If you’re dreaming of running a successful online ecommerce store and pulling in new customer traffic but not sure how to do it, here are some quick and easy steps to start reeling in more traffic, sales, leads, and engagement for your online business.
Whether your online retail company is just starting up or reached a plateau in traffic, for many business owners getting visitors to find their online store, browse and completing a purchase can be difficult, particularly for those who are unfamiliar with current ecommerce marketing trends and techniques.
Ideally, the more traffic you generate, the better chances you have of getting more sales, leads, and engagement, therefore, it’s crucial to invest in an effective website structure and ecommerce marketing strategy. Studies have noted that in 2020, retail e-commerce sales worldwide amounted to 4.28 trillion US dollars and e-retail revenues are projected to grow to 5.4 trillion US dollars in 2022, so there’s a lot to gain with the right strategy in place.
Whether you have money for marketing or still bootstrapping on a budget here are some insider tips that will help drive more traffic to your eCommerce storefront:
1. Humanize and Personalize
Building out an effective ecommerce content marketing plan attracts more rewarding interactions and sustainable conversions among your audience and potential buyers. Creating unique and original content relevant to your brand ensures that your audience is being engaged with useful and applicable information that matters to them.
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
With this in mind let’s explore how we can improve your online marketing strategy. To start, collaborate with your team in creating a list of the different types of content you can publish, this can be blog posts, videos, and newsletters. As you build out your content types concurrently build out your SEO strategy. While building your content marketing plan keep in mind that, “ Quality content is the key factor in any good SEO strategy. Improvements in content have been known to increase blog traffic by as much as 2,000%”, emphasizing the point that both strategies will compliment each other
a. Strategize SEO
If just starting out on your SEO journey, add Google Keyword Planner to your arsenal of digital tools to help discover and guide your list of words that are the most relevant to your brand and product. Also, consider creating a free Google Adwords account as it allows a deeper look into your keyword research. Once you’ve created an account, log in and select Tools from the top menu, then select Keyword Planner. On the next screen, click and search for new keywords and ad group ideas.
Another strategic move that will guide your SEO master plan is to research your competitor’s SEO strategy. Find out what keywords they’re targeting as well as the websites that are linking to their online stores, with this data you can refine your business’ approach to SEO. Tools like SEMRush will be useful in helping you find your competitors’ best ranking keywords.
Also when editing your product descriptions ensure you apply the best SEO techniques so that your products and store are located easily by your future clients from search engines. When writing your product descriptions try using copy that effectively describes each item.
A good rule of thumb here is to create exclusive unique content written with your unique value proposition.
b. Send promotional emails
Here are some stats for you: “It costs 5x as much to attract a new customer than to keep an existing one.”, and “A 5% increase in customer retention can lead to a 25% to 100% increase in profits for your company (whether it be through upsells, repurchases, or even referrals.)”, with that in mind, your customer retention strategy is a key driver to your overall eCommerce strategy’s success, maintaining your traffic goals rather than leaving them in a dismal decline.
For your online business loyal customers are:
4x as likely to refer other people to your store
5x as likely to buy again
7x as likely to try new products
How can you improve your customer retention? Try working on more promotional emails to build up brand loyalty. Use language that keeps customers intrigued and engaged like you’re letting them in an exclusive campaign and they’re specially invited.
2. Understand Your Market
If you don’t understand your market how can you possibly operate in it? To survive in a competitive marketplace, you’ll need to continuously come up with new strategies, while adequately researching your market, this will allow you to make informed decisions around your eCommerce business.
Studies claim that 90% of e-commerce startups fail in their initial 120 days, give yourself the competitive edge by exploring your market, buyers and potential competitors along with any threats to your business allowing you to always have the upper hand.
Start by studying your website metrics and look at what your target customers do on your website by using Google Analytics or Kissmetrics. This gives you a chance to build realistic expectations around what your customers are interested in from your online store. Thereafter tweak your website to match their expectations or consider investing in what they’re interested in
a. Build buyer personas
Forbes recently reported that “71% of companies that exceed revenue and lead goals have documented personas, and high-performing companies are 2.3 times more likely to research the drivers of their buyers than their competitors.”
Having well-defined customer personas will strengthen your eCommerce marketing strategies, refine social media advertising efforts, accelerate SEO rankings, help to shape product offerings and much more.
As a small business owner, if you haven’t done so already, it’s imperative that you begin building out your buyer personas for your business. Buyer personas are detailed outlines/descriptions of what your ideal customer looks like, identifying their demographic, what their wants and needs are, and how your product or service solves those wants and needs.
This will allow you to narrow down your niche and be more precise in your target audience providing them with not only what they need but also creating an enhanced buying experience. ”
When evaluating your customer personas’ demographics, at a minimum you should be able to complete the following for each buyer persona:
Educational background and career
Next up you’ll take a look at the psychographic profile of your buyers, which can normally be a vast amount of information to siphon through but it’ll serve your strategy in being able to understand why and how your audience goes about making their purchasing decisions. Here are a few questions to help guide your process:
1. What are their primary pain points? Identify and detail your customers’ primary challenges related to the market, product or services that you’re trying to solve.
2. What do they value most and what are their goals? Transition through your buyers’ values as they practice their buying decision, look at points around the price, customer support, user experience etc.
3. Where do they go for information? Document the primary channels that your users regular for information and research that contribute to their purchase decision process.
All this information will combine to provide insights into what they expect from your brand and facilitate the building of strategies. Tailoring your marketing efforts to appeal to different buyer personas will boost your ROI and improve your conversion rates.
b. Study Your Competition
Similar to how you’ve invested in understanding your buyers, it is also wise to evaluate your competition. Identifying and reviewing your competitors’ strategies can be incredibly useful as you build out your eCommerce strategy. Approach their websites and stores as if you were a potential customer, make note of what they are doing well with and where they are not performing.
Some areas to look at include:
What are the major differences between their store and yours?
Where are their calls to action and do they filter into a sales funnel and if so how?
What’s the quality of their content, such as product photography, videos etc?
Is their process simple or could you improve upon it?
What’s their pricing structure like?
How is their pricing structure different or unique?
What’s their shipping policy?
What social media platforms are they using?
One digital tool that has proven to be useful for competitor analysis is Alexa, the web application that is mostly free and simple to use. Enter your competitor’s URL and Alexa provides global traffic rank along with the number of sites linking it.
There's a wealth of information available at your fingertips, use your newly found insights as a benchmark for your own business.
3. Create More Effective Social Ads
After building out your customer personas, leveraging shopper data is your next move in better serving your audience and company, thereafter this information can be used in your latest online advertising campaigns. Social media ads provide the most scalable content promotion opportunities and have proven to be useful in turning visitors into leads and customers. Another bulletproof addition to your eCommerce strategy that can be implemented with a limited budget.
Paid advertising can significantly improve the metrics contributing to your website traffic and sales such as increasing the follower count of your social media accounts and helping you reach lookalike audiences similar to your current customers.
Moreso given the fact that Google uses web traffic to rank and evaluate a website, paid advertising helps to increase the number of social shares for your website, improving your site’s traffic and overall rank.
According to Hubspot, “The amount of money spent on paid social media ads has been steadily climbing since 2019, and now with businesses preparing to spend nearly a fifth of their ad budgets on this pay-to-play promo, it’s clear that social media ads are becoming a staple in marketing strategies across small and large businesses.”
How can you work more paid social media ads into your eCommerce strategy? Start by setting the objective for your paid social media strategy, this will feed into tactics that will help bring you closer to your eCommerce goals. Naturally launching an effective social media advertising plan will move your target audience from awareness and interest to desire and action (conversion).
There are several ways you can advertise on social media. For example, you can:
Create content including posts, photos and images describing your business’ offers and value
Create posts that feed into a promoted/sponsored campaign for your brand
Get active and engage with your audience, this is where you can converse with people or groups related to your industry, or interact and onboard influencers relevant to the brand’s agenda
If you are aiming to develop your brand recognition, build loyalty, and increase conversion rates, paid advertising could be the way to go.
Additional points to keep in mind:
ensure to build and publish content that’s specific to your company’s niche or demographic
build quality connections with influencers, brands, and customers you can build relationships with
add value with your content and comments
4. Don’t forget about social proof
There’s no denying the power of social proof. Studies show 92% of online consumers look at a product review before making a purchase and 70% trust a recommendation from a total stranger. If you’re unfamiliar with the concept, social proofing is described as “a psychological phenomenon where people conform to the actions of others under the assumption that those actions are reflective of the correct behavior.”
Social proof has helped companies build customer trust, add credibility to their business, and improve brand presence. Because social proof validates a customer’s buying process testimonials are reported to increase conversions on sales pages by 34%. How you work social proof into your eCommerce strategy will all come down to who your audience is, your goals, and what looks appropriate for your website
Here are some types of social proofs you can consider adding to your website:
Customers: use testimonials or case studies to validate social proof from your existing customers or users
Experts: social proof from credible and esteemed experts in your industry
Celebrities: gain social proof through product reviews and commentary from celebrities or other influencers
Certifications: add credibility to your brand by sharing certifications from 3rd party entities that validate your knowledgeable, high-quality or trustworthy source
a. Referral Marketing
Launching a referral program with your eCommerce store can make for a successful addition to your marketing strategy. Referrals are an organic way to grow your audience and they can be just as valuable as word of mouth.
Consider it a systematic way to increase sales, as referral marketing not only adds value to your revenue but also your brand. Because referral traffic gets your website and content in front of new people, it gives your website the chance to convert that visitor into a lead, and from a lead to a valuable customer.
Another benefit to referral traffic rests in its SEO benefits. When user traffic moves from one site to yours Google and other search engines pick up on this activity, count these click-throughs and social signals as positive ranking factors.
Here are some ways to get referral traffic:
Publish guest blog posts
Publish your website to online directories
Leverage Social Media.
Comment on Blogs.
Be Active on Industry Forums
One of the most widely used ad types by eCommerce merchants is retargeting.
Given the odds that 95% or more of website visitors leave without making a purchase, retargeting allows businesses to encourage visitors to revisit a website.
Essentially promoting products to customers who previously interacted with those product pages.
So, how do you do it? A simple surefire way to get started in retargeting is to try using Facebook or Google AdWords and run a retargeting campaign based on website visits in the past 90 days. Then, you have retargeting vendors like AdRoll, Retargeter and Perfect Audience that cover various platforms (including Google).
Retargeting can boost your ROI, create brand awareness and drive conversions. Mind you it’s important to segment audiences, establish the right cadence, and keep testing to stay relevant and incentivize users to return to your site.
Staying current with the latest marketing trends and techniques is crucial for any successful eCommerce website. It’s important to deliver relevant, interesting and valuable content and products that match the needs of your target market.
To learn more strategies for optimizing your eCommerce business’ traffic, and online sales or if you need help building out your eCommerce marketing strategy get in touch with us at Xeno Leads, we help companies scale their digital strategies across multiple channels through SEO, PPC, and social media, earning more leads, more revenue, and more profit. Tell us about your project at: email@example.com