Behind every small business’ success is a carefully thought-of e-commerce marketing plan. But most small businesses today are often established with short-term marketing goals in mind, most of them thrive on spontaneity and try to do everything themselves instead of hiring a Facebook advertising agency like Contevo.
The “go-with-the-flow” setup of most small business owners can be due to the fact that some of them have no budget to create an in-house marketing team or they just want to take a shot at single-handedly promoting online even without sufficient knowledge about digital marketing.
In e-commerce marketing, simply building your efforts in order to reap the rewards over time simply won’t cut it. If you want to increase conversion for your business as early as 1 week, here are the 4 most important e-commerce marketing tactics you should practice consistently. Check it out!
Learn to utilise marketing automation tools
There’s an ongoing debate whether marketing automation tools save time and money, especially among small business owners. The answer is yes, it does.
In case you’re new to marketing automation tools, these are free and/or paid software or apps that are not limited to automating the following digital marketing channels:
— Data Analytics (Google Analytics, Matomo)
— Social Media Management (Hootsuite, Buffer)
— Social Listening (AgoraPulse, TweetDeck)
— SEO Ranking (SEM Rush, Google Keyword Planner)
— Email Marketing (Mailchimp, Sendinblue)
— Image + Video editing (Canva, Adobe)
— Website Optimisation (Yoast SEO, Moz)
Contrary to popular belief that most marketing automation tools are not cost-effective, it’s actually the most ideal spend for business owners who want to evaluate their budget and sustain their e-comm strategy without having to hire an agency or create an in-house marketing team.
Aside from 86% of marketers testifying that marketing automation tools make their lives easier, it increases conversion rate by as much as 77% and most of them being more than satisfied with the returns within the first year. Now that’s what you can call a great investment.
Conduct A/B testing before launching anything
A/B testing or split testing is one of the things that some eCommerce owners often tend to overlook when fixing conversion-driven marketing funnels.
What’s important about finding out what works and what doesn’t before launching the final landing page or conversion link is that it allows you to determine your website’s pain points (i.e. what part of the consumer journey do your potential clients leave). It saves e-commerce business owners lots of money, increases ROI, and reduces your website’s bounce rate which helps your website rank higher on Google’s SERP (search engine result page).
Conducting tests can be done in 4 different ways: A/B testing, multivariate testing, split URL testing, and multipage testing.
A/B Testing – Create two different versions of a page, compare results, and determine which page is more effective
Multivariate Testing – Create several variations of different elements across several pages and find out which one people clicks the most.
Split URL Testing – Create multiple versions of a page hosted on different URLs
Multi-Page Funnel Testing – Similar to A/B testing but instead of making changes on a single page, changes will apply across several pages
Improve your content marketing strategy
Without great content, getting leads will be more difficult. Content marketing, if not most, is one of the most essential things to work out on especially if you want customers to notice what you offer and the two keys for a good content marketing strategy are: truly knowing your target audience and conducting keyword research.
First, you have to know where your audience is, what they’re doing, and who they listen to. By who, we mean brands and important figures they interact with and trust. There is a greater advantage in knowing how to best communicate with your audience and keeping up with their changing interests because it tremendously helps your customers and potential clients to get their questions answered.
Another thing to never skip no matter what happens is keyword research because this determines what types of content you’re going to consider when plotting your content calendar. You need to start by thinking of a keyword that best describes what you’re selling. There are several free keyword research tools you can use like Google Keyword Planner or Ahrefs. Once you’ve gathered several high to medium search medium keywords, find out how to incorporate these keywords into your content (blogs, social media posts) and your website (for SEO ranking).
Check how your online and/or offline marketing initiatives are
Lastly, if the three pieces of advice given above aren’t necessarily the type of solution you need, it’s also important to evaluate how your other marketing initiatives are doing. There can possibly be certain bottlenecks in some processes, so it’s important to identify them early on in order to avoid challenges adding up in the future. These may be not limited to:
— Word-of-mouth or referral marketing
— Consumer reviews/testimonials
— Affiliate marketing
— Branding and Rebranding
— Reseller programs
— Customer service
`Whether it’s giving out too many promotions, not creating clear guidelines for your resellers’ program or bad customer service — these are important elements that can make or break your business.