Marketing for e-commerce: strategies for attracting and retaining customers by Yevhen Kasyanenko

“Even the highest quality product will not sell without digital marketing,” says expert Yevhen Kasyanenko.

The KISS Software team, together with Yevhen, has compiled a collection of best practices and case studies that really help you outperform your competitors and build strong relationships with your audience. We share what really works.

What is internet marketing in e-commerce and why is it important?

People need to see immediately where and how to buy a product. After all, this is what convenience, practicality, conversion, and the attention of the target audience are all about. The next fundamental factor is buyers’ knowledge of your product. A marketing strategy allows you to combine these two aspects based on your business, ideas, and budget to launch your promotion.

E-commerce is a set of actions that promotes the sale of goods with the best efficiency for the seller and comfort for customers.

For example, the development of online stores has significantly reduced attention to traditional markets. After all, making a purchase with “one click” is much easier than going to a store, especially considering the convenience of shopping services and delivery options to anywhere in the world.

Undoubtedly, an important nuance for sales development remains promotion, where digital marketing meets internet marketing:

• Digital marketing (digital marketing e-commerce) works with all types of offline and online advertising.
• Internet marketing is a set of tools that only work with online customer engagement.

E-commerce most often uses SEO tools, content, social networks, mailings, leads, paid advertising, integrations, and collaborations. Such internet marketing methods increase brand awareness, which helps to accelerate sales and increase the average check.

“Advertising on social networks works on views for the target audience, and if you have found yours, it can already be called a success. This is how even the biggest brands develop; they “flash” people so that they are not forgotten, showing their product and its application,” shares Yevhen Kasyanenko.

Examples of e-commerce include global companies such as Amazon, eBay, and AliExpress, which use e-commerce for their promotion. In addition to these giants, we can also consider niche segments that operate locally: delivery services, search engines, clothing stores, pharmacies, and others.

Our KISS Software team works with a variety of businesses that are actively growing in their field thanks to well-designed internet marketing.

Strategies for attracting customers in e-commerce

People are the foundation for business growth, and their attention is worth its weight in gold. That is why you need to be able to communicate with them through promotional tools, using words and actions that will hook them. But do not create an artificial reaction or negative concept, such as hate or obscene behavior.

“You need to choose a marketing strategy based on your unique positioning in the market,” explains the leading expert.

Next, we will talk a little about examples of online marketing strategies that we can offer.

Search engine optimization (SEO) and content marketing

“In order for your product or service to be purchased, people must know about it!” emphasizes Yevhen Kasyanenko.

That’s why it’s so important to bother with SEO. After all, it’s not just about search engines, but about trust. When the content is well-developed, the site looks more reliable, and people are more willing to buy. Plus, it works in the long run: traffic grows, advertising becomes more effective, and the project develops more steadily.

The whole point here is to take clear actions:

1. Optimize the text of the online store for key user queries.
2. Improve the structure of the site and its readability on any device.
3. Update the blog with new and relevant information about the product/service, which may indicate the possibility of purchase, delivery, or booking.
4. Writing articles on broad and more targeted topics to help people navigate their choices.
5. Setting up regional and local targeting to attract customers.

Advertising and paid e-commerce promotion channels

The main goal of paid advertising is to show the offer to the target audience, i.e., those people who are potentially interested in purchasing the service or product. But here, the key factor is how correctly the seller sets up their marketing and understands who the product is suitable for. If everything is done in accordance with the main points, this can ensure a steady flow of customers to the online store.

In this case, contextual, targeted advertising, or retargeting will allow you to:

1. Promote the store through commercial queries (Google Ads, Yandex.Direct, and others).
2. Show the product to a specific segment of people.
3. Bring back users who did not make a purchase with discounts or personalized advertising.

Social networks and the impact of SMM on sales

Nowadays, if you’re not on social media, it’s as if you don’t exist at all. Facebook, Instagram, TikTok, LinkedIn are not just platforms, they are places where people live. And if you actively show yourself there, communicate, post normal, lively content, then people begin to trust you. This is how you build a real connection with your audience.

Methods for increasing conversion in an online store

“Convenience is what matters most, really. If it’s easy and clear for a person to place an order, pay for it, and receive it quickly, then they will most likely be satisfied. And a satisfied customer will not be too lazy to leave a good review. And good reviews, no matter how you look at it, attract new people and help retain those who are already with you. So, if you want people to buy, make sure it’s easy to use.” – our experienced expert shares his advice.

Website optimization and customer convenience

Agree, because really, when a website is inconvenient and everything is in one place, then users just turn around and leave, even if the product is great. No one wants to waste time figuring out where to click.

For successful marketing, it is important for an online store to create:

• Convenient navigation.
• A responsive website for smartphones or PCs.
• A concise and uncluttered design.
• Simple contact buttons.
• Clear and specific descriptions.
• Convenient forms for placing an order in one click.

A big advantage for an online store is anonymity or guest orders, which do not require the buyer to leave their details, but simply make a payment and receive delivery within the specified time.

A variety of payment and delivery methods

Even if the customer leaves a minimum amount of information about themselves: name, phone number, delivery address, that’s already good. Conversion on websites depends largely on payments.

That is why it is important to always provide transparent information without hidden taxes or fees and to offer various payment systems: bank cards, cryptocurrency, and e-wallets.

“It is important that this approach can attract customers not only from the local level, but also allow them to buy your product from anywhere in the world,” evgeny explains.

Another competitive advantage is the ability to choose a convenient logistics company for delivery. This allows customers to choose the terms, cost, and delivery time that are most convenient for them. Convenience is the best marketing tool.

How to retain customers and increase their loyalty?

Retaining an existing customer is cheaper than finding a new one. That is why it is important to use a personalized approach: offer promotions, discounts, bonuses, and individual offers.

Simple actions help increase retention rates and customer value. Usually, it is precisely the attention paid to first-time and regular customers that attracts new users. Thanks to the individual approach to the former, new buyers become interested in the product based on their reviews.

Personalization and audience segmentation

Several basic and practical methods can be used for a personalized approach:

• Artificial intelligence and Big Data for analyzing customer behavior.
• Automatic marketing mailings of offers.
• Collection of personal data for lead magnets.
• Targeted offers and RFM analysis for relevance management.

Based on customers’ online activities, you can determine their interests and hobbies. This will help you establish contact with them through advertising the product, goods, or services they need.

Loyalty programs and bonus systems

Buyers always enjoy receiving bonuses and discounts, but it is important to keep in mind that they must also be profitable for the seller. Otherwise, there is a risk of underestimating your work or product, going bankrupt, and instead of getting the right customer, you will get a one-time purchase of the product and will no longer be able to enter the market with a normal price. This is because users will no longer buy expensive products where they used to be very cheap, unless your product is unique in its niche.

That is why it is worth offering individual bonuses that will bring customers back specifically, rather than attracting a mass group of people from the internet.

“Cashbacks, points, exclusive offers, and flexible terms work much better than sales on an individual basis. Loyalty systems in e-commerce are only profitable in this case. After all, they carry privileges in the customer’s perception, only for him, which means that he is individual, which encourages him to come and buy,” emphasizes Yevhen Kasyanenko.

Working with user content and reviews

All of the above in the marketing approach to sales provokes the appearance of reviews. And they shape the brand’s reputation and build trust. That is why you often see representatives of goods or services online:

• asking for feedback;
• publishing their clients’ case studies;
• posting screenshots of reviews and recommendations.

Automatic review collection greatly simplifies the process and allows you to gather all responses in one place.

When creating online stores and implementing marketing strategies, our KISS Software team optimizes all details for user convenience, which helps every business sell.

Implementation of marketing technologies in e-commerce and internet marketing

Modern developments in internet technology in marketing allow you to build a strategy not manually, but to automate many processes. For example, the introduction of AI and chatbots reduces the workload on managers and leads to direct communication with potential buyers. Customer relationship management (CRM) systems help track purchase history and group buyers by segment. 

Accurate demand forecasting thanks to built-in AI systems simplifies communication, encourages repeat purchases, and retains customers. AI solutions also enable online stores to keep accurate accounts and calculate income, expenses, and the required quantity of goods to purchase in order to avoid crises or shortages.

Our team at KISS Software, led by Yevhen Kasyanenko, has already helped many companies of all sizes to streamline their marketing and transition to modern sales approaches. All of this is about real technologies and working strategies, not just big words.

Why is it important to entrust marketing strategies to professionals in e-commerce?

A marketing strategy for e-commerce includes many processes that indicate accuracy and effectiveness in sales. If a novice or non-professional approaches the work, there are more risks for the seller. Even if you have a small business or point-of-sale, it is better to at least consult with an experienced specialist about how things should be done. Otherwise, you may lose financial and time resources, and the effectiveness will be zero or simply will not cover the costs.

Mistakes in marketing strategy often relate to slow website speed, increased costs, incorrect work with the target audience, and a decrease in customers and demand for goods.

The comprehensive approach offered by our team, KISS Software, optimizes absolutely all processes related to online business development. We precisely configure targeted advertising, incorporate AI functions into technologies that track the behavior and interests of potential buyers, use SEO tools, automate communication processes, build content strategies, and collect leads for loyalty programs.

Our leading specialist, Yevhen Kasyanenko, takes an individual approach to each online store, helping it become the best in its niche.

“Success comes when you know how to stand out!” emphasizes our specialist.

It is a professional approach that builds your customer base, turning them into satisfied buyers.

Conclusion: how does e-commerce marketing increase sales?

With his many years of experience in IT and as the head of KISS Software, Yevhen Kasyanenko has found marketing strategies that have a flexible foundation for any startup. The set of basic keys to sales includes:

• Analytics. To sell, you need to understand people, analyze their online behavior, interests, financial situation, desires, and reactions. 
• Automation. Auto-fill forms, auto-responders, and other technological tools save time while allowing you to process more data and user requests, which optimizes communication and creates a comfortable shopping experience.
• Personalization. The rule that every customer is special allows you to show the buyer how important they are to you. In this way, the online store retains the customer’s attention.

To be honest, it’s easy to get confused in promotion and marketing these days. There are too many tools, settings, and tricks. But if you do everything right, you can not only promote your product or service, but also save a lot on advertising.

If you have been thinking about a global push for e-commerce development for a long time, but are afraid that everything will fail due to a bad start, come to us for a free consultation! We’ll simply tell you what usually works, what doesn’t work, and how not to waste your budget on nonsense. Plus, we’ll share our experience, because we’ve already been through this. Fill out a short application on the KISS Software website, and we’ll tell you everything in person!