Imagine taking the time to plan a party – blowing up balloons, preparing food, cleaning the house, etc. — but no one shows up because you failed to give out your address. Or, you did give out your address, but your party is too far away from your friends, and the roads are congested with traffic. It’s hard to imagine that very many people will show up.
Maintaining an online store is not much different from these scenarios. Even if you have a beautiful website, it still will need to be powered by integrated e-commerce software to streamline operations across the board and minimize slowdowns and failures. To handle increased traffic — and subsequent orders — an effective e-commerce software solution is a must for a smooth user experience.
Unlike a party, driving traffic to your e-commerce website will likely involve content marketing, a responsive website design, and elements of SEO.
Drive Traffic With an Advertising Campaign
Business 101 will tell you that advertising your brand and services is essential for success. Those with an e-commerce store may run radio or television ads, however, a major focus should be on content marketing.
Creating blogs, videos, and infographics that engage your target audience can be invaluable for an e-commerce business. Since your store is online, it only makes sense to create content for online users to get the word out about your business. This could include providing blog content that revolves around your products and services, creating videos to explain the nature of your brand, and providing infographics with statistics and figures of the successes of your company.
Get Involved on Social Media
If you have the above content on your website but are having trouble with getting traffic to it, social media channels can be powerful marketing engines and can help make your content and brand visible to many more potential customers. Consider the following social media marketing tactics to market your e-commerce website:
- Paid Facebook, Instagram, Pinterest ads: depending on the nature of your business and your audience, you may choose to run social media ad campaigns on one social media channel over another.
- Influencer marketing: popular social media personalities have the trust of a large number of followers. Work with these people to promote your brand and these — sometimes hundreds of thousands – followers could see a social media post advertising your online store and/or its products.
- Contests and giveaways: people like a good deal and/or even free stuff. Try posting giveaways and sweepstakes for your audience, and contests that will facilitate customer participation and help drive more traffic to your site.
Accommodate Mobile Users
It is very possibly the case that those who will see your social media marketing campaign will be viewing your content on their mobile phones. In fact, in 2019 mobile devices generated 52.6% of global website traffic. With more than half of the traffic coming from mobile devices, you will need to make sure that your website employs responsive design.
Of course, mobile device screens are smaller than that of a desktop computer. People visiting your website via mobile devices may become frustrated with walls of text, large-sized images, and other things that may not seem annoying on a larger screen. Make sure the layout and content respond to any screen it will be displayed on — automatically changing to fit across any device.
Loading times may also steer mobile visitors away from your e-commerce site, as mobile devices are essentially smaller computers. With the many elements needed to be loaded on an e-commerce site, you will want an up-to-date software to effectively handle mobile users. This will include minimizing loading times from everything to loading blog content to providing a straightforward order management process.
Learn SEO Tactics For E-Commerce
Social media won’t be the only way your online store will be discovered. A significant portion of traffic should come from people searching for products and services on search engines. However, if your site is not properly optimized, it will not be presented as a solution for these searchers.
SEO, or search engine optimization, refers to optimizing your website and its content so that search engines — especially Google — can understand what your site is about and what your online store is selling. This, in turn, will increase the likelihood that your website and its pages of content (especially product pages) will rank higher in the search engine results pages.
Alternatively, if your customers can’t find your store online, you are missing out on a considerable amount of traffic.
Perform Regular Housekeeping For Your E-Commerce Site
Even if you are seeing an increase in traffic, it is important not to default to autopilot-mode when it comes to your e-commerce website. You will need to stay on top of several things to keep your website a success and maintain traffic.
- Website design: constantly examining the design of your website and what you can do to increase user experience should always be an objective. As your site grows and times change, you may need to adapt to a changing audience and their needs. Reviewing your website design can keep it fresh and appealing while increasing its functionality — providing great user experience.
- Loading speed: as mentioned above, pages that take a long time to load can turn a potential customer away from your site entirely. Make sure to upgrade your web hosting provider, uninstall plug-ins that aren’t being used, and compress heavy photo and/or video files to minimize load speed. Additionally, you should check load times across the variety of devices your content may be displayed on. A strong e-commerce software solution that leverages your ERP can help you maintain loading speeds for your web store and make for a better experience for customers.
- Update your SEO: search engine algorithms such as Google’s are constantly updating and changing to provide better results for searchers. Staying current with SEO best practices can keep your website visible in the search engine results pages and maintain your traffic. This may include updating the keywords, headers, and meta-content of your site’s pages.
Want to Learn More About B2B E-Commerce Marketing?
Check out our E-Commerce Marketing Guide 2019 for more tips on B2B personalization, segmentation and many more marketing strategies. Plus, get a head start on identifying your customers’ needs and pain points during the buying process: download our B2B Buying Process 2019 Report: How to Meet B2B Buyers’ Demand for (Better) E-Commerce.
15 January, 2020