Updated on April 27, 2022 | 3 minute read
Sadly, having great products and an attractive website isn’t enough to succeed in ecommerce. It’s vital to promote your brand to increase both awareness and sales.
In an increasingly competitive environment, it’s more important than ever to utilise different methods to get your products in front of the most interested shoppers.
Here we’ll go over some of the most effective ways to promote your online store and drive traffic to your website.
Email marketing campaigns are still very effective when it comes to driving conversions and helping shoppers find out about your products. Building up a list of emails and then sending out promotional material or even exclusive offers can help you start conversations with shoppers and get them looking at your website.
To build up your list you can offer a free piece of content, like a report or white paper, in exchange for contact information. You can then send out emails to keep shoppers up to date with what’s going on with your products and any developments.
This is a low-cost method of engaging with an already interested audience, allowing you to quickly share your products directly with a wide range of shoppers.
Increasing organic traffic is a great (and free!) way to let people know about your online store. Utilising social media marketing helps to increase your online presence and get eyes on your products. Having a presence across several social media platforms will let you utilise many traffic sources.
Depending on your industry, you’ll want to prioritise certain platforms. For example, if you deal in cosmetics or fashion, you may perform better on Instagram. If you’re a B2B brand, you may find a site like LinkedIn to be more beneficial in driving more traffic.
You should change the tone of your message depending on the platform as well. Using the same message across all of your social media channels may not translate well, so it’s a good idea to think about how different platforms favour certain conversation styles.
Another way to promote an ecommerce business is by creating relevant content and sharing it for free. Things like blog posts, videos, and handbooks are all content assets that can attract and engage shoppers.
Content marketing can increase the volume of quality traffic your website receives. Users favour high-quality content, so making sure your offerings are of the best possible quality (and relevant to your industry) puts you in good standing.
You can perform keyword research to find different topics to then create content of, allowing you to make sure you’re tailoring your content to your customer base.
Carrying out keyword research helps uncover different topics so you can create content related to your original topic, broadening your reach and appealing to more of your target audience.
Optimising your web pages for SEO helps your business show up in search engine results pages (SERPs). This involves using relevant keywords in your copy to help your website rank higher, in turn maximising your visibility on SERPs.
The quality and relevancy of your keywords are critical. Search engines like Google want to provide the best results for their users, so you need to provide this in order to rank highly.
Google Shopping is a PPC channel used to get your products in front of shoppers. Whilst you can’t bid on keywords directly, you can input negative keywords (terms you don’t want to appear for) associated with product groups. The amount you bid on product groups influences the position in the carousel your product(s) occupy with the top position garnering the most impressions.
The trick is adjusting your bid for traffic at different times of the day or by specific geographical location to target a greater number of impressions for your ads. It’s also a good idea to respond to fluctuations in search traffic to capture the attention of shoppers at the best times.
Bidding on an individual SKU level across your product catalogue is the most effective way of running a Shopping campaign, but this is a large undertaking for a human to accomplish.
Using an automated solution, like Bidnamic’s machine learning platform, eliminates the time-consuming element of campaign management helping to optimise your advertising strategy.
If you’re interested in an automated solution with a human touch, book a demo today.
• Discover what to do in 2022 to beat your competition on Google Shopping
• Find out more digital marketing techniques to promote your business
• Are you a B2B brand looking to move toward D2C? Google Shopping’s a great option
Tom is a Content Marketing Executive, producing content and case studies to simplify the Google Shopping experience, and help our clients discover if Google Shopping is the right channel for them. With an MA in English Literature, Tom has a passion for writing and sharing information with the masses.