If you’re starting an ecommerce store and want to use it to its max potential, like a well-meaning pageant mom, digital marketing is the super-hold hairspray you’ve been looking for. Same goes for wanting to give your existing ecommerce store a little push to work harder, like a well-meaning mom with a 30-year-old still living in the basement. (We’re leaning into mom metaphors today. Get into it.)
Google prefers eCommerce websites that are frequently updated with user-centric content and offer a seamless customer experience. So how do you make your site both Google and user-friendly? With a robust digital marketing strategy!
Step 1: Create SEO-optimized, meaningful content
Content marketing costs 62% less than traditional methods and generates more than 3 times the leads. So, it’s a no-brainer that ecommerce websites should be putting up interactive, shareable content to improve brand awareness and customer engagement. And by ‘content’, we don’t just mean blogs (but they should be part of it): think podcasts, infographics, DIY tutorials, cooking classes - the limit does not exist! Start by creating a robust content plan, then build that out into a strategic content calendar. It’s best to create content in bulk and schedule it in advance to make things easier on yourself. Creating content in bulk can be a lot for a time-strapped small business owner, so, if you’re not able to do this yourself, consider bringing in the big guns (ie. hiring the experts).
Step 2: Build your brand on social + integrate it with your store
Start by setting your goals for social, and make sure they fall into two categories: goals for engagement (ie raising brand awareness), and goals or conversion (ie click and sell!) Then, build a social presence that’s platform-specific: if you’re making visually stunning things, Instagram is a safe bet. If you’re talking to Millennials, you’re going to want to go Snapchat. If you’re targeting Moms, head to Facebook and give them something else to share besides product recalls and wine memes. Then, make sure to integrate your social with your ecommerce store. You can even go one step further and create shoppable posts on Facebook and Instagram which will link directly to your store (and count toward your conversion goals!)
Step 3: Use email wisely to get and nurture leads.
According to a 2015 study by Forrester research, about 17% of total digital marketing spend is on email, but it contributes 24% of revenue! There are so many ways you can leverage the personal touch of email to support your ecommerce store: write a monthly newsletter sharing promos and events, then ask people to sign-up for it in the footer of your page. Or, create a pop-up offering a discount to people who sign up for your newsletter—everyone loves a deal! You can also create automatic abandoned cart emails and wishlist emails, too, because ‘the one that got away’ should only apply to fishing.
Step 4: Review, revisit, and revise.
Digital marketing isn’t really a ‘set it and forget it’ endeavour. Analytics should absolutely be the last (and first, in a way?) step in your digital marketing strategy. Track your ad spend back to your metrics to see which platforms brought you the most clicks and which tactics turned the most profit. Then, adjust your content calendar and strategy, knowing exactly where to put your budget and time. Rinse, readjust, repeat, and the digital marketing circle of life begins again!
Okay, so. We know what you’re thinking - which platform will let you do all this? Shopify!
Shopify supports blogging, can seamlessly integrate with your social (including shoppable posts!), it has an app which allows you to create and run email campaigns, it supports abandoned cart emails, and features built-in analytics so you can keep tabs on what’s working and what isn’t.
Need help setting up your Shopify store?
How about making that juicy, meaningful content?
Let us help! Set up a call with Matt.