Small business used to have an easier time selling products online. The big box stores that dominated offline sales left room for smaller retailers to succeed online. However, those big box stores have put much more effort into their websites and now dominate both the paid and organic search results.
Competing head to head against those large retailers is difficult with the budget of a small business. In order to succeed, you need to find the white space, the areas where those big box stores aren’t, in order to generate sales.
An ecommerce marketing plan should consist of SEO, Paid Search, Content Marketing, and Social Media.
Search Engine Optimization is not about rankings as many believe. It is about generating sales by getting your content found throughout the buying cycle. Search engine optimization for ecommerce sites involves:
Researching the keywords and phrases your customers are searching for and then creating content based around those topics.
Optimizing all content for search. This process involves reviewing titles, meta descriptions, the internal linking structure of your site, site architecture, and code to ensure compliance with W3C standards as well as efficient page-loading standards.
Auditing backlinks to make sure your site complies with current linking standards and removing any problem links to prevent both automated and manual penalties.
Pay-per-click (PPC) advertising is all about targeting the keywords and phrases that will convert, and bidding on them at a cost-effective price. A comprehensive paid search campaign for an ecommerce site involves:
Researching the keywords and phrases your customers are using.
Targeting those keywords and setting bids at a price that is profitable.
Adding negative keywords so your ads aren’t showing on searches that won’t lead to conversions.
Creating and continually testing ad content to ensure high clickthrough rates.
Building and optimizing landing pages designed to convert searches into sales.
Utilizing additional paid search opportunities like remarketing and product feeds.
Content Marketing is creating useful information for your customers. Companies that create good content appear higher in search engines, have more interaction on social media, and sell more products. Successful content marketing for e-commerce sites involves:
Developing a content plan and publishing schedule.
Researching and create unique pieces of content, including that involves blog posts, videos, infographics, photos, and other forms of media.
Promoting your new content through social media, guest blogging, paid advertising, and other strategies.
Social media marketing is about interacting with individuals. Social networks like Twitter, Facebook, YouTube, Google+, Pinterest, and LinkedIn allow companies to communicate with customers, share helpful information, and receive feedback. Successful social media marketing for ecommerce sites involves:
Creating accounts on networks like Facebook, Twitter, YouTube, and Google+.
Regularly updating pages and feeds with both original and curated content.
Communicating with customers by responding to feedback, running contests, participating in discussions, and providing information designed to help, not sell.
Establishing paid advertising campaigns in order to increase brand recognition and increase online customer interaction.
Contact us now to learn how our ecommerce marketing services can help your business.
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