E-Commerce and Performance Marketing Optimization
E-Commerce or electronic marketing consists of buying and selling goods and services over an electronic system such as the internet. It is the purchasing, selling & exchanging of goods and services over a computer network or the internet through which transactions or terms of sale are performed electronically. E-Commerce marketing can be super complicated.
E-Commerce has become a solid catalyst for economic development, and a significant component of business strategy in the fast-developing global economy. E-Commerce helps you reduce your costs because all of your products are presented in an online store. The business can go global because the presence is online and there are no more geographical barriers. In a time when people have moved into the four walls of the house, because of a variety of reasons, e-commerce has become a great option for purchases. E-Commerce is generally convenient, cheaper, and more accessible than storefront sales.
Marketing is a necessary process for any business that is looking to take a leap towards growth.
- Understanding the purpose behind the marketing plan is important.
- Start with an executive summary ( overview of the company).
- State the company’s mission, vision and values.
- Identify the market and competition.
- Outline your marketing goals.
- Defining your budget
- Present your marketing strategy
E-Commerce marketing strategies
- Conduct more research on industry booms and slumps. Use Google trends to understand recent trends.
- Simplify the buying process. Try to avoid pain points (problems faced by customers while interacting with a site)
- Use a good shopping cart.
Choose carts that are good from a perspective of SEO, design and also paid search.
- Spend some time optimizing your product pages about design and SEO. Do some keyword research and figure out what people are searching for, that part of your product title. Add that to the product description. Write a good description. Don’t forget the importance of product photography. If you can do a product video, it is massively valuable. Do some videos on the product to explain your products in more detail.
- Ensure you have trust badges on the page. It should provide options like fast shipping, free shipping, and all of that if you have them. Also, get reviews of your products.
- You need to make sure that you have schema markup on your product pages. When somebody searches on Google, right there on the Google search page, before they even go to your website, they are going to see what Google calls product rich cards, which show the image of the product and some information that is required on the search page. This will give you an advantage over your competitors, and make you a little more visible organically to people as they are searching for things.
- Optimize your product feed via Google merchant center. You are going to use this to run Google shopping ads. The product feed is hugely important. You want to make sure that you have good information in there about your product title, description, keywords, and so on.
- Running Google shopping ads.
Google shopping is very popular. If you want to be in the shopping tab, you want to make sure that you are running Google shopping ads. Invest in running product ads. Take measures to optimize your product ads based on results.
- Run dynamic retargeting campaigns for your Google shopping ads and your website visitors, so that people go to your website and browse products.
- Run Facebook and Instagram ads, as they are very important. Target people on Facebook and Instagram.
- Investing in your social media organically. You need to ensure that you have an organic presence on social media.
- Automate your email marketing. A lot of e-commerce stores fall short because they don’t remarket to those people who purchased from them once, to get back to their business. They just spend a lot of money to get the customer to make their first purchase. But after that, they don’t approach them via email marketing and other channels.
- Invest in SMS marketing. SMS marketing is text message marketing. Only about 20% of people will open up your emails, and check them. Sometimes even less. Also, they won’t open it up in real time. But with text messages, almost 100% of people open the text message. Most of these customers are within a five-minute window.
- Use a CRM. Many eCommerce stores don’t have a CRM. They are using the backend of their cart, to look at customer data and using that as a CRM. Integrate your cart with an actual CRM so that you can populate all of your customer data and eventually can add additional data in there.
- Make a customer care package to send with all of the product purchases to your customer.