How to Grow your eCommerce Business with Inbound Marketing

Contents
How Inbound Marketing Can Help eCommerce Businesses ........................................................2
Build interaction and visibility for more traffic ...................................................... 2
Capture more email addresses for more sales ....................................................... 2
Measure traffic and funnel yield........................................................................ 3
Growing the Sales & Marketing eCommerce Funnel....................................................................4
The eCommerce marketing funnel ..................................................................... 4
What is an eCommerce lead?............................................................................ 4
How to Make Your Products and Store More Visible....................................................................6
Utilize marketplaces and data feeds................................................................... 6
Convert marketplace customers into customers of your website ................................. 7
SEO for eCommerce Product Pages ............................................................................................8
Develop a uniform and clean website structure ..................................................... 8
Create unique product titles ............................................................................ 8
Go beyond the manufacturer’s description, too ..................................................... 9
Create your own optimized images ................................................................... 10
Use heading tags ......................................................................................... 11
Optimize internal anchor text ......................................................................... 11
Include secondary navigation for all internal pages................................................ 11
How to Blog for eCommerce.......................................................................................................12
What to write about ..................................................................................... 12
Make your content remarkable ........................................................................ 12
Don’t over-think it ....................................................................................... 13
Engage users with your brand and products ......................................................... 13
Leveraging Social Media for eCommerce...................................................................................15
Follow in your customers’ footsteps .................................................................. 15
Secure your social media accounts.................................................................... 15
Listen and respond....................................................................................... 16
Convert social media traffic into leads............................................................... 17
Monitor the competition ................................................................................ 17
Capture Visitor Information Sooner for More Sales Later ...........................................................18
Create calls to action that drive traffic and transactions ......................................... 18
Landing pages that convert............................................................................. 19
Email nurturing campaigns that drive repeat traffic ............................................... 20
Measure and Optimize Traffic Sources.......................................................................................23
Attributing purchases to traffic sources.............................................................. 23
Cart abandonments ...................................................................................... 23
Analyze and repeat successes.......................................................................... 25
Get Started with Inbound Marketing ...........................................................................................26
How HubSpot Can Help..............................................................................................................27
Additional resources & footnotes ................................................................................................28