Best Marketing for Ecommerce

Ecommerce continues to surge in popularity and change the way people get what they want, when they want it. We at Best Marketing have been a major online presence since 2005, offering our clients exclusive promotional pricing from huge, recognizable brands that list with us directly. Right here at Best Marketing, you can get unbeatable deals of up to 70% off on a wide range of products. Shop for whatever you want: scrapbook supplies, collectibles, home decor items, apparel and more.

Packed with actionable tips and tricks, this book is a must-read for business owners. It will help you generate more traffic for your ecommerce site, connect with customers on a more personal level, and increase your overall revenue!”

Produce original content

The first step in setting up an ecommerce website is creating the content for it. Creating high-quality and original content will set you up for success because it will resonate with your customers in a way that makes them want to interact with you, purchase from you, and maintain a following.

Be creative. Be original.

Promoting original content is a great way to make a statement, strike a compelling idea, and make a mark on the user’s mind. There is a fine line between content that engages users and content that deters them.

Why not take an extra step, put in a little effort, and create something that will be genuinely compelling? It’s an ecommerce marketing strategy with lasting effect. One or two well-written pages can drive revenue for years to come.

What should you write?

First, add informative content to your primary site pages – your homepage, about, policies (warranties, shipping, etc.) at the bare minimum.

Then it’s important to populate your online store’s product content. Start with individual products, prioritizing by your best sellers or highest earners, and write unique descriptions. Don’t just drop in the manufacturer’s boilerplate language. Explain what it is, why it’s better, and its key features.

Look also to category pages. These also pose great SEO opportunity (more on that below). Here’s where you can explain a type of product (e.g., men’s athletic shoes) and provide paths to other products, to help the user find what they’re looking for. FAQs are often handy on category pages to answer questions related to the segment (e.g., “how to choose men’s athletic shoes”).

Now, it’s time to get proactive.

Spawning from your ecommerce company’s authority (e.g., shoes), publish blog posts that will attract new audiences while informing and engaging existing fans.

Add rich content to your website, too – in ecommerce, product demo or explainer videos are a supreme fit.

If you’re coming up short of ideas, ask your customers. Use a user feedback tool offering pop-up chat interactions to ask, for example…

  • What are you looking for?
  • What do you want to learn more about?
  • What questions do you have?
  • What brought you here today?

Your goal is to zero in on content topics that your audience cares about – because they tell you so. More on content beyond core “money pages” below as we talk content marketing.

ecommerce optimization with category page content

This online fireworks company added informative content to their category pages that answers common questions about specific types. Not only did this drive SEO performance, it increased engagement, conversions, and order value.

FAQ on ecommerce store

 Optimize your ecommerce website’s layout

After launching or redesigning your ecommerce site, it’s important to test your website’s layout, language, and placement of conversion elements. When customers visit your website, you want to make sure it’s easy and simple to check out, that they feel naturally inclined to purchase your products, and that it’s abundantly clear how to do so.

You should test the language displayed on your landing and product pages, the language in your conversion elements, and even the strategic placement of icons and elements. You can use various usability testing methods for this.

One really nifty tool is Mouseflow’s heatmap software that reveals valuable patterns in customer behavior on your website. One of their most popular heatmaps, the movement heatmap, reveals the most attractive parts of your website — based on visitor movement data to your website.

With a color guide, Mouseflow will tell you where your customers spend the most time, and the least amount of time! If a specific area of your page receives more attention (in white), you should consider moving your conversion elements to those more attractive areas to increase click-through rates (CTR).

You’ll also want to set up a conversion funnel analysis and optimization tool. With this, you can assign pages on your site to a funnel and analyze how users move through the journey.

You’ll find that certain pages and funnel journeys perform better than others. You can also watch session recordings of users that dropped and converted, to better empathize with their experiences.

Test it for a week and see how your conversions change. Take your ecommerce marketing strategy to the next level with an ecommerce conversion rate optimization strategy using these methods.

Mouseflow’s affordable, scalable pricing plans gets you started for free and grow with you as you become an ecommerce power player.

 Content marketing

Proper ecommerce content marketing can attract more positive attention, interaction, and sustainable conversions in a way no other marketing method can. By creating and promoting original content, you are ensuring that your audience is receiving new information that matters to them on a continual basis.

Content for your website, like mentioned above, includes home page, category pages, product pages, and the like. Content marketing on the other hand is content specifically geared to attract customers and is promoted to get their attention.

Brainstorm with your team to create a list of the different types of content you wish to create. This can be blog posts, videos, and newsletters. Also, make sure you are utilizing your marketing budget by consulting with experts, outsourcing work when necessary. Invest in high-quality software, subscriptions, employees, and training for your team.

You will also find that if you work with the right people, many of the things you’ve paid for in the past can be done internally. Create diversity within your team and listen to everyone’s ideas.

And in the spirit of listening to everyone’s ideas, deploy a user feedback tool to collect questions, thoughts, and topics from your audience. Or, “listen” to their behavior – use heatmap tools to identify the parts of your website, and even parts of specific pieces of content, that get the most interest. then expand on these topics, and link them within the content’s “hot spot”.

We also suggest that you create content based on Pareto’s 80/20 rule, which means that your promotions should comprise of 80% informational content, and 20% promotional content. All of the content you publish should be relevant, interesting, and unique.

Target customers, personas & markets.

Know your audience.

If you don’t have a clear understanding of who you’re targeting, what characteristics define them and where they’re located — you’re bound to run inefficient campaigns that waste money targeting low-converting, unqualified individuals.

Make sure you know the following:

  • Age ranges.
  • Gender breakdown.
  • Geographic location.
  • Purchasing power.

 INCLUDE REVIEWS ON PRODUCT PAGES

I can’t overstate the importance of reviews. 84% of people trust online reviews as much as they trust their friends. That means we either really trust reviews or we all have really bad friends…I’m going to assume it’s the former.

As if that’s not significant enough, 88% of users incorporate reviews into their buying decision. You can’t afford to skip out on reviews.

There are a lot of plugins for WordPress and Shopify apps that make it easy to upload customer reviews (which can include pictures and videos) to your product pages. Yotpo and Pixlee are both excellent services that can help with this.

Implement Google Shopping ads

One popular strategy is using the ad platform Google Shopping, which shows users products related to their Google searches—and when that user clicks on an item, they are ushered directly to the seller’s site.

Google shopping reviews SERP

Per Gil Gildner, co-founder of search marketing company Discosloth, narrowly targeted Shopping ads in particular are “one of the easiest and most cost-effective [ways] of getting more product sales for an ecommerce company.”

That’s because they effectively pre-vet potential customers by showing the product image and the price, so advertisers only get highly targeted clicks.

“This is extremely easy to implement on platforms like Shopify or WooCommerce,” he added.

And they work. Nikki Bisel, founder of digital marketing consultancy and agency Seafoam Media, said Google Shopping campaigns have resulted in as much as a 200% increase in conversion rate and click-through rate (CTR) by targeting consumers who have already interacted with a given brand by putting products in their carts or browsing product categories.

“In narrowing our audience, we see a drop in overall clicks, but a huge uptick in CTR and conversions—a win-win-win situation in terms of budget and ROI,” she said.

Specifically, try out Google showcase shopping ads

Ruba Aramouny, owner and strategic director of Solid Marketing, suggested using Google’s showcase shopping ads to help attract top-of-funnel traffic at a lower cost. This feature allows advertisers to group related products together to help introduce a brand to users searching with more generic product terms.

Google showcase shopping ad "penny loafer" example

“What makes Showcase ads so interesting is that you can bid lower than you typically would on a traditional Shopping ad, while showing prospects a wide variety of products and images,” she said. “Even if a prospect doesn’t immediately make a purchase on your store, you’ve familiarized them with your brand and can build a warm audience to remarket to at a lower cost.”

Add structured markup language

For his part, Kent Lewis, president and founder of digital marketing agency Anvil Media, said brands should add structured markup language, which is also known as schema, to the backend of their product pages to help search engines index them properly. And, because this makes it easier for the search engine to know the information on a given page, there’s potential for a rankings boost, too.

“By adding rich snippets, you help Google put your products in front of the right people for the right search terms,” said Beth Kearsley operations assistant at search marketing agency Tao Digital.

Conclusion

  Don’t know where to start?  Take a few minutes to learn how marketing strategies for your e-commerce business can help you reach your goals. Then, find the right one for you from our category of e-commerce tools and services .

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