The technological advancements we achieved in the last several decades have transformed our lives, and it’s no more a surprise that, today, we live in a digital world. Your customers have everything at their fingertips, and from the moment they wake up and unlock their smartphones, turn on their tablets and voice assistants, and open their laptops, they dive into the world where people achieve most of the tasks virtually. An eCommerce website allows you to become a part of this somehow newly evolved lifestyle of humanity and sell products using the internet, without customers physically going anywhere. However, there are about 1.3 million eCommerce companies, and regardless of what your store is selling, there are thousands or millions of other websites with similar items to offer. The competition is fierce, and to grow your business and make sales, you need a digital marketing strategy that will increase visitors on your site and increase your company’s revenue.
Your website is the starting line in digital marketing. It’s where your customers navigate from page to page and look through hundreds of items you sell. A great website will be easy-to-use, easy-to-navigate, and have an attractive and simple design. A great eCommerce website uses the right colors, spaces, images, fonts, and graphics to attract visitors and convert them into paying customers. There is no single answer to which color or visuals are the best for eCommerce websites or which type of catalog is the most favorable by users, as it all depends on the type of store and what it’s selling to clients. Every website needs a unique approach and a design that matches the style of the brand.
In most cases, we recommend keeping it simple when it comes to creating an eCommerce website. When people are about to make a purchase, type in their card information, and invest their dollars into something, confusion and frustration is the last thing you want users to feel. A great eCommerce website design uses psychology elements, among other design aspects, to determine how users will navigate on the site and find the information they need. When you team up with great web designers, they will make sure to put themselves in your customers’ shoes and design according to their needs.
Search Engine Optimization
Your website is a great starting point in digital marketing, but your customers won’t envision your website address to type into their browsers, nor will they see a banner with your web address on it (not that they should). The biggest question is, how will your customers find you? In the real world, you have a physical address and people may stumble upon your store while walking around the neighborhood; or you may hand out fliers to let residents know the store has just opened. But even with a physical store, usually, the internet is where clients learn about you, and internet marketing is how you keep your business growing.
When your prospects open one of their gadgets to shop online, at that point, they still most likely don’t know which store is selling the one they need. Unless they go to the biggest online store in the world, most of the time, Google is the answer to many of your customers’ questions, and that’s where your eCommerce website should appear. You may ask if Google is such a smart engine, why can’t it find your store when users need the items you sell. As already mentioned above, there are thousands of stores selling the same items you have. Google organizes pages in search results according to hundreds of ranking factors, and to improve your online rankings, you need to optimize your site for the search engines. Increasing traffic to your website should be among your top priorities to get more customers and increase your company’s revenue. So far, Search Engine Optimization (SEO) is the most effective way to do so. SEO also has the highest ROI of any eCommerce marketing campaign, and it’s a crucial and integral part of digital marketing. Some of the steps you will take during the optimization include keyword research, improving site architecture, technically improving the site, building internal and external links, and creating compelling content.
Even if you think most of your customers land on your site to make a purchase, that’s not the case for millions of searchers who try to find answers to their questions using Google. For instance, if you sell hand sanitizer, many people will start searching for one by typing “is hand sanitizer safe for kids,” “is hand sanitizer toxic,” “is hand sanitizer vegan,” etc. Plenty of prospective customers want to find information before they find a proper product because they want to shop with confidence. Content is one of the most crucial aspects of your digital marketing strategy. It allows you to target those searchers who start their purchasing journey by finding solutions to their problems or answers to their questions. Your eCommerce website needs a blog where you post regularly about topics related to your products, newsletters, product comparisons, or product buying guides, along with compelling infographics and pictures.
Social media is among the most powerful tools you can incorporate in your digital marketing strategy. Social media accounts help you engage with your potential clients, build brand awareness, and create a community. It’s also a fantastic channel for sharing the content and increasing exposure to your brand. Every eCommerce website needs social media accounts because, usually, that’s how internet users try to determine the trustworthiness of a company and build expectations of products it offers. Make sure to incorporate social sharing buttons on your website so customers can share on their social media channels. Additionally, several platforms allow you to sell directly on social media.
Email marketing is a fantastic way to keep engaged with customers and generate more sales. Email marketing lets you inform your customers, offer products and discounts, provide valuable content, and remind them of the products left in the cart. Abandoned cart emails are now increasingly popular among eCommerce websites. Online shoppers quite often leave your site at the final stage of making the purchase, sometimes because of the unexpected shipping costs, sometimes because of the complexity of the checkout page, or perhaps because they changed their minds. It also happens that some users get distracted while shopping, and they forget to complete the purchase. When you send a reminder, customers may decide to come back and buy the items they abandoned in their carts. Besides, you can send product follow-up emails after a customer buys a product from you. With these types of emails, you can offer similar products or items that consumers usually buy along with the product they have already purchased. Another great way to use email marketing is to let existing customers know about discounts at your store. There are numerous kinds of emails and steps you can take to implement email marketing in your overall marketing strategy successfully. By doing so, you can increase conversion rates and make more sales.
Humans are visual learners, and most probably, many customers would much rather watch a video than read a text about a product. 80% of video marketers say video has directly helped increase sales. Videos are way more engaging, eye-catching, and memorable than any text or picture you have on your site. However, this doesn’t mean text or photos don’t drive traffic or increase sales – every type of content is essential in digital marketing and has its purpose for existing on your site. Videos will help users see how your products look and what they can expect from your brands. Video marketing doesn’t necessarily mean you need a fancy camera, and even your smartphone or web camera will do as long as the audio is clear. There are different types of videos you could be creating for increasing sales, such as product tutorials or how-to videos, product reviews and comparisons, expert interviews, Facebook or Instagram Live, and videos exploring stories behind your products or brand.
PPC for eCommerce
While SEO and free tools such as social media are great tools for generating traffic to your eCommerce website, advertising can also bring many users to your store who are ready to make a purchase. Pay-per-click (PPC) advertising is one of the most popular online advertising models, and many small and big businesses include it in their digital marketing strategies. Most eCommerce websites purchase a PPC space on a search engine, social media network, or a website. PPC is among the top three generators of on-page conversions and is an excellent addition to your digital marketing strategy and SEO and social media marketing. With PPC, you see instant results where it may take a long time to see SEO results. So it’s always a good idea to invest in PPC advertising while waiting for optimization outcomes. Any kind of eCommerce website needs a digital marketing strategy to reach more clients, increase revenue, and expand the business. A successful marketing strategy will increase your sales, impact buying decisions of prospects, and help you beat the competition. We hope by including the steps above in your digital marketing strategy, you can improve your website’s online visibility and generate more income for your company’s growth.