In this segment, we will be talking about how digital marketing is beneficial for e-commerce businesses. This is going to be a fun one because if you own an e-commerce business you already know the value of selling online. Therefore, I can get down to the nitty gritty details of how digital marketing can help sell your online products.
Here’s a quick overview of the digital marketing services I would like to highlight for e-commerce businesses:
- Website Design
- Digital Ad Campaigns
- Search Engine Optimization
Website Design. There is a lot to unravel here. Let’s start by talking about user-friendliness within your website design. When people come to your site, they need to feel comfortable with the layout and how to navigate their way through the pages. Understanding “how” the user goes about your website is crucial for any e-commerce business. When they arrive at your homepage, where do they typically go from there? Is their natural tendency leading them down an ideal path to purchasing a product? How much time are they spending on each page? What pages have the highest user exit-rate (when someone leaves your site)? These are all trackable data points that every e-commerce business needs to be taking into consideration. Your first design isn’t always your best design. The consumer’s path of travel will tell you everything you need to know about your website’s user-friendliness. Once you have this data and have properly analyzed it, you can begin to make design adjustments that effectively direct your consumers through the buying process. Ultimately this will lead to more sales… and we all want to see more sales.
Another important factor in website design is the aesthetic. Does your website look good? Does the color scheme make sense for the products you are selling? Does the design appeal to the consumer’s emotions? In the e-commerce business, your website is your online store, and that store should feel like the perfect place to buy the products that are being sold. Every little detail needs to cohesively flow together so that your website properly represents your brand and the products you are selling.
Alright, I have to be honest. This next part, I’m excited for (*licks his chops). Digital Ad Campaigns are the bread and butter for all e-commerce stores. This is how you get new people to your website. Between Facebook, Instagram, LinkedIn, Google, and YouTube you can absolutely surround your target audience. Have you ever looked up something on Google or clicked on a Facebook ad, then 2 hours later you’re watching YouTube getting hit with the SAME AD? Yeah? Well it happens to me too, and as a marketer that gets me excited.
Digital Ads are based on data. Digital marketing is superior to any other off-line marketing channel because we have everyone’s interests laid out in front of us. If you like cooking, we know that. Why? Because you follow Bobby Flay, Buzzfeed Food, The Food Network, and “So Yummy” on Facebook. Now how does this help you as an e-commerce site? Let’s stick to this example and say that you sell kitchen utensils like knives, cutting boards, and custom oven mitts. The first step is creating multiple ads via Facebook, YouTube, and Instagram that target people who follow the cooking pages listed above. The next step is really where the magic happens. This is where we look at the data and see who was receptive to your first ad. We can determine this by seeing who clicked on your advertisement. If they clicked on your ad, we know they were interested. Now we can re-target them with a second ad that pushes them further along the buying process. Can you see where this is going? Do you see how powerful data can be in digital advertising? You can continue to focus your efforts on people who are interested in what you are selling, while effectively weeding out those who won’t buy your product.
The last topic I would like to cover is Search Engine Optimization (SEO). Earlier in the article, I mentioned that your website needs to be aesthetically pleasing to the consumer’s eye. Well, now I’m going to tell you how important it is to be appealing to Google’s eye. Let’s start with this, Google is a robot. Robots don’t have emotions, yet, at least. Robots can only do what they are told. They follow an algorithm that was designed by some tech nerd in Silicon Valley who understands how to efficiently match people with the websites they are searching for. We need to understand how that algorithm works and speak its language so that we can pop up higher on Google.
So, what language does Google speak? Well, Google mainly speaks in keywords. When someone is looking for “knitted scarves”, they type it into Google. Google churns out a long list of websites that revolve around knitted scarves. Some of those websites will sell scarves, others will tell you how to knit a scarf. The website listings that are located at the top of the search will have the keyword “knitted scarves” mentioned dozens, or even hundreds of times on their site.
Another part of Google’s algorithm relies on credibility. Google wants to make sure that if they recommend a user to your website, that the user will be satisfied with their experience. Here is a list of factors that Google uses to determine how credible your website is:
- Is your company’s information consistent with all other pages across the internet?
- Is your billing address and phone number the same from one listing to the next?
- How many other websites are linked to yours?
- Do you have credible websites like the Better Business Bureau that link to your site?
- Are you listed in multiple online directories that link to your page?
- Are there credible bloggers who are talking about your website and linking to your page?
- Are a lot of people using your website and coming back to it?
- What is the average length of time users spend on your website? Are they staying for a while, or are they opening up your page and leaving within the first 10 seconds?
Now that you have a brief background on Website Design, Digital Ad Campaigns, and Search Engine Optimization, you can see how this is an art. Every part of your digital marketing strategy needs to be cohesive. Any weak link in the chain can be detrimental to your overall success. When choosing a digital marketing agency for your e-commerce website, you should feel confident that they understand your business’s needs and can effectively take your online business to the next level. If you’re looking to take the next step, go to the “Contact” section of our page and leave us a message.