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Marketing tips for e-commerce websites | Series 7

At Fluid Ads, we’re focusing on the importance of e-commerce retailers getting their marketing right. 

To assist we’re providing 5 new tips every week to ensure e-commerce businesses can begin to build high-performing and tailored marketing strategies that engage with their consumers, boost their profits and impact their bottom line.

Here are tips 31 to 35. Don’t forget to look out for our previous weeks’ tips.

Series 1 / Series 2 / Series 3 / Series 4 / Series 5 / Series 6

31. Focus on User Generated Content

User Generated Content (UGC) is a great tactic to showcase your brand in a relatable way while building interaction with your customers. It also doesn’t require much budget, making it a cost-effective solution to boost brand engagement. Simple tactics to get users sharing their own content involving your brand include:

Auditing existing customer photos with your products and hosting them on your website

32. Create How-to videos

How-to videos work extremely well for retailers selling tools and gadgets for example, but they can also add a little something extra to tips and advice articles for other retailers too.

Your consumers may have multiple questions about your products, how they work and how to use them which are difficult to answer in the words on your website or in the product descriptions themselves.

Good how-to videos can be cheap to make and will really enhance your customer engagement.

Just as you would do when creating editorial content on your site in the form of blogs and guides, it’s important to do detailed keyword research to understand the questions your customers are asking about specific product categories. This will help you define what their needs are and will illustrate in which areas you should invest your budget to create how-to videos.

33. Use all data points to understand your customer profiles

Detailed customer profiles will help you define those users that are of the most value to your business. E-commerce retailers with a wide range of products will likely have a number of customer groups split on a product category level.

It’s therefore essential to use as many data points as possible to define and refine these customer personas, whether your website analytics, reporting from previous digital display campaigns, data sourced from any Geofencing campaigns that are running, and sales data.

Never stop evaluating and refining these customer groups; you never know when they might change.

34. Build high quality links to your website

Getting your SEO strategy right is essential to the future of your business. Put simply, without it your website will have poor visibility and your customers won’t be able to find you through search engines.

Your competitors that are investing in this side of their digital marketing activity will get ahead.

Good SEO means that your website works well from a technical perspective, there is good quality onsite content that is updated regularly, and it is optimised for the keywords you want to rank for.

One of the key aspects of sites that perform well in the search engine results pages (SERPs) is a high quality link blend – that’s other sites linking back to your site where relevant. High quality links illustrate that your website is authoritative and will help you rank for terms relevant to your business.

Too many e-commerce retailers approach this by employing so called ‘black hat’ SEO tactics by buying links. Whilst this may result in a quick increase in visibility, the long-term effect could be a penalty from Google which will harm your site and business significantly.

The creation of newsworthy and engaging content with a digital PR approach to outreach is the best way to build quality links. Again, when done well it can be a low-cost and high-performing tactic.

35. Create customer-focused FAQs

Your customers will have questions about your business, products and service terms. Help them answer these through the creation of detailed FAQs on your website.

Use all possible ways and means to build these out including keyword research, as well as data from your customer service teams and chatbots.

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.

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