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3 Digital Marketing Strategies To Get More Ecommerce Sales

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More consumers than ever are turning to their laptops and mobile devices to make purchases, driving retail digital sales to an estimated $563 billion in 2025. Whether you’ve got an online business that complements a physical storefront or sell exclusively online, an eCommerce digital agency helps customers find their way to your business.

Start With the Ecommerce Marketing Fundamentals

If you’re doing your research, you know there are plenty of eCommerce marketing strategies to choose from. But, before you take on specific tactics such as building mailing lists, running influencer campaigns, recovering abandoned carts, or personalizing users’ experiences, you need a solid digital foundation to work from.

We’re going to focus on three fundamental internet marketing strategies:

  • Optimizing your website for search engines (SEO)
  • Increasing exposure through pay-per-click (PPC)
  • Meeting customers where they spend time online (social media)

1. Optimize Your Website

The first step to ringing up eCommerce sales is ensuring customers find you. This means getting seen in search engine result pages (SERP). Not only does more than half of website traffic come from organic search, but your site should rank as high as possible for best results. A website that slots into the top spot in SERP gets an average click-through rate that’s more than 10 times higher than a site ranked tenth.

How Ecommerce SEO Services Help

Modern-day SEO is extremely sophisticated and extends well beyond placing keywords throughout your site. Google’s search bots crawl the web, finding and inspecting every web page. The search engine then runs a complex algorithm to determine where the site should rank. Put simply, Google needs confidence that your site is giving users what they’re looking for when they punch those keywords into a search engine.

While only Google knows for sure the nitty-gritty of their algorithms, marketing experts who specialize in eCommerce SEO services understand industry-standard practices and can boost your chances of ranking highly.

What an SEO Campaign Looks Like

A solid SEO strategy has many layers and is based on your site’s current performance, your business goals, and what your competitors are doing. While a marketing agency that specializes in eCommerce SEO services can customize a strategy based on these factors, there are actionable items every business should consider.

  • Reviewing site architecture to ensure it’s clear and logical for humans and search bots
  • Making sure a website is user-friendly: fast-loading speeds, mobile-friendly and free of broken links and error messages
  • Developing engaging meta titles and descriptions to encourage click-throughs in search engine results
  • Creating a consistent structure for each page’s URL
  • Ensuring products are appropriately categorized with concise product descriptions and optimized images
  • Incorporating keywords naturally so Google understands the contents of each page, without over-optimizing (which can cause algorithm penalties)
  • Building quality backlinks and disavowing poor quality links
  • Making sure your website is secure and protected

2. Increase Your Exposure Through Pay-Per-Click

SEO is an important long-term strategy but pay-per-click (PPC) ads on a search engine or other website can give you almost instant short-term visibility. PPC ranks as one of the top three lead generators (17%), according to a Formstack survey of marketers.

PPC advertising is based on click-throughs — when someone clicks on your ad, you pay a fee. An eCommerce PPC agency can develop strategies that incorporate:

  • Google Ads: The search engine giant is the most popular PPC channel because of its reach. As of September 2021, it had a global market share of more than 86%, compared to Bing with 7%. Google Ads appear at the top of SERP for a given keyword search and lifts businesses above organic search results.
  • Google Shopping Ads: These ads appear when consumers input keywords leading to a specific product, such as “stainless steel water bottle” or “thermal dog bed”. Shopping ads are placed at the top of SERP and feature an image, brand name, and price so users can see what you’re offering at a glance.
  • Remarketing ads: These are the ads that follow you around when you’re browsing the internet. An eCommerce PPC agency develops remarketing ads to reach users that have previously browsed your site or engaged with your content. These paid ads reach out to users that have already expressed interest in your product to push conversions.
  • Social pay-per-click: If you have a target audience that frequents a specific social media platform, you can run PPC display ads that appear in feeds on those networks.

Elements of a Successful PPC Campaign

Once you’ve chosen a PPC channel, a specialist at an eCommerce PPC agency can create a pay-per-click campaign. Key steps include:

  • Determining the bid. PPC ads require a bid to get your ad to display. An eCommerce PPC agency has experience determining the amount to budget so you get a return on investment that makes sense.
  • Keyword research. One-third of people click on paid search ads because the ads satisfy a search query, meaning it’s essential to conduct in-depth research before launching a campaign. An eCommerce PPC agency can pinpoint specific search terms that match your products so you get qualified leads.
  • Compelling copy. Simply getting your ad to appear isn’t enough. Nearly one-fifth of people who click a paid ad do so because of a compelling title, description or image, so invest time in creating an eye-catching ad.
  • Converting the sale. Your ad needs to take users to a smartly crafted landing or product page. You’ve attracted a valuable prospect, so it’s important to close the sale with compelling information and a clear call-to-action.

3. Connect With Customers Through Social Networking

Americans spend more than two hours a day on social media platforms. They’re connecting with friends and family, but more importantly, engaging with brands. More than 40% of internet users use social networks to research purchases. And, three out of 10 people discover brands through social media ads.

Social media platforms offer multiple benefits such as:

  • Generating brand awareness
  • Attracting customers
  • Build a loyal community
  • Increasing sales revenue

Your success depends on choosing the right channels to connect with your customers. A skilled eCommerce digital agency can analyze your target audience and match you to the appropriate social networking platforms based on the marketing opportunities available.

  • Facebook: Accessed by 63% of internet users at least once per week, Facebook is good for expanding reach. Your page is a mini-website, serving up basic information such as hours and location. It also helps you build ratings and reviews for social proof and gives customers a place to ask questions and get in touch. You can also sell your products directly through Facebook.
  • Instagram: Visited by 36% of all global internet users, Instagram is a highly visual social network. It’s ideal for showcasing products using beautiful images, enticing videos, and snappy captions. You can make Instagram posts and stories shoppable and even broadcast live.
  • Pinterest: This platform has a niche audience, reaching 80% of moms, 50% of millennials, 40% of millennial men, and 80% of millennial women. If this is your target audience, Pinterest offers interesting opportunities. Two-thirds of Pinterest users go to the platform to find an idea, product, or service, and more than 25% of their time on Pinterest is spent shopping.
  • TikTok and Snapchat: These networking sites are ideal for finding a young demographic. Nearly two-thirds of those between ages 18 and 29 use Snapchat, and about half of are on TikTok, according to Pew Research.

What a Social Media Campaign Looks Like

Set goals to decide what you want to accomplish on social media. Do you want to increase visibility and brand awareness, engage customers, send visitors to your website, or make sales right on the platform?

An eCommerce digital agency can develop a content mix that’s right for your brand.

  • Craft sales content to drive users to your landing pages
  • Create a hashtag so customers can show off their products
  • Invite people to share or like posts in exchange for a giveaway
  • Take users behind-the-scenes of your business to build personal connections and loyalty
  • Ask for user-generated content to get customers involved
  • Sell directly through the social media platform

P.S. Don’t Forget About Content

SEO, PPC, and social media marketing brings valuable traffic to your site. But once these leads land on your page, they should be guided through your sales funnel using compelling content to convert.

Working with an eCommerce digital agency, you can develop content that matches the buyer’s journey. For example, those at the top of the sales funnel need content that introduces your business or product, and those in the middle of the funnel should have information that helps them make a decision. Be sure the visitors you attract can browse a variety of content that helps you eventually close a sale, such as FAQs, product demos, case studies, testimonials, tutorials, and discounts.

Launch Your Digital Marketing Strategies Today

Trust your marketing campaign to an experienced eCommerce digital agency in Philadelphia. Our specialists at 1SEO can help grow your brand and drive sales with the right combination of PPC, social media, and eCommerce SEO services. Contact us for a free assessment and launch your digital marketing campaign today.

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