Creating a great website and listing your products online is not enough. Ecommerce continues to grow year over year, and the Coronavirus pandemic has accelerated consumer shopping trends to online mediums.
It is essential to invest in great marketing strategies to promote your products and attract potential customers to your online storefront, regardless of the ecommerce platform you use to stay ahead of the competition.
Check out our five essential digital marketing strategies to increase sales and attract qualified leads to your online website.
1. Perform Keyword Research and Optimize Product Titles and Descriptions
Keyword research is fundamental for any ecommerce digital marketing strategy. Keyword research is a search engine optimization practice where marketers explore the best keyword options to utilize in product titles, descriptions, body copy, and other relevant areas.
Marketers evaluate keyword queries and searches based on three factors:
Monthly-Search Volume: The average number of times users have searched for a given keyword per month.
Cost-Per-Click (CPC): The average price in the selected currency advertisers pay for users to click on an ad triggered by the given keyword (Google AdWords).
Keyword Density: An estimate of how difficult it would be to rank well in organic search results for a particular keyword. The higher the percentage, the harder it is to achieve high rankings for the given keyword.
Online retailers should carefully select the best keywords to implement on their product pages and website to increase organic visibility and keyword rankings. Ideally, the best options have high monthly search volume, high CPC, and low keyword density.
2. Develop Pillar Content to Drive Organic Traffic to Your Site
Long-form content is one of the most crucial factors for increasing organic traffic to your site and gaining new inbound traffic.
Pillar content is long-form content (2,000+ words). The content should include relevant keyword topics that align with your products and services.
For instance, if you sell cat flea collars, you can develop a long-form content piece called “How to Know When Your Cat Has Fleas.” Include frequently asked questions and align your product as a solution to their queries. Link to product pages to move visitors into the conversion stage of your ecommerce marketing funnel.
3. Run Social Media Ads With Promotional Offering
Online retailers should use targeted social media ads on Facebook and Instagram to entice new customers. Social media ads have advanced target options so that online retailers can specify their audience based on region, age, gender, and interests.
Test multiple ad sets and as you start to collect data on your campaigns, pause poor-performing ads and allocate more budget to your most effective campaigns. In your social media business manager, you can review your return on ad spend along with other key performance indicators to ensure your money is well spent.
It is always best to structure your advertisement with a limited-time offer to entice viewers to take action. Include a coupon offer or specify a great deal you are offering new customers.
4. Include Bundle Options and Offer Upgrades at Checkout
Once a customer is in the checkout process, make sure to include bundle or upgrade options to increase the amount spent. Since they are already purchasing a product, it is the best time to recommend additional products that align with their purchase.
For instance, if they purchase a charcoal grill, include bundle options, such as grill brushes, spatula, charcoal, or grill covers. Since they are already ordering a grill, they will need additional items to cook a meal besides just the grill itself.
5. Invest in Video Media
Video content is an excellent way to demonstrate how your product works and product features. People are more likely to watch a video than read a long description. They will also want to see your product in action. Create short video content and include it on your product pages.
Create a YouTube channel for your business, and make sure to post all your video content on your channel. Guide visitors to your channel so they can dive into your videos to help them make a more informed purchasing decision. Most importantly, great video content will help them feel reassured that their purchase is right for them.
ABOUT THE AUTHOR
Jack Scullin, Content Marketing Manager, Nogin
Jack Scullin is a Content Marketing and SEO Strategist with years of marketing experience to help brands increase organic traffic, keyword rankings, and sell more products online.