Best Digital Marketing Strategies For eCommerce in 2019
What is an eCommerce Marketing Strategy?
It helps in planning
Assists in budgeting
Choosing the right product
It is an evaluation tool
Best eCommerce marketing strategies
Top of the funnel strategies ( ToFu)
Middle of the Funnel Strategies (MoFu)
Bottom of the Funnel Strategies (BoFu)
Understanding your customers' actual stage in the consumer cycle helps you to decide which strategy works best on that particular customer. This then helps you decide on which is the right marketing channel to use.
Digital Marketing Channels
Search Engine Optimization (SEO)
Organic ranking refers to the efforts put towards appearing on search engines purely through keyword searches. What happens is a digital marketer researches particular keywords that are being searched in large volumes and curates a website's content to suit this particular keyword.
In organic search, backlinks from other websites also help to place your site's pages as an authority and therefore, search engines can locate you faster and rank you highly. With each search of a particular keyword for which your rank highly, your site will appear from the third search downwards.
Here, you offer an incentive to the converting customers that if they bring another person to your eCommerce site, they get a reward. This could be certain loyalty points, a discount, or even money. The new customer that comes in when he or she converts also joins this exclusive club that is getting rewards for attracting other customers.
In essence, this is a type of network marketing. It helps to build trust since already converting customers vouch for you to new customers. New customers are more likely to covert after reading positive reviews from someone that they know. The converting customers are issued with a link that they can share with their friends.
You need to make your emails short and punchy and with a captivating subject that gets the reader to open. A slight mistake with emails and you will be listed in the spam box; it is, therefore, necessary that you offer value always.
For email marketing also, it is important to understand that unlike the days of old when emails were viewed on PCs, the focus has shifted to mobile devices. Your email does not have to include high-resolution photos that take ages to load. A prominent button (Click to action) is always key at boosting conversions with emails.
Search Engine Marketing (SEM)
Paid search, as it referred to some times, depends on two main things. The first thing is relevance. All search engine results must be relevant to the keyword being searched by a particular individual online. Once this relevance has been confirmed, the next determining factor is the bid amount.
Search engine algorithms use a complex method of ranking relevance and multiplying this with the bid amount. For example, ad A has a relevance of 2, and a bid amount of $5 and ad B has a relevance of 4 and a bid of $3. Ad A scores 2x5=10 and ad B 4x3=12. Therefore, despite having a lower bid, ad B will appear higher on the search results page than ad A. This, therefore, means that for your eCommerce site, the relevance is more important than any bid price you may make.
Social Media Marketing (SMM)
To come up with the right social media marketing strategy, it is important first to establish on which social site your customers are on. These can then be targeted with the right ads that perform best on the given social site.
Knowing how to set up Facebook Ads and interpret Facebook analytics is key. Facebook analytics helps you get metrics on how your ads are performing. Facebook Ads also helps you target the right demographic compared to if you were running ads from your page without looking at the Facebook Ads dashboard. It is necessary that your eCommerce site has a Facebook page through which you can run the ads.
Another strategy at getting push notifications noticed is by developing an app for your eCommerce site. Drive traffic that will download this app and have them installed in your target audience mobile devices. Through the app, you can set up push notifications. Make sure not to spam the customer as this will lead to him or her disabling push notifications.
This metrics will give you insights on who are your customers and data on their usage of the messenger app. This then allows you to come up with the right ads that can be targeted to this audience and drive more conversions.
For content marketing, avoid asking the customer directly to buy your product. You can, however, use other methods that persuade the customer to buy indirectly from your eCommerce store. Guides and informational content are proven to perform better at helping you nail your eCommerce marketing strategy. Also, incorporating market research through keyword research yields the best results for your content marketing efforts.
The use of influencers is another marketing strategy that can be used to push your product on Instagram. However, a new phenomenon of micro-influencers is replacing traditional celebrity influencers. Micro-influencers are people with 1.5k to 100k followers. Their content engagement is much higher and helps you convert more.