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As part of The Early Checkout’s commitment to be a consistent, valuable resource to you for all things Ecommerce, we are introducing the 6 Key Ecommerce Pillars. We will feature monthly experts on each topic.

The 6 Pillars of Ecommerce Marketing

Building a successful online store requires mastering several key marketing disciplines. Though individually distinct, the most successful stores orchestrate these pillars to work together to attract & convert customers.

These pillars aren't just buzzwords; they're the foundation to growing and maintaining a thriving Ecommerce business.

The stores that consistently apply these pillars in their market will win over their competition.

These 6 pillars will help you understand how even minor tweaks can turn visitors into buyers, how to ensure your products get seen when it matters most, & teach you how to target your market effectively to keep your customers coming back.

You’ll see the impact of good copywriting on sales and engagement. And will get a firm grip on how to employ SEO to bring in organic traffic without spending a dime for visitors who are actively searching for your products.

Each week, we'll dive deep into these pillars to give you and your team the tools you need to be Ecommerce pros.

Ready to up your Shopify game? Check today’s Deep Dive for an introduction to the pillars and what to expect in future issues. Let’s dive in! 🚀

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So let’s have a look at the 6 Pillars of Ecommerce marketing that could take your Shopify game to the next level…

Pillar 1: Conversion Rate Optimization

Once you've attracted site visitors through search or ads, converting them into paying customers is crucial. That's where conversion rate optimization (CRO) comes in. CRO focuses on removing friction in the buying journey.

Test different headlines, page layouts, images, pricing, and calls to action. Pay close attention to your checkout process. Can you reduce the steps or offer a guest checkout? Do small tweaks like trust badges or progress bars.

With incremental CRO changes, you can steadily boost conversion rates.

Pillar 2: Google Ads

Google ads put your product offerings directly in front of people searching for what you sell. These paid ads appear at the top of search results based on relevant keywords. So when someone searches for "blue athletic shoes,” your "Shop Blue Shoes" ad can appear prominently.

However, Google ads require strategy and optimization.

Choose keywords carefully to target people actively looking for your types of products. Organize keywords into tightly themed ad groups. Continually test different headlines, descriptions, and landing pages. Measure results and double down on what works.

With the right approach, Google ads can drive strategic traffic to your site.

Pillar 3: Facebook Ads

Don't neglect social advertising. Facebook and Instagram ads let you target users based on demographic and interest data.

Create ads with eye-catching visuals and clear calls to action. Start conversations and offer exclusive deals through Messenger. Retarget people who've visited your website.

Social ads keep your brand top of mind.

Pillar 4: Email Marketing

Email nurtures relationships with customers.

Collect emails through lead magnets and pop-up offers. Send welcome series to onboard subscribers. Share promos, content, and product updates. Automate flows around purchases and abandonment.

Email maintains connections while also driving repeat business.

Ecommerce longevity and profitability rely heavily on creating and nurturing a relationship with your customers.

Email is the king of giving you this ability.

Pillar 5: Copywriting

There are multiple areas on your site and in your marketing efforts where you will use copywriting.

Compelling copywriting plays a key role in CRO and marketing. Your words engage visitors and persuade them to buy.

Employ benefit-driven headlines and emotional sales copy. Tell a story that connects customers to your products. Convey your brand personality.

Copy gives Ecommerce sites life and personality.

Pillar 6: SEO

Search engine optimization aims to improve your organic search rankings so people find you through search even without paid ads. This relies on content, technical site optimization, and building authoritative backlinks.

Create blog posts and guides using keywords you want to rank for. Make your site easy for search engines to crawl and index. Get reputable sites to link back to your content. Done right, SEO brings steady organic growth over time. And it makes your paid ads more effective, too.

IN SUMMARY

The 6 Pillars of Ecommerce are:

• Conversion Rate Optimization

• Google Ads

• Facebook Ads

• Email Marketing

• Copywriting

• SEO

Each of these 6 pillars supports the others in growing an ecommerce business.

Apply them together as a comprehensive strategy, and your online store will thrive.

We look forward to structuring our Deep Dives each week to help you and your team become masters of marketing & growth of your Ecommerce store moving forward 🚀 

Bringing these industry experts together for you and your future success has been a fun and exciting goal for us here at The Early Checkout…

Matthew Stafford is the CEO and managing partner of Build Grow Scale and has been consulting and growing successful, well-known Ecommerce brands for the past ten years. With nearly one billion in ecommerce revenue through our partner stores and student checkouts, I always aim to bring you the very best information about what is working now in the ecommerce landscape. https://buildgrowscale.com/ecom-profit-bootcamp

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The Early Checkout Team

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