Unlocking E-Commerce Success: Essential Digital Marketing Strategies for Life Science Online Stores
Whether launching a new e-commerce website or seeking to enhance an existing store, understanding and implementing cutting-edge creative digital marketing is critical to driving growth and maximising sales.
If you have an online store and don't promote it, no one will come and buy.
Below, we list the essential creative and digital marketing activities every e-commerce website should employ to thrive in the competitive market.
From optimising your site for search engines to engaging with customers on email marketing, we'll cover the full spectrum of tactics that can amplify your online presence and convert clicks into customers.
Your digital marketing check list for online stores
Search Engine Optimisation (SEO)
Working on all or some of the SEO activity listed below is critical to helping search engines find your store and your products.
- Keyword research and optimisation to target audience-specific terms that drive traffic.
- On-page SEO (meta tags, headlines, website content) to improve the relevancy and visibility of your site.
- Constant technical SEO (site structure, mobile optimisation, page speed) to ensure your website is fast and accessible on all devices.
- Content creation (blogs, articles, product descriptions) to provide value that attracts and retains customers.
- Link building campaigns to enhance domain authority and improve search engine rankings.
Pay-per-click Advertising (PPC)
When you need visibility fast or if you are in a very competitive space, paying for visibility is a great option.
- Google Ads campaigns to immediately reach a targeted audience looking for your products.
- Product listing ads on Google Shopping to showcase your products directly in the search results.
- Retargeting and remarketing campaigns to capture interest from visitors who haven't yet made a purchase.
- Social media paid advertising (We suggest LinkedIn ads, although the ROI can be challenging) to target specific demographics and interests.
Email Marketing
One of the most consistently successful marketing methods is email marketing. Building your email list should be your top priority.
- Building an email subscriber list to nurture leads and communicate directly with your audience.
- Designing and sending newsletters to keep your audience informed and engaged.
- Promotion announcements and product updates to drive sales and alert customers to new offerings.
- Customer segmentation and personalised email campaigns to target messages more effectively and increase conversion rates.
- Automation of email campaigns to save time and deliver messages at optimal times.
Content Marketing
Keeping content up-to-date and relevant should be your number one priority. Content that supports your product information is a key driver of sales. Helping prospective customers understand more about your company and products builds trust and drives sales.
- Development of a content calendar to organise and schedule all content-related activities.
- Creating multimedia content (videos, infographics) to engage users differently and boost content sharing.
- Blog posts and articles that highlight products and services to inform and educate customers.
- Case studies and customer testimonials to build trust and provide real-world proof of your product’s value.
- E-books and whitepapers to establish thought leadership and provide in-depth information.
Website Analytics, Data Tracking and Conversion Rate Optimisation (CRO)
Including GA4, Search Console and Google Tag Manager is essential to review and monitor on-site visitor activity.
- Regular analysis of traffic using Google Analytics to understand user behavior and refine marketing strategies.
- A/B testing of web pages and user experience (UX) improvements to find the best-performing elements for your site.
- Conversion funnel optimisation to streamline the path to purchase and increase conversion rates.
- Heat-maps and session recording analysis to visualize how users interact with your website and identify potential barriers to conversion.
Supporting Resources and Knowledge Centre
Some life science products have a long sales pipeline. They are considered purchases that need to go through a wide range of checks and approvals before purchase. This is where supporting resources and creating a knowledge Centre can help you educate and build trust with new customers.
Scientific papers, detailed product specifications, and brochures can all support your product sales.
The Takeaway.
You need online sales.
You need to compete and stand out.
Integrating some or all of the above techniques and strategies into your marketing plan can create a comprehensive approach that attracts and retains customers, boosting your online sales and brand reputation.
