After discussing some useful strategies on digital marketing for Startups, it’s time to talk about the most fastest emerging sector which is “e-commerce”. So here I am with a new post on digital marketing for E-commerce. Let’s start:
If you are running an e-commerce store, you must be aware of the fierce competition in this industry. A study revealed that e-commerce industry is the fastest growing industry within the Asia-pacific region. However, with increasing competition the platforms leverage your sales is also emerging and one such way is through digital marketing. It can be used to increase the product awareness, building up new customers, improve your ranking in search engines and so on. It has enormous benefits.
But when it comes to e-commerce you need to tailor down your approach, according to your business goals and requirements to get desired success results. Hence, instead of going through a conventional format and telling you all the elements of digital marketing, I have jotted down some crucial elements of digital marketing in e-commerce. Here we begin:
The relevance of SEO is hardly debated now, as the results have shown that correct SEO strategies have the potential to convert your small E-commerce store into a brand. And considering the fierce competition in this field, it’s highly imperative to get high rank in search engines. Hence, just like to any e-commerce site even you must be craving for top rank in search engines. But, before we think for high rank you need to acknowledge certain questions and facts:
How well your online infrastructure of the website is designed? Is it clearly readable by Google crawler and your targeted audience?
What’s the speed score of your E-commerce website? A good website score is 85 out of 100, how close are you to this number?
E-commerce industry registers a high bounce rate close to 60%, what is the bounce rate of your website?
And lastly, is your website responsive? As more than 50% of customers are using mobile to make their purchases.
These are some questions you need to be clear, absolutely clear, while running with an E-commerce website. SEO is all about building strong strategies for such questions to move your rank upwards. But don’t forget these were just a few questions, SEO is a big domain and it closely acknowledge each and every aspect of on-site and off-site so that it appeals both to search engine robot and your targeted customers.
Pay per click is one of the quickest ways to bring traffic to your web site. Yes, you get instant traffic in no time with a PPC campaign. But, mere high traffic is not sufficient; you need higher leads and converts to.Right?
Thus, you need to launch a successful PPC campaign and it takes little extra effort to build such campaigns, which will render you increased traffic along with higher sales. One such way is through customizing your PPC ads display according to your target audience location.
Let’s understand with an example, say if you are running an online clothing store in India with your audience being spread in Delhi and Mumbai. Now the issue is while woolen clothes display would hit your sales in winters due to Delhi audience, it will not be same for the audience residing in Mumbai, as the city don’t really experience winters.
So how will your PPC campaign appeal to both the audiences?
Now here we can use Geo targeting in your PPC campaign. This will help you display your winter collection to the Delhi audience, while displaying summer collection to the Mumbai customers. And that’s how it works for multi products and services for your targeted audience spread in different locations. It helps you display products, promotions, shipping offer, and so on according to the geography of your targeted audience.
If you are wondering how blogging does helps to an e-commerce website then it’s important for you to understand it. The fact is, your targeted customers don’t know about your existence unless you are a brand. Thus, the question arises that how will you reach to such targeted audience who are not even aware of your existence?
Well, they don’t know about you, but they must search about the products which even you cater. Now that’s’ how it works, by writing regular blogs on your products and related topics there are higher chances that you might land to their screens. Other advantages of blogging are that it helps you to add continuous fresh content to your website and simultaneously improves your ranking.
Social Media Optimization (SMO)
Have you wondered why social media has become so powerful platform today? Yes, one of the reasons is that it encompasses a huge audience, but another reason is that this is an active audience. This implies that if you optimize your social media platform correctly, you can directly hit your targeted customers with your campaign. But while SMO is great its success depends on certain factors. You need to be clear with your SMO goal like whether you need to create awareness for your new products? Or boost sales? Or improve customer satisfaction rate? Or update your audience about the new stock. Moreover, the next step is to measure the success of your campaign. Your customer responses are important to analyze. And this can be done by undertaking surveys, reviews and ratings to get the feedback.
If you are running an e-commerce site you must have encountered users who visit your site or app, scan the products, cart them and then leaves it without purchasing. Right?
Don’t you want to bring back these customers to your site? Just calculate how much sales would you have increased if you could cater that lost audience?
E-commerce websites usually falls into this trap. Thus, Re-marketing is highly recommended for online E-commerce outlets. Different strategies are created for different targets. Say you can create discount campaigns and free shipping offers to bring back your potential customers. You can also create strategy for cross selling products in which you can compliment products to your customers similar to the products they are already interested in to leverage your sales. Hence, Re-marketing effectively works in bringing back potential customers and creating customers for your other products too.
Online reputation marketing (ORM)
Why do you need ORM? Well, because reviews of your business are very important. A survey highlighted that many people prefer to rely on online reviews and ratings to judge the credibility of the company. Its importance is even multi-folded if you are running an e-commerce store and has to deal with multiple range of products. It’s often difficult in such situations to reflect a positive online imagery. Moreover, it’s important to note that it takes less than 5 seconds for customers to form their decision. They don’t have to go through each and every review. They will simply skim the pages and the words like “defective products”, “unauthorized charges” “poor service” are enough for them to change their minds. Thus, we have online reputation marketing which effectively monitors your online imagery and build strategy to counter negative reviews.
Affiliate marketing is not at all a new concept, but is increasingly used for e-commerce website. The affiliate mission is simple to get maximum targeted audience to the online retailer’s website. It not only send you a good amount of traffic, but also ensure to convert that traffic into leads. In return an affiliate will demand a commission once the customer has taken any call to action. It’s a good way to not only bring traffic to your e-commerce website but generating potential leads too.
These were some digital marketing strategies you can use for your E-commerce outlet to accelerate your sales. However, you need to be clear with the goals of your business and then narrow down your approach to get desired results.