How to Do Effective Ecommerce Marketing
Even though the current economic situation may make a lot of business owners concerned and scared for the future of their companies, there is an obvious trend, and it shows that not everything is doomed.
Despite the fact that many businesses are shutting down, there are some companies that are thriving during the outbreak. And it’s not just health supplies and toilet paper manufacturers; eCommerce has also seen a visible growth.
A lot of us have been locked inside our houses, and we still have to buy things. Online shopping services and eCommerce are thriving, and it’s the trend that is unlikely to disappear any time soon.
So it’s the perfect moment to talk about eCommerce marketing. It will be useful either when you are just planning to hop on this trend now, or if you already have an active online store. This is the kind of information you need to understand both when you are working with your own team and using ecommerce digital marketing services.
Just like with any other type of marketing, content is crucial. That’s where everything begins.
However, one shouldn’t see content only as a way to promote your products. Putting quality content out there can help you with building your reputation and trust of your future customers. Content can be used as an instrument for establishing your reputation as an expert as well as your business’s voice.
Your content and the tone of your voice should be appealing to your audience. Your task is to make sure that the content speaks directly to your potential customers.
If your shop focuses on selling beachwear then it would make a lot of sense to create content that depicts beach living, and so on.
The best solution here would be to try delivering ‘value content’.
What exactly does value content mean?
Usually, we say that about content that is educational or valuable in any other way to a reader. It could be a tutorial, video, inspirational and behind-the-scenes content. In other words, it’s content that provides readers with a deep understanding of what you do and what your businesses is about.
Once you grasped this idea and already have some content, it’s time to focus on optimization. Some aspects you should mind while creating the content as well.
What happens if you optimize your content correctly? It will appear higher among search results and be seen by your potential customers. Isn’t that what you want? Good SEO optimization means higher rankings.
One of the main aspects of content optimization is keywords. There are tools and software that can help you a lot with keyword placement, like WordStream and Ahrefs.
You can get some insights by looking at the businesses with websites that rank the highest and check which keywords they use.
The keywords you will need depend largely on your industry and type of your audience. Trends can influence keyword relevancy too. So basically, you might want to add the keywords that users you are targeting include in their search.
While creating and optimizing content, one should always keep the audience in mind. It’s your customer that you want to reach. So you have to have a clear understanding of their needs and their behavior. What is their behavior like when they interact within your niche of eCommerce?
Answers to these questions will help a lot in finding the right strategy for your paid advertisements. Facebook could be one of the best places to place your ads on. It is also true when you have a very specific niche.
Facebook can provide you with a great number of opportunities to personalize targeting. If you have already used the platforms’ Ads Manager, it shouldn’t come as a surprise. There are many tweaks to help you reach the specific audience you need.
Let’s say, you are selling baby cradles, and your target audience is soon-to-be parents. Facebook allows you to target an audience based on their relationship status and events of their lives. So you can make sure that your ad is seen exactly by the people you need. Then it’s up to you to make your messaging effective and appealing enough.
Another good thing about paid ads is that you can create different variations of your ad and show them for a particular group from your audience. If a person have already engaged with your business, the message should be different from the one sent to a person who hasn’t heard about your company yet.
So you have a bunch of content that is optimized, people are clicking on ads and coming to your website, what is next in the process of online website promotion?
It’s time to make more content!
The more channels you use, the better. Emails, blog content, Instagram, other social platforms, you have to be out there, if you want to be noticed by your future customers.
In case you are looking for outside help, it’s always better to choose complex online marketing solutions that engage a few channels at the same time. Of course, some platforms are more relevant for your niche and industry, so you might want to focus on them first.
Don’t forget to keep your customers in mind. Your content should be relevant and appealing to them. It’s great to provide some sort of value to your content be it education, tutorial, or entertainment. Your posts should be something they will be willing to stop scrolling to read. Great visuals, copy, sense of connectedness are things that can help you to make a scroll-stopping content.