Do you feel like you’ve tried just about every marketing hack out there, but still can’t drive traffic and sales to your eCommerce site?
Maybe it’s time to stop thinking about short wins and focus on the bigger picture.
And, though it sounds simple, and “easy enough,” we all know that anything worth doing is worth doing well. As someone with over ten years of experience, I can tell you that Ecommerce Marketing is worth doing and doing it well requires work.
Ecommerce marketing can be broken down into these three specific concepts:
- Marketing Goals: what you want to accomplish
- Marketing Strategies: what you will do to meet your goals
- Marketing Tactics: the steps to implement the strategy
Goals + Strategy + Tactics = successful eCommerce Marketing, but implement one without the other and you will come up empty handed. Hence, that’s the problem with hacks. You start at the bottom versus the top.
Which brings me to my first point:
1. Tactics Without Strategy Is Like A Rudderless Boat
We’ve all heard the line, “failing to plan is planning to fail.” In the same way, implementing tactics without a clearly defined strategy will leave you aimlessly drifting without direction. If you decide to start reaching out to influencers without a strategy of what you’d like to achieve in the long run, you may have short-term growth. But, in the long run, you will end up back in the same place you started from.
Tactics are the way you walk the walk, but without the strategy, you have no path to walk.
2. There are No Shortcuts To Long Term Success
The saying goes, “Rome wasn’t built in a day.” Similarly, you can’t build a successful Ecommerce business in a day. It requires preparation, hard work and commitment.
The best way to drive traffic and lasting growth to your site is through content marketing. Starting a blog that will see perpetual traffic takes time, but the sooner you start the sooner you’ll start to see results.
However, starting a blog requires content marketing plan to go along with your plans for traffic generation. If it were simple and easy, everyone would be doing it. And, if you haven’t noticed, very few Ecommerce blogs are decent, much less penetrating their market with really great content. For you to do that, you need to create content that your ideal customers, bloggers, and influencers are consuming and attracted to.
For you to do that, you need to create content that your ideal customers, bloggers, and influencers are consuming and attracted to.
3. You Can’t Hack A Target Audience
I’ll go into this in more detail a little later, but it is essential that you realize a target audience is not just the people who are purchasing your product. Rather a target audience is a well defined subset of people who are drawn to your brand due to specific reasons.
For example, if you are selling natural soap, targeting any soap-buyer is not going to give you an edge over your competition. However, if you target sustainable-friendly moms who shop at Whole Foods and are between the ages of 25-35, you now have a group that would choose your soap over another brand.
This process can be difficult. However, Exit Bee provides an excellent way to retarget your website visitors with custom on-site campaigns that are tailored to their interests. This takes your personalization a notch higher and converts your website visitors into customers effectively. audiences.
Find out more about Exit Bee Tools.
7 Tips To Propel Long Term Growth
#1 Develop Personas
A persona is an individual representation of your target audience. Defining personas allows you to target your audience through personalized messages. Each persona should include:
- Demographics: Age, sex, salary, location
- Interests: hobbies, affinity categories
- Personal: goals, challenges, values, fears
You can develop these personas by:
- Searching forums and looking for strong emotional responses to your keywords
- Search reviews on Amazon
- Validate using the “Traffic” tab on Facebook Ad Manager
#2 Conduct Exhaustive Keyword Research
Gone are those days when you could write a piece of content and then effortlessly drive traffic to it. And, despite more recent popular assumptions, keywords are still the fuel that gets you off the ground. Choosing the right keywords helps you rank higher on google searches, but they can also aid in determining your in-demand products and competitive landscape.
To discover keywords, I recommend using Ahrefs Keyword Explorer. Brainstorm the concepts and then enter in one to two specific word phrases.
From the results create a 20-50 word list of potential keywords and pay special attention to the results with a shopping cart icon. This means these searches have a high intent to buy.
Repeat this process for each of your products.
#3 Take Product Photos Seriously
Good photography does more than just present a product. Beautiful product photography tells a story. This may mean that it is time to bring in a photographer to capture high-quality photos of your products in a way that relates to your target audience. This Rolex photo is a good example of photography that accents the best qualities of your product.
#4 Write Persuasive Product Descriptions
Writing product descriptions can become a mundane and frustrating task. However, like quality photography, the description is an opportunity to further tell the story of your product. A well-written product description can help you better inform your customer and rank higher on Google. Here’s how to do just that.
- Write for personas
- Turn features into self-interest fulfilment
- Use tone from your persona
- Layer critical information
- Create original content
- Keep your word count between 300-500
- User generated content helps
- Add keywords throughout the description
- Sneak keywords in your page title
#5 Put User Experience Before Google Rankings
You are not selling your product to Google. You are selling to actual humans and therefore you should create content that caters to your human audience. People have to be able to navigate to the product they want and trust you enough to buy. “Stuffing” keywords into your descriptions can cause Google to penalize you and leave your customers discouraged and frustrated.
There are several ways to combat this including: focusing on your website homepage, navigation, category pages, product listing pages, product pages, and checkout process.
#6 Be Deliberate About Content and Link Building
You can publish a massive amount of informative and exciting content, but if it can’t generate shares, links and traffic, you’ve gotten nowhere.
Spend time on the frontend researching and ensuring that your topics are relevant within your industry. Discover shareable topics by searching keywords in Ahrefs Keyword Explorer. Look for recent articles posted (not including those published by one of the big commerce sites).
#7 Build relationships with bloggers and influencers
As I explained above, user generated content, in the form of reviews or testimonials, are a great way to give your product descriptions a persuasive edge. One way to do this is through reaching out to key influencers in your industry.
And here’s how:
- I recommend using Buzzstream and the keywords you found in Ahrefs.
- Filter your results by domain authority, Twitter followers and active in the past month. From these results, my starting point is 10K + twitter followers and DA 40+.
- Once you have found 50-200 influencers writing articles/blogs relevant to your product, engage with them. Read their bios, follow them on Twitter, and share some of their recent pieces.
- Then, email them. Mention you read their article and add specific comments without asking for anything. Not asking for anything allows you an edge over the many others who are. Later, you might offer to send them a free sample of your product and request for a review on their page.
Like I explained earlier, Rome wasn’t built in a day.
But, by using these hacks, preparation, hard work, and commitment, you too can create a powerful eCommerce empire.