Creating a website is really just the first step towards online success. In order for your e-commerce business to thrive, you’ll need an extensive internet marketing campaign. While some business owners handle their own marketing, hiring an SEO professional usually leads to the absolute best results.
Even if you work with website professionals, as a small business owner you’ll still want to understand the basics of internet marketing.
Today, let’s go a little more in-depth. Here are four e-marketing strategies which aren’t very well known, but which can help increase site traffic and customer conversions.
Use Both Brand and Non-Brand Segmentation
Your brand’s current position in the marketplace makes a difference in the marketing strategies used. Ideally, your brand has what’s called a “strong presence.” This means people are familiar with your brand and what products or services you provide.
Some common examples of brands with a strong presence include Amazon, Target and Wal-Mart. But you don’t have to recognized internationally in order to have a strong presence. Even a small brand can be widely recognized among a niche audience.
If your brand has a strong presence, you’ll want to segment your campaigns on Google Shopping. To do this, you’ll split your Shopping campaigns into both “brand” and “non-brand” segments.
Your brand campaign should be set to low. You’ll also want all brand keywords to be negatives in your non-brand campaign.
These strategies might seem a bit counter-intuitive. But if your brand is already well-known, then your non-brand campaign should only target those looking for the type of product or service you provide. People looking for your brand specifically won’t typically search for you by product or service type.
Use a Variety of Audience Segmentation
Not all potential customers are the same. You want to divide your audience into different groups based on common needs. This lets you develop specific marketing techniques based on what each audience segment will respond to best.
Many marketers only segment their audience into two groups:
- People who visit a site without making a purchase
- People who select items but abandon their cart before making a purchase
This identifies high-intent and low-intent audiences. The problem is two segments aren’t enough to identify all your potential customers.
Audiences should be segmented by time spent on site, number of pages viewed and other detailed metrics.
Use Both Dynamic and Standard Remarketing Ads
Not everyone who visits your website will make a purchase. When a visitor leaves your site, you want to follow up with remarketing strategies. These are marketing techniques which address the reasons why the consumer didn’t make a purchase. In essence, remarketing strategies attempt to bring a potential customer back to your website.
Many remarketing techniques rely on dynamic ads. These are ads which appear when people search for products or services similar to those you provide. The idea of dynamic ads makes sense. People are in the market for a certain type of product, so you want these potential customers to consider your brand.
However, standard remarketing ads shouldn’t be ignored. Standard ads have more flexibility as to where they can appear. You can test different messages and designs in order to refine your ability to connect with potential customers.
Use Shopping Engines Beyond Google Shopping
Google Shopping is the largest shopping comparison engine online. If you sell a product, you’ll want a strong presence on this platform. But Google Shopping isn’t the only comparison shopping engine available.
There are a variety of other shopping engines online. Most of them are industry specific. While the overall volume of potential customers is lower, these shoppers are also usually highly interested in products or services related to your specific niche.
For instance, if you sell pet supplies, you’ll likely want to list your products on Petazon. Many industries have similar shopping comparison engines. A professional internet marketer will be able to identify specific shopping websites worth targeting. Of course, as an expert in your industry, your expertise will also be a valuable asset.
Marketing Efforts Both Big and Small
The difference between good and great brand exposure is often found in the smallest details. While pretty much any internet marketing pro can cover the basics, the real secret to success is implementing as many lesser-known marketing techniques as possible. Even small, seemingly insignificant strategies can help you stay ahead of your competition.
What e-marketing techniques do you use on your site? Share your marketing success stories – as well as any e-marketing questions you may have – in the comment section below: