Real Marketing: 3 Must-Haves for Promoting Your E-Commerce Business
Did you know that the average shopping cart abandon rate stands at near 70 percent? That’s just one of the hurdles that you have to overcome when you have an e-commerce business site. But thankfully, there are many tools to get you over those obstacles.
Online advertising tools are plentiful in today’s interconnected digital era. But the issue is not how many tools you use, it’s if you’re using the right tools and targeting the right audience.
All online businesses are in direct competition with one another. More importantly, they’re all competing for our attention. And because attention has become a prime commodity in recent years, the tools that are available for e-marketers have grown by leaps and bounds. But what are the best tools to use for promoting your e-commerce business?
The truth is, there are a few tools that stand out from all the rest, and these should be a part of every small business toolkit.
Here, we’ll explore a few of the best must-haves for promoting your e-commerce business site.
1. Build an SEO Strategy
If you’re working online, you have to optimize your site for search engines. And having a search engine optimization (SEO) strategy is absolutely essential for meeting this goal.
Just about everyone who searches for services, information, or products online uses Google. In fact, with Google being the world’s largest search engine, the importance of SEO for e-commerce can’t be stressed enough. Because it’s this Internet Giant that you need to appease.
With an SEO strategy, you can better your chances of meeting the following goals for your e-commerce business site:
- Drive more relevant traffic to your site
- Build engagement
- Improve conversion rates
- Make your brand valuable
- Build site and domain authority
- Increase lead generation
- Create better content
SEO drives the world of online marketing efforts. Because without SEO, it’s less likely that your site will be considered relevant, authoritative, or even visible by your target audience. And of all tools to choose from in your toolkit, SEO ranks at the top of the list.
2. Get Active on Social Media
If everybody’s doing it, it must be a good thing, right? Well, not in every case. But when it comes to building an audience for your e-commerce business site, you really need to be as active as possible on social media.
Social media marketing is all about creating valuable content at a consistent rate. After all, value and consistency are the characteristics of quality, and if you want to deliver a quality product and attract the right audience, keeping a strategic social media presence is absolutely essential.
The trick with social media is to focus on just one or two platforms at a time and keep a consistent schedule with your posts. And for this, you may choose to use automation tools so that you’ll be free to work on other projects.
Remember, spreading yourself too thin over multiple platforms will only invite greater difficulty into your marketing strategy. So keep it simple, then branch out when the time is right.
3. Paid Search
Paid search, also referred to as PPC advertising, is a great tool to use when you’re looking to build traffic. And even though this traffic won’t exactly be “organic,” the more traffic you generate often leads to higher revenue.
Though social media advertising is important, most people who browse social media aren’t looking for specific products to buy. Granted, some users are, but most are scrolling through memes, messaging friends, or commenting on someone’s political rant. But those who are actively searching for products are likely using a search engine such as Google.
For example, if you were to search for an LA Dodgers baseball cap on Google, you’ll see hundreds of ads pop up, all from businesses selling this product. And this is the idea with paid search. Your ad will likely appear on the first page of Google (exactly where you want to be), but you pay only when a customer clicks on your link.
Those who are actively searching are also most likely using keywords for that search. And this is another factor that you should take into consideration when setting up a paid search channel or when optimizing your e-commerce site for the web.
No matter what type of product or service you’re promoting, having the right tools are essential for any type of marketing campaign. And the more knowledgeable you are of your tools and the more you understand how to use them, the greater your chances are for developing a sound marketing strategy.