Online Marketing Strategy for Web shops

Are you an entrepreneur with a webshop? Or do you have an idea for building and operating one? If so, keep reading. How can you ensure that your efforts truly pay off? In this blog, we will address these questions from an online marketing perspective.

Online Marketing Funnel for Webshops

First and foremost, it is crucial to recognize that customer journeys can vary significantly. For instance, Customer A may already be searching for a specific product, look it up on Google, and then place an order at a suitable webshop. Meanwhile, Customer B may come across an advertisement while casually browsing social media, get inspired, start researching, and eventually make a purchase. There are countless "conversion paths" to consider.

Google’s See, Think, Do, Care model is a widely recognized framework for understanding customer journeys. Every online marketing funnel can be divided into these four phases, which also apply to webshops and e-commerce businesses. Refer to the image below for a visual representation.

For each sector, the structure of an online marketing funnel differs. It is essential to thoroughly analyze your webshop's potential customer journeys and tailor high-quality content accordingly.

Online Marketing Tactics to Promote Your Webshop

At Times IT, we have developed a blueprint for the average webshop’s content strategy, based on the See, Think, Do, Care model. Since every business and sector is unique, it is important to customize this framework to suit your specific needs.

As shown in our blueprint, success depends on a strategic implementation of online marketing channels to generate traffic and drive sales. Additionally, we have incorporated key insights and provided tips for differentiation. Below, we will explain each topic in detail.

The Importance of the Do Phase for Webshops

For many webshops, the Do phase plays a crucial role. This is the stage where the first purchase typically occurs. Why is this so significant? A considerable percentage of webshop sales come from short conversion paths. For example, search engines often drive a large portion of sales, as users entering specific search queries are already close to making a purchase. Similarly, impulse purchases are frequently triggered via social media, where latent needs can quickly transform into buying decisions.

Search Engine Marketing for Webshops

In the USA, the majority of product searches begin on Google. When a user enters a search query, it signals intent to purchase a particular product. As a webshop owner, you must optimize your visibility by appearing prominently in search results—a strategy known as pull marketing. This type of traffic is highly relevant and typically results in higher conversion rates.

Maximizing search engine marketing involves leveraging Google Shopping, Google Text Ads, and SEO. In addition to Google, consider platforms like Bing Ads and price comparison websites. Channels such as Google Shopping and price comparison sites fall under feed-based marketing channels.

Pull marketing channels often generate the majority of webshop sales, making it crucial to optimize each channel effectively. Work with a Google Ads (SEA) specialist and ensure your website complies with all SEO best practices.

Social Media Advertising for Webshops

Within the Do phase, social media advertising plays a vital role, particularly through campaigns optimized for purchases. There are two primary types:

1. Remarketing Campaigns:
• Target people who have already interacted with your brand, including previous website visitors, past customers, newsletter subscribers, or those who engaged with your social media content.
• Deliver highly relevant ads to encourage conversions.
• Ensure that your campaign targets only users who haven’t made a recent purchase.
2. Prospecting Campaigns:
• Target new audiences who haven’t previously interacted with your webshop.
• Focus on relevant demographics, such as lookalike audiences of past buyers or individuals interested in your product category.
• If no immediate purchase occurs, use remarketing campaigns to re-engage potential customers.

Which Social Media Platforms Should You Use?

Your choice of platform depends on your product and target audience. Generally, Meta Ads (Facebook and Instagram) are indispensable for e-commerce sales. However, other platforms such as Pinterest and TikTok can also be highly effective.

Selling via Marketplaces

Marketplaces such as Amazon and Bol.com are key sales channels. In the USA, Bol.com is a popular starting point for online purchases, offering strong brand recognition, a well-functioning webshop, excellent customer service, and thousands of daily visitors.

As a webshop owner, you can leverage these advantages by selling your products on Bol.com through an API/feed-based integration. The platform charges a commission per sale.

On an international scale, Amazon is the leading marketplace for product sales. Through Amazon’s platform, you can easily reach customers across major European countries, enabling rapid scaling. However, due to commission structures, profit margins may be lower, so careful cost calculations are essential. Consider sales via marketplaces as a tool for acquiring new customers, who may later purchase directly from your webshop.

Performance Marketing: Maximizing Profitability

In the Do phase, the ultimate goal is to generate a higher profit margin than your marketing expenses. This requires meticulous control over cost-benefit ratios to ensure sustainable growth.

Key Performance Indicators (KPIs):

• CPA (Cost Per Acquisition): Determine a maximum cost per conversion.
• ROAS (Return on Ad Spend): Set a minimum return on advertising investments.

By implementing these principles, also known as performance marketing, you can ensure that your webshop grows profitably and sustainably.

Webshop Marketing Tactics Beyond the Do Phase

Now that we’ve covered key tactics for generating sales, let’s explore the other stages of the See, Think, Do, Care model:

See Phase for Webshops

High brand awareness can significantly boost webshop sales. Why? Because people who are already familiar with your shop are more likely to convert (make a purchase) in the Do phase. Additionally, such campaigns help populate your remarketing funnel, keeping potential customers engaged from introduction to sale. Effective channels for this phase include:

• Brand awareness campaigns on social media
• Organic social media posts
• YouTube videos
• Display marketing

Key Performance Indicators (KPIs) for the See Phase:

• Number of people reached
• Number of impressions
• CPM (cost per thousand impressions)
• CTR (click-through rate) and engagement rates
• Number of video views

Since many webshops lack the scale to invest heavily in the See phase, the recommendation is to proceed with caution. Maintaining organic social media activity is always beneficial, but paid brand awareness campaigns may not be essential for every webshop strategy.

Think Phase for Webshops

Like the See phase, the Think phase does not directly drive purchases or high conversion values. Instead, it focuses on generating website traffic and further populating the online marketing funnel. The most effective channels include:

• Social Ads (to drive traffic)
• Google Discovery Ads
• Product-related blogs
• Influencer marketing

In this phase, marketing efforts focus less on immediate sales and more on increasing awareness and interest in product categories. Since purchase intent is still relatively low, Think-phase marketing aims to gradually nurture potential buyers. However, be mindful of budgeting—while the Do-phase budget is crucial, the Think phase should be seen as a supportive layer rather than a primary focus. Businesses with sufficient scale often see success using these tactics.

Care Phase for Webshops

There are two primary reasons for a webshop to invest in the Care phase:

1. Repeat Purchases – Customers who have previously purchased from your webshop are easier to convert again compared to acquiring new customers.
2. Fanbase Marketing – Ideally, your customers will become loyal brand advocates, recommending your webshop to others and making repeat purchases themselves.

However, for these benefits to materialize, your webshop must deliver on its promises—ensuring product quality, reliable service, smooth delivery, and hassle-free returns. Only when the overall buying experience is exceptional can you effectively leverage this phase.

Tactics for Customer Retention

To maintain engagement with existing customers, consider:

• Remarketing campaigns (targeting past buyers)
• Email marketing (offering exclusive deals, updates, and reminders)
• Organic social media interactions (keeping customers engaged post-purchase)

Optimizing Your Webshop’s Conversion Rate

While the blueprint above focuses on online marketing channels, we must also consider the conversion rate of your webshop. A widely used benchmark for webshops is a 1% conversion rate, meaning that 1% of visitors complete a purchase. CRO (Conversion Rate Optimization) aims to maximize this percentage.

Why Conversion Rate Matters:

To illustrate the impact of CRO, let's compare two scenarios:

Calculation Example 1: 1% Conversion Rate

• Website visitors from Google Shopping: 1,000
• Cost per visitor (CPC): $0.50
• Total cost of traffic: $500
• Conversion rate: 1%
• Number of sales: 10
• Average order value: $75
• Total sales revenue: $750
• Profit margin: $250

Calculation Example 2: 2% Conversion Rate

• Website visitors from Google Shopping: 1,000
• Cost per visitor (CPC): $0.50
• Total cost of traffic: $500
• Conversion rate: 2%
• Number of sales: 20
• Average order value: $75
• Total sales revenue: $1,500
• Profit margin: $1,000

In Example 1, the webshop may struggle to turn a profit due to additional costs like shipping and fulfillment. However, Example 2, with a doubled conversion rate, significantly increases profitability—turning 20 sales into a profitable outcome.

Key Takeaway:

Investing in conversion rate optimization can dramatically improve webshop profitability without necessarily increasing ad spend. Focus on enhancing user experience, optimizing checkout processes, and implementing persuasive marketing techniques to improve conversion rates and overall revenue.

How can I maximize the conversion rate of my webshop?

There are several ways to increase your store's conversion rate.

Create or Optimize a Webshop

First, ensure that your starting position is strong. This means having a professional webshop that appears reliable. It should be fast and user-friendly. Visitors should be able to quickly find what they are looking for, with no obstacles to completing a purchase. The checkout process should also be smooth and streamlined.

At Times IT, we still encounter webshops that do not meet these standards. We advise these (potential) clients to start by improving their websites. In some cases, we even recommend building an entirely new webshop. These investments can be recovered many times over if successful. In short: invest in a high-performing webshop built by specialists. We recently wrote a case study on outsourcing specialist work.

Improve Your Webshop's Proposition

The most important aspect of your webshop is its overall proposition and distinctiveness. As mentioned in the blueprint above, acquiring distinctiveness is crucial. The easiest way to compete is by price (which can be a good proposition), but the downside is that it may lead to thin margins and create a race to the bottom with your competition.

Selling unique products can be a very successful strategy. This ensures that there is no price competition for the same product. Additionally, excelling in customer service and assisting customers in choosing between products is a strong strategy (just look at what Coolblue did). Perhaps you have the most user-friendly webshop? Just make sure you offer real value!

Remarketing Campaigns

Once your website and proposition are in good shape and there is sufficient demand for your products, sales are likely to improve—especially if the right online marketing tactics are used effectively. Remarketing campaigns can further boost the conversion rate of website visitors. These campaigns come in different forms.

Additional Tips for Managing Your Webshop

1. Setting up a good webshop can take considerable time. Think about enriching product descriptions, adding images, and setting up well-organized category pages. If you're not prepared to invest this time into your shop, be aware that the results may be limited.
2. Keeping your webshop up-to-date and optimizing online marketing tactics is essential, but it's not the only task. Consider aspects like inventory management, returns management, customer service, and drafting quotes. Of course, daily order fulfillment also needs attention. Managing a successful webshop requires more than just marketing.
3. There is no such thing as making money quickly. Think twice before setting up an AliExpress dropshipping website. Many online coaches have turned it into a business model to sell courses. A large percentage of people who attempt this fail within the first year, incurring substantial losses from investments in building a webshop and running ads on Google and Meta.
4. Trust and invest in specialists. Have your webshop created by an expert to maximize your starting position. Outsource your Google Ads, Meta Ads, and other online marketing tactics to specialists. These experts know how to help you grow your business sustainably and execute strategies effectively from the start. This is a smarter approach than spending time and money on suboptimal performance or expensive courses.

Strategic Partner for Your Webshop

Are you looking for a partner to create a high-quality webshop? Do you want to grow your webshop sustainably with the help of online marketing campaigns? Or do you want to start selling on marketplaces such as Amazon or Bol.com? Times IT helps clients get the most out of their e-commerce efforts.