It’s a big undertaking to push a new product out there. There’s nothing harder than making a splash and getting your brand out there. Fortunately, digital marketing for e-commerce businesses makes things much easier. When utilised properly, these tips will help your brand drive product sales and stand out from competitors through your digital marketing strategy.
Optimise Your Website
A website is the first thing you need when selling a product online. However, there needs to be a lot of thought put into your website to create a great user experience. If a customer are drawn to your product but can’t navigate your website, they’ll likely dismiss your brand and turn to a competitor.
Ensure that you keep things simple. Make your products or services stand front and centre, keep content aligned with your brand image, and include engaging call-to-action buttons. No “click here”. Consider something more inviting and unique to your brand.
Pay Attention to Your Product Pages
Once your user has clicked through to a relevant product page, it’s time to drive the sale. Product pages must not be neglected, despite being a repetitive element on an e-commerce site.
A basic template layout for your product pages creates a cohesive customer experience while making them easy to implement. Include relevant product keywords and create unique content for each product page.
Ensure you have a description of the relevant product/s at the top of the page. Keep this minimal; extra paragraphs of information can sit below the featured products. After a short description of what’s on the page, include a product image with relevant alt text and a CTA.
The page should have a minimum of 200 words, but only a portion belong above the fold. You don’t want the focus – your product – to be pushed further down the page. Less relevant content belongs below all the products. Keep the focus on what you’re selling and make it easy for customers to buy it.
Utilise Google Ads
You have a functional, easy-to-navigate website, but how do you entice potential customers? Well, your optimisation will assist with SEO, but to see great results will be further down the road. However, running paid ads is a great way to bring attention in the meantime.
Although less trusted than organic search results, paid ads will put your brand at the top of relevant search results. Pay-Per-Click (PPC) advertising shows your ads when users search for any of your chosen keywords. PPC advertising will ensure that your brand is at the top of relevant search results, even without organic rankings. Paid search results will lead to growth in new users and brand recognition.
Consider Email Marketing
Email marketing is a fantastic way to reach customers directly. Build an email list and utilise it to share growth stories, special promotions, and other brand news with customers.
An enticing headline and subject line will draw in readers. Once drawn in, you can strike with gripping content and an irresistible CTA to bring them back to your site to make a purchase.
You can include customer names and bring a personalised feel to your emails. This approach makes customers feel acknowledged and more likely to become loyal to your brand. Email marketing is a much more personal approach to digital marketing and, despite what some believe, still drives fantastic results for e-commerce businesses.
Build Your Brand & Customer Trust
Customer trust is crucial. You’d prefer to purchase your Rolex from an established store rather than a stranger on the street, right? The same applies to e-commerce businesses.
Claiming your business on Google’s services, encouraging customers to share reviews, and interacting with users on social media all help build customer trust. Be transparent about your products and if you get a negative review, respond to it. A response to a negative review shows that you’re ready to make an effort to amend a customer’s poor experience with your brand.
When your brand comes across as transparent, honest, and reliable, it gives customers a feeling of ease. People love the convenience of online shopping. However, they’re typically more reluctant to make online purchases as it’s harder to trust a business.
Influencer marketing is another trust-building strategy. However, find somebody relevant to your product and target audience. This approach will help you reach the influencer’s large audience, who will gain trust in your product and brand.
Each marketing strategy must be cohesive, aligning with your brand image and voice. Engagement is vital to building trust among your customers, existing and potential.