Every ecommerce store, new or old, big or small, has one goal, to increase conversions and sales. But not all ecommerce stores are successful in achieving this objective.
According to multiple sources including HuffPost and Forbes, 90% of ecommerce startups fail within 120 days. One of the top reasons why ecommerce businesses fail is poor online marketing leading to a lack of online search visibility.
This summarizes the significance of marketing your ecommerce store the right way. If you want to be a part of that 10% cohort that runs a profitable ecommerce business, read through and implement the tactics shared below.
1. Invest in Search Engine Marketing (SEM)
Search engine marketing involves SEO and paid advertising. By investing in SEM, you are optimizing your store for Google’s algorithms and securing a top spot on the SERPs. SEM plays a critical role in the ecommerce industry as it helps marketers shape and control their brand’s narrative and online reputation.
If a prospect wants to assess whether or not a brand is reputable, they’ll search online. So, the links and content that appear on the first page of Google when your name is searched help people gauge your reputation. Simply put, if you want to improve your online reputation, it’s critical to prioritize search marketing.
Focus on these core areas to boost your ranking and reputation.
Search engine optimization begins with keyword research. Look for the relevant keywords in your niche and monitor the search volume. Use tools like Google AdWords, Ubersuggest, Moz Keyword Explorer to find profitable keywords that can help your business rank.
Analyzing competitor content is also a great way to plan your targeted keywords. List down the top keywords that drive traffic to their websites will give you an idea of what’s working for them. Tools like SEMrush can help you discover the keywords that bring the highest traffic to your rivals.
Create content that answers the trending queries and topics. Moreover, incorporate long-tail keywords and apply schema markups to help the search engines understand the context of your pages. This will improve your ranking in the SERPs.
Besides, having an active blog will help your customers and prospects learn more about your brand. Blog content that answers customer concerns contributes to more clicks in the SERPs, thereby boosting your ranking. Make sure your blog has a good mix of top-ranking keywords, infographics, videos, and links to the other relevant pages on your website.
Check out how Bavarian Clockworks offers a robust collection of resources that relate to their products. This helps buyers make an informed buying decision and is fantastic for SEO.
Take care of the technical aspects of your website, namely site architecture, indexation, code reviews, sitemaps, mobile-friendliness, and web accessibility. Check for coding errors as they can negatively affect the crawlability of your website. Also, reduce your website’s load time.
It’s best to conduct a website audit to spot and fix technical issues that could impact your ranking.
Backlinks are like a ‘vote of confidence’ given by other websites. Google’s algorithms use backlinks as a ranking signal to assess your site’s expertise. Moreover, these algorithms are programmed to use links to understand what content on your site is related to the search and the value of that content. Hence, it’s critical to have a solid link-building strategy in place.
Also, build a sound internal linking infrastructure to help the bots crawl and render your pages with ease. Relevant internal links help bots understand the relationships between pages and the most important pages on your website.
e. Pay-Per-Click Campaigns
PPC campaigns guarantee that prospects will see your page link on Google when the relevant search terms are entered. Each time a person clicks on your paid result, the payoff will be high. Hence, all ecommerce marketers should register with Google AdWords and promote their pages through this campaign.
2. Tap Social Shopping
As of April 2021, 55.1% of the global population is on social media. In the graph shared below, most of these users access social platforms to shop or find inspiration for things to buy.
Hence, it’s critical to improve your organic social presence. Use these quick tactics to improve your business’s social presence and engagement.
a. Boost Your Social Engagement
One of the sure-shot ways to achieve this is by sharing kick-ass content on your social media page. We love the way Ferrero Rocher has stocked its Instagram page with vibrant and engaging images and videos. The gorgeous content does tempt you to pick a few goodies!
b. Encourage UGC
If you already enjoy a great following on social media, it’s time to build on that. Expand your brand awareness and trust by encouraging your followers to share content related to your products. User-generated content can help you engage your followers and boost your online visibility and reputation.
We’ll discuss this in detail in the next point.
c. Enable Customers to Purchase from the Social Channel
Looking into social shopping trends, most social channels have developed social commerce capabilities. To begin with, you should focus on the three major ones, namely Instagram Shops, Facebook Shops, and Pinterest.
Use the shoppable features offered by these platforms to help customers shop without having to leave the social commerce website they are on.
For instance, Instagram Shops allows visitors to visit an online store from a company’s profile, or through their feed or stories. Check out how Crocs uses the feature to its advantage.
3. Leverage User-Generated Content
UGC is a great way to collect social proof for your brand. 91% of customers read and trust online reviews and product experiences as much as personal recommendations. When prospects see that others like them are using the product, they are more likely to purchase it.
Whether in the form of product reviews or social media posts, user-generated content can help gain customer trust and boost conversions.
Check out how Pepper, a store that sells lingerie, shows a lot of their happy customers using their products.
Decathlon is using the same strategy to engage its customers and help people feel confident in their decision to buy their products.
When your followers post pictures or videos of using your products on Instagram or Facebook, ask permission and repost them. Building a new ecommerce brand is all about trust. UGC can help you earn that trust and increase your sales.
4. Partner with Influencers
Building customer trust in a new ecommerce store is tough. However, working with an influencer who can vouch for your brand can ‘influence’ audience behavior in your favor.
Influencers are people who have a large online following and authority in a specific domain. They can share content related to your brand to evoke trust in your products. Influencers don’t have to be celebrities with millions of followers. People with smaller accounts and an engaged audience also can help you achieve high conversion rates.
Notice how Poppy Loves London, a micro-influencer, shares content related to various brands.
If you are looking for a micro-influencer in your niche look for hashtags and interests related to your brand and then filter the posts that are receiving maximum engagement. Once you have found the top-performing ones, invite potential partners to collaborate for social media content reviewing or demonstrating your product.
5. Capture Email Leads
Believe it or not, email marketing is the most effective channel at your disposal today! Statistics reveal that email marketing can return $38 for every $1 spent.
That’s an astounding 3,800% ROI.
Emails offer a more intimate and personable interaction in comparison to tweets and social posts. They allow you to say things that otherwise do not fit into a social media post.
Get hold of your email subscribers and actively promote your newsletter, blog, and other emails. Make signing up to your newsletter or email list central when anyone visits your store, just like Huckberry.
6. Leverage Brick-And-Mortar to Support Your Online Efforts
If your offline store has sound recognition, encourage your loyal customers to visit your new online store. For instance, you can ask them to sign up for your newsletter or a loyalty program you’ve recently launched.
Also, inform them about a special offer you are running on social channels. Such efforts will encourage them to go online, thereby driving traffic to your online store.
The ecommerce realm is highly competitive. With a large number of players out there, a new online store has to do something different to stand out and convert high-quality leads. That being said, creating a solid ecommerce marketing strategy can help new businesses be successful in the marketplace.
Now you have a bunch of powerful and actionable tactics to generate more traffic and sales for your new online store. Put them into practice and see your ecommerce store soar!