E-commerce marketing: 3 key elements of a winning strategy
In an effective e-commerce strategy, two things are essential: bringing potential prospects to your site and being able to increase their conversion rate.
A well-thought-out and aggressive marketing campaign are essential to achieve these goals. Of course, the marketing strategy must be included in a broader e-commerce strategy: you must take care of aspects such as site optimization, but also constantly monitor how the campaign is going, be ready to make adjustments, collect and organize data properly. , make sure the backend is working as it should, etc. And, back to marketing, you need to focus on some key strategies. Let's see them.
Let yourself be found: SEO and SEM
First, your potential customers need to be able to find you. To date, on the web, search engines are still the best way to be found: use your best energy (or even better, hire a good professional or an agency) in the SEO optimization of your site, with a special focus on product pages. Because? Because when you are desperate for something, if you find it you are likely to buy it, right? Your goal should be to appear for the keywords that interest you in the top 5 results of the SERP.
Of course, SEO for e-commerce has its particular criticalities, given that the products and their descriptions often change. Here are some SEO tips for your e-commerce:
Take advantage of longtail keywords: Don't just focus on the most sought after and most contentious keywords. Longtail keywords have low competition and often represent exactly what users want. So if you manage to intercept them it would be a good deal for your company.
Hoard reviews and user-generated content: include them on your pages (Google greatly values user-generated content) and make sure people notice them.
Personalize your product descriptions: if your product descriptions are the same as those of all your competitors, it is obvious that you will end up being penalized, either by Google or by the lack of interest of your potential customers. So work on the descriptions and make them unique.
Studied and developed link-building strategies, it is proven that they can bring quality organic traffic.
Add your brand to whatever you send around (videos, podcasts, links…): this makes you more recognizable and relevant.
Check it out with content marketing
As we all know, content marketing consists of the creation and distribution to targeted users of different types of content (articles, videos, audio, graphics) to gain new leads and strengthen your brand.
You should aim to produce good quality content that gives people something really useful, that they care about. To achieve this you will need to study a lot and develop an editorial and distribution plan. You should make your content easily shareable and take guest blogging, content syndication, and PPC campaigns seriously.
Always remember that your goal is to increase conversions, so also consider how the type of content you are producing could help you with this. Typically user-generated stories or webinars (which are the basis of the content marketing funnel, usually called "BOFU") facilitate conversions while blog posts, ebooks, podcasts, increase the attention towards you and your product.
A well-thought-out and aggressive marketing campaign are essential to achieve these goals. Of course, the marketing strategy must be included in a broader e-commerce strategy: you must take care of aspects such as site optimization, but also constantly monitor how the campaign is going, be ready to make adjustments, collect and organize data properly. , make sure the backend is working as it should, etc. And, back to marketing, you need to focus on some key strategies. Let's see them.
Let yourself be found: SEO and SEM
First, your potential customers need to be able to find you. To date, on the web, search engines are still the best way to be found: use your best energy (or even better, hire a good professional or an agency) in the SEO optimization of your site, with a special focus on product pages. Because? Because when you are desperate for something, if you find it you are likely to buy it, right? Your goal should be to appear for the keywords that interest you in the top 5 results of the SERP.
Of course, SEO for e-commerce has its particular criticalities, given that the products and their descriptions often change. Here are some SEO tips for your e-commerce:
Take advantage of longtail keywords: Don't just focus on the most sought after and most contentious keywords. Longtail keywords have low competition and often represent exactly what users want. So if you manage to intercept them it would be a good deal for your company.
Hoard reviews and user-generated content: include them on your pages (Google greatly values user-generated content) and make sure people notice them.
Personalize your product descriptions: if your product descriptions are the same as those of all your competitors, it is obvious that you will end up being penalized, either by Google or by the lack of interest of your potential customers. So work on the descriptions and make them unique.
Studied and developed link-building strategies, it is proven that they can bring quality organic traffic.
Add your brand to whatever you send around (videos, podcasts, links…): this makes you more recognizable and relevant.
Check it out with content marketing
As we all know, content marketing consists of the creation and distribution to targeted users of different types of content (articles, videos, audio, graphics) to gain new leads and strengthen your brand.
You should aim to produce good quality content that gives people something really useful, that they care about. To achieve this you will need to study a lot and develop an editorial and distribution plan. You should make your content easily shareable and take guest blogging, content syndication, and PPC campaigns seriously.
Always remember that your goal is to increase conversions, so also consider how the type of content you are producing could help you with this. Typically user-generated stories or webinars (which are the basis of the content marketing funnel, usually called "BOFU") facilitate conversions while blog posts, ebooks, podcasts, increase the attention towards you and your product.
Email marketing
Email marketing isn't about advertising the things you see. It means building relationships. And if you build positive relationships, you will also be able to generate more sales. You should be able to make people feel that you are offering them something valuable, opportunities that other users do not have, information that they would otherwise never have access to.
You should take any opportunity to send emails. For example, did you know that nearly 70% of users abandon their shopping cart before purchasing? Emails sent after cart abandonment have a high open and conversion rate. Even up-sell and cross-sell emails usually bring good results: your users buy a product, you remind them that there is one similar or that they might be interested in. In summary, you should take advantage of every cue, every piece of information, and every data that your customers give you since each one represents a potential source of inspiration for you to trigger a marketing action.
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