Does your e-commerce store need more of a push? Then you’ve come to the right page.
This post shares five solid e-commerce marketing strategies that help drive more traffic, engagement, and revenues while reducing abandonment and paid advertising costs.
5 High-Impact Marketing Tactics E-Commerce Stores Can Do Now
An e-commerce shop that doesn’t generate enough leads and customers will eventually die a quick death. The competition in this trillion-dollar industry is fierce, so you need highly effective digital marketing techniques that provide consistent brand exposure.
1. Captivate the Target Market with an Authentic, Compelling Brand Storytelling
Brand storytelling has never been more pivotal than today when you must stand out among a sea of similar-looking products. It makes you more human, relatable, understandable, and likable. Remember, people want to do business with brands they know, like, and trust—not faceless corporations.
These ideas may help you develop a unique brand story:
- Trace your origins. Where did you come from, and what challenges did you face to get to where you are now? Why did you start the business in the first place? Share your beginnings and birth pains on the About Us page, press releases, or blog posts.
- Highlight your company culture. Do you have a fun office environment or unique company traditions? Share these parts of your business on social media or job postings to attract top talent.
- Share your core values. What do you believe in as a business? Do you put the environment or social responsibility first? Are you all about customer service or providing the best product? Don’t be afraid to show your true colors. Prospective customers will likely share your values and appreciate your transparency.
2. Educate and Entertain with Rich Content
Your e-commerce store is essentially a digital version of a brick-and-mortar business. But unlike physical stores, customers can’t touch or try on your products before buying them. This lack of interactivity often leads to buyer’s remorse and abandoned shopping carts.
Address this challenge by providing helpful information about your products through high-quality content. This type educates potential customers and entertains and builds relationships with them.
Let’s say you’re selling custom cotton dresses for children. Here’s what rich content marketing will look like:
- Product pages. Describe the features and benefits of each product, including materials used, sizing information, care instructions, etc. Use high-quality images from different angles to give customers a complete picture. Be specific, persuasive, and imaginative.
- Blog posts. Write blogs that show your products in action, such as “5 Ways to Style Your Little Girl’s New Cotton Dress” or “How to Choose the Perfect Cotton Dress for Your Baby.” These articles help increase product visibility, build trust, and establish your brand as an expert in the industry.
Videos. Customers can get a better sense of your products through videos. Create product demonstrations, unboxing videos, or customer testimonials.
3. Maximize Online Exposure by Refining SEO Strategies
If you’re not converting despite several indexed pages, it could be because your search engine optimization (SEO) strategies are insufficient. It’s high time to revisit them and refine these techniques to suit new algorithm updates, changes in consumer preferences, and optimization trends.
Consider these tactics, for example:
- Design the site for mobile-first indexing. Google now focuses on mobile content for indexing and ranking. Follow the search engine’s guidelines, including improving site speed, using accelerated mobile pages (AMP), and creating mobile-responsive content.
- Optimize site architecture. Develop an understandable, friendly site structure to make the pages easier to crawl and index and convenient to skim and read by users. Use schema markups, link-building techniques, and sitemaps to help search engines understand your site content and improve its ranking.
- Write keyword-rich content according to user intent. Using consumer searches, target the right keywords. If you sell women’s shoes, target terms such as “buy comfortable women’s shoes online” to get leads down the purchase funnel. Use these terms to answer user queries in your content and help them through the buyer’s journey.
4. Set and Monitor Benchmarks to Discover Gaps and Opportunities
E-commerce benchmarking and monitoring are more than tracking progress. It is also discovering deep-seated issues that prevent you from maximizing digital marketing and opportunities that could further accelerate growth.
To set the right key performance indicators (KPIs), consider these factors:
- Industry standards. Use your company’s performance against your industry’s to assess where you stand. It will show you how to improve your online marketing efforts and take your e-commerce business to the next level.
- E-commerce goals. Set realistic yet ambitious targets for traffic, conversion rates, and other relevant metrics. Doing so will help you focus your team’s efforts on meeting these goals and measure success along the way.
- Customer expectations. Consider what your target customers want and need from your e-commerce store. Design the user experience around their pain points to improve customer satisfaction.
5. Use New Technology to Stay Ahead of the Curve
Emerging technologies are changing the digital marketing landscape, and you can use them to get ahead of your competition while maximizing exposure.
Here are examples:
- Virtual and augmented reality (VR/AR). E-commerce can take advantage of these visual technologies to provide customers with a more immersive shopping experience. For example, IKEA’s app lets users see how furniture would look in their homes before making a purchase.
- Voice search. Digital assistants like Siri, Alexa, and Cortana boost the demand for voice searches. Optimize your e-commerce shop for this search type using long-tail keywords and natural language. Further, ensure your site can load quickly to provide users with a seamless experience.
- Artificial intelligence (AI). AI-powered chatbots can simulate human conversation to engage website visitors and answer their questions in real-time. It is also useful in the predictive analysis and personalization of various online campaigns, especially email marketing.
- Flipbook. Flipbook software can convert PDF files into HTML5 page-turning publications. Innovative features such as lead capture forms, links and videos, privacy settings, search engine optimization, in-built analytics, and more are just some of the ways that Paperturn’s software can help you create outstanding flipbooks while reducing paper waste and saving the environment.
Grit and passion will pave the way for e-commerce growth. But it’s a strategic marketing plan involving unique branding, customer focus, and technology that will eventually provide your business with consistent exposure, so it remains relevant and sustainable. These tips give you more ideas to bring your brand closer to your target audience.
This article comes from Marina Turea, a content manager at Digital Authority Partners, a Las Vegas-based SEO agency.