While developing an ecommerce website and launching your business online is a thing – marketing it for success, lead generation, active revenue, monetization and cyclical conversion is definitely a task. And to help you navigate the overwhelming process of marketing, promotion, visibility and building connections, here is a quick guide that touches the surface on six most popular digital marketing methods for your ecommerce store.
Search Engine Optimization
A website is most likely the first point of contact – and with an ecommerce business, this website is the virtual storefront of your business that welcomes visitors and should ideally convert them during the session.
When you already have an ecommerce website, it is relatively easier to start with search engine optimization because you already have a digital presence. If you are not running a template-based ecommerce store, like one on theme from Shopify or WooCommerce, you’ll most likely need a little help from a web developer company in dubai to make adjustments to your meta data and upload schema markups.
For reference, Search Engine Optimization means to prepare your website content, product description and listings to attract visitors from search engines like Bing and Google. Here are the steps you will need to take to utilize SEO campaigns:
- Perform keyword research for the niche of your ecommerce business – then integrate them in the content of your home and about us pages.
- Perform keyword research category-wise to utilize in the meta data and content of your category pages.
- Perform keyword research product-wise to optimize the meta data, listing descriptions and image of your product page.
- Build internal links within product pages.
- Upload schema markup to guide Google’s crawlers about the structure of your website.
- Check the core web vitals of your ecommerce website on Page Speed Insights.
- Then improve the website’s loading speed to decrease bounce rates.
- Build quality links to your website on high authority websites in similar niches.
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Content Marketing
SEO goes hand in hand with content marketing – because you can create marketing content but you need a channel or two to distribute that content. In content marketing, you identify patterns in the industry and think about what your ideal buyers, website visitors and potential leads want to read about. Think about the topics they need information on: tutorials, how-tos etc.
- Filter informational and navigational keywords from the keyword research you perform for search engine optimization.
- Hire a web development company in Dubai to build an insights or blog section for your ecommerce store.
- Create blog articles answering the queries in those keywords – then internal link category and product pages to pass link juice and create product guides.
- Launch a newsletter introducing a product or two every week.
- Give your customers an insider look of your product development, packaging and shipping process.
- Share insights of your industry through infographics.
Also Read: Effective Marketing Strategies in the Auto Industry: A Comprehensive Guide
Pay-per-Click
While search engine optimization is organic and takes time, PPC is Google’s ad program that helps ecommerce businesses make early sales for brand awareness and market penetration.
In PPC, you get to bid on specific commercial keywords and compete for the first, second and third placements in the Google ‘sponsored’ content on search engine result pages.
The cost of click varies from product to product and niche to niche – so you’ll have to create a documented strategy with your budget, commercial keywords, negative keywords and lead results on each click.
- Manage your ad spend on a daily and weekly basis.
- Make adjustments to your PPC strategy timely.
- Write catchy ad copies within the character limit to get clicks and leads.
- Utilize negative keywords to minimize ad waste.
- Invest time and little budget in A/B testing.
- Track ad and campaign performance.
- Track conversions with your product listing pages and update accordingly.
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Email Marketing
It is ideal to drop a product recommendation or two every week in a newsletter and increase conversion for users who have willingly added you to their email.
In email marketing, you utilize sequences of emails to remind visitors to check out, send out personalized recommendations, remind about restocking, and boost sales. Here are the best practices for ecommerce email marketing:
- Start with a welcome series and give visitors a walk-through of your product line.
- Don’t send more than 2 emails per week – one can be purely informational and the other can be commercial with CTAs.
- Use personalized recommendations and suggestions.
- Optimize the email preview to improve email open and unsubscribe rates.
- Check the times when you have the highest email opens – then schedule your emails accordingly.
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Social Media
Instagram handles are the second point of contact users go to check your reviews, ratings, testimonials and bran collaborations like influencers. While this method is super self-explanatory, social media is also getting saturated and you need to maintain a fine balance between staying unique and creative and following industry patterns to compete with your competitor brands.
Here are the best practices for social media marketing for ecommerce:
- Create a calendar for 15 posts – so you don’t run out of ideas and posts. This will help you stay consistent.
- Add a mixture of informational, navigational, and commercial posts.
- Build influencer marketing campaigns and show your products in action with user-generated content.
- Utilize social media ads for early user acquisition – but build strong segments to optimize your ad spend.
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Community Marketing
Reddit has reported more revenue than social media platforms – and here is a good reason: it is a heavily moderated platform where brands can’t fabricate stories and a web developer company in dubai can check community platforms like Reddit and Quora when they (users) wish to find authentic information about brands and their products.
While community marketing is super slow, it will be authentic. Here are quick steps you can take to build a community:
- create personal and community profiles on Reddit and Quora.
- On Quora, add 2 to 3 micro blogs every week in the spaces section.
- On Reddit, you can create posts – but publish one about problems and solutions – one every week to avoid spamming.
- Look for reddits discussing the problem your ecommerce website and products can solve. Then provide a genuine, helping response and soft pitch your products without a link to avoid spamming.
Conclusion
Marketing an ecommerce website is a cyclical process and you can’t really rely on just one platform. I would recommend you to start building your profile one-by-one on each platform, then gradually build an audience. Then cross-promote content on multiple platforms like website, social media and email. Throughout the marketing process, maintain an evaluation sheet where you can compare engagement metrics and analyze what’s working and what’s not!
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