Online Channel Marketing: How to Grow a Profitable eCommerce Business

The Covid-19 pandemic was just one of the many real-world crises that occurred in 2020. But what started as a health issue turned into something much more significant as many countries around the world were effectively locked down due to social distancing and travel restrictions. Now that we are coming through to the other side of the pandemic, businesses and marketers must reevaluate how they are going to engage with customers in the future.

Luckily, the online world didn’t disappear and companies were able to transition to a digital existence. And what’s more, some businesses were able to thrive during this time of uncertainty.

We were lucky enough to track a few of the businesses that bucked the trend and managed to significantly increase their revenues during the pandemic. While some businesses were able to maintain or even increase their revenues, many others saw a significant drop in orders as a result of the pandemic. But despite the challenges, some businesses were able to pivot quickly and effectively in order to remain relevant to customers in the ever-changing world of online marketing; and we were able to track how they did it.

Key Takeaways

Here are some of the key takeaways from our analysis of the top performing eCommerce businesses during the pandemic.

1. Focus On The Basics

Many companies try to be all things to all people which often leads to them failing to excel in any particular area. For example, if your company sells clothing, you may try to be the go-to source for fashion advice by leveraging your social media platforms. But if you want to grow your business during this period of uncertainty, you need to put your focus on what you’re best at.

During the pandemic, there wasn’t a lot of fluff. Customers wanted to buy what they need and they wanted it now. As a result, businesses that were able to provide a reliable product and good customer service performed exceptionally well. Fashion brands that focused on delivering well-made, high-quality clothing and accessories during this period saw a significant increase in their revenues.

2. Prioritise Long-Tail Keywords

If you’re looking to grow your business during this period of uncertainty, it’s essential that you start preparing for it now. Research shows that roughly 90% of all Google searches are going to be performed by people looking for specific products. For example, if you sell swimwear, you’ll likely see a lot of searches for bathing suits and bikinis. Even if you don’t offer those products, you can bet that your competitors do.

In order to be found when someone is searching for your product, you need to incorporate keywords into your content; however, not all keywords are created equal. The terms that get you the best bang for your buck are called long-tail keywords. In order to find these keywords, you’ll first need to conduct some keyword research.

“Long-tail” keywords are complex phrases comprised of two or more words that aren’t exactly the same as the keywords you’re using in your current content. For example, if you’re currently writing about fashion trends, you might want to include words like style and fashion as keywords. But if your aim is to target the long-tail market, you might want to include words like clothing and lingerie as keywords.

3. Keep Social Distancing

Businesses that avoided social distancing did very well in the online marketplace as there were fewer competitors vying for the attention of online customers. Thanks to the work of public health officials and the encouragement of marketers and businesses, fewer people were infected with the Covid-19 virus and the world continued to turn. But that doesn’t mean that all is well when it comes to the return of traditional business. If you’re looking to grow your business in the future, you need to keep social distancing in mind.

Even when countries or regions have lifted their restrictions, people are still anxious about getting close to each other. As a result, customers may be less inclined to take a chance on your products if they feel that they’re not going to be able to maintain a safe distance.

4. Experiment With Different Platforms

If you want to grow your business in the future, make sure that you’re not limited to one platform. While some businesses operate solely online, most large companies have a mobile and an online presence which provides customers with more opportunities to discover your product.

As we discussed in the previous point, social distancing was key to the success of many businesses during the pandemic. But that doesn’t mean that all businesses will be able to maintain that success in the face of a growing mobile presence. That is why it’s essential that you try out different platforms and techniques to grow your business.

5. Use Video Marketing

For many years, text-based content was sufficient for businesses to capture the attention of potential customers. But as the world becomes more video-based, businesses are realizing that there is more than one way to engage with potential customers. Although video marketing has become commonplace, many businesses aren’t quite sure how to implement it effectively. But with the right video content creators and a bit of creativity, your business might just find that their video marketing strategy is exactly what they need to take their business to the next level.

How To Create An Effective Marketing Plan

Marketing is a lot of work and not something that just happens overnight. In order to produce the best possible results from your online marketing efforts, you need to plan out a solid marketing strategy that will put you in the right direction. While it’s great to immediately jump into marketing after you’ve determined that you want to pursue a business venture, you should really think about the plan before you start shooting off blog posts or publishing content to social media.

When developing your strategy, it is important to consider a few key points:

  • Your mission statement. What are you trying to accomplish with this plan?
  • Your personal touch point (a face or persona that the customer will connect with)
  • Your target audience
  • Your product (what are you selling)
  • The competition

There is a lot more to developing an effective marketing strategy than what is listed here, but these points should provide you with a good starting point.


Developing a sound marketing strategy is important because it will serve as the foundation for your marketing efforts. Thanks to the pandemic, the world is on the road to recovery but businesses that took the time to prepare for the future and adapt to changes saw success while others floundered. This is why it’s so important to take the time to plan and establish a solid marketing strategy before you start your marketing efforts. Good luck out there.