5 Digital Marketing Mistakes E-commerce Business Owners Make

Ecommerce-Digital-Marketing

 

Running an e-commerce business is far more complicated than it seems. It is so much more than just selling stuff online. The mere fact that you will be going up against millions of online stores should illustrate this point.

An inseparable part of an e-commerce experience is digital marketing which will bring new customers to your store and turn your existing customers into brand ambassadors.

Unfortunately, many e-commerce business owners know very little about digital marketing and they end up making mistakes that not only provide no benefits but which can even harm their online stores.

Today, we will be talking about those mistakes and how they can be avoided.

1. Ignoring UX

There are two main reasons as to why people love shopping online. The first is that it is cheaper since e-commerce stores operate with lower overheads than traditional stores. Secondly, it is more convenient.

However, in order for the shopping experience on your website to truly be convenient, your users need to have the best experience possible.

Because of this, a huge part of your digital marketing needs to be grounded in proper UX. You can spend a fortune on Google ads and SEO, but if your website is a cumbersome beast where people spend hours to find something they should be able to find in seconds, it will be for nothing.

It is a well-known fact that Google pays close attention to how user-friendly your website is, and this goes for e-commerce websites as well.

Even people from Shopify emphasize how important UX is for an e-commerce business.

2. Not Doing SEO

To someone who knows very little about it, Search Engine Optimization sounds extremely complicated, scary even. However, if you are trying to make money online in any way, you need to know at least the basics of SEO.

This is especially true for online stores since they are dealing with so much competition.

First of all, you have to do some on-site SEO magic on your e-commerce website. This entails getting your title tags, URLs, ALT tags, and meta descriptions in order. This also means taking full advantage of product descriptions and also starting a blog that will help you down the line. Of course, a proper internal structure is a must, as well as avoiding duplicate pages (e-commerce websites are notorious for these).

You will also want to do some off-site SEO as well. Building links is always a good idea and you might even consider doing some paid search marketing, if you have the money and if your keywords are not too competitive in which case it might be too expensive.

3. Doing Social Media Marketing Poorly

When you run an e-commerce business, you simply have to be present on social media networks as well. For the most part, e-commerce websites are present, but unfortunately, this is often as far as it goes. In other words, their owners handle their social media presence extremely poorly.

A very common mistake is treating Twitter or Facebook as just an advertising channel. We have all seen those accounts – promotions, ads, discounts, deals, more promotions, more ads. No one pays attention to those accounts. People know how to filter actual social media content from more ads.

Do not use your social media accounts as ad channels for your e-commerce business.

Instead of that, get involved. Talk to your customers. Share a blog post from your blog. Provide customer support on Twitter. Share some interesting images. Do a quiz. Engage with your potential customers.

Social media is about connecting with people. Connect with people.

4. Forgetting about Email Marketing

Over the years, email marketing has earned the reputation of the most boring member of the digital marketing family. Unfortunately for people who agree with this designation, email marketing also happens to be the most efficient member of the digital marketing family. While it’s sparkly cousin social media marketing sure is fun, email marketing gets things done.

A research from 2015 unearthed some truly interesting things about email marketing. For one, the ROI on email marketing is 3,800%. Also, they discovered that the vast majority of people prefer getting their promotional material in an email than on social media. Finally, more than a third of people say that they subscribe to email lists primarily so that they would get special offers.

Email marketing is also far more versatile than people think as it can be used to attract new customers, retain existing ones, retarget former customers, provide information, reward loyal customers and much, much more.

Of course, you will take some time to truly master it, but once you do, email marketing will be the best thing you can do for your e-commerce business marketing-wise.

5. Doing it all yourself

When you start reading about digital marketing, it doesn’t seem like much. Do a bit of social media, write a few blog posts and buy some Google ads. Anyone can do it, right?

Well, not exactly.

There is a reason why there are agencies like  IPSSWEB SOLUTIONS  and others. The reason is that digital marketing is far more complex than just spending a half an hour online every day.

This is actually the biggest mistake e-commerce business owners make when we are talking digital marketing – they think they can do it all on their own. Perhaps in the earliest days, this can be done, but even then it will not be near as effective as hiring experts.

If you are really serious about promoting your e-commerce business and if you have some money to move around, make sure to hire someone to at least do an audit of your store and what can be done for it. You will be paying for years of experience and expertise and you will get insights you couldn’t get on your own.

Then, if your budget allows it, you will hire them to handle some or all of your digital marketing.

It may cost you, but you will also be pulling in more customers than ever before.

Are You Analyzing Your Content Marketing Campaign Regularly?

Content-Audit-Template

 

 

 

You have jumped on the bandwagon & is producing great content on your site week after week in order to target diverse audience across the web. But how will you know the effort & money that you are investing in your content marketing campaign is really working for you & is converting visitors to clients.  Well, my friend, it’s time to perform a thorough content audit on your site. If you don’t have any idea where to start then you are in the right place

What Are The Information You Want To Deduce From Your Content Audit?

 

1.Content Type

You will definitely want to know what type of contents is generating more visits & engagements. From research, it is seen that textual contents like infographics & memes get high engagements from visitors.

 

2.Content Source

If you are curating content from other sites then you must provide the proper reference through outbound links.During the content audit, you must ensure to cite the original source on each page. By doing this you can ensure to re-adjust your content marketing budget  & time for different channels lie E-mail Newsletters, Ads.Social Media, Paid Search & Paid channels  which

 

3.Audience Source

You must channel which are driving your target audience for specific contents.

 

4.Engagement

The objective of any content is engagement. You must be able to deduce which are the contents that your audience find engaging  & whether the audience is taking the next steps. You must identify the contents which are driving repeat visitors.

 

5.Content Currency

You must ensure that the contents provide the most up-to-date information regarding the topic  & make necessary edit regarding the topic.

 

Here is a  step-by-step guide on how to perform a thorough content audit of your site with 9 simple steps.

You can use  Google Analytics to perform a  thorough content audit of your site. Here are the 9 key metrics that is essential to determine whether you are on the right track with your content marketing campaign.

 

1.Load time

A slow loading drastically affects the bounce rate.  Pagespeed has become an integral factor in Google’s algorithm as Google is taking into account the overall user experience.  You should identify elements (both for desktop & mobile) which are making your site slower & try to fix it to create a smooth user experience.

 

2.Bounce  Rate

If you are seeing higher bounce rates in your analytics then it simply means the audience is not finding your content interesting &  is exiting the site from the landing page.You should keep a tab on the contents which have a higher bounce rate & should try come up with something better.

 

3. Unique  Visitors

You can see how many visitors with unique IP addresses visits each page on your site from this metric.

 

4.New Vs Returning Visitors

This metric is a good indicator of how popular your page is over time or if your content is good enough to make visitors come back for more.

 

 5.Referrals

It can help you to strategize your content marketing campaign accordingly. If your email marketing campaign is driving more visitors then you should try to invest more time in that only rather on other channels.

 

6.Keywords and ranking

You have to evaluate the ranking of the pages for your targeted keywords. Always, aim for high volume & low competitive keywords.

 

7.Location

This metric enables you to measure whether the audience is coming from the countries or cities that you are targeting.This ensures that your localized content strategy is working successfully.

 

8.Conversions

You can measure the success of a content simply by gauging how many audiences are opt-in for your  “Call-To-Action” on the landing page  & is moving to the connected page to fill up the requisite subscription form or download an e-book.

 

9.Outbound links

Manage proper integration of outbound links in your content as linking to higher authority sites  can boost your site reputation  & can increase exposure for your site.

Content Auditing is an integral part of your content marketing strategy as there is no point in creating content after content blindly if you are not getting the end result which is, of course, clients & revenues from your content marketing.  You should at least conduct a monthly audit to ensure you are always on the right track in your content marketing journey.