Whether your online store is in its infancy or has become an ecommerce behemoth, inbound marketing will help you harness its power and grow. Successful ecommerce businesses employ the best inbound marketing tactics to build relationships with customers and ramp up conversions. This guide will help you grasp the idea of inbound marketing for ecommerce.
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This is an especially important step for ecommerce marketers. It’s important to determine the types of queries your targeted personas are typing into search engines. By doing keyword research for the types of products or services you offer, you’ll be able to see which keywords are the best and most feasible to rank for. Focusing on long tail keywords is advisable due to the saturation of industry buzz-words.
A buyer persona is a semi-fictional character created to help target marketing, sales, and service efforts. This character is made up of traits that are apparent in your ideal customer. A company should try to have 3-5 targeted buyer personas. What kind of characteristics do you like to see in an ecommerce customer?
A landing page is simply a website page that your ideal customers land on. Users can be led to a landing page through an ad, a blog post, an email, or any other digital collateral you publish (it all depends on the persona). Once they’re on the landing page, users are given information about the offer and guided to take an action (buy, order, read, find, etc.). In ecommerce, this could be a page that asks visitors to sign up for a coupon code, order a free trial, find the best deals, or anything else of value that you can trade for their contact information.
Your company’s blog posts should be answering your targeted personas’ questions. Each blog post should be targeting one of your personas and a long tail keyword that they’re likely to type into Google. Through your blog, you can organically reach your audience with solutions to their problems. A blog post can be the spark that starts a relationship between your brand and an ideal customer. Just make sure you’re using a natural voice and not keyword-stuffing.
Even if leads take a desired action on your website, they will still likely need more nurturing before they make a purchase, especially if it’s a big one. Once a user has opted in, your brand can stay top-of-mind through personalized email marketing. Create an email campaign showing off your daily deals, sales, new items, or upcoming events to foster multiple touch points with your leads. Use smart content to include the recipient’s name in the subject line or body text for a personalized touch. Email campaigns can be very effective, however, avoid sending so many emails that your contacts lose trust in you.
Inbound marketing for ecommerce is about more than attracting organic traffic to your site. It would be foolish not to mix in paid platforms with all of the options that are available to marketers. Using the right images, copy, and methods can be just as helpful in sponsored material as it is in organic content.
Your targeted keywords are obviously going to be related to the products or services you offer. Create a list of potential keywords your ideal customer might find you by. Enter each keyword into a search engine and scroll to the bottom of the results page to see related search terms. This is a great way to build a keyword base for your SEO strategy.
As you’re using one of the above tools, pay attention to these key analytics and where your keywords should ideally fall:
A long tail SEO strategy is a white-hat SEO method that involves targeting less competitive, highly specific search terms. Targeting long tail keywords makes sense due to the fact that over 70 percent of search queries are for long tail terms. Therefore, there is major value in taking control of keywords that are relevant to what you offer. Not to mention, conversion rates are 2.5 times higher for long tail keywords than for head keywords.
Meta titles and descriptions present searchers with the first impression of your piece of content. Search engines use the meta title and description that you set for each webpage as the preview text that pops up on SERPs. Consequently, it’s important to have your meta titles and descriptions for every webpage optimized and easy for search engines to read.
Headings and website copy are classified as on-page content. Assuming that you have focused your content strategy around long tail keywords, it’s advised to feature the most important keyword for an individual page as the H1 (heading 1). Additionally, there should be more keywords in at least one of the page’s subheadings (H2 or H3). In regards to the rest of the on-page content, the most important keywords should be included within the first 100 words. Try to use the chosen keywords at least two times but no more than four throughout the page.
Your first step to selling on Google is to set up your Google Merchant’s Account in Google’s Merchant Center. With the help of Google’s platform, you’ll be able to verify and claim your website’s URL to confirm you’re the owner and upload product information.
To show up in Google shopping results, the next step is to link your Google Merchant account with your Google Ads account. Simply sign into your Google Ads account and create a Shopping campaign including the country and geographical locations where you want your ads to show up.
Finally, create an ad group, give it a name, and start selling your products!
What goal are you striving for when it comes to your social media accounts? Try segmenting each social channel into conversion, engagement, and website traffic. This will help to home in on the objective of each platform you’re using. (Example: Use Instagram for conversions, Facebook for engagement, and Twitter for website traffic.)
Map out a game plan for your social media efforts. Decide how many times a week you’re going to be posting on each channel, if you’re going to schedule posts in bulk or let current events drive your posting, and if you’ll be sponsoring any posts.
Since you’ve already developed targeted buyer personas (hopefully), you can segment your social media followings accordingly. Keep an eye on trends in activity to determine what the best times to post are.
The voice you use in your social posting should be consistent with your brand and website. Your brand’s voice should be decided as a part of your overall business objectives. Is your brand conversational? Straightforward? Comical? Serious? Friendly? Use the same tone over all of your social platforms.
Being diligent about responding to followers’ requests and questions will build stronger relationships with your customer base. Moreover, replying to poor reviews with helpful answers is advised to maintain trust with customers. Giving a quick “thank you” to positive reviews can go a long way too.
Nearly every social media platform offers a “stories” function. Take advantage of this tool to show followers what an average day at the office looks like for your ecommerce brand. Stories are also a great place to offer in-the-moment specials.
For each product post or ad you create for social media, there should be a CTA that accompanies it. Use direct, urgent language.
Shoppable Instagram posts allow you to add tags to your images with details about the products or services you sell online. Followers of your account and even non-followers can click on the Tap to View Products button to see the product name and price. Some of the world’s biggest brands are seeing results from this feature.
Research has shown that individuals under 25 use Instagram for an average of 32 minutes every day. To reach these consumers, it’s important to create content that resonates on this specific platform. In addition to creating Shoppable posts, intriguing descriptions, optimized hashtags, and beautiful imagery will help your brand get in front of more online shoppers and produce more conversions.
Once your Shop is set up, it’s time to create your first product page. On this page you will need to include the name of the product, shipping information, item specifications, and price.
Use quality, professional-looking images for all of your product pages. Also, make sure to follow Facebook’s image specifications.
You could be earning extra income from selling on the world’s biggest social media platform! Follow these four steps to check off another item on your inbound marketing list for ecommerce.
For years HubSpot has been considered the gold standard in marketing automation. This year is no different. HubSpot’s main features include:
ActiveCampaign gets the job done for ecommerce businesses that have greater financial restrictions for marketing. This platform incorporates less marketing automation than the aforementioned software options. Some notable features include:
Marketo is a decent alternative to HubSpot with slightly fewer features, but touting terrific user experience and a high level of marketing automation. Marketo’s notable features include:
To keep up with the rising number of ecommerce businesses online, you will need to implement some sort of marketing automation platform. Growing your ecommerce business will take more than manually sending emails or posting content on social media one day at a time. Make finding the right marketing automation software a priority for your company.
There is a ton of advice out there for creating the best landing page. A few factors remain tried and true, such as featuring customer reviews, product videos, a detailed product description, social sharing buttons, high quality images, a clear call to action, and the reassurance that payments are secure. Also, make sure your ecommerce pages are loading at the highest speed possible.
Even if you have the best product on the market, offering your customers more value will build stronger and more loyal relationships between them and your brand. Engaging your customers with special offers, discounts, demos, free trials, loyalty programs, and coupon codes will encourage first-time conversions and keep them coming back.