From swooning over the new items on your favourite online clothing store to deciding which of Jamie’s 30-minute meals you’re going to perfect next – it’s all thanks to content.
So, the first thing you Yemen Email List need for an eCommerce marketing strategy is content. And this is about more than merely selling your products.
You should be creating content that speaks to your target audience. For example, if you’re a brand that makes dog apparel then you’ll want to create content that speaks to dog owners.
And here’s where you can get creative…
Offering a wide range of “value content” is the best way to create a relationship with your audience beyond merely selling and buying.
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After you’ve created your content, you’ll need to optimise your content.
Optimising the content on your website is essential if you want your business to appear on the Search Engine Results Page (which you do). Put simply, optimising your website content basically shows Google that you are a trustworthy website and worth being shown on SERPs. And the better optimised your content is, the higher your website will be ranked in the search results.
You want to target keywords that have high search volumes – something you can find out by using the Google Keyword Planner.
The idea is that when people search for those keywords, your website will show up. A great place to start is by scoping out the competition for eCommerce marketing.
If you see a website that is offering products similar to yours and is ranking highly on the SERPs, you’ll want to be targeting similar keywords.
Another great tool is the Keyword Gap tool which allows you to enter your website URL alongside those of your competitors and the tool will tell you which keywords are the strongest and whether you are targeting well against your competitors.
You might have noticed that there’s a common theme here – your customer. Successful eCommerce strategies are all about putting the customer first.
This means basing your marketing strategy on what your customer wants and needs. So, it’s important that you have an awareness of consumer behaviour in a general sense, as well as surrounding your specific area of eCommerce.
In the same way that fashion retailers perform best when they stay up to date with upcoming trends, the same can be said for eCommerce brands across the board.
Knowing what your customer wants and finding captivating ways to show how you can give it to them is key to successful eCommerce marketing.
So along with your content and SEO giving legs to your organic reach, you’ll want to rope in some PPC.
Paid ads are the stage of your eCommerce marketing strategy where you can really put the knowledge you have of your audience to good use – and even get to know them a little better.
So even if your business has got the most specific niche imaginable, you’re probably going to find at least some of your target audience on Facebook.
You can literally select the requirements you wish your audience to meet (providing they exist… and they probably do) and make it so those people are the ones seeing your ads.
Boarder-line creepy but undeniably great for marketing.
The other great thing about PPC is that you can target different members of your audience with different variations of your ads.
For cold members of your audience, you’ll want ads that are informative – remember these people may have never seen or heard of you before and this is your chance to introduce yourself.
For warm members, you can assume they know a little about you so they probably want to know what’s on offer – tell them about your 15% Easter weekend offer.