The eCommerce landscape is constantly evolving, and there are a number of strategies that businesses can use to stand out and attract customers. eCommerce marketing continues to grow in importance, as it becomes an increasingly popular way for consumers to purchase products. In this article, we explore four key eCommerce marketing strategies that will be important in 2022. These strategies include focusing on customer experience, using SEO & CRO to optimize sales, building an ecosystem of partners, and creating a differentiated brand.
5 Strategies for eCommerce Marketing in 2022
Here are 5 key eCommerce marketing strategies that will ensure you have an edge in the industry in 2022.
Boost Your SEO Traffic
Search engine optimization is just as important for an online store as it is for a blog or a content-based website. The goal of eCommerce SEO is to get your product pages to feature in at least the top 10 search engine results. There is often a time lag between when you upload a new product and when it actually shows up on the search engine pages. You need a solid SEO strategy for such product pages in order to speed up the process. Make sure all of your new uploads and pages get indexed by Search Engines. IndexNow is a great open-source tool available for Bing and Yandex (and soon Google as well) that informs the search engines whenever a new page or new content is uploaded, so they get displayed faster and there are fewer indexing issues.
Also, ensure all your pages are compliant with the best SEO practices. Research your keywords before using them, and implement them across your page URLs, headlines, meta-tags, and blog posts too. Understand what people are actively looking for before making such decisions. Build plenty of internal links and high-quality backlinks from reputed sites. Ensure you’re providing a favorable experience to your website visitors.
Leverage Influencers and Affiliates across Social Media
If you own an eCommerce business and are not making use of influencer and affiliate marketing, you are likely losing out on a huge chunk of potential customers. The influencer marketing industry is set to hit a worth of $15 billion (Financial Express). This can primarily be attributed to the boom of influencers across multiple social media sites. Choose the platforms that are the best fit for your business, and target influencers accordingly. Aside from the regular platforms like YouTube, Facebook and Instagram, consider using new-age platforms like Snapchat and TikTok to reach a younger demographic. If you promote your new products with the help of influencers, you significantly speed up their sales cycle.
Make sure all your payments to your affiliates and influencers are also being made accurately and on time. You want them to have the best possible impression of your brand after all. Make sure that they have a great experience with not just your product, but your brand as well.
Use a First-Party Data Strategy
As the internet gets more and more privacy-oriented, Google announced last year that third-party cookies will now be disallowed on Chrome, the most popular internet browser in the world. Third-party cookies would usually prove invaluable to eCommerce sellers in reaching potential customers, but they didn’t involve any consent from the users. As privacy becomes more important, you too need to gear your marketing efforts into gathering more first-party data. This primarily involves creating your own list of people to market to based on the data you gather from your prior marketing efforts. Grow your email marketing list, and try to use first-party cookies as best as you can. Review how your website uses these cookies, and make sure you ask for consent from your users always before tracking their purchasing activities. A good way to build on your email list is to offer special discounts or loyalty rewards for customers who choose to use your website.
Optimize for Everyone
CRO, or conversion rate optimization is the process of improving the rate of conversions from your site or app. Practicing CRO is not just a good way to gain better revenue, it will also help you identify what part of your site works and what doesn’t. Understand where exactly you’re losing sales, what causes people to leave, and who are the people leaving. Once you have identified your missed opportunities, you can do proper research on them. This gives you an unbiased view of how conversion-friendly your site actually is.
Optimization is truly one of the most important things for an internet-based business. You must optimize for conversions, optimize for search engines, and optimize for all sorts of people using all sorts of devices. Make sure you have implemented a proper responsive design on your site so that it works well across all mobile devices and screen sizes. Make the design intuitive, so that users on smaller screens don’t have to work too hard to find what they want. Keep the action buttons (like the shopping cart or filter buttons) larger in size if need be. Optimize the product images so they don’t take extra time to load.
Re-check Your Google Merchant Center
Remember to keep checking your Google Merchant Center feeds regularly. And if you haven’t signed up for it, make sure you do. Google Merchant Center allows your products to become visible on the search engine results page, and also lets you see how they appear there. This is a great way to let millions of people see your products directly after searching without having to visit your website. Make sure you always keep it regularly updated, so that Google doesn’t end up showing products that are out of stock. Ensure that it properly reflects what you’re offering.
Keep a schedule for checking up on your Merchant Center feed. Doing it annually is a good start, but if you upload products frequently (or seasonally even), you may want to make these updates even more frequently. And make sure all the product information also stays updated and accurate.
To sum it up, there is no dearth of strategies to make the most out of your investment. It all comes down to how much effort and dedication you are willing to put into your eCommerce business. Also, remember that success does not come overnight. Over time, you will be able to turn around a successful online venture with the right marketing strategies.