It’s not enough these days to just have an online store for your products and hope people stumble upon your site. You have to market your company, brand, and your products. But how do you know which marketing avenue is right for your industry? In most cases, traditional advertising (such as print or television) is not going to be the most effective marketing vertical for your eCommerce strategy. If your products live online, you should be marketing online.
The good news is that digital marketing presents many opportunities to promote your products online—from social media promotions to paid search advertising and the multitude of avenues that offers. One option often overlooked in the eCommerce sector is a well-executed SEO campaign, and the benefits that come along with it. An eCommerce SEO strategy can help you be found by brand, product or item details. If you run an eCommerce site, then you know one of the biggest obstacles to overcome is getting potential customers to find you online. Although you may have a decent online customer base already, there are many other potential customers who are looking for the products and services you have to offer and don’t know you can fulfill their needs. Today’s buying cycle starts online. That’s where we start our research, and narrow down the details we really want. The next step in the buyer’s journey is begin looking for the best deal on that product. Digital marketing is easier, quicker, and done on a greater scale than what could have ever been done through traditional marketing in the past because digital marketing makes it so that you are in front of the customer when they want it. While a billboard next to a freeway can have great exposure, that doesn’t mean that someone is looking for what you offer the moment they are looking at the billboard. In a way, digital marketing is like that billboard, except it makes it so you appear in front of the individual when they want what you offer.
ECommerce SEO can assist with each of those fronts. Why wouldn’t you want to be found at every step of the buying process online? This is a tactic that helps build brand awareness and user trust as it relates to the user’s search. If you can represent and fulfill users’ needs at every stage of their journey to purchase, you would be more likely for them to convert when it comes time to click that buy now button.
An expert-level eCommerce SEO strategy can help you get found, and that’s already half of the battle.
A strong digital marketing plan is more than just being though. As we mentioned, that is half the battle. The other half is about converting those visitors into sales. Are your products optimized for online searches and queries? Are you providing enough information where visitors find out what they want and feel confident in purchasing from you? Is your site easy to navigate? Is the checkout process quick and simple? Is your site and shopping cart mobile-friendly? With a desire for immediate gratification and endless distractions to take people away from your website, today’s consumers require that you answer yes to all of those questions. A quick and simple journey from start to finish increases the chances of a user completing the purchase and coming back again. To be profitable online you must have the ideal mix of a well-made website, relevant products, and optimization.
A full digital marketing strategy often includes multiple channels to get maximum benefits. Ecommerce SEO is one piece of that pie that can be very successful. Another piece is social media advertising and management. There are billions of people actively on social media every month. Getting in front of them as a separate channel can reach a huge potential pool of new customers or a way to continually engage with customers to make sure they came back to you rather than a competitor. PPC or pay-per-click advertising is another terrific way to get your product out there and keep your brand and products top of mind. Here is an example of how a potential customer could benefit from all three channels working together: While browsing Facebook, they see an ad for your product and are interested in learning more about it. They then head over to Google and do a search for the product as an educational step in the buyer’s journey. Your website shows up at the top of the search results and they click in. From here they read about the product and decide it is something they would like but aren’t willing to purchase just yet. Then through PPC, an ad of that product follows them around for the next week keeping your product top of mind until they are ready to purchase. Not every user will have that same journey but having a strong digital presence across channels increases the chances for someone to become a paying customer.
With any marketing investment, you want to make sure it is working for your business. Measuring the ROI, or Return On Investment, from ecommerce websites is fairly straightforward and easy to understand. You can track exactly how much revenue is being brought in from each channel. This gives an exact dollar amount attributed to Organic Search, Paid Advertising, Social Media, Direct Traffic, and any channel someone used to make it to your website and make a purchase.
A large amount of companies overlook the benefit of being found in search results, especially when it comes to online shopping. If people can’t find you or don’t know you offer what they are looking for, you are not going to get that sale. Some people want the quick gratification of the PPC ads for products right at the top of search results showing them exactly what they typed in and comparing prices in one easy screen. Other people avoid the paid advertisements because they find more trust in earning the top organic spot in search results. Many companies and people underestimate the impact SEO can have on a click-through-rate in organic search results. More than 60% of clicks on the first page of search results go to the first 5 organic listings, making it worth investing into an eCommerce SEO strategy and if you really want to move ahead of your competitors, investing in a full digital marketing strategy of SEO, PPC, and social media ensures when your customers are looking, you are going to be found.