eCommerce is the name of the game in the 2020s, with more and more business done online every year. With this in mind, it’s no surprise that advertising an eCommerce store can be especially difficult right now, with so much competitive noise to cut through before you connect with your target audience.
Mastering eCommerce marketing these days requires a multifaceted, comprehensive approach that tackles various channels. This article will explore them, offering guidance on how to be effective in each of them, so you feel better equipped to promote your business.
Mastering eCommerce SEO
SEO for eCommerce website promotion is still one of the most vital techniques for advertising. However, it’s no longer just for getting people to the site, it’s about getting them to find what they need and take action quickly. Your eCommerce store SEO needs to include a few core facets:
- Commercial intent keywords, looking beyond broad focus terms to more specific things that people might actually search. For example, rather than advertising “stainless steel pan”, you might include a phrase like “best stainless steel pan for cooking steaks”.
- High-quality images, as Google now prioritises commerce pages with visual content and alt-text.
- Schema markups need to show prices, stock status and ratings directly on Google to enhance your click-through numbers.
- eCommerce content marketing, so creating blogs, videos and other content that advertises your product and expertise to potential customers.
eCommerce backlink building & digital PR for SEO
Link building has changed with the rise of AI search, but it’s still a top-ranking factor when it comes to online visibility. Getting articles or content published on relevant sites, especially reputable publications, will help to generate domain authority and even drive referral traffic to your site.
Other ways to build links include:
- Original data reports and surveys for statistics that can be published.
- Quizzes and costs that are easily shareable.
- Educational content that can be cited.
Social media offers some of the best platforms for eCommerce advertising campaigns. Instagram, X (Twitter) and similar platforms are all packed with potential for promoting your store, through a range of different techniques.
- Instagram Shopping allows users to buy directly from your content.
- Utilising micro-influencers with small, committed followers is great for getting authentic engagement.
- Encouraging user-generated content with discounts can build more trust than professional advertisements.
Social media truly is the world square at the moment, which is why it’s ridiculous to ignore it in your eCommerce digital marketing approach.
Personalisation and retention techniques
Customer acquisition will always be more expensive than keeping ones that you already have. eCommerce store advertising isn’t just about capturing the attention of new people; it’s about reminding those who are already interested why they came in the first place.
- Send personalised emails with triggers based on behaviour on your website. For example, if someone repeatedly checks a product category, send them some resources about those products.
- Offer things like early access and discounts to top customers, or collect feedback and offer answers based on the feedback to valued visitors.
- Approach abandoned cart recovery on multiple fronts, such as with SMS and WhatsApp as well as emails.
Optimise your eCommerce store’s advertising today
If you’re looking to elevate your store’s online presence, you need to start advertising proactively. Make sure to take on promotion on multiple fronts, as only focusing on one or two angles will always leave something to be desired in the highly competitive market landscape of today.
If you’re unsure of how to tackle these tasks or simply don’t have the time, get in touch with a reputable digital marketing company and see what they can do for you.
