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Four strategies to optimize your E-Commerce business

As E-Commerce continues to evolve through time, so do the ways that it’s sold to the market, becoming a very competitive and demanding industry.

During the last decade, we witnessed a dramatic shift from physical stores to complete online commerce, and today, this trend doesn’t seem to be changing. Now the real question is, what do you need to have a successful E-commerce business? Digital Marketing could be the element you are looking for.

Take a look at these four Marketing Strategies that will help you set your business for success in the E-Commerce world:

1. Invest in SEO

Search Engine Optimization, known as SEO, aims to acquire higher website traffic by applying a design method to improve appearance and positioning. It is considered the most cost-efficient way to understand and fully reach customers. The process may sometimes feel overwhelming because results do not appear in the short-term plan. It takes at least six months to start ranking for most (*not all*) of your keywords.

In simpler terms, SEO’s primary goal is to get your site among the first results on the Search Engine’s Result Pages (SERP), including but not limited to Google, Yahoo, and Bing. Nevertheless, for you to rank first in Google search results, your need to:

Identify Target Keywords - know what your audience is searching for

Understand your potential client's search intent

Create engaging content that includes the Target Keywords

Optimize your website (Secure and Accessible and Page Speed)

Implement Technical SEO (Organize Site Structure, Crawling & Indexing, Structured Data-Schemas, etc.)

Create a good user experience

SEO will certainly improve your website’s searchability and visibility, but what other real value does it offer?

Search Engines are the main source of online traffic, increasing the chances of prospects becoming clients.

It makes your brand credible and trustworthy

Search behavior offers an insight into what the consumer wants and needs.

Once you understand your potential client, you may deliver a better customer experience.

It allows you to identify and understand your online web environment (Online Competition)

By achieving a good ranking, you will increase your overall image.

Even though ranking in the first pages takes a while, it has a long-term effect once at the top.

In today’s virtual world, it’s no secret that if you are not online, you don’t exist. You are not part of the game if you are not in the first pages. Even though SEO has some challenges, the opportunities it presents outweigh them. Investing in Search Engine Optimization will allow your business to grow and remain relevant and fresh.

2. Run PPC Campaigns

Pay-Per-Click is one of the most effective marketing platforms that can help any small or medium-sized business grow, and even when it may take some time and money, PPC will put you ahead of your competitors.

PPC is supported by data, easy to scale, and provides a good return on investment. Its ads often target online ad space in search engines, social media platforms, or websites. These ads work well for ecommerce brands because they target ready-to-buy shoppers and can lead to higher sales than organic marketing.

There are three essential aspects to any pay-per-click marketing campaign:

The ad: Digital ads can help your reach audiences that are browsing online for products to buy, allowing your business to grow on brand recognition and leading to more shares, mentions, and more backlinks

The offer: This must be synchronized with the ad and the offer as is the element that will keep the interest of the lead.

The landing page: This should be a continuation of your ad as it must deliver what was promised in the offer, in order to take the visitor through your conversion funnel.

Along with all of the features which define your campaign, you can create more than one campaign, allowing you to distinguish between your brand and the different services your business offers. Your campaigns can showcase anything your business does, letting you choose to have campaigns for each of these things running throughout the year:

• Sharing your brand to raise awareness before searchers need your services
• Services your business offers, whether year-round or seasonally
• Discounts available during a certain season or to new customers

In conclusion, PPC is the way to go for E-Commerce success as it can help you target specific personas and leverage a variety of ad formats to promote your products.

3. Implement a Social
Media Strategy

A Social Media E-Commerce Strategy can help you create brand awareness, communicate with customers and generate more sales for your online store.

Social Media is a very powerful tool for E-Commerce since it allows you to communicate with your industry, customers, and market in a personal, public way.

While using different Social Media Channels to generate engagement and interaction, you can also boost traffic to your website, develop a larger base of customers, and effectively increase your ecommerce conversion rate.

Take a look at these recent stats (Hootsuite, 2021):

76.8% of global internet users purchased a product online in 2020.

44.8% of global internet users use social media to search for brand-related information

More than half of global internet users between the ages of 16 and 24 use social media to research brands (55.9% female users and 51% male users).

If you want to make sure you have an engaged Social Media strategy you need to:

Know your audience

Set your company goals

Create a content calendar

Generate fresh content according to your target

Use keywords

Promote your website and services

Be on top of your community management

Monitor the performance of your posts

Social Media provides the perfect ambiance for you to communicate and connect your genuine brand with the authentic side of your clients, allowing you to expand your reach, grow your business and promote active engagement.

4. Develop a good Website

When choosing where to sell your products, you may think that using a Marketplace platform could be a cheaper and faster method to start. However, businesses that are truly serious about ecommerce should have their own website.

An E-Commerce website is necessary if you want to be around for the long-run. Here is why:

Strengthen your brand: Building your own website gives you the opportunity to have full control over your brand, including the way it looks, the content you add, and how it works, allowing your consumers to associate your products with your brand.

Learn about your audience: Having your own website, also gives you access to different statistics, reports and information, simple things like their location, what they looked up to, and even the path that took them to your website can give you a lot of insights to better understand your audience and the type of content you want to add.

Create your own rules: A website gives you the freedom to create a customized designed solution, allowing you to organize your website with clear product categories, product descriptions, product images, and any other ecommerce features that will positively impact your consumers giving them a better user experience.

Run effective marketing campaigns: With an ecommerce website, you will have the ability to customize your marketing strategy to fit your audience and their specific shopping habits by incorporating content and keywords that people use to search solutions like yours.

Having your own website is an essential piece of your ecommerce strategy, as it is a wonderful way for you to grow your brand, acquire loyal customers, gain new insights, and get creative with your marketing.

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