I get a lot of hyper-specific ecommerce marketing questions, e.g. “should I advertise on Reddit?” or “how do I hire a link-builder?” or “I just launched my ecommerce store and want to try OutBrain.” They are great in a way – I’m a huge fan of experimentation. But most online store owners haven’t developed an effective inbound* marketing strategy at all. They miss the forest (how everything works) for the trees (tactics) so to speak.
*Inbound = the industry jargon for marketing that focuses on being where your customers are so that they buy from you “naturally.” Inbound contrasts with outbound marketing, which focuses on finding, interrupting and cold pitching potential customers.
Here’s the exact inbound marketing strategy for ecommerce that I recommend to every reader and client I’ve ever worked with. The specific details vary, but it’s a pretty tried and true path for nearly every online store. I’m focusing on ecommerce but 80% of this applies to every business.[Continue Reading]