an issue for your target market and are struggling to work
out what to charge for your products? Ask the wider audience how much they’d be willing to
spend on the product. That’s just one example of the sorts of questions you can use in a
consumer survey, but really the only limitation of that sort of information you can collect is your
imagination. You’ll want to focus your questions on the following sort of areas though:

● Who makes the purchasing decisions?
● What influences the customers purchasing decisions?
● How and when are purchasing decisions made

Consumer Surveys can be expensive, especially if you’re looking to reach people who aren’t
already customers, but the information is invaluable, so it’s highly recommended you look into
the possibility of running consumer surveys in some form.

Research Element 4: Industry Research

If you’re struggling to afford consumer surveys, then one alternative is to look for pre-existing
industry research and use that as the basis of your approach. This isn’t as flexible as consumer
surveys you commission yourself but has the advantage of the work already having been done
and is often freely available (or a lot cheaper than working with a company like YouGov to do it

Make sure you don’t pigeonhole yourself when looking at industry research. General research
about the economy, and general retail trends is just as valuable as highly specific and targeted
research, so make sure you’re looking at a broad range of research done by a wide variety of
organisations or companies.

How to Write You Audience Profile

The information you gather for your research for your audience profile will be very and defined
by what you’re selling, so it can be quite hard to suggest a set template for what you should use
as basis of writing up your Audience Profile. There are a number of areas that we recommend
you feature regardless though. These include:

  • Age
  • Ethnicity
  • Income
  • Level of Education
  • Occupation
  • Location
  • Relationship status
  • Interests
  • Social Media Platforms Used
  • Online Influencers Engaged With:
  • Frequently Visited Websites:
  • Motivations for Buying Your Product
  • Concerns About Buying Your Product

Competitor Profiles

What is a Competitor Profile?

Your competitor profile is an overview and summary of your major competitors in your industry.
It should provide information and analysis about your competitors and how they operate within
the market. Are they high end or low end? Do they rely on constant sales? What is their Unique
Selling Point? These are the sorts of questions you need to think about when writing your
Competitor Profile.

Why do I need a Competitor Profile?

By completing a competitor profile you’ll gain an understanding of where your competition is and
how they are marketing themselves and their products. This will then enable you to make
informed decisions about your products and services. If the upper end of the market is
oversaturated, then you may be better placed to position products at the mid or lower price
point. Are your competitors using specific channels to drive sales? Discovering that means you
can make an informed choice to use the same channel and compete directly or search for
alternate ways to get in front of your audience. These are just some of the benefits you can get
out of a Competitor Profile, but the wider impact it has on your eCommerce marketing strategy
can not be overstated. It is an essential step that you need to take time to focus on.

How to Build a Competitor Profile?

The importance of your Competitor Profile shouldn’t be underestimated, so it’s vital that you do
the analysis correctly. To that end we always recommend working with an agency that has
experience of performing this sort of profiling.

If you want to give it a go yourself though then you should look to try and acquire the below
information about your core competitors as a starting point for your research.

Competitor Information: Market Positions

Every sector has businesses that target specific demographics. Normally this can be broadly
defined as being the Low, Mid or High ends of the market. An example of this would be in
Clothing. Primark and Gucci both produce clothing, but they sell their products at opposite ends
of the market, and target different audiences.

For your competitors you should determine whether they are in the low, middle, or high end of
the market so you can identify where to position yourself, or identify where the biggest amount
of competition is placed.

Competitor Information: Number of Products

Competitors with small product numbers tend to be more specialist, choosing to focus their time
and attention on a small number of products rather than choosing to have more products and
adapting a broader strategy.

Identifying how many products your competition is selling will let you know whether or not
they’re specialising in certain products or not, which will allow you to work out whether you want
to go head-to-head with specialists with your marketing or focus on other product chains.

Competitor Information: Market Share

Calculating Market Share allows you to know who the major players in your market are. To
calculate this you should follow the methodology outlined here.

Competitor Information: Target Audience

Summarising who your competition appears to be targeting is valuable as it will allow you to
know whether or not the audience you’re going after has lots of companies vying for their
attentions and sales.

You won’t be able to provide an in-depth analysis as you won’t have access to your
competitions internal data, but you can provide an overview of who you think they’re going after
based on their marketing position, products they sell and the sort of deals they offer.

Competitor Information: Social Media

Social media can be very revealing. By looking at what platforms your competition is most active
on, and the sort of content they are pushing (or what content performs best for them) you can
learn what platforms you should be investing your time, energy, and budget into, and what sort
of content or messaging you should look to create.

You should also look to identify:
● How often they post on each social media platform
● What sort of content is getting engagement and shares (use a tool like Buzz Sumo)?
● What messaging they’re pushing across social media?
● How many followers they have on each platform?
● What sort of Hashtags they use and engage with?

Competitor Information: Content Examples

Whether it’s looking at the content shared on their social media channels or just what they put
live on their blog, identifying what sort of content your competitors produce, and how well it’s
received is vital information for you to identify what sort of content and offers you should create
to hit different target audiences.

To find the content that does well you just need to look at tools like Buzz Sumo to see how many
social shares they’ve had, and you can use tools like SEM Rush or Majestic to identify how
many backlinks content has pointed towards it (both of which are good ways to assess how
popular a piece of content is).

Competitor Information: Types of Offers

If you can work out what sort of offers your competitors are using, you’ll be able to piece
together the sort of offers that you should be using as well.

Competitor Information: Domain Authority

Using a tool like Moz you can find your Domain Authority and compare it to your competitors. If
you’re DA is in a similar ballpark to your competitors, it will mean you are more likely to be
competitive in Google Organic Rankings. If not, it indicates that you need to invest in SEO to
improve your DA.

Competitor Information: Total Number of Ranking Key Terms

Similarly to DA, you can identify how competitive you’re likely to be in Google based on how
many Key Terms you and your competitors are ranking for. The best way to get this information
is to use a tool like SEM Rush.

Competitor Information: Identifiable PPC Advertising

Using a tool like SEM Rush, and looking directly at what appears on sites like Google, you can
see see what types of PPC advertising are being used. This will help you work out whether or
not you should invest in PPC advertising due to the amount of competition.

Competitor Information: Key Competitive Advantage

Every business likes to think that they have a key advantage that other competitors lack. If your
competitors have this, you need to know about it and factor it into your strategy. So make sure
you look into it and summarise it accordingly.

Competitor Information: Market Strategy Summary

Using all the information you have gathered summarise the approach that they’re taking to their
marketing, so you have a single overview of their marketing approach.

SWOT Analysis

What is a SWOT Analysis?

A SWOT analysis is a framework for identifying and analysing your strengths, weaknesses,
opportunities, and threats. This will give you an overall picture of what you should focus on for
your business and your marketing strategy.

How to Create a SWOT Analysis?

There are plenty of resources that detail this, but we recommend using this one.

Example SWOT Analysis Template

Channel Analysis

What Channels Should You Use?

Based off of your research into your audience, your competitors, and your overall knowledge of
your industry sector, you’ll be able to start bringing together strategy for the channels you should
use for your marketing.

The channels that you’ll use may be totally different to other businesses, so there is no single
ecommerce strategy that will allow you generate sales that can be applied out the box. So make
sure you don’t skip the research section of your strategy and jump straight to channels, because
it’ll leave you with an incomplete approach.

New VS Returning Traffic

It’s important to remember that not all digital marketing strategies are about generating new
traffic, and for eCommerce businesses, returning traffic is as valuable if not more so than new

With that in mind it’s always good to be able to identify what sort of traffic you’ll be bringing in
with each channel. So make sure your strategy summaries include something like the table

Channel Breakdowns

Whilst the channels you use for your ecommerce strategy are going to be unique based off of
your research and knowledge, each channel has a general use, benefits and drawbacks that will
hold true to across any ecommerce business. Understanding each channels strengths and
weaknesses will help you choose the rights ones for your store.

Channel 1: Pay Per Click (Google & Bing Advertising)

What is PPC?

PPC (or Pay Per Click) Traffic is generated through adverts shown on Search Engines like
Google or Bing. With these adverts you only pay when someone engages (or clicks) on your
advert (hence the name). You’ll be familiar with the core search adverts that are on the search
results page, but there are a number of other options you can use as well.
Types of Campaigns


Remarketing, also known as retargeting, is a type of PPC which is focused on bringing people
back to your website after they’ve already left. Whilst the exact details of how this can vary
depending on platform, the most common ways this works are by display ads & video
advertising that puts forward an offer to the user to persuade them to return to the website.
In order for remarketing to be successful you need to have a specific set of offers that your
audience is likely to respond to, or you’ll have to rely on more general brand awareness
advertising. This can work, but strong offers deliver better results normally.

Display Advertising:

If you’ve ever been surfing the internet and seen banner ads, then you’ve seen and probably
engaged with, display advertising. These banners provide an eye-catching way for you to attract
users to your website, and as you can control where your ads get placed based on
demographics and targeting information, you’re able to ensure you’re appearing to the right

Whilst display ads are highly targetable, years of banners ads being used across the internet
have meant they’ve developed a poor reputation, which results in more tech savvy audiences
using ad blockers on their web browsers preventing the banners from showing. This doesn’t
mean that Display Ads shouldn’t be used, but it does limit their effectiveness with certain types
of audiences, which is something you should be aware of if you’re thinking of using display

Search Ads:

Search Adverts are perhaps the most well-known form of PPC advertising as they are the
adverts that appear at the top, bottom (and occasionally middle) of search results pages when
we search for something on a search engine like Google or Bing.
These adverts are highly targeted as you can choose what key terms you want your advert to
appear for, allowing you to generate a significant amount of additional traffic to your website
from users who are actively interested in your products.

Google Shopping:

For eCommerce businesses Google Shopping is one of the most valuable forms of PPC. It
allows you to place specific targeted ads, that are designed to help convert people into
customers, in front of people who are ready to make a purchase.

Similarly to search ads, Google Shopping Ads are activated based on the key terms and
searches related to the products you offer, but unlike search ads there are entire sections on
Google for people to engage with dedicated to Shopping results, which means you’d be foolish
to not run Google Shopping Ads an eCommerce business.

Video Advertising:

Video advertising on websites like YouTube is a fantastic way to increase your brand awareness
and generate traffic and sales for your store. It’s a well-established fact that video content
generates more engagement than text or image-based content, so using video adverts is an
essential part of generating an engaging PPC strategy that will lead to sales.

The downside to Video advertising is that it’s resource intensive. Generating videos that are
effective is a difficult thing to do and can be very expensive. This means that not that many
websites utilise video advertising, which means you can have less competition overall, but the
competition you do have may have some serious budgets behind their activity.

Performance Max:

As the latest type of campaign that Google offers, Performance Max is the least well-known type
of PPC, and also the most complicated. Rather than being a completely separate type of PPC it
is in fact a culmination of all the previous types of campaigns we’ve discussed.
Working off of an algorithm that’s been designed to generate more sales and increase retailers’
presence across the internet, a Performance Max campaign will serve up content and adverts
across a whole range of different campaign types with the aim of maximising your sales and
your wider objectives.

Whilst it can be very effective, the fact you’re using all the different campaign types available in
one campaign means that you’re going to have to put significant effort into setting up your

How to run PPC campaigns effectively

PPC campaigns are very effective and scalable ways to generate sales and traffic, but because
you’re spending money with every click on your adverts it’s vital to make sure you have control
of your campaigns. This means you need to invest serious time and energy into getting the
set-up right, in monitoring your campaigns, and making changes to them so they stay effective.
For a lot of businesses you may not have the time and skill set needed to manage your PPC
campaigns to the extent you need them managed. That’s where a PPC agency comes in. It’s
important though to make sure you’re working with someone who actually know what they’re
talking about. There are a lot of individuals who can manage the basics of your PPC campaigns
but don’t delve deeper than that. At a minimum you should be working with an agency that is a
Google Partner, but ideally you should be working with a Google Premier Partner (the highest
level of partnership available to agencies that work directly with Google) which is only given to
the top 3% of agencies that Google works with.

Channel 2: Organic (Non-Advertising Traffic from Google and Bing)

How to get more Organic Traffic?

Organic Traffic is the term used to describe traffic that comes to your site via a search engine
that isn’t through an advert or PPC campaign. To generate more of this sort of traffic you need to
be more visible in Search Engines, which means you need to increase your rankings for the Key
Terms that matter for your business. To do this you need to start investing in Search Engine
Optimisation (or SEO).

What is SEO?

SEO is the art of making changes to your website so that it increases your rankings in Search
Engines like Google. Whilst each Search Engine is different and has a different algorithm that
looks at different factors, Google (the biggest Search Engine in the world) has a number of
factors that affect your rankings:

Factor 1: On Site Optimisation

In the world of SEO, any change that affects the content on your website often falls under the
banner of On-Site Optimisation. On-Site Optimisation is defined by any action that you take
which will help search engine crawlers understand what your website is about.
Actions that fall under this category include keyword research & optimisation, image alt tag and
description optimisation, meta data optimisation, content length analysis, Expertise, Authority &
Trust optimisation and much more.

Factor 2: Technical SEO

Technical SEO is any action you take to your website which can help improve the way your
website is crawled and indexed by Search Engines or how the website loads for the crawlers.
These sorts of changes can be relatively basic such as making sure all 404 errors on your site
have redirects attached to them, or making sure redirects are the correct type, but it can also
become very technical involving looking at JavaScript code, how HTML is written, the order that
things load on your website and much more.

To make these sorts of changes to your website you need to crawl your site using a tool like
Screaming Frog or SEM Rush. They’ll allow you to identify the problems on your site and then
you can set about fixing them.

More often than not technical SEO is something that gets outsourced to an agency or consultant
as it is by far the most complex part of SEO, and often requires coding and website
development to fix issues.

Factor 3: Offsite SEO

At its simplest, offsite SEO is anything that can affect your search engine rankings that isn’t
located directly on your website or its server. The most common elements that go into your
offsite SEO are:

● Backlinks
The number and quality of the backlinks pointed at your website. You should aim for high
quality links from website with a DA score that is larger thank your own.
● Name, Address & Phone Number Consistency
Making sure that your websites contact information across the internet is accurate, and
that there are no inconsistencies.
● Expertise, Authority & Trust

Making sure that you are getting backlinks from websites related to the industry and
sector you’re in and that you have verification of your products and services in the forms of
reviews on well-known platforms like Google My Business, Trust Pilot etc.
How do you Optimise for SEO?

Optimising your website can be very daunting, as there are a large number of tasks that will
need to be completed and monitored over time. The best way to handle this is to work with an
agency with a specialism in SEO. To do this make sure you ask your prospective agency
questions about their current clients and ask them to provide case studies and references for
the work they’ve done on SEO.

Channel 3: Email Marketing

Why it’s important for eCommerce?

One of the most important factors of any eCommerce strategy is to find a way to bring
customers back to your website after they’ve made a purchase. Repeat customers are the
lifeblood of what you need to make sure your business is stable, and email marketing is one of
the best ways to get customers returning frequently.

As you already possess the emails of your customers after they buy something from you, and
they’re already familiar with your brand, they should be easier to convert into a sale than a new
customer is. So by sending them emails regularly you’ll be able to keep your brand in the front
of their mind mind, as well as showcasing offers that will tempt them back to your site.
How do you run an Email Strategy?

Your email strategy is going to be based around your offers and products that will be of interest
to your existing customers. This means if you sell multiple product lines you’ll need to get to
grips with your data and understand what customers bought which products and serve them up
offers for similar products (or the same one if it’s a FMCG). To do this you’ll need to set up your
CRM or email marketing software so you can segment your data effectively to allow you to send
the right offers and content to your customers.

Channel 4: Digital PR

What is Digital PR?

Digital PR is a broad term used to describe a variety of approaches which are used to increase
the brand awareness of your business and generate referral traffic for your website. This can
entail content placements on targeted websites, working with influencers through sponsorship of
videos or content, and guest posting on websites. This is of course just a small example of what
you can do as part of your Digital PR strategy.

On top of increasing your brand awareness Digital PR is one of the best ways to generate
backlinks to your website which will help you boost your overall search rankings and generate
additional organic traffic.

Where do you focus your Digital PR approach?

Your approach to Digital PR is heavily guided by the target audience you’re going after. If you’ve
done your audience research, you’ll probably have a good idea about what sort of websites and
publications you’re looking to get featured in, and what sort of online influencers you’ll want to
engage with, and if you don’t then treat this as a sign to go and do that research!

Is Digital PR necessary?

Digital PR can be very effective, but it can also be very expensive and difficult to scale. Which
means lots of businesses will place this channel as a lower priority. This is especially true in
sectors like eCommerce where you’re going to be measuring the effectiveness of every channel
based on the sales coming through it. Digital PR (especially when focused on Brand
Awareness) can be difficult to justify as it may not have a direct link to sales. If you’re serious
about your Digital Marketing approach strategy though you should always give a heavy
consideration to Digital PR in some form, even if it’s just from the perspective of generating
backlinks to complement your SEO Strategy.

Channel 5: Social Media

What is the point of Social Media?

Social Media has become THE Digital Marketing Channel that gets discussed in the news.
Rarely will email lists or Google Algorithm updates get headlines, but the world is filled with
reports on how Social Media is impacting our day to day lives, how it impacts the news cycle
and even how people vote in elections. It’s clearly a very powerful tool, but how can it be
harnessed for your eCommerce store?

Ultimately it boils down to a single basic fact: unless you’re contributing to making sales in some
form a channel isn’t valuable. Thankfully social media can be utilised in a number of ways to
add to your bottom-line sales figures.

If you’re looking to make direct sales through social media you can use it to advertise your deals
and offers, or you can take longer term approach and use social media to help foster a
community around your business through sharing content your audience would find valuable.
Building a community will help bring people back to your website time and time again and allow
you to create a steady stream of customers that will come back to you time and time again.

Organic Vs Paid Social

There is another factor to consider with social media, which is whether or not your approach is
going to be based in an organic, paid or a mixed approach.

Approach 1: Organic

Organic Social Media is what most of us think of when we talk about social media. It’s people
posting status updates, tweets, and videos. The focus of an organic social media approach is on
slowly growing your community of followers across all your channels by becoming a valuable
resource online.

This approach can be effective but requires you to have a lot of content that’s valuable to your
audience, and to be VERY active on social media and to engage not just with your followers but
with your target audience as a whole through events, hashtags, and discussions. It also takes a
long time to become meaningful. You may need to invest YEARS’ worth of time and budget to
get to where you want to be.

Approach 2: Paid

In contrast, a Paid approach is fast, and can deliver immediate results. By focusing your time
and budget on paid social media ads on the platforms your Target Audience uses you can
generate sales for your business straight away. It does require budget to start however, and the
investment needs to be consistent. It does however mean that you’ll not just be able to generate
sales, but grow your overall following as well, as any form of adverts on social media will gain
you followers that you can convert into sales, and transform into a community down the line.
In the end, the approach you take is going to be determined by your audience and your
budgets, but for eCommerce where sales are your main metric, a paid approach is probably
more important in the short to medium term.

What platforms to use?

Each social media platform is different to the others, and they don’t have the exact same
audiences. As such it’s important to consider which platforms you’ll be focusing on. To help
we’ve outlined the basics of each platform and when it’s appropriate to use it.

Platform 1: Facebook

As the biggest social media platform in the world Facebook has the biggest reach in terms of
total number of users, but it’s increasingly becoming more a place to reach older audiences as
younger users have migrated off the platform.

Despite this, the granular targeting that Facebook has, as well as the fact that Instagram is
locked into the same advertising system, means that it can be a very powerful tool if you’re
looking to reach people based on their location or their interests.

Platform 2: LinkedIn

As the go-to platform of business networking it’s not a surprise that LinkedIn is a fantastic
platform for b2b focused websites. With targeting options that let you target individuals based on
their experience, roles, and job titles, if you’re looking to hit an audience that’s highly specific,
then LinkedIn is a great way to go.

Platform 3: TikTok

With TikTok being the fastest growing social media platform at the moment it’s becoming the
focus of a lot of marketers’ attentions. Primarily used by younger people, with Gen-Z being the
most prevalent group on the app, it can be a great place to tap into younger audiences. On top
of that though the strength of TikTok’s Algorithm and its ability to serve up content that matches
the users interests means that it can generate communities quite easily, meaning you can tap
into an existing audience quite easily with the right focus on video content and advertising.

Platform 4: Twitter

Content on twitter comes and goes as fast as you can read it. With its focus on breaking news
and interactive live discussions, making the most of Twitter means being active at all times and
engaging with the conversations that are happening! Or you need to have a VERY large
audience following your accounts already that will see your posts and engage with them
regardless of when they’re posted.

Much like TikTok, there are very niche groups and communities that form on Twitter with their
own Hashtags, and in some cases jargon and slang. If you can find the right community for you
and insert yourself into the conversation, then you’ll be set for growth!

If you’d like some additional guidance and support on developing your E-Commerce Strategy, then book in a free review with our team of award-winning eCommerce experts. We’ll talk you through your channels and show you how and where you can make improvements.