As the fastest growing retail market, ecommerce has moulded and shaped the scenario of the global economy, bringing tremendous developments in every aspect of life in general with the speedy influx of new technologies.
The continual expansion of ecommerce is a reassertion of continually evolving online marketing and trading experience and the Holy Grail for many small businesses and startups, with a risk-free, cost-effective initiative.
However, despite all the advantages of establishing your business online, it would not be surprising to find yourself scraping the barrel. Ecommerce competition has gone off the chart. However, without the right set of marketing strategies, your business may never see the light of a day.
So this article has compiled 9 powerful ecommerce website marketing practices for 2021 and beyond under two categories- SEO and PPC.
Let’s get started.
Ecommerce SEO
Whether you are looking for ways to lower your ecommerce marketing and advertising costs or to capture visitors with high purchase intent organically- consider Search Engine Optimisation as a gold mind for your ecommerce website.
It can't be stressed enough how Search Engine Optimisation plays a definitive role in ecommerce website, keeping the maximum visibility, users' search intent, brand awareness and SERP ranking on search engines in mind. Here are some of the essential SEO strategies you must follow for your business website-
1. Opt for Mobile SEO
For ecommerce website marketing, the goal is to keep the users engaged and satisfied navigating through your website pages regardless of what devices they are using. Not having a business website scaled, optimised and responsive, especially for mobiles and tablets, simply gives you an inescapable disadvantage against your competitions. So to capitalise on customer conversion, you need to make your ecommerce website mobile-friendly with the help of SEO as a part of your key ecommerce marketing strategy. The core aspect of mobile SEO is to help your website provide the best user experience while making your ecommerce site resources accessible to search engine crawlers, improving web page speed and mobile search rank.
2. Include Customer Reviews
Customer reviews online can influence potential customers’ purchase decisions tremendously. For ecommerce businesses, most often than not, visitors simply browse the review to understand other customers’ experience with the business products. And besides, search engines also interpret onsite customer reviews as website content, determining the web page ranking factor. So the reason why ratings and reviews are so important for an ecommerce business is because it ultimately leads to more engagement, conversion and increased sales. With the right SEO planning and execution, you can make your product reviews, ratings, stars and number of reviews appear on the top of search engine results pages.
3. Add Keyword-Driven FAQ Section
A well written, SEO-optimised, keyword-infused FAQ (Frequently Asked Question) section on your ecommerce website is one of the most important components of your ecommerce website. As a part of the customer journey and key ecommerce marketing strategy, the FAQ page is the key to provide all the answers and valuable information your potential customers and search engines need about your business while driving highly targeted traffic to your website and converting more customers. In cases like this, professional ecommerce marketing companies make sure you perform the most out of your website FAQ section and make it more visible on the SERP using SEO, along with additional internal links and a variety of FAQ plugins.
4. Use Backlinks to Optimise Off Site SEO
One of the oldest yet smartest ways to take a step ahead of ecommerce competitors is to build the right backlinks. The more high quality, relevant additional backlinks from trusted sites your ecommerce website earns, the better chance you have to increase ranking on the search engine result page. How?
Search engines like Google use algorithms to collect information about a website and rank pages using bots and spiders to crawl your site, not just for content but also for backlinks backed by other websites.
Producing highly engaging and informative guest post blogs is a popular approach to getting quality backlinks with more organic exposure and reliability from potential buyers.
Read more >>>> Link Wheel In SEO
5. Feature User-Generated Content (UGC)
When shopping online, customers look for something as authentic and accessible as possible. No matter how great your ecommerce website is, if it lacks the humane touch- it will quickly lose its credibility to potential customers and prospects. That is when user-generated content comes along. There are many forms of UGC created by your customers and contributors, along with reviews and testimonials. It can be forum posts, pictures, videos, blog mentions and more. Featuring UGC on your website can drive a significant amount of organic traffic while maintaining customer loyalty- retention, and most importantly, building a platform for customers to connect and engage simultaneously.
PPC for Ecommerce
If you play your cards right with the proper PPC management services, your product and service pages can reach out to highly interest potential customers as the exact solution they are looking for online, within a minimum budget. Here are some effective PPC strategies for your ecommerce business you should consider implementing on your website-
6. Adopt Google Shopping Ads
For ecommerce retailers and local inventories out there, Google Shopping Ads have become one of the advertising and ecommerce marketing essentials, proving itself much more efficient than traditional PPC campaigns or text ads. When people go to Google and search for a product, the Google Shopping ad appears at the top of the search results at the shopping tab- giving this campaign a competitive advantage with lots of exposure. Adopting Google shopping ads with image and information-rich format as your ecommerce marketing strategy can also help you increase the volume and quality of your leads.
7. Run Retargeting Campaigns
Have you ever wondered why website traffic rarely equals conversions?
The first time visitors to your ecommerce site most likely are not ready to make a purchase right away, even if they are interested. All they need is a bit of assurance about the business, and retargeting campaigns as a brilliant paid advertising and marketing tactic provides exactly that. Adapting retargeting as a marketing strategy gives you the access to track potential buyers-prospects, gauge their impression, and improve your ad campaign performance by allowing them to see your products ads elsewhere and influencing their purchase decision even further.
8. Make Geolocation and Geo Targeting Setting Adjustments
Geolocation setting is an awesome PPC strategy for ecommerce businesses and location-aware applications if you want to target customers from the specific location, language, currency preferences and obtain all the customer-related information in real-time with guaranteed accuracy to a larger radius- in a given neighbourhood, city, state or even country.
Leveraging IP geolocation technology settings can also enable marketers to target audience segments based on the information like exactly from where visitors are going online and plan a robust paid campaign that includes online deals, banner ads, discount coupons and so on. Now, while it might get tricky for newly launched ecommerce businesses or startups, ecommerce management agencies with proven track records and ecommerce industry knowledge have hands-on catering to the right PPC campaigns for the right customer segments.
9. Automate Email Marketing
When it comes to the online marketing for ecommerce website, you would like your customers to come back to your site rather than being engaged with a similar online business. Therefore, email marketing plays a significant role in building relationships with customers, past customers and leads. Email marketing automation takes the process one-step further with timed promotional emails to subscribers and interested prospects on the mailing list during holidays and celebratory events. With the help of email marketing automation, you can save a lot of time and effort on repetitive CRM tasks, customer data tracking, re-establishing contact with inactive leads etc.
Final Words
It is safe to assume that the rapid growth of ecommerce will continue to spur in the upcoming days. For marketers, it means buckling up for an even difficult journey against more and more ecommerce emerging with a great website and solid business tactics. While everything is uncertain, we can guarantee that the 9 ecommerce website marketing strategy implementations mentioned above can set your path towards ecommerce success and scalability.
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