An important step to consider when launching an eCommerce site is your marketing strategy. Launching your eCommerce site is a huge milestone and accomplishment for your small business, so it’s important to invest in an effective marketing strategy to drive the traffic that your site deserves.
In this post, we’ll provide both traditional and new digital marketing methods that will help you develop your strategy and ultimately grow your online sales.
Produce High-Quality, Unique Content
As a small business owner, you may have heard the phrase “content is king.” This is certainly true when considering your digital marketing strategy. When you’re considering what content to publish, make sure to be creative. Publishing unique content will make a mark on your user’s mind.
Creating high-quality, unique content will resonate with your customers, drawing them to your site and encouraging them to interact with you, which can ultimately lead them to purchasing your products online and potentially becoming a repeat customer.
We know that you wear many different hats as a small business owner and it may seem like a daunting task to publish large amounts of unique content. Luckily, there are a variety of ways that you can get high-quality content out in front of your customers without investing too much time and resources. Check out our post, The Small Business Owner’s Guide to User-Generated Content, to learn more.
Optimize Your Website’s Layout
When a user gets to your site, make sure that it is extremely user friendly and easy to make a purchase–they should naturally feel inclined to make a purchase and have no questions on how to do so. Your website layout is one of the critical elements that determine your user’s journey through your site and ultimately influences their decision to purchase your products online. Because of this, it’s critical to continually test different elements of your site’s layout to understand how you can maximize conversions.
You can test different headlines and content on your landing and product pages to determine what types of language is most promotional and drives the highest level of conversions. You can also test the placement of your iconography, Call-to-Action (CTA) buttons, and other promotional elements.
One great tool to optimize your site’s layout is Mouseflow. This is a free website heatmap software, which means that it tracks your users’ activity on your site, helping you understand valuable patterns, such as what CTA buttons users are clicking.
Take Advantage of Social Media Marketing
Social media offers low cost, powerful channels that small businesses can use as part of their marketing mix. It can help grow your business by delivering valuable content to new and existing customers. Social media can increase brand recognition, improve customer loyalty and ultimately boost online sales.
There are a variety of different platforms that you can choose from, depending on your audience and business. Check out our post, The Ultimate Social Media Guide for Small Businesses, to learn more about the ways that your small business can use social media as part of your digital marketing strategy.
Consider Email Marketing
Though email isn’t a new or cutting-edge marketing platform, traditional email marketing is still a highly effective tool for reaching customers and ultimately growing your eCommerce business. According to Econsultancy, compared with other types of marketing, email marketing has ranked highest in terms of Return on Investment (ROI). In addition, nearly 78% of consumers rank email as their preferred communication platform.
Email is not only a cost-effective way to reach a large audience; it also allows you to personalize your message to your customers. It is critical to remember, however, that people can be sensitive to the clutter in their inboxes. Many customers won’t provide their contact information to just anyone. Make it worthwhile for customers to receive your emails by starting a helpful and informative company newsletter.
Make Sure Your Site Is Optimized for Search Engines
One of the most important tactics of optimizing your eCommerce website is to focus on your Search Engine Optimization (SEO) to ensure that users can find your website when using search engines. There are a variety of ways that you can meet today’s SEO standards. It’s important to provide a good user experience and ensure your website is as error-free as possible, so search engines can easily filter your site.
Another tactic is to continually update your site with rich and relevant content focused on critical keywords that your audience is searching for. When developing content, you can integrate keywords in a genuine way, which allows search engines to better understand the products that you’re offering.
By considering these tactics, you’ll be on your way to driving traffic to your site and growing your online sales.