Tips to form an E-commerce Digital Marketing Strategy in 2018
To have a successful digital marketing strategy, you must ensure that you know the latest industry trends. Every industry evolves, but online marketing tends to progress at warp speed, making it important to modify your e-commerce marketing plan accordingly. Advertising platforms and search engines are constantly changing their rules, requirements, and algorithms that ascertain the results; hence it is necessary to stay acquainted with any major updates. You can go for digital marketing certification courses to help you understand the market and build your brand value.
Creating a successful strategy for e-commerce business can be tricky. It is a comprehensive term to describe the channels, tools, and actions to grow your brand online, retain loyal consumers and attract new shoppers.
Here are top six tips to form an e-commerce digital marketing strategy that you should adopt in 2018.
Search Engine Optimization (SEO)
One of the essential ways to optimize an e-commerce website is by making sure it is effective for search engines. With today’s SEO standards, it is necessary to make sure your website is always up-to-date with relevant and high-quality content, has a good user experience (UX), and is error-free.
The content on your website should be rich, credible and give information to the consumer that is useful to what they are searching for. For instance, if you have an e-commerce website selling hiking supplies, it is best to provide comprehensive product information. Perhaps, an addition of host sections that offer a good amount of content that elaborates on the topics such as supplies, camping, or related subjects will be beneficial for your website. Using keywords in your content will also label your website as a result of search engines when users are looking for something specific.
Effective content marketing can drive positive interaction, attention, and sustainable conversions. By producing and promoting authentic content, you will ensure that your audience receives new information that is relevant to them on a frequent basis.
Brainstorm to create different content such as videos, blog posts, and newsletters is one way to go ahead. Also, utilize your marketing budget by outsourcing work when needed, consulting with experts, and investing in good-quality programs, subscriptions, and employees. According to Pareto’s 80/20 rule, advertisements should consist of 80% informational content, and 20% promotional content. All of the content you publish should be interesting and unique.
Social Media Marketing
Social media marketing is a powerful marketing tool that lets you communicate with your customers, industry, and market in a personalized manner. You can use social media to initiate interaction and engagement, develop a larger base of customers, and boost traffic to your website. By making use of different social media networks for different purposes, you can create a rich presence for your company that diversifies your efforts and abilities. This will ultimately help you cater to your consumers’ needs and develop your business over time.
Maintaining a solid personality of your company via social media interaction is important to maintain consistency and build trust with your users. In order to grow and maintain brand authority and recognition, make sure your team is on the same page with your company’s programs.
One of the most convincing forms of getting in touch with your customer base is via email marketing. While you have to be mindful of the content in your emails, and who you are sending it out to, the main reason behind email marketing being around for so long is because it genuinely works. To reach your audience, provide helpful content in your emails. Make sure that your emails are personalized and offer valuable promotions and use it as a way to socialize with them. Provide information about what your business, any programs or events you are attending, new products or features, and be transparent about your workings. You want to be able to relate to your audience on a level that attracts their interest and keeps them engaged with your emails.
You should also make sure you are monitoring the analytics of your email marketing performance. One tool that can assist you with this is the Google Analytics Dashboard. It is a free service that gives you data about the email marketing.
The three primary elements of any pay-per-click marketing strategy are the ad, the offer, and the landing page. All of them must be synchronized if you want to keep up with the interest of the user. The landing page must be in continuation with your ad, providing what was promised as the benefit of clicking on the advertisement to take the visitor through your conversion channel. It must be customized for keywords to pop up somewhere near the top of search engine results. Try to keep the landing page free of any unnecessary distractions, and keep in mind that your landing page is the most relevant place to boast your product strong points to the customer.
CRM (Customer Relationship Management) as a Strategic Marketing Tool
CRM is a useful tool for the marketers for interacting with their customer. By utilizing CRM effectively, a company is able to offer customized marketing to individual consumers and even a large consumer base. You can use the data mining and data warehousing techniques to understand everything about the consumer including personal details like anniversaries, birthdays, as well as information regarding past transactions, preferences, likes and dislikes etc. The data gathered using statistical tools can be used to estimate customer behaviour and the market trends.
Design an e-commerce digital marketing strategy around what your business is and the consumers who like your products. Be smart and authentic, and you will find success in the e-commerce marketing sphere.
Vivek Kumar is the President of Consumer Revenue at UpGrad, an online education platform providing industry oriented programs like courses like Big Data, Digital Marketing etc in collaboration with world-class institutes, some of which are MICA, IIIT BANGALORE, BITS and various industry leaders which include MakeMyTrip, Ola to name a few. He has 19 years of experience in diversified industries like Consumer goods, Media, Technology Products and Education Services.