How do you define marketing strategy? Experts do not always agree on this definition. Indeed, online marketing undergoes fashion effects like all other branches. Every online store manager must create an identity through marketing if he wants to stand out from the competition.
While in some cases the focus is on search engines SEA and SEO or social media, others focus more on banner ads and display networks by combining them with email marketing campaigns. Our advice will help you optimize your strategy for your online store.
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Never without SEO
An online store is known primarily thanks to search engines. In terms of SEO or SEO (acronym for Search Engine Optimization), many factors must consider; the technique, the design of the site, its content, its profile links but also the optimization of its keywords. SEO devices have a lasting effect on the visibility and traffic of a site. Therefore, it is essential for online marketers to adapt to Google’s SEO policies. With over 90 percent market share, Google is the leader in search engines, and not following this policy is a risk for both the ranking and the traffic on your website.
Making online purchases via mobile devices has become tremendously frequent. In 2013, 58% of people with computers, smartphones and tablets made transactions on their portable devices. In addition, 29% planned in 2015, to use their mobile in-store to orientate themselves on the shelves, compare prices, and even consult the opinions of other customers. These figures confirm the trend of online stores to adopt a mobile first logic, to adapt their site to mobile users.
Know your USP and use it
Competition is fierce in the field of e-commerce. The first step is to perform a benchmark to know where to position oneself on the market. This is the foundation of any online marketing strategy. Subsequently, this benchmark serves as a pivot to highlight the key selling point of the online store (or Unique Selling Point in English, USP).
Indeed, a good Web design and a good price are not enough in the field of e-commerce. A good strategy to stand out from the competition is for example to offer advantageous and simplified shipping services (free and/or particularly fast) and quality customer service.
Bet on word of mouth
After defining your key selling point, it’s important to let your customers know about it. Word of mouth can link your online store with social networks and consumer associations.
Your customers will be able to evaluate and comment on your products and services. A scenario would be to ask your customers’ opinion when they confirm their purchases (for example via a CTA (Call to Action) .This is a sign of transparency and it inspires that Your evaluations are used not only as a tool for customer loyalty but also as a showcase for search engines.
The optimal content strategy
Relevant and targeted content will always have a positive impact on your relationship with the customer. We are talking here about the customer’s life cycle, to refer to the duration of contact between a buyer and a company. Specifically, it can be the knowledge of an advertisement to the act of purchase. However, apart from the basic information, one should not neglect the product itself. In terms of content, they also serve to communicate with the target group. It is through a relevant content strategy that the product can be adapted and meet customer requirements. The company can build a lasting relationship with the customer. From an SEO standpoint, good content allows good ranking, broad coverage and a better conversion rate.
Make customers business contacts
Online marketing is not just about selling products. Often, it is much more relevant to generate business contacts or leads If the customer is present from the beginning of the process and is initially looking for information. Leads are people who have not yet made a purchase decision and are interested in specific products and services. It is usually through subscriptions to newsletters, or even free newspapers that it is possible to establish leads. Then you can reach them with advertising and targeted content.
All measures to attract customers are useless if your online store does not present what the user needs. To counter this, it is important to check the usability of the website. The main frustrating factors of customers are often related to too long loading times, pages without prioritization as well as negative reviews. This last point occurs especially when users are on an unwanted page because of misuse of the keywords. On the other hand, a basket of products or payment methods that work poorly can be fatal for online stores. Remember, excellent user experience do marvels for your business.
Ensure the conversion rate
After improving the usability of your site, now is the time to go further and incorporate other elements that will facilitate the conversion rate, that is, turning a prospect visitor into a buyer. In addition to customer evaluations, it is important to use quality labels. These are numerous and highlight the quality of products, or even their sources. Another element to consider is HTTPS encryption, easily recognizable thanks to its small padlock visible on the windows of Internet browsers, which guarantees the security of transactions and data of users.
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