Gaining ground in the world through digital marketing is all about being visible when customers are looking for your product. The way to do this is through Search Engine Optimization(SEO) and a lot of Social Media Marketing (SMM).
Search Engine Optimization
Search Engine Optimization requires that potential keywords are optimized within the site design, site content, and even ads. A powerful route to gain conversion of visitors and not just customers who browse the site and leave is through identifying and optimizing your website for specific search queries. To do this, research and utilise the keywords that people are using to search for your product. Google Keyword Planner is a free tool for keyword research, but there are also many other free and paid tools. In terms of site design and keywords, the metadata and URL of the web pages must also be created with corresponding keywords. Viewers can see the description in the search results. Search engines also use this to understand what a page is all about.
Link building is one method to improve SEO score of a website. Through link building, a site’s rank improves as the number of other sites linked back to your website increases. Google, in its ranking algorithm, uses this as a recognition of quality and relevance.
Another way to improve SEO score is through Search Engine Marketing (SEM). SEM, a part of Search Engine Optimization, is based on the Pay-per-Click (PPC) model. PPC model is a kind of targeted ad marketing wherein you only pay for clicks on your ads across the internet. However, the overall site design and content that goes into coming on top with SEO is also a factor in the rates that are paid for SEM. This is because sites with high quality get more preference from Google even within the PPC format.
Social Media Marketing
E-commerce companies have a way of observing what their target audience is talking about and sharing through social media tracking. Content that is tailored to meet customer’s talking points is bound to receive engagement. All data about the type of engagement is available on the Social Media platforms such as Facebook. As this data is harnessed, an e-commerce company can develop a connection with its target audience. This translates into a long-term relationship that keeps the customer and the e-commerce business in a continuous interaction.
Other than written content, Social Media marketing can also be fully utilized with video. Video ads are crucial in grabbing customer’s attention. You can use short video ads to put out your brand message. Facebook has determined that mobile ads that are 15 seconds or shorter receive most engagement from customers. So, a good way to ensure viewers watch your advertisement is by presenting the ad in another relevant video. This method is known as an in-stream video.
Looking at Social Media from the store, one of the simplest ways to build a following on social media is to have the popular Social Media sites linked up with all product pages so that customers can share or follow you. Putting up social media follow icons on all pages of your website is a good way to do this.