Inbound marketing for eCommerce isn’t a “set it and forget it” task. 

If you’re an established eCommerce brand, you know how you implement inbound marketing for eCommerce will often determine the success of your brand. You also know that, from time to time, that strategy needs to be updated.

So in this video, I’m going to share some ideas on inbound marketing for eCommerce, and how you can update your strategies for success.

First, you have to REALLY know your customers.

The best way to do this is to interview them. You can do this in a variety of ways, but the basic steps are one, identify the questions; two, identify how you’ll ask the questions (surveys, panel interview, etc.); and then three, identify the customers you will ask. You want to find out as much about them as you can in order to update your inbound marketing for eCommerce strategy.

Find out what they do in their free time, where they hang out both online and in real life, their life situation, and their hobbies. Also try to find out what kind of content they prefer (video, podcasts, images, downloads, community forums), and based on their content preferences – what is their favorite podcast/YouTube channel/TV show, blog, influencer, Facebook Groups, etc.


Once you have that information, you’ll then identify what’s off in your marketing and messaging assumptions, based on those interviews. Maybe you made some assumptions about their hobbies, their location, or where they consume content. But there will be something you assumed that was completely incorrect.

Now it’s time to evaluate your current inbound marketing for eCommerce strategy. Evaluate what’s working and what’s not in your existing marketing. You will usually find 3 things:

One, marketing tactics that are working, even though they conflict with what your best customers said. For example, maybe YouTube ads work well for you, but your customers said they don’t enjoy video content. IF this is the case, take what you learned and IMPROVE your YouTube ads.

Second, you may find you’re implementing inbound marketing for eCommerce tactics that do not work but SHOULD BE working, based on the customer answers. If that’s the case, I recommend adjusting the messaging/images/ad spend budget/and/or content style and trying again.

Finally, you may have some inbound marketing for eCommerce tactics that are not working, and based on the interviews it makes sense as to why. If that’s the case, cut that marketing tactic.


Once you get to this point, you’ll know where you need to focus your inbound marketing for eCommerce resources. Create an implementation plan around those items, determine the KPIs, and then launch it. But when you’re an established brand that wants to improve your inbound marketing for eCommerce results, it all starts with talking with your customers.

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