In this article, we're going to unveil 6 killer eCommerce marketing strategies. This is something that you can't miss if you have an e-commerce store. So read until the end and start using these tips to increase your visibility and sales.
Hi there, and welcome back to Serendipity Marketing. We're a digital marketing agency with a mission to help small businesses grow by applying psychology to their marketing strategies.
Marketing can be super complicated. There are just so many different things that you can do and so in this article, we are going to break down 12 tips that we recommend you really focus on first. If you implement these, you're going to be able to reach the online success you are aiming for. So, let's jump right in.
Use a good shopping cart
Tip number one is to use a good shopping cart. Three are the shopping carts that we use with clients all the time and that we really love. Shopify, WooCommerce, and BigCommerce.
These free carts are really good from a perspective of SEO design and also paid search. They have everything you need to scale your business. They also have the support team to back you up when you need help. So, if are not using them already, check out one of these carts.
Optimise your product pages
The second tip is basically to spend a tremendous amount of time optimising your product pages with regards to SEO and design. What we mean by this is that SEO will be extremely good to rank your products.
Title wise, don't just call your products something that only you would know. Call them using words that other people would search them with.
Actually, do some searching online to find the keywords people are using to search for your products and include them as that part of your product title.
Also, include them in the description of the product.
Write a good description, keeping in mind that your e-commerce is your 24/7 salesperson. Your product page never calls in sick.
It works through the weekends and the holidays. Every time someone visits your product page, you want them to present viewers with the perfect sales pitch to persuade them to take action and purchase. So, put some time into that.
Product photography is also hugely important. Make sure that your product's images are really, really, clean, with a nice and professional design. Also, if you can do a product video, this will be massively valuable.
Make sure you invest in doing some product videos to explain your products and more details.
And also, make sure you have badges saying things like fast shipping, free shipping, etc.
If you have this, and also get reviews of your products (you want to have reviews on your product pages), this can increase your conversion rate significantly up to 400%.
Alright, now before we move on to step three, have you ever thought about how much you should invest in marketing to generate constant business growth? Click the button below to calculate the ideal marketing budget you should allocate for higher visibility, engagement, and profit.
How much should you invest in Digital Marketing?
Schema markup on product pages
This is a little more advanced with regards to SEO, but it's basically making sure you have schema markup on your product pages.
What this means is that when someone searches on Google, right there in the Google search page, before they even go to your website, they're going to see what Google calls “product rich cards”.
This is going to show your product image and some information right there on the search page. And this is going to give you an advantage over your competitors by making you a little more visible organically to people as they're searching on engines like Google.
So, here's a quick extra tip. If you just search on Google for “search schema markup testing tool”, it'll take you to a testing tool where you can just put your product page URL in and it'll tell you if you have the proper schema markup or not.
If you don’t, no worries. There are a few warnings and some tips there on how to make sure you add it.
But if you use one of those cards like Shopify or WooCommerce, they typically have good schema markup out the gate and so you can just kind of build upon that.
Optimize your product feed via Google Merchant Center
Google Merchant Centre is what you're going to use to run Google Shopping ads. We'll get to it later, but for now, the product feed is hugely important.
You're going to want to make sure you have good information in there about your product title, the description, the keywords, etc so that you're showing up when people are searching on Google Shopping.
When you run ads, you don't want to not be in the game when someone's looking for your product just because your product feed is not well optimized.
Google Shopping ads
Google Shopping is very popular. When people go to Google, they search for something like “pink shoes” and they click the shopping tab. Those are all ads.
So, if you want to be in that shopping tab, which we highly recommend, you're going to want to make sure that you are running Google Shopping ads.
So, invest in running product ads and then optimize your product ads based on results.
So, if you have an e-commerce tracking setup, you can see the revenue generated from each product. You can really see your ROI per product on your product ads.
What you want to do is, as time goes by, to turn off the ads that aren't doing as well, the products that aren't doing as well, and increase the budget on the products that are doing well.
This is going to really increase your return on investment over time.
Dynamic retargeting campaigns
Run dynamic retargeting campaigns off of your Google Shopping ads and your website visitors, so that people that go to your website and they browse maybe two-three products as they're surfing the internet after that on the Google Display Network which is thousands of websites online they're going to see banner ads for your brand, actually showing the specific products that they looked at.
So, it's very relevant this stays on top of your mind. This kind of just wears them down until they are ready to buy those products.
You can also run retargeting on Facebook and Instagram as well.
So, if someone comes to your site and look around but do nothing, that night when they're on Facebook kind of looking through their feed, all of the sudden, they'll see an ad for your brand. This will bring you back to the top of their mind.
They're like “Hey, I didn't have time earlier to put my credit card in there because I was getting interrupted, but I do it right now”.
So, by doing retargeting in a dynamic way, you're going to bring a lot more sales back to your business.
If you need help with your digital marketing to grow your business in terms of visibility, engagement, and profit, contact us today and speak with one of our digital marketing experts to see how we can build the bridge between the point you’re standing at right now and your goals.