What Is Shopify Digital Marketing? Definition and 15 Strategies to Get You Going (2023)
Shopify is a leading e-commerce platform that allows individuals and businesses to create online stores and sell products or services. In today's digital world, having a Shopify store is not enough; you need to market your products effectively to reach your target audience and increase sales.
What is Shopify digital marketing?
Shopify digital marketing refers to the set of activities that help promote your Shopify store and products through digital channels such as social media, email, SEO, and more. The goal of Shopify digital marketing is to increase your online visibility, attract more visitors to your store, and convert them into customers.
Here are 15 effective Shopify digital marketing strategies to help you get started:
1. SEO optimization
SEO optimization is an essential strategy for Shopify digital marketing that can help your online store rank higher in search engine results pages (SERPs), drive more traffic to your site, and increase conversions.
Here are some key steps to optimize your Shopify store for SEO:
Conduct keyword research: Identify the most relevant and popular keywords related to your products or services and use them in your content.
Optimize your on-page elements: Optimize your page titles, meta descriptions, header tags, and URLs with your target keywords.
Create quality content: Publish quality and unique content on your Shopify store's blog, product pages, and other sections of your site.
Optimize images and videos: Optimize your images and videos with descriptive file names and alt text.
Build backlinks: Build high-quality backlinks to your Shopify store from relevant and authoritative websites.
Use internal linking: Use internal linking to help search engines and users navigate your site and find your content.
Optimize your site speed: Optimize your site's loading speed to improve user experience and increase search engine rankings.
Use structured data: Use structured data markup to help search engines understand your site's content and display relevant snippets in SERPs.
By implementing these steps, you can improve your Shopify store's visibility in search results, attract more organic traffic, and ultimately increase your sales. However, SEO is a long-term strategy that requires ongoing effort and updates, so it's important to regularly review and update your SEO strategy to stay ahead of the competition.
2. Social Media Marketing
Social Media Marketing is a powerful strategy for digital marketing, especially for e-commerce businesses like Shopify. Here are some popular social media platforms and their features, as well as how they can be used in a Shopify digital marketing strategy:
Facebook: With over 2.96 billion monthly active users, Facebook is the world's largest social media platform. Facebook can be used to create a business page, post content, and interact with customers. Shopify users can integrate their online store with Facebook to create a Facebook Shop, which allows customers to browse and purchase products directly on the platform.
Instagram: Instagram has over 1 billion monthly active users and is especially popular among younger audiences. Shopify users can create an Instagram Shop to tag their products in posts, stories, and reels, allowing customers to purchase products without leaving the app.
Twitter: Twitter has over 41.5 million active daily users the USA alone and is a great platform for engaging with customers and promoting products. Shopify users can use Twitter to share product updates, promotions, and other news, as well as to interact with customers.
Pinterest: Pinterest has over 431 million monthly active users and is a visual platform that can be used to promote products through images and videos. Shopify users can use Pinterest to create boards featuring their products and link directly to their online store.
LinkedIn: LinkedIn has over 810 million members and is a professional networking platform. While it may not be the best fit for all Shopify users, those selling B2B products may find it useful for networking and lead generation.
TikTok: TikTok is a social media platform that allows users to create and share short videos set to music, and it has quickly become a popular marketing tool for e-commerce businesses with 1.53 billion monthly active users.
TikTok can be a valuable tool for e-commerce businesses looking to reach a younger audience and create engaging content. However, it's important to keep in mind that TikTok marketing requires a different approach than other social media platforms, and businesses should carefully consider their target audience and goals before implementing a TikTok strategy
In addition to using these platforms to promote products, Shopify users can also use social media marketing to build their brand and engage with customers. This may involve creating engaging content, running contests and promotions, and responding to customer inquiries and feedback in a timely manner. By leveraging the power of social media, Shopify users can expand their reach and build a loyal customer base.
3. Pay-per-click (PPC) advertising
Pay-per-click (PPC) advertising is a popular Shopify digital marketing strategy that involves placing ads on search engine results pages (SERPs) or other websites and paying a fee each time a user clicks on the ad. Here are some ways businesses can use PPC advertising to drive sales on Shopify:
Google Ads: Businesses can use Google ads to place ads on Google search results from pages or on other websites in the Google Display Network. Google Ads allows businesses to target specific keywords, locations, and demographics to reach their target audience.
Bing Ads: Similar to Google Ads, Bing Ads allows businesses to place ads on Bing search results pages and on other websites in the Bing Ads network. Bing Ads is often less competitive than Google Ads, which can make it a more cost-effective option for some businesses.
Facebook Ads: Facebook Ads allow businesses to place ads on Facebook and Instagram, targeting specific demographics, interests, and behaviors. Facebook Ads can be a great way to reach a highly engaged audience and promote products to potential customers.
Retargeting Ads: Businesses can use retargeting ads to reach people who have previously visited their Shopify store. These ads can be highly effective at driving sales and increasing brand awareness.
Product Listing Ads: Product listing ads (PLAs) allow businesses to display product images, prices, and descriptions on Google and Bing search results pages. PLAs can be a great way to showcase products and drive sales directly from search results pages.
Overall, PPC advertising can be a powerful tool for driving traffic and sales on the Shopify platform. However, it's important to carefully manage PPC campaigns to ensure they are cost-effective and targeted to the right audience. By combining PPC advertising with other digital marketing strategies, businesses can create a comprehensive Shopify digital marketing strategy that drives results.
4. Email marketing
Email marketing is another effective Shopify digital marketing strategy that involves sending targeted email campaigns to a list of subscribers. Here are some ways businesses can use email marketing to drive sales on Shopify:
Welcome Emails: Businesses can send a welcome email to new subscribers to introduce their brand and products and offer a special promotion or discount to encourage first-time purchases.
Abandoned Cart Emails: Abandoned cart emails can be sent to customers who added items to their shopping cart but didn't complete the purchase. These emails can offer an incentive, such as a discount or free shipping, to encourage customers to return and complete their purchase.
Product Recommendation Emails: Businesses can use data on customer purchase history and behavior to send personalized product recommendations to their subscribers, increasing the likelihood of repeat purchases.
Sales and Promotion Emails: Businesses can send email campaigns to promote sales, discounts, and special promotions to encourage customers to make a purchase.
Post-Purchase Emails: Post-purchase emails can be sent to customers after they make a purchase to thank them for their business and offer related product recommendations or incentives for future purchases.
Newsletter Emails: Businesses can send regular newsletters to subscribers to keep them updated on new products, promotions, and other company news.
Review Request Emails: Review request emails can be sent to customers after they make a purchase to request a product review. Reviews can help improve SEO, build trust with potential customers, and increase sales.
Overall, email marketing can be a cost-effective way to drive sales and build customer relationships on the Shopify platform. By segmenting email lists and sending targeted, personalized campaigns, businesses can increase open rates, click-through rates, and conversions
5. Influencer marketing
Influencer Marketing is a popular Shopify digital marketing strategy that involves partnering with influencers to promote a business's products or services. Influencer marketing can be an effective way to reach a highly engaged audience and drive sales on the Shopify platform. Here are some ways businesses can use influencer marketing on Shopify:
Identify Relevant Influencers: Businesses can use tools such as BuzzSumo or Upfluence to identify influencers in their industry or niche. These tools can help businesses find influencers with a large following and high engagement rates.
Reach Out to Influencers: Once relevant influencers are identified, businesses can reach out to them to establish a partnership. This can involve offering free products or services in exchange for promotion, or paying the influencer a fee for their services.
Set Clear Expectations: Businesses should set clear expectations for the influencer, including the type of content to be created, the messaging and branding to be used, and the timelines for deliverables.
Track Results: It's important to track the success of influencer campaigns to ensure they are driving sales and achieving a positive return on investment. This can involve tracking website traffic, sales, and social media engagement.
Use Affiliate Marketing: Affiliate Marketing can be used in conjunction with influencer marketing to incentivize influencers to drive sales. This can involve offering a commission for each sale generated through the influencer's unique referral link.
Overall, influencer marketing can be an effective way to reach a highly engaged audience and drive sales on the Shopify platform. By partnering with influencers who have a relevant audience, businesses can leverage the influencer's authority and trust with their followers to promote their products and services.
6. Content marketing:
Content marketing is another popular Shopify digital marketing strategy that involves creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience, with the goal of driving profitable customer action. Here are some ways businesses can use content marketing on Shopify:
Blogging: Businesses can create a blog on their Shopify store to share helpful and informative articles that relate to their products or industry. Blogging can help attract organic traffic to the site and establish the business as an authority in its niche.
Video Marketing: Businesses can create videos to showcase their products, provide helpful tips or tutorials, or share customer testimonials. Video content can be shared on social media or the business's website to engage with customers and promote their products.
Infographics: Infographics are visual representations of information or data, and can be a highly effective way to communicate complex ideas or statistics in an easy-to-understand format. Infographics can be shared on social media or included in blog posts to add visual interest and value to the content.
E-books and Whitepapers: Businesses can create e-books or whitepapers that provide in-depth information or insights on a specific topic related to their industry or products. These can be shared on the business's website or through email campaigns to provide value and establish the business as an authority in its niche.
Social Media Content: Businesses can create and share content on social media, such as images, videos, or blog posts, to engage with customers and promote their products. Social media content can be used to build brand awareness, drive traffic to the business's website, and generate sales.
Overall, content marketing can be an effective way to attract and retain customers on the Shopify platform. By creating valuable and informative content that appeals to their target audience, businesses can build brand awareness, establish themselves as authorities in their industry, and drive profitable customer action.
7. Affiliate marketing
Affiliate Marketing is a popular Shopify digital marketing strategy that involves partnering with affiliates to promote a business's products or services. Affiliates are individuals or businesses that promote the products of another business in exchange for a commission on each sale. Here are some ways businesses can use affiliate marketing on Shopify:
Set Up an Affiliate Program: Businesses can set up an affiliate program on their Shopify store to allow affiliates to promote their products and earn a commission on each sale. Shopify offers several apps that make it easy to set up and manage an affiliate program, such as Refersion and Affiliate Marketing.
Identify Relevant Affiliates: Businesses can use tools such as Google or social media to identify relevant affiliates in their industry or niche. These can include bloggers, influencers, or other businesses that target the same audience as the business.
Provide Promotional Material: Businesses should provide affiliates with promotional material such as banners, product images, and promotional copy to use in their marketing efforts. This can help ensure that the messaging and branding is consistent across all channels.
Offer Competitive Commissions: Businesses should offer competitive commission rates to incentivize affiliates to promote their products. The commission rate should be high enough to make it worthwhile for affiliates to promote the products, but not so high that it eats into the business's profits.
Monitor Performance: It's important to track the performance of the affiliate program to ensure that it is driving sales and achieving a positive return on investment. This can involve tracking website traffic, sales, and affiliate commissions.
Overall, affiliate marketing can be an effective way to drive sales and increase brand awareness on the Shopify platform. By partnering with relevant affiliates and offering a competitive commission rate, businesses can leverage the reach and authority of their affiliates to promote their products and drive sales
8. Conversion rate optimization (CRO):
Conversion rate optimization (CRO) is a Shopify digital marketing strategy that involves optimizing a business's website or landing page to improve the percentage of visitors who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter. Here are some ways businesses can use CRO on Shopify:
Conduct User Research: Businesses can conduct user research to understand the behavior and preferences of their website visitors. This can involve using tools such as heatmaps, session recordings, and user surveys to gather insights on how visitors interact with the website.
Test Different Variations: Businesses can test different variations of their website or landing page to identify the most effective design and messaging. This can involve using A/B testing to compare different variations and determine which one performs best.
Improve Website Speed: Website speed is a critical factor in CRO, as slow-loading pages can lead to high bounce rates and low conversion rates. Businesses can use tools such as Google PageSpeed Insights to identify areas for improvement and optimize their website speed.
Simplify Checkout Process: The checkout process is a critical area for CRO, as a complicated or confusing checkout process can lead to high cart abandonment rates. Businesses can simplify the checkout process by minimizing the number of steps and reducing the amount of required information.
Use Social Proof: Social proof is a powerful tool in CRO, as it can help build trust and credibility with potential customers. Businesses can use social proof by showcasing customer reviews, ratings, or testimonials on their website or landing page
Retargeting is a Shopify digital marketing strategy that involves targeting website visitors who have previously interacted with a business's website or products. Retargeting is a powerful way to keep a business's brand top of mind and increase the chances of a conversion. Here are some ways businesses can use retargeting on Shopify:
Set Up Retargeting Campaigns: Businesses can set up retargeting campaigns on platforms such as Google Ads or Facebook Ads to target visitors who have previously interacted with their website or products. This can involve using tools such as the Facebook Pixel or Google Ads Remarketing Tag to track visitors and serve ads to them on other websites or social media platforms.
Segment Audiences: Businesses can segment their retargeting audiences based on their behavior and interests. For example, visitors who have added a product to their cart but haven't checked out could be targeted with a different message than visitors who have only viewed a product page.
Use Personalized Messaging: Personalized messaging is a powerful tool in retargeting, as it can help create a more personalized and relevant experience for the visitor. This can involve using dynamic ads to showcase the exact products that the visitor has previously interacted with.
Offer Incentives: Incentives such as discounts or free shipping can be effective in retargeting, as they can help persuade visitors to complete a purchase or take a desired action.
Monitor Performance: It's important to monitor the performance of retargeting campaigns to ensure that they are driving a positive return on investment. This can involve tracking metrics such as click-through rate, conversion rate, and cost per conversion.
Chatbots are a Shopify digital marketing strategy that can help businesses improve customer service and increase conversions by providing real-time, personalized support to visitors on their website. Here are some ways businesses can use chatbots on Shopify:
Set Up Automated Responses: Businesses can use chatbots to provide automated responses to common customer queries, such as order tracking, shipping information, or product details. This can help reduce the workload of customer service agents and improve response times.
Provide Personalized Recommendations: Chatbots can use data such as a customer's browsing history, purchase history, and demographics to provide personalized product recommendations. This can help increase the chances of a conversion and improve the customer experience.
Offer 24/7 Support: Chatbots can provide 24/7 support to visitors on a business's website, which can help improve customer satisfaction and reduce the likelihood of a lost sale.
Collect Customer Data: Chatbots can be used to collect customer data such as email addresses and phone numbers, which can be used for future marketing campaigns.
Monitor Conversations: It's important to monitor chatbot conversations to ensure that they are providing accurate and helpful information to customers. This can involve reviewing chatbot transcripts and making adjustments to the chatbot's responses as needed.
11. Referral marketing
Referral marketing is a Shopify digital marketing strategy that involves encouraging existing customers to refer their friends and family to a business in exchange for a reward. Here are some ways businesses can use referral marketing on Shopify:
Set Up a Referral Program: Businesses can set up a referral program on Shopify that rewards customers for referring new customers. This can involve offering a discount code, store credit, or a free product to both the referrer and the new customer.
Promote the Referral Program: Businesses can promote the referral program to their existing customers through email marketing, social media, or by placing a banner on their website. This can help increase awareness of the program and encourage more customers to participate.
Use Incentives: Incentives can be an effective way to encourage more customers to participate in the referral program. This can involve offering a higher reward for every new customer referred, or offering additional rewards for referring multiple customers.
Make It Easy to Refer: Businesses can make it easy for customers to refer their friends and family by providing them with a unique referral link or code that they can share on social media or via email.
Monitor Performance: It's important to monitor the performance of the referral program to ensure that it is driving a positive return on investment. This can involve tracking metrics such as the number of new customers referred, the conversion rate of referred customers, and the cost per referral
12. User-generated content (UGC):
Shopify is a popular e-commerce platform that enables businesses to create an online store and sell their products to customers around the world. One key aspect of Shopify's digital marketing strategy is leveraging user-generated content (UGC) to build brand awareness and drive sales.
UGC is any content that has been created by users of a product or service, such as reviews, social media posts, photos, and videos. Shopify encourages its customers to share UGC by featuring customer reviews and photos prominently on product pages, and by showcasing user-generated content on its social media channels.
Here are a few ways that Shopify uses UGC as part of its digital marketing strategy:
Social media: Shopify actively encourages its customers to share their experiences using its platform on social media, using hashtags like #Shopify and #ShopifySuccess. It also curates and shares user-generated content on its own social media channels, which helps to build brand awareness and showcase the success stories of real businesses that use Shopify.
Reviews and ratings: Shopify allows customers to leave reviews and ratings on product pages, which can help to build trust and encourage other customers to make a purchase. These reviews are often accompanied by customer photos, which provide additional social proof and help to make products more appealing.
Influencer marketing: Shopify works with influencers who use its platform to sell products and build their own brands. These influencers often share their experiences and success stories with their followers, which can help to drive traffic and sales to their Shopify stores.
Overall, Shopify's use of UGC as part of its digital marketing strategy is an effective way to build brand awareness, increase trust and credibility, and drive sales. By showcasing real-life examples of businesses that use its platform, Shopify is able to demonstrate the value of its product and help its customers succeed
13. Mobile optimization:
Mobile optimization is a crucial aspect of Shopify's digital marketing strategy, as an increasing number of customers are using their mobile devices to shop online. Shopify recognizes the importance of mobile optimization and has taken several steps to ensure that its platform is accessible and easy to use on mobile devices.
Here are a few ways that Shopify uses mobile optimization as part of its digital marketing strategy:
Mobile-friendly themes: Shopify offers a wide range of mobile-friendly themes that are optimized for use on smaller screens. These themes are designed to be responsive and adapt to different screen sizes, making it easy for customers to shop on their mobile devices.
Mobile app: Shopify has a dedicated mobile app that allows store owners to manage their online store on-the-go. The app is designed to be user-friendly and optimized for mobile devices, making it easy for store owners to update their products, fulfill orders, and manage their inventory from anywhere.
Mobile payment options: Shopify supports a range of mobile payment options, including Apple Pay and Google Pay, which makes it easy for customers to checkout quickly and securely on their mobile devices.
Mobile advertising: Shopify's mobile advertising features enable store owners to create ads that are optimized for mobile devices, which helps to reach customers who are shopping on their phones. These ads can be targeted based on a range of criteria, such as location, interests, and demographics.
14. Influencer takeovers:
An influencer takeover is a digital marketing strategy that involves giving an influencer control of a brand's social media account for a specified period of time. The influencer is responsible for creating content and engaging with the brand's followers during the takeover, which helps to build buzz and generate interest in the brand. Shopify has successfully used influencer takeovers as part of its digital marketing strategy to promote its platform and engage with its audience.
Here are a few ways that Shopify uses influencer takeovers as part of its digital marketing strategy:
Collaborations with influencers: Shopify partners with influencers who have a strong following in its target market, such as entrepreneurs and small business owners. These influencers are invited to take over Shopify's social media accounts for a day or a week, during which they share content and engage with the brand's followers. This helps to create a sense of authenticity and credibility around the brand, as well as increasing engagement and building buzz.
Co-created content: During the takeover, influencers and the brand work together to create content that resonates with the target audience. This can include behind-the-scenes glimpses of the influencer's business, product tutorials, and Q&A sessions. By working with influencers to create content that is both interesting and informative, Shopify is able to connect with its audience and build a relationship with them.
Promotion of the takeover: To generate interest and ensure that the takeover is a success, Shopify promotes the event in advance through social media, email marketing, and other channels. This helps to generate excitement and anticipation, and encourages followers to tune in and engage with the content.
15. Reviews and ratings:
Reviews and ratings as example of Shopify digital marketing strategy
Reviews and ratings are an important aspect of Shopify's digital marketing strategy. Here are a few ways that Shopify leverages reviews and ratings to promote their platform and help their customers succeed:
Trust and Credibility: Reviews and ratings can help build trust and credibility for a business. By showcasing positive reviews and ratings on a Shopify store, customers are more likely to trust the business and make a purchase. Additionally, Shopify itself is known for its user-friendly interface and reliable services, which has earned it a strong reputation in the ecommerce industry.
Social Proof: Reviews and ratings also provide social proof for businesses. Positive reviews and high ratings can influence other customers to make a purchase. Shopify leverages this by featuring customer reviews and ratings prominently on their platform.
SEO: Reviews and ratings can also improve a store's search engine rankings. Search engines like Google prioritize websites with user-generated content, such as reviews and ratings. Shopify understands this and provides SEO optimization tools for stores to help them rank higher in search results.
Customer Feedback: Reviews and ratings provide valuable feedback for businesses to improve their products and services. Shopify encourages businesses to listen to their customers and make improvements based on their feedback. This helps businesses to grow and improve over time
In conclusion, Shopify digital marketing refers to the various techniques and strategies used to promote and sell products on the Shopify e-commerce platform. The main goal of Shopify digital marketing is to attract, engage, and retain customers in order to increase sales and revenue.
There are several key strategies that online retailers can use to improve their Shopify digital marketing efforts. These include creating a strong brand identity, optimizing product listings, utilizing social media platforms, offering discounts and promotions, leveraging email marketing campaigns, creating engaging content, and utilizing paid advertising and SEO tactics.
Other effective Shopify digital marketing strategies include using influencer marketing, optimizing mobile responsiveness, creating customer loyalty programs, offering exceptional customer service, utilizing retargeting campaigns, and leveraging user-generated content.
By implementing these strategies, Shopify store owners can improve their online visibility, reach new customers, and ultimately grow their business. However, it's important to continually analyze and adjust digital marketing efforts to ensure they remain effective and relevant in an ever-changing online marketplaceLooking forward to bringing your ideas into reality with our help? Our Webinopoly team of expert designers will explicitly visualize your business needs and bring value to the table, by using their talent and techniques. Don't hesitate to reach out to our ever-active customer care team who are always ready to chat, and provide you with the best service possible.