What is the perfect marketing strategy? Experts do not always agree on this point. Indeed, online marketing is subject to fads like all other branches. Every online store manager must create an identity through marketing if they want to stand out from the competition.
While some focus on search engines SEA and SEO or social media, others focus more on banner advertising and display networks combining them with email marketing.
In this blog article on Marketing Tips For a Successful Online Store, we will attempt to show you how to optimize your strategy for your online store.
1. Never without SEO
An online store is known primarily through search engines. In terms of natural referencing or SEO (an acronym for Search Engine Optimization ), many factors must be taken into account: the technique, the design of the site, its content, its link profile, and also the optimization of its keywords.
These SEO devices have a lasting effect on a site’s visibility and traffic, so it is essential for online marketers to adapt to Google’s SEO policies.
With more than 90 percent market share, Google is the leader in search engines, and not adhering to its policy is a risk to both rankings and traffic to your website.
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2. Think mobile
Shopping online via mobile terminals has become very common. As early as 2013, 58% of people with computers, smartphones, and tablets carried out transactions on their mobiles. An additional 29% got into mobile shopping by 2015.
These figures confirm the trend for online stores to adopt a mobile-first, that is to say, to adapt their site to mobile users.
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3. Know your USP and use it
Competition is fierce in the field of e-commerce. The first step is to perform a benchmark to know where to position yourself on the market. This is the basis of any online marketing strategy. Subsequently, this benchmark will serve as a pivot to highlight the key selling point of the online store (or Unique Selling Point, USP).
Indeed, a good web design and an attractive price are not enough in the field of e-commerce. A good strategy that will stand out from the competition is, for example, to offer advantageous and simplified shipping services (free and/or particularly fast) and quality customer service.
4. Use word of mouth
After defining your key selling point, it is important to make it known to your customers. Word of mouth allows you to link your online store with social networks and consumer associations. Thus, your customers will be able to evaluate your products and services and comment on them.
One scenario would be to ask your customers for feedback the moment they confirm their purchases (e.g. via a CTA ( Call to Action ). This is a sign of transparency and it inspires confidence in your buyer Ratings while serving not only as a customer loyalty tool but also as a showcase on search engines Rich snippets.
5. The optimal content strategy
Relevant and targeted content will always have a positive impact on your relationship with the customers. We speak here of the customer life cycle, to refer to the duration of contact between a buyer and a company.
Concretely, it can be about becoming aware of an advertisement until the act of purchase. However, apart from the basic information, the product itself should not be overlooked. As far as the contents are concerned, they also serve to communicate with the target group.
It is thanks to a relevant content strategy that the product can be adapted and meet customer requirements. The company can thus build a lasting relationship with the customer. From an SEO point of view, good content leads to good rankings, wide-coverage, and a better conversion rate.
6. Make customer’s business contacts
Online marketing is not just about selling products. Often, it is much more relevant to generate commercial contacts ( lead ) if the customer is present from the start of the process and is initially looking for information.
Leads refer to people who have not yet made their purchasing decision and are interested in particular products and services. It is generally through subscriptions to newsletters, even free newspapers that it is possible to establish these contacts. Thereafter, you can reach them through advertising and targeted content.
7. Improve usability
All measures to attract customers are useless if your online store does not present what the Internet user needs. To counter this, it is important to check the usability of the website.
The main factors of customer frustration are often related to excessively long loading times, unranked pages, and negative reviews. This last point occurs in particular when users are on an unwanted page due to improper use of keywords.
On the other side, a malfunctioning product cart or payment method can be fatal for online stores.
8. Pay attention to the conversion rate
After improving the usability of your site, it is now time to go further and integrate other elements that will facilitate the conversion rate, that is to say, the act of transforming the visitor into a buyer.
In addition to customer reviews, it is relevant to use quality labels. These are numerous and highlight the quality of the products, even their origins. Another element to take into consideration is the HTTPS encryption, easily recognizable thanks to its small padlock visible on the windows of Internet browsers, which guarantees the security of transactions and user data.
Quality and user-friendliness above all
High traffic and a high conversion rate are the result of successful marketing of your online store. There are many measures to be taken.
Successful online marketing is partly related to the user-friendliness of a website. On the other hand, a large budget may not always be enough and the measures taken in terms of SEA, SEO and social networks will have to be thought out and prepared in advance.
Indeed, the quality of the content of the website is the first thing to take into account. It is thereafter that the marketing strategy gains in importance.
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