digital marketing Archives - Elemerce

Save The Sale: Retargeting Marketing Tips 

Using Retargeting To Bring Back Lost E-Commerce Opportunities

E-Commerce has truly changed the traditional shopping experience where a customer would go to a specific store to browse or in search of an item. Nowadays, we constantly scroll through content on our electronic devices making the online shopping experience a 24/7 game. Because of this, the sales funnel has evolved and so have marketing initiatives. Ecommerce brands should be using retargeting and remarketing strategies to turn viewers into buyers. 

The path to purchasing is much different online than in a traditional store setting. Traditional settings think about things like aisle displays, but online sales go through a web of social media ads, blogs, influencers, emails, and more. This web of various digital advertising and strategies all lead to someone eventually creating a cart and making an electronic payment. 

Traditional Advertising Methods No Longer Work

It used to be that traditional advertising such as television or print ads is no longer a viable source of information. Today consumers read reviews, search for videos online, and read blog posts from purchasers. Consumers also search for competing brands to compare pricing, quality, and options. 

For marketing efforts, you must consider the new age thinking: Budget, Authority, Need, and Timeframe (BANT). The beginning of any online shopping experience is usually just brand awareness. Over time, users will keep seeing your digital marketing efforts and find a need. 

Turn Abandoned Shopping Carts Into Sales

It is said that 75% of shopping carts online are abandoned. That means users adding products to their cart but did not actually purchase. By using retargeting, you can bump those customers to remind them of their desired purchase that they did not make. 

Retargeting is happening on the internet all around us. You find a pair of sunglasses you like, you put them in your cart, decide to wait, and then the next day those same sunglasses are popping up as ads on your social media, display ads on websites, and even in your gmail. This is not a coincidence; this is retargeting. Retargeting is when you show ads to someone because of their browser history. 

You can also use old customer data to remarket 

There is also a similar term to be aware of: remarketing. Remarketing involves collecting customer info such as emails or phone numbers and sending them marketing promotions and updates. The overall goal with both is to convert those customers – both old and new – into a converting sale. 

If you are an e-commerce store and you are not using retargeting or remarketing strategies, it is time to get on it. There are many tools and resources out there to use this online sales tactic to show your ads to the RIGHT customers – converting higher sales! 

Elemerce was created to empower ecommerce brands for growth. Contact us today to see how we can help you reach your online sales goals. 

What Is A Drip Campaign?

Have you ever received an email after looking at a website that reminds you of a product you clicked on? This is a drip campaign. This automated message was sent to push you down the sales funnel and try to push you to purchase whatever you were looking at. Drip campaigns are automated marketing campaigns designed to send or ‘drip’ to customers over time based on certain behaviors and data. 

Drip campaigns are usually email, but they can be other forms of marketing too, such as text messages or Facebook messenger bots. The messaging for your campaigns are set up ahead of time and are designed to save you time with automation.

A great drip campaign every website should have is an automated message when someone signs up for your newsletter. You can offer them a discount to try to encourage a sale, and since they signed up willingly there is a high chance they are interested in making a purchase. 

Drip campaigns are higher converting than traditional email marketing because they are targeting the right subscribers with relevant emails. Using audience segmentation, drip campaigns are a powerful marketing flow that is custom to the user’s experience. They nurture your interested customer to become more familiar with your brand. 

The email marketing companies that specialize in drip campaigns usually have a workflow backend that will allow you to integrate with your e-commerce platform, your website, sign up forms, etc. Some of the popular tools that offer drip marketing are Drip, ConvertKit, and MailChimp. It is best to research the options each platform offers and use whatever platform best fits your needs and integrates with the other programs you use. 

Overall, drip campaigns are commonplace in marketing and if you are not yet using them, it is time to step up your marketing efforts. 

Elemerce is a great resource to help you set up your email campaigns. Contact us today to learn more about how we can help create drip campaigns that convert into sales. 

Why is Digital Advertising and Marketing Important for Your Business?

Digital marketing and advertising is a must have for businesses. Advertising drives awareness, and with more people shopping online than ever before, advertising needs to take place more and more where customers are already doing their research and their buying. But the term “digital advertising” can still feel overwhelming in terms of options and reasons why businesses should continue to invest in digital marketing efforts. 

What “Counts” as Digital Marketing and Advertising? 

The possibilities for businesses to engage in digital advertising are endless. It can depend on the type of business, product, and target audience, but there are options for every budget and almost every investment of time. 

Some examples include:

  • SEO: Search engine optimization focuses on creating optimization around keywords that potential customers may be searching for in an effort to help content rank higher in searches through Google and Bing. 
  • Pay-per-click ads: PPC ads help businesses rank higher in search, as organizations will pay for placement, which can drive traffic, but also comes at a higher price for advertisers. 
  • Social media ads: Social media ads function similarly to PPC search ads, in that businesses will pay for their ads to appear to certain audiences based on certain criteria, usually based on demographics of their target audience like age, location, and more. 
  • Email marketing: Email marketing is a direct form of advertising and marketing that reaches customers who have opted-in to communications or bought previous products and offers businesses a way to upsell, cross-sell, and continue to engage with interested audiences. 
  • Influencer marketing: Another form of digital marketing is connecting with people who have a significant following on social media. Businesses will pay these influencers  – with money or product – to use their products and talk about them online to their audiences. This can increase brand exposure, although Instagram and other platforms have very specific guidelines about making sure that influencers and affiliates are transparent about which posts are being sponsored by advertisers and businesses. 

While this is by no means an exhaustive list, it represents some of the more common ways that businesses of all sizes choose to invest in digital marketing. 

In addition to the fact that digital advertising aligns with the way that modern people shop – online – the capabilities of digital marketing often help drive better, more tangible results and return on investment than traditional advertising. 

  1. Personalization: Google advertising, Facebook ads, LinkedIn ads, and plenty more offer hyper personalization to target people most likely to benefit from your product and services. You can also re-target anyone who’s interacted with your social page or website, which is a great way to stay top of mind and help drive more engagement and ultimately convert to paying customers is linked to robust reporting. Almost every type of digital advertising offers an analytics dashboard that can track clicks, engagement, reach, and plenty more metrics to help you understand how your messaging is reaching audiences and what behavior it’s driving. This can help you tweak, adjust, and optimize your content. 
  2. Scalability: Digital ads are easy to scale back and also increase spend on, depending on your budget, product availability, seasonality, and plenty more. Traditional ad buys – radio, print, TV – are often set for a certain amount of time and run until the contract is over. 
  3. Accessibility and Reach: The biggest reason for putting time and money into digital advertising is that it meets your consumers where they are – at their desktop computers, on their mobile devices, on social media, email inboxes,  and much more. Research has shown that organizations using social media ads regularly outperform their peers. 

If your business needs guidance, direction, or support in your digital advertising marketing efforts, our expert team can help. Get in touch with us today to find out how we can help grow your business with the right mix of digital advertising. 

 

How Ecommerce Changed the Marketing Space

The marketing game has come a long way in the retail space since embracing ecommerce. With the internet providing access to a wide range of services in the ecommerce arena, it has changed the way we target customers through social media and our overall online presence. 

As a business, it is your goal to create a unique platform that allows marketing campaigns to reach the audiences you wish to target and become future investors or customers. With the right campaigns, it is possible to be successful at providing consistent messaging across all platforms. 

Retail marketing has stepped up its expectations in the ecommerce world. Let’s take a look at how it has evolved to become what it is today. 

Marketing is Essential

Whether your business is big or small, marketing has become a must. Why? With the number of companies, that could be similar to your own, it’s important to establish brand identity. With a brand identity you are: 

  • Distinguishing yourself from competitors
  • Becoming a brand that customers will remember
  • Building a reputation

Creative marketing campaigns and strategies are required if you are to make a name for your business online. 

Marketing Has Become Accessible

It wasn’t an ideal world for those in the retail space back in the day. Around 20 or 30 years ago when newspaper, television and radio ads were the only way to get your message across, you’d be faced with a pretty hefty bill. 

Today with technology making it more accessible for retailers to create ad campaigns across popular platforms and search engines, there’s no limit to what your business can achieve when it comes to customer acquisition. 

The best part? It’s not 1994 when a television advertisement would have cost you an arm and a leg to get one message across. Creating ad campaigns today tends to be more wallet-friendly and provide a broader return on customer engagement. 

Choosing the Right SEO Firm for Your Business

Every business, large or small, needs to have a well-rounded SEO strategy in place to maximize their potential for both online and offline sales and brand exposure. SEO, or Search Engine Optimization, is the ongoing process of maintaining and editing a website with the goal of attracting the most relevant traffic possible while improving the site’s ranking in Search Engine Results Pages (SERPs).

While the particulars of how SEO works and what tips and strategies you should employ are best left to another article, here are a few things you can do to feel more confident about choosing an SEO firm to hire for your business.

You Don’t Need to be an Expert, but They Do

Effective SEO is a blend of art, technical knowledge, adaptability, and effective use of resources. A good SEO firm will have talented writers that produce good written content for website pages, good programmers that know current web standards, and individuals that know how to prioritize work. While you don’t need to know how all those things apply to SEO directly, it is important that you find a firm that does.

Find a firm that can clearly explain to you their SEO process. Make sure they can provide helpful and clear answers to your questions about the following items:

Writing – When asked about the content they create, a good SEO firm will put a strong emphasis on writing for actual website visitors, and not to simply trigger “what search engines look for.” The best writers know how to write for your audience first while still adhering to best practices for search engine friendliness.

Technical SEO – An SEO firm should be up to date with all the changes in web standards that impact a site’s rankings with Google and other major search engines. They should also be capable of making technical changes to your website (programming, design elements, image optimization, etc.) in accordance with current and changing web standards.

Experience – It’s easy for anybody to brand themselves as an SEO expert and sell their products. When researching and comparing SEO firms, put a lot of value in their experience and success stories. Ask them for examples of recent work and how they have helped past clients improve their SEO.

Reporting and Accountability – Every SEO firm should report regularly, at least monthly, on your progress in the SERPs and in relevant traffic growth. These reports should show gains and losses in search rankings, traffic statistics, web page audits for technical and on-page SEO needs, site performance statistics (page load speed, mobile friendliness, etc.), and a clear accounting of work performed over the past month. The report should also lay out a list of planned activities and how it relates to your current SEO strategy.

Many SEO firms will simply point at shifting rankings as evidence of work performed, but some natural fluctuation in search engine rankings will always occur. If rankings are rising or falling, the firm you are working with should have a good explanation for what is happening.
Compare and Research Reputation

As you look for companies to work with, seek out multiple bids, SEO audits, and take the time to sit down and speak with each candidate. Find out how each potential SEO firm aligns with your business plans and brand identity directly from them and then go out and do some research to see what kind of buzz each company has generated for themselves. Reputation is everything to an SEO firm, and the best firms have a deservedly good legacy.

Find a Partnership and Trust Your Gut

The most successful SEO strategies are born out of good partnerships. Look for an SEO firm that wants to work with you and not simply for you. If the SEO company says, “you can just sit back and we’ll take care of everything,” there’s reason to hesitate. What you really want is a company that tells you that they will keep you involved in the process, have open communication, and will make sure you understand their efforts.

As you compare companies and start getting close to making a decision, treat it like any other business opportunity or collaboration and make sure it passes the gut check. You should feel good about allowing a company to have the level of access to your website and business data that an SEO firm needs.

Choosing an SEO firm should also be exciting. A good SEO agency can really help your business grow and push your brand to new levels of exposure. Make sure you and everyone involved in the selection process is feeling that excitement and confidence in your final selection.