Leading the e-way
Amid the lockdown, everyone has turned to social media to pass their time. In the first week of lockdown, Social Media Consumption went high, and Indians spent more than four hours every day on social media.
Due to the global pandemic, consumers are locked inside, and for the first time, we have a situation in front of us where the necessities collar bound consumerism. And, all the brands and marketers are operating with this situation in hand. Keeping the aforementioned in mind, a significant advantage that digital marketing and brand gets is a substantial change in the internet behaviour of consumers globally.
The impact of COVID-19 is perceptible all across- from lifestyle choices to purchase decisions that we are making during this period. Moreover, the way we utilise our time during the lockdown has changed significantly. Don’t believe us? McKinsey reported a 33% growth for social media usage and over 40% for digital content consumption. A once-in-a-lifetime opportunity for brands, they should leverage soft data in the lockdown and optimise their marketing approach.
When you completely optimise your digital channels to tap both old and new customers, have an enhanced ORM system that can handle volumes larger than usual if you are thinking about adopting a new face for the customer.
Win the web(site)
- Display top-selling products on the landing page to create an impression & give a starting point for customers’ shopping spree.
People tend to neglect but landing pages play a crucial role; it is a key initial impression and touchpoint for new shoppers. And even for the old consumers, eCommerce landing pages hold paramount importance in terms of motivating traffic to continue engaging with your brand and then convincing them to finally make a purchase.
- Optimise your e-commerce website with an accurate CMS to manage all the website content in one place.
When you think about eCommerce content, it is not in any way similar to its counterparts in B2B. It has its characteristics, and brands are rapidly realizing that visual, rich, content experiences hold great value. If you have a CMS or content management system, intact, it will help you to publish, manage, and edit your website content. Some of the must-have features that your CMS should offer are SEO, User experience, Marketing and sales, Testing, and analytics
- Use a filtering system by keeping categories broad enough to fit all of the products, but specific enough to be helpful to customers.
Too much information can be overwhelming and cause problems, no matter if it is an eCommerce site, news site, social media, or a big corporations’ website. To help your customers navigate through these many options, use a filter system. A filter category can be divided into colour, brand, price.
- Incorporate a live chat option that allows users to engage directly with customer service executives in case of any question.
Live chat as an option has been around for more than a decade, but fairly recently, companies started taking it seriously and its profound effect on website conversion rates. A recent survey shows that 52% of customers are more likely to repurchase from a company that offers live chat support.
In case you are wondering why does live chat make such a gigantic difference? It has been suggested that live chat is the only thing that provides real human interaction when you are trying to make a purchase. In simpler terms, customers need a sense of reassurance, and their questions answered that can only be provided with the help of a live chat.
Accelerate with SEO
- Focus on search volume, product fit, commercial intent & competition, to boost eCommerce keyword research through SEO.
If you practice eCommerce SEO marketing, your brand will get more visibility, which will lead to more customers and sales. We all know that online research is embedded in modern shopping behaviour, most of us start our shopping journey with the help of a search engine to discover new products, ideas, or services. And 74% of shoppers use a search engine for consideration and purchasing (research, comparison, transaction).
Never forget about product fit; it might seem obvious at first; however, you need to pick keywords that match your products.
- The golden rule for site architecture & user engagement is to keep every website page three or fewer clicks from the homepage.
Having a robust site architecture is very vital as it represents how your eCommerce site is organized into pages and categories. It is not only crucial for your visitors but search engines as well.
Publish High-Quality Content
SEO has changed with time, and it is no longer the same. The ability of Google bots and search engine algorithms to grasp human intent and the relevance and quality of content has improved. As a basis of these attributes, Google provides customers with the most relevant information for their queries. As a result, keyword stuffing is no longer effective, and quality material now takes precedence. Hence, publish well-researched and useful material on your blog to improve its social media and SEO performance.
Capitalize on ‘how-to videos’ as it helps customers to understand why they need the product & how it will improve their lives.
Many kinds of research have shown that videos are top in performance. This content format has an average click-through rate of almost 2%, which is the highest among all online ads. You can even make a product-related video on your website or even on channels like Youtube. They have over a billion active users, and chances are your target audience is somewhere in there.
- Interact on e-commerce websites by hosting contests, raffles, polls, surveys, ratings, etc., to attract & engage users.
With an array of brands now using video content to increase brand awareness, hosting an online video contest, survey, ratings, raffles, makes a lot of sense. Video contests are a great way of gathering user-generated content (UGC), growing your social media followers, and driving traffic to your website.
Sell through Social
- Leverage Instagram’s ‘shopping feature’ to tag products & add information that helps customers navigate easily.
Rather than directing your customers to Instagram from your website or vice versa, you can fully utilise the Instagram shopping feature and let your customers buy products quickly from the app. With more than 1 billion monthly users, it is safe to assume that your customers are already on Instagram. Now make it easier for them to discover and shop your brand with Instagram shoppable posts.
- Utilize Pinterest’s, ‘Complete the Look’ feature, a visual search that recommends products based on past customer engagement.
Pinterest, for a very long time, has been focusing on its eCommerce capabilities, and this new search tool is a massive step in that direction. They have launched a new “complete the look”, which is a visual search tool that will recommend you with relevant products in the fashion and home decor category. An excellent time for all the brands out there to take advantage of this feature.
- Use personal CTA features like drop-down, shop now, sign up, etc., on Facebook to actively drive customers to click & boost potential sales.
Facebook is an excellent platform for ads, as it is the largest social media network. If you target the advertisements correctly on Facebook, it can yield great results for your eCommerce store. Moreover, you can also use their shop feature on Facebook to customize the look of your virtual storefront with personalized fonts & colours.
Brands should not sleep on this opportunity, in case you are, then you are missing out on good opportunities to cash in if you are not running Facebook ads for your store.
Ways Social Media Supports Organic Search Marketing
1) Create Link Opportunities
This method is passive, and the challenge lies with the recipient rather than the implementation. It is reliant on a third party acting without your direct involvement. Opportunities are created by developing a standard operating procedure to ensure that each new piece of content passes through the sharing plan or developing a social media marketing strategy to promote your material.
2) Increase Brand Awareness and Positive Mentions
According to google’s search quality guideline, human raters do consider brand references when evaluating a website’s credibility. Seo and Social media have a big impact on how people see your brand. Brands that have a strong social media presence and interact with their customers directly find a significant improvement in overall growth and help in engagement.
3) Social Can Help You Improve SEO Ranking Signals
Social media for SEO is believed to aid SEO by assisting in improving indicators that impact rankings. More traffic to your search-optimised sites is driven by the impact of social media on SEO social media, which improves social media exposure and engagement.
4) Social Media Helps You Identify the Audience for Your SEO Content
Social listening is one of the aspects that brands consider for improvement, which is willing to read through customers’ online conversations. Reading these debates can help you focus on specific topics that consumers are talking about, highlighting what a specific type of audience wants from a product. When you increase your social listening, specific details will be revealed.
5) Establish Authority
You establish yourself as an industry expert over time if you consistently produce high-quality content which is one of the most significant benefits of content marketing. People start to believe in the information you supply, and that belief spreads to the entire brand. Google’s evaluation of your website authority also makes a significant impact on search ranking performance and SEO social media marketing
6) Social Media Boost Content Lifespan and Engagement
Making sure your content is interesting is one of the most important steps. Following that, your social media SEO plan must start in assist getting that content in front of your target audience. With the correct content and a solid social media marketing approach, you can substantially increase your material’s reach and lifespan.