When it comes to marketing, there are many different methods that an eCommerce brand can explore. The best thing about digital marketing is that suit your needs. Additionally, some work better than others with eCommerce brands.
Before you look at the different marketing types, you have to establish what your brand is about. Understanding your brand and who the target audience is matters when it comes to your digital marketing campaign. Key details such as gender, age, and occupation are all of the things you should be considering. The reason why is because different marketing methods reach out to different people.
In this article, we explore the different types of marketing an eCommerce website can use to gain more traffic and increase revenue.
Search Engine Optimisation (SEO)
Search engine optimisation is commonly known as SEO and is a long-term strategy that some of the biggest companies use. It benefits a company massively if done correctly although it is a marketing method you need to be patient. Anyone in SEO will say that it is a marketing method that gets you quick results. It is a method you need to be patient with before you start seeing results.
If you are unsure what SEO is, it is the organic search results you see on Google when you search for a keyword. Usually, when searching for a keyword, you will see PPC ads, maybe a map pack, and then the organic search results, depending on what you are searching for. Furthermore, if you are searching for specific items such as night out dresses, you will likely see PPC ads first and the organic results.
There are several things you need to do to be ranked on the first page of Google. The authority of the website plays a part in the rankings as well, so it is essential to build up your authority. Furthermore, you build authority by building links to your website, also known as link building.
Building links is a major part of SEO and a lot of people believe you no longer need to build links. However, we would disagree because if a website does not have high authority, the likelihood of ranking on the first page is very small. Nonetheless, there are other factors to improve your rankings.
A lot of SEO is working on the site, optimising content to show Google that this is a keyword you want to rank for. You need to ensure your content is optimised with several keywords, which are relevant to others. It is also known as latent semantic indexing (LSI). Once you have optimised your content and built authority for your website, you should see increases in your keywords.
SEO is something that a lot of brands should consider when looking to improve their rankings. Once they have got all of their existing page rankings, you can look at creating additional pages, and optimise for different keywords. Optimising multiple pages for different keywords means you will be bringing in more organic traffic to the site.
Up next is PPC which we previously touched on in the SEO section. PPC is something that you will see bring in results instantly and, if done correctly, can work well alongside SEO. However, if PPC is not done correctly, it can steal revenue and traffic from organic search results.
Something that a lot of PPC marketers will do is rank for branded keywords. If you are a company and raise brand awareness a lot of traffic will be landing on your site organically. However, if you rank for branded keywords on PPC as well as organically, users will automatically click the first result they see which is PPC. As you can see, this could have a massive impact on the revenue and traffic that organic search results generate.
PPC marketing is where you bid against your competitors to rank for keywords. There are branded keywords which you can rank for and unbranded keywords. Ideally, you want to be bidding on unbranded keywords as this is where you will gain the most traffic from. There is no need to rank for branded keywords when you are ranking on the first page already.
This type of marketing can be expensive and harm the revenue you generate through organic. Nonetheless, if PPC is done correctly, you can see massive improvements in your revenue and it is a good short-term method to get yourself ranking instantly and generate some additional money.
Social Media Marketing
Social media is something we deal with on a day-to-day basis. It is a platform which we use to communicate with friends and family however, it can be used to benefit your business as well. A lot of businesses use social media to raise brand awareness, showcase new products and tell the public their latest offers.
There are two types of marketing with social media you can do however, we would advise you to do both. These are called organic and paid social. Firstly, we are going to take you through organic social media. Organic social is great as it is free and a good way to raise brand awareness. It is something that many people can do once they know how as it doesn’t cost you anything.
Something you may have noticed is a brand offering giveaways where you people share their social posts. This doesn’t cost a brand anything over the products which they would be giving away for free. It is something that is great for brand awareness and can be highly beneficial.
Paid social is different and used to be a marketing method for brands before iOS 14. Nonetheless, it is still a good marketing tool and can be beneficial for a brand. Paid social is where you are designing adverts to reach out to a new audience. How you reach out to these new, potential customers is the hard part. You will be reaching out to audiences which share similar interests to your brand. For example, if you are a tracksuit brand, you want to reach out to people who follow other tracksuit brands. It can be difficult but once you have found a few audiences which work, it can generate a lot of money.
There are many different types of marketing strategies that your brand can explore. However, something that billion-pound companies manage to do successfully uses multiple marketing methods to work together. A brand shouldn’t just use one marketing method and be happy with that. Instead, they should be looking at using all the different strategies to bring in more traffic to the website as well as generate more revenue.