Starting an takes a lot of hard-work. There are many things to consider ranging from inventory and shipping, to setting up a legal entity and website development. Possibly the most important thing however, when all of these other things are taken care of, is convincing people to buy from your store.
This is where marketing comes in. Marketing and promoting a store’s products are both just as important as creating the site, or sourcing an inventory.
But new stores don’t have to reinvent the wheel to be successful. Employing tried and tested marketing strategies is the most reliable way to succeed online. So in this article, we’ll highlight general practices, and how some stores can put them to use effectively.
#1 Search Engine Optimization (SEO)
SEO is a common online marketing strategy. It refers to a multitude of actions that make a site or a page more appealing to Google. This way, whenever someone searches for products similar to what the store is selling, it can show up high on the SERP (Search Engine Results Page).
This usually means optimizing a product’s listing page to include the right keywords, and working to ensure your page is linked from elsewhere on the web. But some ecommerce stores take this a step further. For example, Lenovo’s Australian division creates their own articles on their blog. They don’t rely on affiliates to create this content. And this puts them at a huge advantage when attracting customers on Google. And it helps them save money.
#2 Google Ads Campaigns
Promoting products on Google Ads is a fast way to climb up the SERP ladder. Products marketed this way can get in front of thousands of people really fast, as long as the budget for ads is there.
Companies like Amazon, that manage to stand out in the ads section of different searches, have a clear advantage over their competition - their own, high definition pictures. It’s not the only thing that matters, but it can make a huge difference.
#3 Organic Social Media Growth
A strong social media presence helps ecommerce stores reach a wider audience, and even convert more. But the classic social media strategies like partnerships, giveaways, stories, and consistent valuable posts might not take all pages as far as possible.
A newer strategy that pages employ is hosting a live AMA (Ask Me Anything). Granted, it’s much more valuable for personal brands. But it’s still a great opportunity for brands to connect with their audience at a deeper level and develop a lasting relationship.
#4 Smarter Pop-ups
When most people think of pop-ups, they imagine annoying adverts that can be detrimental to user-experience. And that’s definitely a reality. But smarter pop-ups can actually improve UX and therefore improve conversion rate and help ecommerce stores sell more.
More specifically, exit-intent pop-ups appear when a user is about to close a tab, or navigate off a page. Qualitative tools like OptinMonster will detect this intent. Then, a pop-up with a discount could convince visitors to stay on a page. This can be another opportunity to re-engage a customer who’s about to leave and see if they can be turned around or, if not, perhaps they can provide valuable feedback that can help you improve your service.
These are just some ideas for how ecommerce stores can begin marketing, building an audience and improving user-experience. By following these tried and tested marketing techniques, ecommerce stores can begin to build a foundation for success and for further marketing innovation down the line.