All posts by Sara Jones

12 Killer eCommerce Marketing Tips

Always strive to be better….This great video from ‘JD’ at Marketing 360 runs through 12 tips for better eCommerce success and I highly recommend you watch it – there’s some very good advice here!

Tip #1 – Use a Good eCommerce Platform

While there are some great platforms out there, if you stick with one of the big boys you’re going to find life much easier.

Not only is there a bigger community to help you out, there will be a wider choice of apps and integrations to improve the functionality of your store.

Tip #2 – Optimise Your Product Pages

JD points out the value of optimising your product titles and descriptions for SEO, but don’t forget this will also help your Google Shopping campaigns.  Google looks at titles/descriptions to decide what searches to show your product ads on.

Tip #3 – Use Schema Markup

The tool mentioned is here: Structured Data Testing Tool

Again, good markup will help your AdWords ads, as Google will pull review data through into your ads.  Google Merchant Center also looks at product markup to check for price updates etc so well worth making sure you have it all set up properly.

Tip #4 – Optimising Your Product Feed

This goes hand in hand with Tip #2, but sometimes you can’t get all the keywords you want into your product titles without making them look a bit naff!

Consider using a Feed Management Platform like Data Feed Watch or Go Datafeed to help the optimisation process

Tip #5 – Google Shopping Optimisations

A great tip  – too many retailers set up shopping campaigns and let them run.  JD mentions pausing poor performers and giving more budget to good performers – but don’t forget you need to adjust bids according to the ROI you’re getting too.  Sometimes a product just needs a lower bid to be profitable, not to be paused completely.

Tip #6 – Dynamic Retargeting

If you’re not doing this you’re missing a big trick.  Take it to the next level by segmenting your remarketing lists eg cart abondoners, product viewers and shop browsers.  Each is likely to behave differently and so needs different bids and optimisations.

Tip #7 – Facebook & Instagram Ads

It may be your target market isn’t on Instagram (if you sell hoover spares for example!) but it might be worth testing before dismissing completely. Make sure you have a strategy before you start, though, and avoid random post boosting in the hope it’ll get results!

Tip #8 – Organic Social Media

There have been big changes in Facebook’s algorithm since this video was made so it’s arguable as to whether this is going to have a big impact these days.  FB really is the ‘pay to play’ platform for businesses more so than it was before.

Tip #9 – Automated Email Marketing

I would hope most eCommerce business would have an abandoned cart email series at the very least.  The importance of post purchase emails sequences can’t be over-stressed though – make sure you have a plan and are keeping in touch with those customers!

Tip #10 – SMS Marketing

As a consumer I don’t like SMS marketing.  Text messages are personal, and I get annoyed by businesses texting me all the time.  Consider Facebook Message marketing instead – this is huge at the moment and can work extremely well for both getting new customers and nurturing existing ones.

If you want to learn more about it check out this free training from ManyChat: http://course.manychat.com/

Tip #11 – Use a CRM

This may be over the top for small retailers, but the concept is certainly worth thinking about.  Are there ways you can record info about customers such as birthdays & anniversaries to send them special offers to celebrate?

Tip #12 – Customer Care Package

I love this.  You could also use this to partner with other retailers who target the same people – you send their leaflets in your package and they send yours in theirs.  Win win!

I’d love to hear your thoughts on these 12 Killer Tips – do you have any of your own that aren’t mentioned here?  Drop them in the comments below.

Watch the video on YouTube: https://www.youtube.com/watch?v=7HgGiCK33ow

Tools To Enhance Your eCommerce Store, Part 3 – Live Chat, Video & Others

Live Chat

Customers are a lot more impatient these days, and they expect to be able to communicate with you instantaneously and get the answers they’re looking for.

Live chat lets you do just this.  But don’t worry if you don’t have the resources to cover live chat 24/7, even if you are only ‘live’ for certain hours of the day it’s well worth adding the option.  Live chat platforms also let users leave you a message when you’re offline and you can follow up with them as soon as you’re available.

What are the options?

The two top options and most established are Olark and Intercom.io.  There are lots of other options available, though, so make sure you do some research and find the best one for you.  Here are some others you might like to consider: BoldChat, LiveChat, Website Alive, Live Person, Velaro & Hip Cha.

Video Hosting

Video is so important these days for any eCommerce site.  Users respond much better to video than to written text, and videos help you to get your message across in a much more personal and engaging way.

You can use videos on your product pages, FAQ & Help pages and even privacy policy and shipping pages.

Of course, you’ll need to decide how to host the videos that you have on your site, and the main options are YouTube, Vimeo and Wistia.

Unlike YouTube and Vimeo, Wistia is a paid platform.  What this gives you is clean interface, easy-to-use statistics and a large range of plugins for third party apps to allow you to track what’s happening when people engage with your videos.  This means you can tailor your marketing to users according to how much of your video they consumed.

Other technology to consider

As you know, there’s a lot involved in running an efficient eCommerce store.  Here are some other pieces of technology you might like to consider to make things run more smoothly.

Survey software – get valuable feedback from potential and existing customers to help improve both products and service.

Marketing & automation apps – there are lots of options when it comes to apps for marketing your store, as well as making things in the background run more smoothly.  Here are some you might like to consider:

  • Referral software – make it easy to reward users for referring a friend
  • Exit intent – if someone’s about to leave your site why not offer them an incentive to hang around and complete their purchase?
  • Social promotions – encourage people to share your products and content to spread the word about your store
  • Heat map & session tracking – watch how people interact with your site. This can give valuable insights to help improve the user experience and get more people to buy from you.

Project Management – keep track of tasks that need doing and make sure everyone knows who’s responsible for what, and by when

Accounting – sometimes the biggest headache for business owners!  Make sure you have the necessary apps in place to keep your transactions integrated with your account platform.

Summary

Navigating your way around all the technology that’s available for your store can feel like a minefield. The important thing is to start with the customer in mind and think about what you can do to make their interaction with you easier.  It’s important to remember that this can be looking at your efficiency in the background as well as what they directly see on your site.

To read the first two parts of this blog series click below.

Tools To Enhance Your eCommerce Store, Part 1 – Email Platforms

Tools To Enhance Your eCommerce Store, Part 2 – Help Desks

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