Here’s what you need to know about Ecommerce Digital Advertising
Ecommerce digital advertising is about driving awareness and action.
The focus is: How can you get more people to know about your product and how can you get more people to purchase your product…repeatedly.
There are numerous ways to go about doing this, one of those where you can see the most immediate results is Digital Advertising.
Digital advertising is one of the most effective means of marketing your ecommerce brand. When done correctly, it can be extremely effective in driving awareness and sales.
However, as with any form of marketing, there are a few things you need to keep in mind in order to make the most of your ecommerce digital advertising efforts.
Here are four tips for creating an effective ecommerce digital advertising strategy:
1. Identify Your Target Audience
The first step in any Ecommerce digital advertising campaign is identifying your target audience.
Who are you trying to reach with your ads?
Here are some things to think about when you are trying to identify your ideal user. No matter how old your business is, or how clear it might seem, it is always important to remind yourself and your team who your audience is to ensure that every ad speaks directly to them.
Get as granular and specific as possible. Use the following questions to help identify who your target user is.
What demographics are they in?
What interests do they have?
What makes them happy?
What problems do they frequently encounter?
How does your product address those problems?
What does their daily routine look like?
What are they afraid of?
Where do they want to improve their life? Save time? More time with family?
What device do they use when shopping online? phone? desktop? tablet? laptop?
2. Research Your Competitors
Once you know who your target audience is, the next step is to research your competitors. Look at what they are doing well and identify areas where you can improve comparatively. Try to find out what keywords they are bidding on and how much they are spending on their campaigns. There are several great, and free, resources to figure this out. This will give you a good starting point for your own campaigns.
Once you know who your top competitors are, you can even start to take traffic from them. In other words, when someone searches for your competitor, your brand name shows up. You can also share your competitors with Google and Google will identify the type of traffic visiting your competitors’ website. You can direct the same ‘kind’ of traffic to your site.
3. Choose the Right Platforms
There are a number of different platforms to choose from for Ecommerce Digital Advertising, each with its own unique benefits and drawbacks. The key is to select the platforms that are most likely to reach your target audience.
For example, if you’re trying to reach millennials, Facebook would be a good choice. However, if you’re targeting business professionals, LinkedIn might be a better option.
4. Create Compelling Ads
Once you’ve selected the platforms you’re going to use for your ecommerce digital advertising, it’s time to start creating your ads. And, just like with any other form of marketing, the key to success is creating compelling ads that are relevant to your target audience and that offer some *free* value.
Some things to keep in mind when creating your ads include:
– Use attractive visuals to grab attention
– Write compelling copy
– Offer a valuable discount or incentive
– Share a fun fact or a tip- make your ad valuable
– Get the user interested in what your offer can do for them or how it would make them feel. For example, emphasize the time it will save them rather than the great great loading speed.
Consider using influencers or creators to promote your product. People trust endorsements and recommendations from real people. You can leverage the large and engaged audience of an influencer to reach your target audience. Be very intentional when choosing the influencers you want to work with. You must ensure their audience is your target audience.
User Generated Content (UGC) is another great option for ad content. UGC is growing in popularity right now. UGC is content by creators made for brands to own, they create the content and share it directly with the brand instead of posting it to their own page.
5. Measure Your Results
Finally, it’s important to measure the results of your ecommerce digital advertising campaigns so you can fine-tune your ecommerce digital advertising strategy and improve your results over time.
There are a number of different metrics you can track, but some of the most important include:
– Website traffic
– Sales
– Conversion rate
– Cost per conversion
– Cost per click (CPC)
You must get clear on what ‘success’ looks like to your brand for a given campaign. By tracking these metrics, you’ll be able to see what’s working and what’s not so you can make necessary adjustments to your strategy.
There are several things to keep in mind to supplement and assist your digital advertising efforts.
1. Write relevant blog posts.
Now that you know your ideal user/ consumer, write consistent blog posts for them. The goal of a blog post is not to sell your product. The goal is to boost SEO as well as provide your user with free value. It will also show you are an expert in your field and give users a favorable impression of your brand. Be sure to do your keyword research as well to understand the user intent behind each keyword to ensure your blog posts are truly helpful and relevant.
As you create content, be sure that it is shareable by adding social media share buttons to each post. This allows users to easily share your content, and exposes your brand to a larger audience.
2. Optimize your website for SEO.
Now that you have valuable blog content, make sure potential customers can find it by optimizing your website for SEO. In addition to using relevant keywords, there are a number of other things you can do to optimize your website for SEO, such as:
-Submit your website to directories
-Get listed in local business directories
-Build backlinks
3. Leverage social media.
Social media is a great way to connect with potential and current customers, as well as promote your brand and content. As you create social media content, prioritize the use of videos, as these tend to perform well.
Create videos on YouTube. YouTube has a huge audience base and is one of the largest search engines in the world. People go to YouTube to learn or be entertained by something they have a high interest in. Create videos that tell the story of your product, share reviews, show the product being used in day-to-day life etc. Share topics that are entertaining and helpful to your audience. Some of your highest intent users will find you on YouTube.
4. Use email marketing.
Email marketing is another excellent way to connect with your target audience and promote your brand. Be sure to segment your email list so you can send targeted, relevant content to each group. You should also focus on building a strong relationship with your subscribers by providing valuable content and resources.
5. Build a Loyalty Program.
A loyalty program is a great way to build relationships with your customers and encourage them to keep coming back. Offer exclusive discounts, VIP access, and other perks to loyalty program members. You can also use your loyalty program to collect valuable data about your customers so you can better tailor your marketing efforts by creating lookalike audiences.
6. Generate positive reviews of your product.
Feature these reviews on product pages, in advertisements, and on your Google My Business. There are a lot of creative ways to incentivize your customers to leave a review. You can offer a discount, enter them into a drawing, or give them a free product in exchange for their reviews.
Remember, people are going to trust recommendations and referrals much more than they will trust an ad from the company. Incorporate genuine reviews in as many places as possible to bolster social proof.
7. Participate in online communities related to your product.
Find online communities related to your product or industry, and become an active member. Share valuable content, answer questions, and participate in discussions. This will help you build relationships with potential and current customers, as well as expose your brand to a wider audience.
8. Run a contest or giveaway.
A contest or giveaway is a great way to generate interest in your brand and product. Offer a prize that is relevant to your target audience, and promote the contest through your website, social media, and email list.
9. Implement an abandoned cart strategy.
If you sell a product, use an abandoned cart strategy. It is a great way to recover lost sales and boost your bottom line. There are a few different ways you can go about this, but this email could include a special offer or discount to encourage them to complete their purchase.
10. Invest in a live chat feature on your website.
A live chat feature on your website can be a great way to answer questions and address concerns in real-time. This will help improve the customer experience on your website, and may even lead to more sales as it increases the personability of your brand.
11. SMS Marketing
SMS marketing is a great way to reach your target audience with a personal, direct message. You can use SMS to send coupons, promo codes, and other special offers to customers. You can also use it to keep them updated on new products, or simply to say “thank you” for their business.
12. Referral Programs
Referral programs are a great way to generate new customers. Offer a discount or other incentive for customers who refer your business to their friends and family. You can promote your referral program through your website, social media, and email list.
