The optimization of inbound marketing tactics remains a crucial focus for eCommerce success as we approach 2025. Rather than being just one tool, strategy, or campaign, inbound marketing is a set of ongoing activities that—when implemented alongside each other—drive revenue. In the coming year, customer behavior will continue to shift toward digital-first, personalized experiences. As competition in the eCommerce space continues to grow, it’s more important than ever to optimize inbound marketing in an effort to attract, engage, and retain customers. Providing shoppers with a seamless omnichannel experience, using artificial intelligence (AI) to create personalized content recommendations, and prioritizing mobile-first optimization are all key to staying competitive in eCommerce.
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The Ultimate Guide to Inbound
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Here, we’ll explore the best practices for eCommerce inbound marketing in 2025.
10 Inbound Marketing Tactics
Implement these valuable inbound marketing tactics to increase engagement and drive revenue by promoting your eCommerce website:
- Maintain a blog
- Build backlinks
- Create advanced content
- Use video content
- Promote content on social media
- Use email marketing
- Use marketing automation
- Develop an SEO strategy
- Optimize your site for mobile devices
- Test your strategies
Let’s take a closer look at each tactic on the list:
1. Maintain a Blog
A company blog helps to engage shoppers in a conversation. You can write about content relevant to current and future customers. Although it may be hard to come up with topics to cover, it’s important to make sure your blog is consistent with your brand. Follow these eCommerce blogging tips for more inspiration!
In addition to writing content that aligns with your brand, be sure that you're consistent when publishing and sharing blog posts. Search engines reward consistency, and this is where you'll see steady growth. As customer expectations evolve, long-form content is increasingly important in the eCommerce space. Today’s shoppers (and search engine algorithms) look for valuable, in-depth information that establishes a site as an authority.
AI-assisted blogging tools are popular for content creation. These tools—including Jasper, Copy.ai, and Writesonic—can help your marketing team prioritize SEO without compromising content quality.
You can use several different platforms to create blogs, such as WordPress or HubSpot. The ideal choice will vary depending on your needs, technical skills, and budget.
2. Build Backlinks
If you're not already trying to build backlinks, then you're probably wondering what in the world a backlink is. To put it simply, a backlink is a direct link to your website from another site.
When it comes to driving organic traffic to your website, backlinks play an important role. Promoting your blog content to relevant influencers in your industry will help increase the number of people who link to your site. However, just because you link to an influencer doesn’t mean they are guaranteed to create links to your site. That being said, you have nothing to lose by linking to trusted influencers and leveraging digital PR opportunities. Reaching out to influencers and brands that share a target market with your business can help increase backlinks and build your audience.
Backlinks from other credible websites will enhance your credibility and trustworthiness—which are things that search engines look at when they rank your site among thousands of others. Check out our favorite eCommerce SEO tools for backlink data and analysis if you're looking to improve organic rankings.
When you track backlinks with tools like Ahrefs, it can help improve organic search performance and boost your lead generation tactics by providing comprehensive backlink analysis. You’ll be able to see all of the backlinks driving traffic to your site. This helps you better understand your site’s link profile and discover new opportunities to acquire high-quality backlinks.
3. Create Advanced Content
Yes, blogging is a great inbound marketing tactic—but creating advanced content helps to further improve your site. Advanced content marketing for eCommerce includes many things, such as:
- eBooks
- Resources
- Tip sheets
- Interactive content
- How-to guides
- White papers
- Case studies
Advanced content discusses topics in much greater detail than blogs. For example, if your brand creates a blog post about a certain topic, an excellent call to action would be a button that provides access to an eBook or how-to guide. Case studies can showcase success stories and enable potential clients to see how your business operates from start to finish. Interactive content—such as quizzes and calculators—can help your audience connect with your business. Use interactive tools to help customers come to the conclusion that your product or service is the problem solver they need.
Take advantage of advanced content to achieve greater success. It reflects your company's expertise in the industry, encourages engagement, and helps users learn more about your brand.
4. Use Video Content
Video is also an important part of content marketing for eCommerce. According to Wyzowl, 87 percent of video marketers say that video helps them boost sales and collect more leads. Excluding video from an inbound marketing strategy puts your brand at a serious disadvantage.
Not only does video content get your message across more quickly, but it provides more value to the user. Sometimes, readers misinterpret text-based material. Video enables you to clearly share your message and appeal to emotions. This establishes and strengthens the audience's relationship with your brand. Thanks to AI, videos don’t have to be one-size-fits-all anymore—you can create personalized videos that capture the viewer’s attention.
Short-form videos (like you find on TikTok and Instagram Reels) help your eCommerce business stand out in an incredibly busy digital world. According to current research, trustworthy short-form videos that highlight industry expertise can increase the likelihood of conversion.
See how three brands use product videos to promote certain lifestyles, show people how to use products, and compare different items.
5. Promote Content on Social Media
In today's world, social media is one of the most effective ways to market a brand. However, this doesn't mean posting on social media platforms every once in a while.
Instead, brands must develop well-thought-out social media branding strategies. A strategic plan helps increase engagement and establish customer loyalty.
To get started, you must first understand your goals, your audience, and what they want to see. Next, choose the platforms that are most popular in your industry. Our favorites include Twitter (X.com), LinkedIn, and Facebook.
Social media scheduling tools—like Buffer, Hootsuite, and Sprout Social—can make it easier for you to post content for the right audience at the right time. These apps may also help you get started with social commerce on platforms like Instagram Shopping and Facebook Marketplace.
6. Use Email Marketing
In addition to social media, email is a vital tool for attracting and nurturing customers. When you have a well-optimized email marketing strategy, you'll increase brand awareness and conversions. Sending relevant content to leads during the right phase in the buyer's journey will help shoppers travel through the sales funnel more quickly. If you accurately identify the current stage of this journey for each buyer, you'll have the opportunity to better optimize email messages and maximize the benefits of your lead generation tactics.
Marketing platforms like Klaviyo use dynamic segmentation—the ability to automatically categorize contacts based on certain attributes or data points that evolve over time—to help you engage with your email marketing audience more effectively. The platform’s personalization features also enable you to tailor your communications for each customer to create more relevant, customized messages. See our case study to learn how Thrifty White Health Essentials used Klaviyo and email marketing to boost revenue.
SMS (text message) marketing often complements email marketing programs. It offers a far higher open rate than email. Don't forget to stay up to date with email trends; they'll help you specifically design messages for your audience.
7. Use Marketing Automation
Save time and money by automating your marketing activities. With this approach, there's no need to perform repetitive tasks or manually develop workflows. You can finally focus on growing your business.
Post-purchase workflows, for example, can help you connect with customers and build a sense of trust in your brand. Sending order confirmations and thank-you messages immediately afterward, keeping shoppers up to date on shipping, and offering a post-purchase check-in or upsell recommendation can all help you stay in the forefront of your customers’ minds as they begin to use your products. AI-based automation could enable you to further personalize this process, offering cross-selling options that are likely to be useful for your buyers.
Automating time-consuming tasks, like email marketing and social posts, is efficient for your brand and beneficial to customers. Sending personalized messages to shoppers will help convert them into buyers. The information you send is useful to the customer, buyers are delighted with their purchases, and you're making profits. It's a win-win solution.
8. Develop an SEO Strategy
If your brand is having difficulty ranking in organic search results, you need to improve your SEO strategy. By enhancing visibility in search engine results, you'll see increases in website traffic, brand awareness, and conversion rates.
Optimizing your content and website structure may seem unnecessary, but search engines consider these things when ranking your website. We highly recommend that you check out this eCommerce SEO guide for a detailed breakdown of effective strategies for ranking higher in organic search results.
Voice search is increasingly popular thanks to the use of software like Apple’s Siri and Amazon’s Alexa. Voice search optimization frequently involves adding conversational queries. For instance, instead of “best manicure in Baltimore”, you might use this term: “Where can I get a great manicure in Baltimore?”
You’ll also want to consider using schema markup—a form of code that you can add to your website’s HTML to provide search engines with additional information about your content, such as ratings, event dates, or pricing. Voice assistants often pull data from schema markup, increasing the likelihood that your content will be selected to appear in voice search results.
Search optimization takes time, so you might benefit from using pay-per-click advertising while you wait for SEO to deliver results.
9. Optimize Your Site for Mobile Devices
According to Shopify, 82 percent of smartphone users seek information on their devices before making in-store purchases. When you consider the prevalence of online shopping, this makes sense. Customers want to find the best deals before they buy merchandise.
Brands should expect to see an increase in mobile shoppers. Catering to customers who use desktop computers is great, but brands must also optimize their websites for portable devices. Progressive web apps (PWAs) streamline both standard and mobile content, creating a single site that offers seamless experiences without the need to download an app.
Improving the mobile user experience (UX) could enhance your customer’s shopping experience. Compressing images to shorten loading times, creating a responsive layout, and choosing a fast hosting provider can all contribute to a positive UX.
One of the most important elements of any website optimization strategy involves offering a one-page checkout. Let's face it; few things are worse than shopping on a site for a considerable amount of time and arriving at the checkout only to find that it takes longer to place your order than it did to find the items you needed. Be sure to consider this when optimizing your eCommerce website for mobile devices.
10. Test Your Strategies
We recommend that you A/B test your eCommerce marketing strategies to learn what works best for your business. Thanks to advances in marketing technology, brands can test almost any asset. It's important to note that you'll need a large audience base for the testing to be valid.
Services like Amplitude, Dynamic Yield, and AB Tasty can all provide you with valuable insights based on A/B testing. Machine-learning algorithms may also be used to analyze, predict, and enhance the A/B testing process in real time, allowing you to make fast, data-informed decisions.
Groove Commerce: Your Ticket to Improved Inbound Marketing Tactics
As the world of eCommerce continues to evolve, it’s crucial to continually examine inbound marketing strategies to ensure that you’re getting the right eyes on your content. Consistency and continual improvement are key to connecting with your target audience.
At Groove, we’re here to develop robust eCommerce marketing strategies for your business. Whether you’re just getting started or you’ve been working on your marketing plan for years and need an upgrade, we’re here to help. Reach out to us today for a free audit or consultation on how we can take your eCommerce business to the next level.
