Content Marketing Archives - Elemerce

E-Commerce Marketing Tips 2021

The Top 4 Strategies to Utilize 

E-commerce is digital marketing. This is because every aspect of online shopping needs creative visuals and copy to thrive in the competitive marketplace of e-commerce. Creative assets create impressions, and impressions lead to interest. Interest then leads to investigation, and investigation has the potential to lead to sales. 

In this ever-developing era of digital dominance, virtually everything that comes across a consumers’ screen can be leveraged to sell a product or service. This is where knowledge, strategy, and budget come in. There are a plethora of tools and avenues through which a product or service can be advertised online. The question is, which ones should you use? How? When? Of course, there are no simple answers to these questions. The digital landscape is constantly evolving, and every market is unique. However, we are confident that if you will focus on these strategies for your E-commerce marketing plan, you will be off to a successful start.

 1. Market Research

Research accounts for over 50% of any successful marketing strategy. And yet, it is all too often overlooked and poorly executed.

While there are hundreds of varying formulas out there of how to conduct proper market research, there is ultimately one primary goal: Determine EXACTLY what your customers need/want from you.

To reach this conclusion, you must thoroughly understand three things:

  • The Industry
  • The Consumer
  • The Competition

Analyze Your Industry

The industry market research should describe your industry’s current size, growth rate, and trends. When analyzing your industry, you will find information that adequately portrays the latest trends and provides insight on how to optimize your business to exceed the industry’s standards.

To get started on market research, here are some helpful resources that are updated annually:

  • Nielsen
  • Pew Research Center
  • MarketResearch.com
  • US Census Bureau

Understand Your Consumer

Once you have a firm grasp on the size, trends, and future of your industry, it’s time to get to know your consumer. This necessitates an understanding of the key demographics of the consumers in your market. 

A word of caution: Be sure to pinpoint the correct market. Your specific niche matters. For example, researching the internal makeup of consumers buying “exercise equipment” will produce far different results than researching consumers buying “weightlifting equipment”. If you proceed with researching consumers of a different market, your research will be useless, and your marketing strategy will render ineffective. Identifying the correct market is key to identifying and understanding your consumer.

 You must identify everything about the consumer in order to know how to best market to them. This includes their age, race, geographical location, socioeconomic standing, personal preferences, and even their past buying patterns.

     Here’s are some ideas to gather this information:

  • Consumer Surveys
  • Consumer Reports
  • Facebook Audience Insights & Other Platform Insights 

Research Your Competition

There will always be competition. And that’s a good thing! When properly researched, your competition will provide insight into how your company can improve processes, enhance designs, and increase overall productivity. To properly research your competition, you must begin by asking yourself these 5 questions:

How many competitors are in my market?

Who is the clear leader in my market?

How is my product/company different from its competitors?

What are my competitors’ strengths?

What are my competitors’ weaknesses?

Based on your findings, brainstorm with your team a long list of product ideas that you think would 1) serve customers better than the current competition, and 2) compel customers to switch from top competitors to your product.

 

2. Customer Experience – Make them say “WOW!”

  Online marketplaces are becoming exceedingly crowded. One key way brands can stand out is by building customer trust and confidence in your brand, while making their visit to your online store memorable.

  Exceeding customer expectations is no longer negotiable. It is absolutely necessary to “wow” your customers for your business to survive in the competitive waters of ecommerce. But the “wow” of your website doesn’t come from content overload, 10-step checkout processes, or making promises you can’t keep. Instead, focus on your message, your presentation, and your offers – they need to be enticing! Ultimately, your customers can drive your business if you listen to what they want and let them take charge with their feedback. 

Keep things clean, organized, and simple for your customer.

  According to a survey conducted by Small Business Trends, 94% of consumers say easy navigation is the most useful website feature. SBT continues, “A site which is easy to navigate allows users to find the content they’re looking for much faster. This means having a clear menu structure and the ability to navigate between pages quickly and efficiently.”

  In addition to making your online store easily navigable, the checkout process should be just as straightforward. According to a study, 46% of abandoned carts happen on the checkout page. Of that 46%:

  • 56% said it was because of unexpected shipping costs.
  • 25% said that navigating the website was too complicated and they didn’t know how to continue (or they no longer wanted to).
  • 21% said the process was simply taking too long and they left in frustration.

  These statistics shouldn’t be taken lightly. Be sure to simplify your customer’s UX experience. This will make your marketing assets more appealing and easier to grasp for the consumers

  Quick response time is critical. 

In today’s digital world of immediate search results and superspeed processing, it can be a major turn-off for consumers if they have to wait any more than 5 minutes for a response from customer service. There are all sorts of AI autoresponders out there to handle common support requests, and live chat add-ons that integrate with your website and social platforms. Find the software that works best for your company’s needs.

 

3. SEO

  Thorough research and a user-friendly website are absolutely worthless if you aren’t getting any traffic.

  SEO – Search Engine Optimization – is the practice of organically increasing traffic to your site through search engine results. The keyword here, of course, is “organically”. You don’t have to pay for SEO (like PPC). But instead, be clever with keywords to organically appear in searches. The most effective SEO tactics involve simply using the right words to promote your product or service. You can use analytics tools such as Google Analytics or Amazon Brand Analytics to find out which keywords are searched the most to find products in your market. Then, inject these keywords into your site or listing’s titles, product descriptions, photo captions, and URLs.

But don’t overdo it. Most online marketplaces will flag listings that appear to be fake or spammy.

4. Content Marketing

  Nothing beats killer content. Especially well-produced videos.

  According to a study conducted by Wyzowl, 93% of marketers who use video say that it’s an important part of their marketing strategy. 86% of video marketers say video has increased traffic to their website. 78% say video has directly helped increase sales.

  For brands selling physical products, we highly recommend putting together a well-illustrated “how-to” video. Unboxing videos are also effective in helping the viewer imagine what it would be like to acquire your product and make for good hype videos on social media.

For selling services, testimonials and step-by-step explainer videos are perfect for increasing consumer confidence.

  Whatever videos you make sure, make sure to embed them in your product page, and take advantage of the power of social media.

  But Video is only one type of content. There are all sorts of ways to convey your product or service to consumers. These include pictures, graphics, blogs, promotional ads and pop-ups, gift guides for the holidays, clear product descriptions, bulleted lists of features and benefits, comparative research of your product versus others like it, and more.

To Wrap up…

 Every business has unique marketing strategies they must implement to be successful. There are dozens of tools out there to give your brand more exposure and drive traffic to your website. You just need to find what works best for your company. It will undoubtedly take some dedicated time, resources, and research. But this process will be made simpler if you will focus on these 4 basic topics for your ecommerce marketing plan. For a free consultation on which strategies would work best for your business, contact Elemerce! 

Yours Truly,

The Elemerce Team

Zack Propst

What iOS 14.5 is and How it Will Affect Facebook Ads

The Apple update that Facebook has been dreading will soon be in the pockets of millions of Americans sometime next week. iOS 14.5 will come with new features along with an adjustment to Apple’s privacy policy, which will require applications and advertisers like Facebook to follow Apple’s new App Transparency Tracking Guidelines.

What is App Transparency Tracking?

App transparency tracking is a new set of rules requiring apps that use IDFA for ad targeting to request user data before collecting it. Basically, right after a user downloads the update and goes into an app like Facebook, they will be asked to consent to share their data with the platform. It’s important to note that this set of rules only applies to applications that use IDFA to personalize ads. IDFA, or Identifier for Advertisers, is Apple’s unique software ID on every iOS device that advertisers like Google and Facebook have been using for years to personalize ads.

In preparation for this update, Google actually started using SKAdNetwork instead of IDFA for its personalization. Since SKAdNetwork isn’t as robust as IDFA and has time limits on how long it tracks users, it’s not targeted by the ATT. Google’s ads will continue uninterrupted.

How iOS 14.5 Will Affect Advertisers

At face value, this is concerning news for anyone who uses Facebook and Instagram to deliver ads. In the past, Facebook users had to go into their settings and turn off data sharing in order to stop their information from being shared. This was something only 25% of iPhone users ever did. With the new update, however, users will have to consciously consider allowing their data to be tracked by advertisers. Although some polls suggest only 20-40% of users won’t consent, according to Hootsuite, 47% of Facebook users don’t trust the platform to protect their data and privacy.

Given these stats, it’s safe to assume advertisers will slowly stop getting updated data from users once this update is rolled out, and Facebook and Instagram ads will see a slow but significant drop in reach. How much, specifically? That’s yet to be determined.

The End of Facebook Advertising?

Not by a longshot. As mentioned before, Google has already moved over to SKAdNetwork to exempt themselves from the ATT rules and Facebook already has plans in place to do the same. When this is implemented, Facebook ads will still have similar reporting and reach as they do now, but the data won’t be as accurate as it was when using IDFA.  If you are concerned that this will impact your business, however, it’s worth considering how much money you put into Facebook ads in the future.

How to Prepare for the Update:

First off, don’t panic. Facebook ads aren’t going anywhere. The data they provide might not be as in depth and in real-time as before, but it will still be much more accurate than throwing up a billboard on a highway.

Additionally, although Facebook might seem like the center of the world when it comes to digital marketing, it’s only a small piece of the overall pie. Google and their robust advertising suite will be unaffected by the upcoming update, and their PPC and Display Network ad services will continue without interruption after this update is rolled out.

If you do have concerns about the constant changes to online advertising, selling and advertising on Amazon worthwhile move you can take. Since all of their advertising functions are tracked and executed natively, they will never come under the crosshairs of phone updates. (And Amazon has much higher conversion rates than both Google and Facebook!)

If you have any questions or concerns about how your online advertising is going to be affected by iOS 14.5 we’d be happy to help. Contact us Here!

 

 

 

Your Guide to Amazon A+ Content

Amazon sellers know it’s important to do more than post their products and hope to be found. A deliberate strategy that helps connect with customers is a crucial element to Amazon vendor success, and Amazon A+ content 

What is Amazon A+ Content

The A+ Content feature lets brands describe product features that include a unique brand story, enhanced images, and prominent text placements. Adding A+ to product detail pages can drive higher customer conversion rates, greater traffic, and increased sales.

Amazon has specific guidelines and best practices for uploading Amazon A+ content and what’s necessary to get it approved and published. While their site hosts the most up-to-date rules and requirements, here are some basics to get started on an A+ strategy. 

What to Avoid:

  • Warranty, guarantee, or satisfaction claims
  • Pricing or promotion language such as “free” or “cheap” or any CTA that directs customers to “buy now” or “shop with us” 
  • Information regarding free shipping or shipping timelines
  • Copyright, trademark, or register symbols in the test
  • Language around “best-selling” or other boastful claims 
  • Time-sensitive claims, such as “on sale now” or seasonality promotions
  • Unverified claims around product features such as safety claims, energy savings claims, or any claims regarding the health and safety of supplements, food, beverage, and similar products  

While some of this kind of copy can be included in other areas of product pages, it’s not appropriate for A+ content. 

What to Include:

  • Appropriate, relevant keywords 
  • Clear, concise, engaging, error-free copy and product descriptions 
  • Product and brand photography that follows the content guidelines – one of the biggest benefits of A+ content is the layout and format that helps combine images with brand story copy to drive engagement and interest, so taking advantage of the format and ensuring that it follows guidelines is key to helping A+ content perform effectively. 
    • Brand Logo: 1 image, 600 x 180 pixels
    • Product Feature 1: 4 images,  220 x 220 pixels each
    • Product Feature 2: 3 images,  300 x 300 pixels each
    • Product Feature 3: 4 images (grid), 135 x 135 pixels each
    • Header 4: 1 image, 300 x 300 pixels
    • Header 5: 1 image (right), 300 x 300 pixels
    • Header 6: 1 image, 970 x 300 pixels
    • Header Image: 1 image , 970 x 600 pixels
    • Comparison Chart: 5 images, 150 x 300 pixels
    • Single Image and Sidebar: 2 images, Main (300 x 400 pixels) & Sidebar (350 x 175 pixels)

If you’re looking for expert guidance on creating and sustaining an Amazon A+ content strategy that will drive more business, our team can help. Get in touch today to find out how Amazon A+ content can support your product marketing and brand awareness. 

What is Native Content Advertising and How Does it Benefit Your Business?

Being a business owner is a never-ending role that requires you to continuously learn the best new practices that can help grow and scale your brand. From social media and e-commerce to ad campaigns and more, it can be hard to keep up with the growing list of to-dos that your business asks of you. 

However, with a few helpful tips, getting the hang of marketing tactics like native content ads can be a breeze! Here is everything you should know about native content advertising and how it can benefit your business.

What is native content advertising? 

Native advertising is the use of paid ads that blend in seamlessly with the look, feel, and purpose of all the media in which they appear. For example, a native ad can be a sponsored social media post or a suggested link on a webpage. The beauty of native content ads is that they appeal to viewers naturally, cohesive to the media they are already engaging with. 

How do native ads benefit your business?

In a study by Time Inc, two in three GenZ, Millennials, and GenX consumers reported that they trusted branded content more than traditional advertising because they appreciate when brands don’t just aim to sell but to share exciting or educational content with them. The majority of participants also felt that branded content is more creative, attention-grabbing, and thought-provoking than traditional ads. Increased brand awareness and engagement can drive new customers to make purchases from your business. These results are reflected in a Collective Bias survey, which found that one-third of Millennials have purchased something after seeing a sponsored post.

What services should you use? 

There are many helpful resources you can use to create professional ads. Taboola is one of the most popular platforms for developing native advertisements, many of which you may have come across on your favorite websites. Taboola partners with large publishers like NBC News, Daily Mail, and more, reaching over one billion users per month. Advertisers can create content on Taboola with a designated pay per click sum and target audience. Once your content is ready, simply wait for a boost of traffic the native ads will bring to your page. Another great platform to consider is Outbrain.

How does retail geofencing work?

If your business exists in a physical space as well as online, retail geofencing is a marketing tactic you should consider. Geofencing is a type of digital marketing that involves creating a virtual perimeter around a space (like a store or restaurant) that allows retailers to send customers text messages or notifications upon entering the “geofence.” If customers opt into this initiative, retailers can target personalized marketing campaigns, strengthen customer loyalty, and boost brand awareness. 

The Creation of the Content Game

The incorporation of content into marketing resources has drastically improved over the years in the retail space. As you consider the marketing strategies of your business, find the content your customers want to see. 

The customer wants to feel engaged and a part of the brand you are building. Don’t be afraid to incorporate content that shares the story of your business. Making yourself relatable through content will share your story, take you places you never thought possible. 

When faced with the challenge of where to incorporate content into your ecommerce or retail marketing, consider the following: 

  • Publish content on a daily basis, at least
  • Have a wide variety of material: infographics, blogs, social media and product reviews
  • Don’t forget to include videos
  • Provide your research and data, if applicable
  • Create ORIGINAL content

Ecommerce Marketing Experts

The marketing world is complex and at times, overwhelming. As a business owner, if the idea of undertaking a retail marketing strategy feels daunting, let us take that off of your plate. At Elemerce, we have created the perfect relationship between ecommerce and marketing services. 

So if you’re ready to take the guesswork out of marketing your brand, let us help. Contact us today for a free consultation