Which services are generally used in e-commerce marketing?
Strategy:
- Brand Development
- Campaign Planning
- Keyword Research
- Inbound & Outbound Marketing
- Customer Relationship Manager (CRM)
- Social Media Planning.
Audit
What e-commerce businesses generally set?
- Increase web traffic
- Improve conversion
- Drive more sales
It’s important to set attainable goals, so when looking at specific increase of traffic for instance it’s important to understand the width of the market for the products on offer – a niche product will not have the same level of interest or purchases as an everday home item for instance. Sales can almost always be increased but numbers of website visitors may actually fall as we work to remove the wrong visitors and replace with those that have a genuine interest and want to purchase.
We won’t be talking about a specific business or e-commerce marketing campaign in this case study.
All of our case studies are white labelled. We will happily sign NDAs (non-disclosure agreements) with our clients when working with them on their marketing. We never share specific details with anyone else, so rest assured where we have experience working with more than one client in any one industry sector, you’ll never know what we are exactly does for them or they for you. We only bring our experience and understanding of the sector with us, every solution is totally unique to each and every client.
We have worked with, and are still working with, a number of different businesses within any one industry space. Within the e-commerce space we have been working with both general and niche product businesses primarily within the UK.
The wants and needs for the majority of e-commerce business we have worked with have been generally the same; ‘we need more sales’, ‘we are not as well known as our competitors’, ‘we need more of the right visitors that will purchase’ or a combination of the three.
The majority of e-commerce businesses are lead by the price of the products they sell. By this we mean that if they sell £50 products making a £25 profit on each they only equate their marketing spend to X number of products that they doesn’t make any profit on rather than understanding that their marketing spend is an investment that will continue to repay itself long into future sales, through their brand awareness.
Be they generalist or niche, when we dig down into the problems e-commerce businesses have, the problems are generally the same, with similar solutions that are tailored to the specific client – more of this, less of that, etc.
Background:
Our client is an e-commerce store that sells a wide range of products, covering many hundreds of items, with many of these products having multiple purchase options. The client’s website had not been updated for some time, and their sales were stagnating.
Our goal was to increase traffic to the website and improve the conversion rate to drive more sales.
Stage 1:
Understanding the Products:
Given the client’s wide range of products, we spent time getting to know the product range and the nuances of the products.
We researched the market to understand the competitive landscape and identify the key players of similar or like-for-like products that the client sells.
This helped us gain a better understanding of the client’s target audience and the unique selling points of each of their products.
Understanding the People Buying the Products:
Once we had a good understanding of the client’s full range of products and the market, we conducted in-depth research on the client’s target audience.
We identified the demographic and psychographic characteristics of their ideal customers, including their age, gender, interests, and purchasing habits.
We also analysed their online behavior, including the channels they use to research products and make purchases, and how they interact with the different product options on the client’s website.
Keyword Research:
With a clear understanding of the client’s extensive product range and target audience, we conducted thorough keyword research to identify the terms and phrases that potential customers are using to find products similar to our client’s offerings.
Given the large product range, we needed to ensure we covered a wide range of keywords that targeted specific products, as well as more general keywords that covered the client’s product range more broadly.
Setting up Product Meta Titles and Descriptions:
With the keyword research completed, we developed a comprehensive strategy for setting up product meta titles and descriptions for the client’s e-commerce site.
We optimised the meta titles and descriptions to include relevant keywords and phrases that would help the client’s products rank higher in search engine results pages (SERPs).
We also ensured that the titles and descriptions were clear, concise, and accurately reflected the content of the product pages.
E-commerce Specific SEO:
Given the extensive product range and the many product options, we needed to implement a range of e-commerce specific SEO strategies to improve the client’s website’s overall search engine visibility.
This included optimising category pages and product pages, improving the site’s internal linking structure, and ensuring that the site’s navigation was user-friendly and easy to navigate, with options that allowed for easy filtering and sorting.
We also optimised the client’s product images and included relevant alt text and descriptions to help improve their visibility in Google Images, taking into account the many different product options.
Stage 2: Integration of Social Media and Use of a Blog to Establish Brand Authority:
In addition to optimising the e-commerce website for SEO, we also implemented a social media strategy and established a blog to help establish the client as an authority in their industry.
Social Media:
Social media can be an effective tool for promoting products, engaging with customers, and driving traffic to the e-commerce site.
We developed a social media strategy that was tailored to the client’s target audience and product range, with a focus on building a strong online community of followers and advocates.
We identified the social media channels that were most relevant to the client’s audience, which in this case were primarily Instagram and Facebook, and created content that was optimised for each platform.
By promoting the client’s products and engaging with their followers, we were able to drive more traffic to the e-commerce site and improve the client’s overall online presence.
Blog:
To further establish the client as an authority in their industry, we also created a blog that provided informative and engaging content related to their products and the industry as a whole.
We developed a content marketing strategy that was designed to appeal to the client’s target audience, and created blog posts that covered a wide range of topics, from product reviews and how-to guides, to news and trends in the industry.
By consistently publishing high-quality content, we were able to build a loyal readership and establish the client as an authority in their industry.
Through the integration of social media and the use of a blog, we were able to help the client build a strong online presence and establish their brand as an authority in their industry.
These efforts helped to drive more traffic to the e-commerce site and improve the client’s overall online visibility, resulting in a further increase in organic traffic and sales within six months of implementing these additional strategies.
Results:
Our efforts yielded positive results for the client, despite the complexity of their extensive product range. Within three months of implementing our e-commerce specific SEO strategies, the client’s website saw a 25% increase in targeted organic traffic and a 40% increase in sales. These results were improved further with the introduction and implementation of stage 2.
The client also saw an improvement in their conversion rate, which had previously been a major pain point for their business.
Overall, our work with the client helped them to achieve their business goals, increase their brand standing and drive more sales.
Conclusion:
Working with e-commerce clients who have a wide range of products with many options requires a deep understanding of their products, their target audience, and the competitive landscape.
By conducting in-depth research and implementing e-commerce specific SEO strategies, we were able to help our client achieve their business goals and drive more sales.
Our work helped the client increase organic traffic to their site, improve their conversion rate, and achieve a strong return on investment (ROI) despite the complexity of their extensive product range.
At social:definition, we’re committed to helping our e-commerce clients achieve success and drive growth through tailored and strategic SEO.
SEO Considerations and E-commerce Marketing Tips Whatever the Products You Sell:
- Conduct thorough keyword research to identify relevant keywords and phrases that potential customers are using to find products similar to yours.
- Optimise product meta titles and descriptions to include relevant keywords and phrases that will help your products rank higher in search engine results pages (SERPs).
- Implement e-commerce specific SEO strategies to improve your website’s overall search engine visibility, such as optimising category pages and product pages, improving the site’s internal linking structure, and ensuring that the site’s navigation is user-friendly and easy to navigate with filtering and sorting options.
- Optimise your product images and include relevant alt text and descriptions to help improve their visibility in Google Images.
- Ensure that your website is mobile-friendly and loads quickly, as these factors can impact your search engine rankings and user experience.
- Implement a blog or content marketing strategy to help drive traffic to your site and establish your brand as an authority in your industry.
- Utilise customer reviews and ratings to help improve your search engine rankings and provide social proof to potential customers.
- Utilise social media to promote your products and engage with your target audience, as this can also help to drive traffic to your site and improve your search engine rankings.
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