6 best practices to follow when marketing a new ecommerce store
Every online store, new or old, large or small, has a 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 ecommerce startups fail within 120 days. One of the Top Reasons Why Ecommerce Businesses Fail is bad online marketing leading to lack of visibility on online searches.
That sums up the importance of properly marketing your eCommerce store. If you want to be part of that 10% cohort running a profitable ecommerce business, read on 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 a first place on the SERPs. SEM plays a vital role in the ecommerce 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. So the links and content that appear on the first page of Google when your name is searched helps people assess your reputation. In other words, if you want improve your online reputation, prioritizing search marketing is essential.
Focus on these key areas to improve your ranking and reputation.
Search engine optimization starts with keyword research. Research the relevant keywords in your niche and watch the 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 targeted keywords. Listing the top keywords that drive traffic to their websites will give you an idea of what works for them. Tools like SEMrush can help you discover which keywords bring the most traffic to your competition.
Create content that responds to trending queries and topics. Plus, incorporate long tail keywords and apply pattern tags to help search engines understand the context of your pages. This will improve your ranking in the SERPs.
Also, having an active blog will help your customers and prospects learn more about your brand. Blog content that addresses customer concerns contributes to more clicks in the SERPs, thus improving your rankings. Make sure your blog has a good mix of keywords, infographics, videos, and links to other relevant pages on your website.
Find out how Bavarian Clockworks has a solid collection of resources related to their products. It helps buyers make an informed buying decision and is great for SEO.
Take care of the technical aspects of your website including site architecture, indexing, code reviews, sitemaps, mobile usability, and web accessibility. Check for coding errors as they can negatively affect your website’s crawl ability. Also reduce your website loading time.
It’s better to perform a website audit to identify and resolve technical issues that could impact your rankings.
re. Back links
Backlinks are like a “vote of confidence” given by other websites. Google’s algorithms use backlinks as a ranking signal to assess your site’s expertise. Additionally, these algorithms are programmed to use links to understand what content on your site is related to the search and value of that content. Therefore, it is essential to have a a strong link building strategy in place.
Also, create a strong internal linking infrastructure to help bots crawl and render your pages easily. Relevant internal links help bots 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. Every time someone clicks on your paid result, the payout will be high. Therefore, all online marketers should 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 networks. In the graph shared below, most of these users go to social platforms to shop or find inspiration for things to buy.
Therefore, improving your organic social presence is essential. Use these quick tactics to improve your business’s social presence and engagement.
a. Boost your social engagement
One of the safest ways to do this is to share stunning content on your social media page. We love the way Ferrero Rocher has stocked its Instagram page with vibrant and engaging images and videos. The gorgeous content makes you choose a few goodies!
b. Encourage the CGU
If you already have great social media following, now is the time to take advantage of this. Build brand awareness and confidence by encouraging your followers to share content related to your products. User-generated content can help you engage your subscribers and increase your visibility and reputation online.
We will discuss this in detail in the next point.
vs. Allow customers to buy from the social channel
By examining social shopping trends, most social channels have developed social commerce capabilities. To get started, you need to focus on the top three which are Instagram stores, Facebook stores, and Pinterest stores.
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 stores allow visitors to visit an online store from a business profile, or through their feed or stories. Find out how Crocs uses this feature to its 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 gain customer trust and increase conversions.
Find out how Pepper, a store that sells lingerie, shows many of its satisfied customers how to use 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 photos or videos of using your products on Instagram or Facebook, ask for permission and repost them. Building a new e-commerce brand is all about trust. UGC can help you gain that trust and increase your sales.
4. Collaborate with influencers
Building customer trust in a new ecommerce store is tough. 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 audience 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 engaged audiences can also help you achieve high conversion rates.
Notice how micro-influencer Poppy Loves London shares content related to various brands.
If you’re looking for a micro-influencer in your niche, research the hashtags and interests related to your brand, then filter the posts that receive maximum engagement. Once you’ve found the top performers, invite potential partners to collaborate to review social media content or demonstrate your product.
5. Capture leads via email
Believe it or not, email marketing is the most effective channel available to you today! Statistics Reveal Email Marketing Can Come Back $ 38 for every $ 1 spent.
That’s an incredible 3,800% return on investment.
Email offers a more intimate and personalized 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 has good recognition, 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 that you recently launched.
Also let them know about a special offer you have on social media. Such efforts will inspire them to connect, thus driving traffic to your online store.
The field of electronic 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 ecommerce marketing strategy can help new businesses succeed in the market.
Now you have a bunch of powerful and actionable tactics to drive more traffic and sales for your new online store. Put them into practice and watch your online store take off!