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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 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.
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.
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:
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.
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.
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.
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.
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