Make the Most of Your Ecommerce Digital Marketing Strategy with These Tips
Ecommerce isn’t just a trend; it’s a fundamental shift in the way consumers shop. In 5 years, eCommerce sales have jumped from $1.8 trillion to nearly $5 trillion, a growth of over 165%. The global Covid pandemic and subsequent lockdowns only added fuel to the fire, accelerating the shift to eCommerce shopping by four to six years.
Knowing the importance digital marketing plays for your eCommerce business, you’ve already invested in ways to help boost your visibility and increase traffic to your website. However, if your current plan is limited to blogs posts and email marketing, it may not be working as hard for your business as it could be.
If you want to energize your eCommerce digital marketing strategy, here are five tips from the pros that can help you maximize your marketing spend.
Launch a Google Ad Campaign
Not all your marketing tactics need to be subtle. Sometimes an ad disguised as an ad is exactly what consumers want. Google Shopping Ads are one of the simplest ways to gain exposure for your products, with images, prices, ratings, promotional offers, and other key information all on prominent display at the top of the SERP. You’ve no doubt seen these types of ads appear at the top of your Google searches.
Gaining one of these coveted positions will require a little work on your part – or the help of a digital marketing professional – however, for most businesses, the results are worth the effort and the cost. To get started, your business will need to set up a product feed on Google Merchant Centre and then create a Google Ad Campaign through your Ads account.
Once set up, Google will use the data you’ve provided to automatically generate ads whenever products in your category are searched for. There are several payment structures for Google Shopping Ads, but for advertisers interested in driving traffic to their websites, cost-per-click is the most popular option – you only pay when a user clicks in your ad and visit your page.
Marketing and then Re-Marketing
Get your Google Ad dollars working for you double time with targeted remarketing ads. After clicking on one of the ads in the search results from the previous women’s shoe example, it appeared again later while browsing another site. This is Remarketing.
This highly effective strategy is perfect for reeling in undecided shoppers by reminding them of products they visited on your page. And a Google Remarketing Campaign will not only feature your product on other websites, but you can also have your ads display the next time your target audience is scrolling through their Facebook account.
Search Engine Optimization for Everything
Everything, from your website, to your content, to your product pages, needs to be SEO optimized. This includes, but is not limited to, keyword-optimized titles, headings, meta-tags, image tags, and content or product descriptions. Get it right, and you will be rewarded with higher placement on SERPs.
Choosing your main targeted keyword is usually straightforward enough, it’s probably the product name or service. However, there is a slew of secondary and related keywords out there that you might be missing. This is where having an SEO specialist on your side really pays off. Keyword research is, well, key to your digital marketing campaign; without it, you are paddling up the preverbal river without a paddle.
Pop-Upsell and Cross-Sell
Once you have a shopper where you want them – on your page – it’s up to you to do everything you can to entice them into a sale. And one of the best ways to do that is with a well-timed pop-up. But wait, don’t people hate pop-ups? Pop-ups have earned themselves a bad reputation, mainly from being overused and abused and offering nothing of value.
But despite the bad rap, pop-ups remain popular because they work. The key to using them correctly rests on providing the target audience with something of value, like a discount or promotional offer or early access to new launches. Annoying pop-ups, too many pop-ups, or advertisements that clutter the screen and make pages difficult to navigate are just that – annoying – and they won’t help you win over any buyers.
Cross-selling is another important avenue for increasing online sales. Any good digital marketing expert will tell you, it’s easier and cheaper to market to existing buyers than it is to go out and get new ones. If a consumer already has items in their cart, eCommerce platforms like Shopify and Magento offer cross-selling or related product suggestion features that can entice users into adding additional impulse buys.
Feature Consumer Feedback and Product Reviews
By now, you probably already know the importance consumer feedback plays in eCommerce sales. If not, data from Trustpilot shows that 89% of online shoppers read reviews prior to making a purchase and 93% of online shoppers say they are influenced by product reviews. According to the same survey, having even five reviews can boost sales by as much as 270% compared to a similar product with no reviews. So, there you have it, online reviews are an essential part of your digital marketing strategy, so why not display them proudly?
Ready to Energize Sales with a Tailored Digital Marketing Strategy?
There is a lot of competition out there for eCommerce shops and making it to the top of SERPs will require a clever digital marketing strategy, a little perseverance, and a lot of insider know-how. If you’re ready to give your business a sales boost, Nirvana Canada is the team to make it happen. We’ve built hundreds of eCommerce sites, and we know all the best ways to help your business achieve its eCommerce goals.