e-shop strategic scheduling before the promotion
It is not enough, in any way, to just build a functional e-shop with open source code (WooCommerce, Opencart etc). To the contrary, the most important thing is to attract visitors that would be interested to place orders and become happy with their purchase experience, and then to make positive recommendations to friends and family.
Having chosen the appropriate domain name (preferably the same as the brand name of the e-shop) and hosting package, and having ensured the maximum possible transaction security for your website visitors, you should now be interested in the following:
– The strategy for product development and the marketing (clear goals with dates, budget and sales numbers)
– Competition analysis (products, prices, new entries through price comparison websites, discount aggregators, etc.)
– Product Categorization (to come up with a clear category breakdown, which will be easily accessible to visitors). For example, you can have a main categorization (e.g. per gender) and a secondary (e.g. per brand).
– The content structure with the right interlinking of all pages/products of the website, with the selection of the correct search filters. Filters act as shortcuts to user navigation, contribute to the usability and improve the website’s appearance on search engine results.
– The page loading speed; a metric that will ultimately make the difference to your website’s performance and sales.
The next thing that should be done is the navigation and usability test and some other A/B testing for the performance of the pages on the search engine results and during the navigation of the user between them.
The accessibility and the ease of completing a purchase fast and safely, the level of the website’s mobile friendliness, the CTR (click – through – rate) when your pages are displayed on search engine results and also the CR (conversion rate) at your landing page, are all things that will ultimately determine the performance of your e-shop.
At this critical stage, before you start any form of promotion for your e-shop, you will have to seriously consider the budget, the time and the skills that you can provide to this job.
Which skills do you have? Which skills do you miss? Are there people that can continuously support your project?
If you did not reply with truthfulness to the above, it is highly likely that the project will have a negative impact. But, if we take the time to answer the above questions clearly, we can move forward to the strategy of promotion planning.
Usually, promotion practices are targeting the creation of Organic traffic (natural visitor flow, not trough paid advertisements) and Paid traffic. Furthermore, the most important point is to choose the traffic sources with the highest performance and the lowest cost of user acquisition.
In other words, we have to be aware of the budget that we have and the highest cost that we can provide for acquiring a customer that we would also like him to make returning purchases.
Thus, we clearly define which user actions on our website have value, we quantify them (i.e., user registration, time spent on the e-shop, adding products to cart, product purchase, etc.) and we also define the targets/actions and the conversions, which we will track using various analytics tools.
Before we start the promotional methods, organic (like SEO) and what not, it’s essential to install and integrate Google Analytics, Google Tag Manager, Google Search Console, a Facebook Pixel or any other metrics tool that we think will prove useful.
A) Organic Traffic
1) Search engine optimization. Optimized e-shop pages (keywords, meta tags / descriptions, use of heading tags, images with alt text, internal linking of pages, schema markup, social markup, backlinks, etc.)
2) Content marketing: Useful content that answers all questions regarding your products. Produce long form, rich content that covers completely your product or your subject.
3) Blog: Upload content of wider interest, relevant to the type of products that you are selling (implement Content Transformation techniques, convert the existing content to different formats and take advantage of it)
4) Sharing content to social media, influencers, guest posting services, etc.
5) Create content distribution channels or pages to other social platforms, e.g. YouTube channel, Instagram, etc.
6) Create co-operations or links to other websites or organizations with high Domain Authority.
7) Use Local SEO tools and take advantage of Google My Business.
8) Optimize the speed of your website – 74% of mobile users will stop trying to visit your pages if the loading lasts more than 5 seconds.
9) Create double opt-in emailing lists and contact targeted users (newsletter, remarketing for additional coverage of product needs, suggestions, etc.)
10) Post your content to aggregator websites
B) Paid Traffic
1) Pay-per-click or PPC traffic from platforms of contextual and PPC Advertising (the main three types are search ads, display ads, shopping ads)
2) Search Ads with Google and other search engines
3) Google Shopping Ads / dynamic search ads
4) Banners / text ads with the CPM, CPC model . Buy real website traffic here !
5) Affiliate Marketing Networks / Performance marketing . Affiliate traffic from affiliate partners, which get paid depending on the potential customers that they send to your website (CPL, CPA, REVShare affiliate models).
6)Social Media Ads (Facebook, Instagram, etc.). In these platforms you can find targeting methods that you cannot find on Google Ads (core audiences, custom audiences, lookalike audiences, etc.).
7) Remarketing campaigns that target users who interacted with your e-shop. Google and Facebook provide a multitude of services (standard remarketing , dynamic remarketing etc.).
8) Native advertising: This type of advertising is in simple words targeted paid content to sites and blogs and is part of their content.
As we clearly see according to the above, there are many ways to attract traffic to our e-shop, but we always have to evaluate and choose the advertising methods with the best performance and lowest cost of customer acquisition.
If we are aiming for long-term results and we wish to slowly build the reputation of the brand, and consequently the performance and income of our e-shop, investing in SEO is a starting priority.
For faster, instant and countable results, the advertisement through AdWords and Social Media ads is a top priority.
Lastly, but not least, we need to monitor daily all the advertising campaigns with the tracking tools on our disposal, as well as the traffic analytics, so as to maximize our budget accordingly according to our set goals.
About the Author :
Spiros Papadakis :An Experienced Marketing Manager with a demonstrated history of working in the Marketing & Advertising industry.
Support and care :
Giannis Kintzios is a Google Certified Professional and Performance, marketing expert.
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