Let’s say you are the owner of a fashion portal. You have spent a considerable amount of time in creating your designs, sourcing the right materials, and tailoring your clothes to perfection. You are all set to start your operations and have also created the perfect website to sell your products. But to successfully sell your products, you need to promote your website and generate awareness about it.
To promote your e-commerce website, free/unpaid forms of marketing (such as sending e-mails, writing blogs etc.), should be used with paid forms of marketing (such as search and display advertisements), as it makes it easier to scale up the promotional efforts over a period of time. In this blog post, we give you the top 7 marketing techniques to promote your e-commerce website.
1.Design your website for Search Engine Optimisation (SEO)
Suppose an individual searches for a laptop on the internet. The search results that are then displayed, such as websites of laptop sellers and manufacturers, depend upon the relevance of each website to the search query, and up to some extent, also on the content of website. So, the process of search engine optimisation involves designing the website in a way that is relevant to the various search queries that people might use to search for your products.
An important concept in SEO is keywords. To display a search result, the words used in a query are then matched with words on a relevant website. These words are called keywords. So, you need to ensure that these keywords are reflected in the naming of your products. For example, if you sell luxury shoes, use the word ‘luxury’ and ‘shoe’ in labeling your products. In that way, there is a higher probability of your product coming up in the top search results.
2.Advertise your product listings on Google
Search result pages on Google also allow for listing product ads related to the searched query.You can bid on various search engines for certain keywords related to your products. When your bid is successful, your products get listed as ads on search results relating to your products.
As an example, say your ad, containing the word ‘blue socks’, has won a bid. Next time, when someone searches for blue socks, they will see your ad in the search results. An advertiser also has options to target ads according to location, demographics, interests, behaviors etc.
3.Build a presence on social media websites
Build an audience base on Facebook, Twitter, Instagram etc., and regularly generate content related to the products that you sell. You can also have online contests, events, videos or campaigns. For example, in case your business is related to baking, you can create a contest to submit innovative recipes, and then award the best entry. You can ask your audience to share and like the published content.
Different social media sites serve different purposes. For example, images can be best shared through Instagram and Pinterest. You can use Twitter for short updates and innovative one-liners. Quora can be used to share any advice or tips related to your business.
4.Advertise on social media websites
Social media websites also allow you to advertise your products on the newsfeed of various users. This advertising strategy is picking up rapidly, as it allows you to target people based on demographics, preferences and behaviors, interests etc.
Dynamic retargeting can also be used to show ads on social media to website visitors who haven’t converted into sales. For example, visitors to your website checked out a product, but did not purchase it. Through retargeting, they can be shown the ads of the same product, when they visit any of their social media accounts.
To promote your e-commerce website on Facebook and Instagram, two most popular social media websites, please check out our website.
5.Upload video content on sites such as YouTube, Vimeo and Dailymotion.
While creating videos can be a challenging task, if done correctly, it can generate tremendous interest in your brand. Videos could be related to product demonstrations, advertising campaigns, product cataloging etc. For example, a fashion e-commerce website can post videos of any photo-shoots with its most popular products. These videos can also be cross-posted on other social media platforms, to grab the attention of people on those platforms too.
Video sharing websites also allow displaying of video and image ads. Ads can be displayed either before the video clip or on the home page of the website. Some websites also give access to the most viewed videos, so that ads can be shown to a larger audience.
6.Make use of e-mail marketing
E-mail marketing involves sending promotional mails, newsletters or any other informative content to a select database. The first step in e-mail marketing is list generation, which essentially involves collecting the e-mail addresses. This marketing technique works best when you yourself gather the e-mail addresses, mainly through asking website visitors to sign-up with their e-mail ids. The next step involves creating content that can be mailed to your subscribers. For example, you can create a monthly newsletter showcasing your top products and then share it across your e-mail database.
7.Start a blog about your website and its products
Start your own blog. Publish articles on any related topics, or any updates in your industry, or your own website/products. As an example, if you are fashion e-commerce seller, you could write about fashion tips for the winter or top fashion designers in India. Generate content related to your website on various online forums, or write as a guest on any other blogs.
NOTE: Start your journey of successful Facebook Campaign with a 7-day Free trial. Click here to start.