How to Create an eCommerce Marketing Strategy That Actually Converts

If you love to lay back on your couch as you order awesome items online, you're far from alone. In fact, as of July 2020, approximately 28% of sales in the UK were made via eCommerce shops!

Being on the seller end of these transactions is just as fun as being on the buyer end, but it does require a bit more work. Luckily, coming up with an eCommerce marketing strategy is as exciting as it is essential.

Read on to learn how you can create a strategy that actually converts, generates leads, and boosts your ROI!

Drive Traffic to Your eCommerce Store

To drive traffic to your eCommerce store, there are a few things you'll need to invest in online. Here, we're going to talk about the ways that you can boost web traffic to your store. Read on to learn some ways that you can boost your visibility and generate more interest in your products!

Influencer Marketing Strategies

One way to generate interest in your products is to use influencer marketing to promote them. This basically means hiring a well-known person to discuss the reasons that they enjoy using your products.

For example, if you sell cosmetic items like makeup, you may want to hire a YouTuber that has a beauty channel. They can do a makeup tutorial sponsored by your brand. Everyone who follows them will see how awesome your product looks on their favorite YouTube star and want to try your makeup for themselves.

Influencer marketing is also good because you can gain visibility among those that are interested. People who are watching a beauty blogger already have an interest in makeup. You immediately gain access to your target audience by sponsoring a makeup artist to create a video.

Use Social Media Appropriately

Using social media is another way to target your intended audience. You can use platforms like Facebook ads to find the demographics most interested in your services. This not only means the age, gender, and location of your buyer persona, but also their post histories and currently liked pages.

You can target those in specific occupations or those who like your direct competitors. These people may be in the market for a better deal and already have an interest in the types of products you provide.

You also should create and maintain pages on various social media platforms. Make sure to update frequently and link back to your official webpage. You can look at those who like you to gain leads and reach out to people directly on these platforms.

Boost Your Google Rankings

In addition to social media, using search engine optimisation (SEO) is essential when driving traffic to your site. Since 71-92% of search engine users don't go past the first page in Google, you need to make sure that you're among these results. If you don't, no one is going to be able to browse your products and make purchases.

SEO refers to using a combination of high-volume keywords, quality outbound links, and other strategies to make your site more appealing. The goal is to make both consumers and search engine crawlers recognise your page as an authority. This will let people purchase products from you, leave awesome reviews, and bring more traffic to your eCommerce shop.

Google Ads: Reach Your Target Audience

Google Ads are one of the most important ways that you can make your site more visible.

You can enter your goal into the Google Ads platform to maximise your results. There are options for driving traffic to your website and increasing visits to your store, so you can choose from either of these options depending on your objectives.

Once you select your goal, you can choose where to advertise. Do you want your adverts displayed locally? In specific geographical areas? Do you want them shown to people anywhere in the world that you ship to? All of these possibilities are open to you.

After that, you can create your advert within the platform itself!

Design an Engaging Advertisement

Google Ads itself has a variety of templates and formats that you can use to create an engaging advert. Whether you want a video advert to be displayed or a banner that appears at the top of the page, you can select that in the platform.

This isn't your only option, though! If you have an existing advert that you want to show to your target audience, you can have Google Ads display that as well. If you want to create one and upload it, that's also fine!

Make sure that your ad is engaging by getting in on 2020s most current trends. This means video adverts and moving images. It also means bold, clear text and bright colours.

Brand your advert appropriately, too. Your mascot or logo should be featured in the image, as should a catchy slogan. You can also enter text offering a special promotion to anyone who clicks on the PPC advert.

Set a Budget With Xero

One of the biggest issues that eCommerce shops encounter when advertising is setting a budget. Fortunately, Google Ads lets you enter a budget for your ad campaign and stops the campaign once you run out of money.

But how do you know how much to set aside in the first place?

That's where Xero accounting software comes in! With this accounting tool, you can easily set how much money you have available to spend on marketing. This is a great way to ensure that you don't lose more money than you have and that your advertisement is a success. Unsure how to set out your budget, why not use a specialist eCommerce accountant to guide you in the right direction?

Retarget Your Adverts With PPC

You can also retarget your PPC adverts over time. This means installing a tab on your website that tracks visitors that find your page through your ads. You can do this by using Google's Tag Manager.

Retargeting your adverts means showing them to people that click on different pages of your site. If someone heads to the 'apparel' section of your fashion shops, you can target adverts for dresses and blouses at them. If they head to the 'makeup' section, you can specifically show them adverts for new mascara.

This is a great way to ensure that you show people the products that they're most interested in!

Implement an eCommerce Marketing Strategy

Now that you know how to create a comprehensive and effective eCommerce marketing strategy, it's time to get started.

Get a free digital marketing assessment from our experienced professionals. Once you enter your information, one of our experts will schedule a telephone conference with you to discuss your digital marketing needs. We'll help you come up with an improved strategy for lead generation so that your business is able to rise to new heights.

We look forward to hearing from you soon!