With millions of websites available today, ecommerce marketing is a requirement to reach customers and grow your business. However, even if you have a solid understanding of the principles of e-commerce websites and their functionality, it’s easy to feel overwhelmed by the e-commerce marketing process. What are your options? What is the most effective marketing strategy for your niche? And most importantly, how do you market your website successfully and within your budget?
Inbound Marketing vs Outbound Marketing
E-commerce marketing can be divided into 2 categories: inbound marketing and outbound marketing, each of which takes a different approach to winning customers. The purpose of inbound marketing is to attract customers who are actively looking for the type of product you provide or who are trying to solve a problem that your products solve. In contrast, outbound marketing involves reaching potential customers through more traditional methods such as advertising.
A complete e-commerce marketing strategy involves both inbound and outbound marketing. However, you should always focus on inbound marketing first. The main reason is that inbound marketing is much more cost effective and costs 62% less per lead than outbound marketing. The second reason is that many of your inbound marketing tactics, such as SEO and content marketing, have the side effect of producing a better website that will serve as a stronger foundation for all your future marketing efforts.
PagoYa! comes with a complete set of ecommerce marketing tools to help you build and implement a solid strategy for reaching new and existing customers online. Let’s review the different areas of e-commerce marketing and how PagoYa! can help you perform well in each channel you choose to pursue.
Search Engine Optimization (SEO)
Search Engine Optimization is a series of techniques to optimize the structure and content of a website to increase the site’s rank in search engine results pages (SERP). SEO comes first because it is the most important method for getting organic traffic to your website, that is, visitors who arrive after finding your website through a search on Google, Bing or another search engine. SEO also has the highest return on investment (ROI) of any e-commerce marketing tactic.
SEO should be done first before you start marketing your store in other ways, primarily because it takes time to index your website pages and begin to increase your rank, and also because it is better to take care of it early when your website is still under construction rather than later when it may require changes to parts of your site that are already established. As search engine standards change, it may be necessary to make some modifications later, but it pays to “do SEO right” the first time.
SEO is similar to e-commerce marketing as a whole in that it also has 2 categories that reflect the processes that are used. Website optimizations are referred to as on-page SEO (since you are working “on-page”). The second type of SEO is off-page SEO and involves reaching out to bloggers, influencers and other websites related to your niche to secure quality links to your site. Off-page SEO is much more challenging, as you will need to research and contact high-value websites to discuss links to your site, and is much better tackled after you have completed your on-page SEO.
Content marketing is often listed alongside SEO, and the two are closely related but different in their implementation. While technical SEO focuses on search engine algorithms, content marketing focuses on producing useful website content that can establish your business as an authority in your niche. This content is also vital to help you rank in search engines, so despite its non-technical nature, it must follow SEO principles such as keyword optimization.
The most obvious content marketing method is to maintain a blog on your website, regularly publishing original and useful articles. These are a fantastic opportunity for relevant keywords, but should also always add value for readers. This enhances your brand image and helps educate visitors about your products and the problems they solve.
Content marketing tools for e-commerce
PagoYa! simplifies adding a blog to your online store with our included blog module, which works similarly to popular blogging platforms like WordPress. Having your blog and online store together on the same website ensures fast navigation for customers and helps you get the full SEO benefit of your content.
The other pages of your website are also a crucial part of your content marketing. Product pages should always include keywords for SEO, as well as complete information that helps customers make their buying decisions. With PagoYa!’s powerful product page functionality, you have plenty of space to present all relevant information in an organized manner, along with images and videos.
Social media marketing
Social media marketing has quickly become essential for all online businesses, and while there is some overlap between them, each platform generally serves a different purpose. All social networks are great for interacting with customers and building your brand’s reputation, but patterns have emerged in the way businesses and customers interact on different social media platforms. Your company should maintain a social media presence with these patterns in mind:
Facebook is the most versatile
Your business can have a business page with its own Buy tab, which allows customers to interact with you and purchase products directly through your own Facebook page. Facebook is ideal for posting text and image-based content in a variety of lengths, having conversations with interested viewers (both in comments and private messages) and providing your audience with updates on promotions, new products and more. Customers can review your business and will often seek you out for customer service in comments and private messages. A Facebook page is a requirement for effective branding.
Twiter is best for engagement and short text content.
Customers who follow a business on twitter are looking for quick updates and an immediate means to contact someone within the business. Customers will frequently tweet or message a business if they have a problem. For many people, twitter is a platform to use if you want to get results from a business. Twitter is highly recommended as a sign that your business is active and responsive to customers.
Instagram is focused on branding and image.
Customers follow brands on Instagram because they appreciate photos and videos that showcase the “lifestyle” each brand promotes. If you have a Facebook store, you can also get approval to create comparable Instagram posts where customers can buy the products you are showcasing. Any strongly visual brand should be on Instagram to show how your products can help define and enhance the lifestyle of your target customers. There’s a reason why influencers have become so big on Instagram: Instagram users actively want to be influenced.
The best tools for social media marketing
The social media marketing features of PagoYa! are designed to allow you to create an effective e-commerce marketing strategy across multiple platforms. Sell on Facebook, Instagram, Twitter and more with a complete set of powerful social media marketing tools.
Your inventory stays in sync to ensure you never oversell, and all your orders are consolidated within your PagoYa! dashboard for easy management. Once your products are in your Facebook store, they are also available for shoppable posts on Instagram, allowing you to sell on 2 social media platforms along with your ecommerce website with minimal work.
Organic Facebook marketing can be very effective if done correctly, but some businesses want to get into pay-per-click (PPC) advertising through dynamic Facebook ads. Facebook ads are famous for their precise targeting, which is enhanced by PayNow!’s integration with Facebook Pixel, a marketing feature that allows you to show your Facebook ads specifically to visitors who took a specific action on your website. This ensures that you reach an audience most likely to be interested in your products, increasing your chances of winning sales.
Further enhance your Website PagoYa! website with social sharing buttons that allow customers to instantly share their favorite products on the social media platform of their choice, including Facebook, Instagram, Twitter and more. Plus, our social wish lists are meant to be shared by your customers among their family and friends to bring more attention to your store.
Shopping feeds and
Multichannel e-commerce is the process of selling your products on multiple marketplaces along with your own website. Billions of potential customers are waiting for you on Amazon, eBay and Google, so accessing these marketplaces can mean big profits. Smart e-commerce companies always invest in multichannel sales, and PagoYa! makes it even easier through shopping feeds.
A shopping feed is a means to export your products to another sales channel and synchronize your orders and inventory between them. In addition to our Facebook Shop integration described above, PagoYa! also integrates with other marketplaces such as Amazon, eBay and Google Shopping.
Considering how often people complain about spam, you may wonder if it’s worth sending emails to your customers these days. Surprisingly, email marketing is still one of the most effective methods of marketing to your customers. The main distinction is that you are sending emails to people who have opted in to receive at least some type of email from your company. These include newsletters (which customers must sign up for) and post-purchase emails (which customers expect to receive).
Affiliate marketing involves making a deal with clients who are willing to promote your products and paying them a commission for each product sold through one of the affiliate’s leads. It is a great opportunity for advertising with no upfront investment, as you only pay a commission after a product is sold, rather than designating an advertising budget up front.
Offering an affiliate program also helps your company get into influencer marketing, which involves getting bloggers, popular Instagram users, websites and other trusted content creators to promote your products. The influencer can earn commissions directly for promoting your brand, rather than having to decide on other terms.
User-generated content marketing
Your own customers can be an essential part of your marketing. Word-of-mouth advertising, which relies on customers choosing to spread the word about a business, has long been considered one of the most effective types of marketing. After all, customers are more likely to trust the word of someone they know rather than relying on an advertisement.
It can be a bit of a challenge to convert your customers into a grassroots marketing force, but social media makes it much easier. Many companies have successfully engaged customers on social media to share their own brand-related content, and you can do the same. For example:
- Host a contest on Facebook or Instagram with a prize for the person who takes the best photo with your product.
- Create a hashtag that relates to your product or the problem your product solves for the customer, and use this hashtag on Facebook, Twitter and Instagram.
- Use existing hashtags related to your business: this improves the visibility of your posts and encourages more interaction with customers.
Remember that the key goal is user engagement, with the purpose of getting your customers and fans to create their own content about your business. This is one reason why competitions are so effective, as the prize serves as a great incentive. Followers of customers who enter your contests will see the content and learn about your brand, and may even join in themselves (possibly recruiting other friends to join in!).
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