Every e-commerce store, new or old, big or small, has one goal: to increase conversions and sales. But not all e-commerce stores succeed in achieving this goal.
According to Several Sources including HuffPost and Forbes, 90% of e-commerce startups fail within 120 days. A die top reasons why e-commerce businesses fail is poor online marketing that leads to a lack of online search visibility.
This sums up the importance of marketing your eCommerce store the right way. If you want to be part of that 10% cohort running a profitable e-commerce business, read 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 optimize your store for Google’s algorithms and secure yourself a top spot on the SERPs. SEM plays a vital role in the e-commerce industry as it helps marketers shape and control their brand’s online narrative and reputation.
If a prospect wants to assess whether a brand is reputable or not, they will search online. Thus, the links and content that appear on the first page of Google when your name is searched help people assess your reputation. Simply put, if you want improve your online reputationprioritizing search marketing is key.
Focus on these key areas to improve your rankings and reputation.
a. Key words
Search engine optimization starts with keyword research. Research relevant keywords in your niche and monitor 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 target keywords. List the top keywords driving traffic to their websites to give you an idea of what works for them. tools like SEMrush can help you discover which keywords are driving the most traffic to your competitors.
Create content that answers trending questions and topics. Additionally, incorporate long-tail keywords and apply schema tags to help search engines understand the context of your pages. This will improve your ranking in the SERPs.
Additionally, having an active blog will help your customers and prospects learn more about your brand. Blog content that addresses customer concerns helps increase clicks in the SERPs, thereby improving your rankings. Make sure your blog has a good mix of prominent keywords, infographics, videos, and links to other relevant pages on your website.
Find out how Bavarian Clockworks offers a solid collection of resources related to their products. It helps buyers make an informed buying decision and is fantastic for SEO.
Take care of the technical aspects of your website, namely site architecture, indexing, code reviews, sitemaps, mobile friendliness and web accessibility. Check for coding errors as they can negatively affect the crawling ability of your website. Also reduce the loading time of your website.
It would be better perform a website audit to identify and resolve technical issues that could impact your ranking.
D. Back links
Backlinks are like a “vote of confidence” given by other websites. Google’s algorithms use backlinks as a ranking signal to gauge your site’s expertise. Additionally, these algorithms are programmed to use links to understand what content on your site is search-related and the value of that content. Therefore, it is essential to have a strong link building strategy in place.
Also build a strong internal linking infrastructure to help bots crawl and render your pages easily. Relevant internal links help crawlers understand the relationships between the most important pages and pages on your website.
e. Pay-per-click campaigns
PPC campaigns ensure that prospects will see your page link on Google when the relevant search terms are entered. Each time someone clicks on your paid result, the payout will be high. Therefore, all online marketers must register with Google AdWords and promote their pages through this campaign.
2. Tap Social Shopping
Since April 2021, 55.1% of the world’s 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.
Therefore, it is essential to improve your organic social presence. Use these quick tactics to improve your company’s social presence and engagement.
a. Boost your social engagement
One of the surest ways to do this is to share awesome content on your social media page. We love how Ferrero Rocher has filled their Instagram page with dynamic and engaging images and videos. Gorgeous content tempts you to choose some goodies!
b. Encourage UGC
If you already have a great following on social media, it’s time to build on it. Build 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 will discuss this in detail in the next point.
vs. Allow customers to buy on the social channel
Looking at social shopping trends, most social channels have developed social commerce capabilities. To get started, you need to focus on the three main ones, namely Instagram Shops, Facebook Shops, and Pinterest.
Use the shopping features offered by these platforms to help customers shop without having to leave the social commerce website they are on.
For example, Instagram Shops allows visitors to visit an online store from a business’s profile, or through its feed or stories. Find out how Crocs uses this feature to their 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 buy it.
Whether in the form of product reviews or social media posts, user-generated content can help build customer trust and increase conversions.
Find out how Pepper, a store that sells lingerie, shows a lot of happy customers using their products.
Decathlon uses 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 e-commerce store is difficult. However, working with an influencer who can vouch for your brand can “sway” audience behavior in your favor.
Influencers are people who have a large online following and authority in a specific area. They can share content related to your brand to build trust in your products. Influencers don’t have to be celebrities with millions of followers. People with smaller accounts and an engaged audience can also help you achieve high conversion rates.
Notice how Poppy Loves London, a micro-influencer, shares content related to various brands.
If you’re looking for a micro-influencer in your niche, research hashtags and interests related to your brand, then filter out posts that receive maximum engagement. Once you find the top performers, invite potential partners to collaborate on social media content reviews or your product demo.
5. Capture leads via email
Believe it or not, email marketing is the most effective channel available to you today! Statistics Reveal Email Marketing May Come Back $38 for every $1 spent.
That’s an incredible 3,800% return on investment.
Emails offer a more intimate and personal interaction compared to tweets and social media posts. They allow you to say things that otherwise wouldn’t fit in a social media post.
Get your email subscribers and actively promote your newsletter, blog and other emails. Make signing up for your newsletter or mailing list central when someone visits your store, just like Huckberry.
6. Leverage brick and mortar to support your online efforts
If your offline store is recognized, encourage your loyal customers to visit your new online store. For example, you can ask them to sign up for your newsletter or a loyalty program you recently launched.
Also let them know about a special offer you are posting on social media. Such efforts will encourage them to go online, thereby driving traffic to your online store.
The field of e-commerce is very competitive. With a large number of players, a new online store needs to do something different to stand out and convert high-quality leads. That being said, creating a solid e-commerce marketing strategy can help new businesses succeed in the marketplace.
You now have a bunch of powerful and actionable tactics to drive more traffic and sales for your new online store. Put them into practice and see your online store soar!