According to recent research, the ideal blog post should take seven minutes to read and should be no longer than 1600 words, less if you include a lot of visuals. Anything above this and the reader will begin to lose interest.
This is still a must for e-commerce websites that want to generate more traffic.
This gives you a lot of room to work with and means that you should concentrate your efforts on creating long-form content. In previous tips we mentioned the need to create content in line with non-transactional keywords. By making your content longer you can answer customer queries in more depth and with more authority.
Look at what content is already ranking in the SERPs for these customer queries and make yours 10x better. Try focusing on the length, quality, authority and the assets you include.
This can assist with the authority of your content, especially if you have experts within your business that are well respected in the industry.
This is essential for retailers in industries such as health and fitness that need to be trusted. Fashion retailers will also likely benefit from a well-known and regular content creator. In fact, there aren’t many businesses which wouldn’t benefit from this type of advocacy.
Winning when it comes to your local marketing is crucial for most retailers. This is especially the case if you have a brick and mortar store, but it also shouldn’t be ignored for the online arm of your business either.
Whilst implementing a local SEO strategy might be fundamental to your approach, along with your organic social reach, digital display advertising will give you a direct line to your users in a specific local area. Geotargeting means that there’s no hit and hope, ensuring you can target a defined demographic (and only that demographic) in a precise geographic area, whilst Geofencing catches customers on the go on their mobile devices.
In our previous tips, we touched on the need to re-engage with users that abandoned products in their carts through retargeting.
This isn’t the only tactic you have to do this. Try and combine your retargeting message with an abandoned cart email series providing gentle reminders to users that they may have forgotten about the products in their cart and how long you’ll hold them for, inclusive of any additional discount rates for purchasing within a specific timeframe. Key to getting this right is understanding your audience and tailoring the message for a personalised approach that engages the consumer to act.
Keeping your ads up to date across your product inventory through In-feed ads is one thing, you also need to engage with your users with the right message at the right time.
A blanket message for the entirety of your campaign simply won’t work.
Users have different mindsets throughout the day. As the hours change, so do their online habits and the intent behind their online activity. Changes in external events like the weather will also affect their mood and their desire for certain products. The right use of dynamic creative will ensure you can display changing messages to your users across your digital display ads in line with external factors such as the time of the day or the weather.
To learn more about how Fluid Ads can improve advertising performance for your e-commerce business, get in touch with us today. make sure you look out for next week’s five essential tips.
Read our 10 hacks to ensure you get the best from your local advertising strategy.
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