Category: ecommerce

Four initiatives B2Bs must tackle now to win in 2020

While ecommerce businesses are in the midst of the Q4 craziness and rising CPCs of the holiday season, B2B clients are planning for their business to pick up at the start of 2020.

In this post, I’ll walk through a few things to consider and refresh before Q1 gets here.

1. Study the competitive landscape

One of the most valuable sources of knowledge from Google campaigns is the ‘Auction Insights’ report, which provides info on when competitors have come into and out of the auction during the year. It’s also valuable to look at competitors that might be newer in the space and have recently entered the auction. With this information, you can dive into new keyword research by using tools like SEMrush and SpyFu. I also recommend studying creative, offers, and copy that your competitors are using across their ads helping to inform potential creative and development and testing for the start of the year. 

2. Reevaluate budgets for 2020

As the start of the year approaches, look to set budgets based on historical performance and anticipated seasonality. In order to have a strong plan in place, you should look beyond monthly breakdowns.

Some questions to consider

  • Did you expand into new channels late into the year?
  • Do you need to invest in more budget into certain channels?
  • Are our remarketing campaigns fully funded across channels?
  • Are you planning on investing budget into new channels?
  • How much of the budget will you set aside for testing?

Answering these questions will help ensure you budget appropriately for both historically efficient channels and promising new channels that can get you some early-adoption benefits. 

3. Refresh and rethink audiences

It’s important to review the audiences that you have been targeting over the past few months. Along with identifying new audiences to add and poor-performing audiences to pause, consider re-engaging qualified leads that went dark, bolstering account-based marketing efforts, and testing new lookalike audiences. 

4. Map out new creative and content

Creative and content are some of the most crucial aspects of campaign development. While you are preparing for Q1, make sure to do an audit of your current and planned creative and content. Are you thinking about the full funnel? Users who haven’t engaged with the brand before are typically looking to download a piece of content that they find valuable. It could be a whitepaper, case study, infographic, or something else that could engage them. 

As users progress down the funnel, they will be more willing to give their information to request a demo or get contacted by your company. It’s important to understand where a user is in the funnel and offer them content that aligns with that step. Make sure you’re analyzing content from 2019 and identifying your successes. Which can be spun forward, made into a series, or meaningfully refreshed? Give yourself a leg up by producing content you know to be effective.

Looking at historical performance will help you understand your successes and failures in 2019 and incorporate those into the 2020 planning. Creative, testing, competitive insights, and new audiences will be key efforts in driving growth and performance in the new year, so lay the groundwork now to get ahead of steam going into January.

Lauren Crain is a Client Services Lead in 3Q Digital’s SMB division, 3Q Incubate.

The post Four initiatives B2Bs must tackle now to win in 2020 appeared first on Search Engine Watch.

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admin November 26, 2019 0 Comments

Four steps to create an effective content marketing strategy for your eShop

The importance of content marketing cuts across all niches and the e-commerce niche is not left behind. Content marketing is the kind of marketing that attracts your target audience or gets them to take a particular action through content.

In this article, you’ll learn four content marketing steps you can take as an ecommerce store owner that will lead you to an increase in your conversion rate and sales. Plus, thanks to technology, we’ll also be dropping some content marketing tools that’ll give you the backup you need.

P. S. You don’t need to be a guru to try content marketing.

But first, let’s lay some foundation before you take your first step.

You may run your eShop from the comfort of your computer on your secure browser, but just like any brick and mortar business, you’ve got to know your ideal customers like the palm of your hand.

The effectiveness of this content marketing strategy relies on how well you understand your target customers.

Who exactly are the products you’re selling on your eShop for?

Don’t give some vague answer like “women who like jewelry” or “men who like fun logo tees”. If you want to get the full benefit of content marketing then you need to get crystal clear with who you’re selling your products to and allow them to help you generate the kind of content that can grow your business too.

The reason why this is important is that knowing exactly who you’re targeting makes it so much easier to target them. You have a laser focus on who your customers are and you won’t have to waste time on people who aren’t your customers. So you need to be clear on their:

  • Age
  • Gender
  • Location
  • Occupation
  • Likes and dislikes
  • Activities they’re interested in

And then form as clear a description of who your target customer is as possible. One smart tool that will help you get some insight into your target audience is Quora. You can use it as a search engine and search keywords relevant to your niche. What you get is a list of questions people ask around that keyword. When you go through the results and read through the responses, you’ll begin to get more insight as to who your ideal clients are.

Now that we have that out of the way, let’s hop right into the content marketing steps you must take.

1. Zeroing in on consumers’ social media habits

Once you have a clear idea of who your ideal customer is, next on the agenda is to know where those ideal customers hang out.

Social media is a great place to put yourself right in the midst of your target customers. There are 3.5 billion people online and over two-thirds of those people are on social media.

To kickstart your content marketing efforts you have to know the kind of content that will appeal to your target audience. To do this, you need to find out which platform they spend their time on and study how they spend their time on social media.

This step is crucial because it will point you in the right direction of:

1. How they use each social media platform

You log in to a social media platform for various reasons like watching videos, scrolling through pictures or reading short captions. Knowing this will help you define the kind of content you should be posting on those platforms.

2. What kind of content attracts their attention on those platforms

Once you know which platforms your ideal customers spend time the most and why you’ll be able to know which content they enjoy consuming the most. This will help inform you of the kind of content you can create when you’re executing your content marketing strategy.

3. What time are they most active on those platforms

Each platform has its peak periods where your target audience is the most active on those platforms? That time is the best time to make posts, comment, and even schedule your ads. Being active during the times when your audience is the least active will kill your content marketing effort and it will be a complete waste of time. The infographic below will guide you when those peak periods are.

Source: Sumall.com

2. Mastering content formats

By now you should start having a deeper understanding of your target audience. Probably you’ve already started developing some content ideas that you’re sure they’d be interested in.

There are so many different types of content you can create to advance your content marketing strategy. Content primarily can come in the form of text, video or audio. Whatever form of content you decide to go with you need to bear in mind that your content must be something that educates, entertains or enlightens your audience. Providing value is the key.

Here are some ideas you can get started with:

  • Tutorials – Depending on the kind of items you sell in your ecommerce store, there are a lot of people out there who will appreciate a detailed tutorial on how to use it.
  • Product reviews – Before making a decision on whether to buy an item or not, people look up reviews on the product. This is a good way to capture the attention of your target customers.
  • Listicles – Who doesn’t like them? Listicles like “Top 10 Christmas Gift Ideas” or “Six Things You Need to Start a Bullet Journal” are creative ways you can mention the items you sell in your eShop while providing value for your audience at the same time.

3. Reverse engineering competitor’s content portfolio

Who said taking a sneak peek of what your competitors are doing is a bad thing? As a newbie in content marketing, it’s a great way to get ideas on what works in the market and what your target audience finds interesting.

Check what kind of content other eShop owners (especially the big time e-commerce stores) are doing and how they are using their content to convert their target market to sales leads.

A handy tool that will show you the kind of content your competitors are creating is Buzzsumo. It gives you the ability to analyze which topics worked best for your competitor and, by extension, what kind of topics you should be creating content around. So ask yourself:

  • What is the common thing you notice?
  • How do your ideal customers respond to the content?
  • How can you put your own spin to their approach and enjoy the same results they’re enjoying?

Reverse engineering your competitors’ content will act as a guide on what you can apply in your business. They’ve done it and they’re getting the attention from your ideal customer, so why not you?

4. Boosting content distribution

Now you’ve got your content ready and published, what next? Content is basically useless unless visible and the way you do that is by increasing your content distribution efforts. This is where the information you gathered in the first tip will come in handy. Knowing the behavior of your ideal customers on social media and the peak periods when your ideal customer is active on social media will help you know just where and when to share your content.

Stick with two to three platforms to prevent yourself from spreading too thin. But note: Sharing your content once will not be enough! You have to push out your content regularly. This article by Louise Myers gives you a fair idea of how often you should post on each social media platform.

Scheduling tools like Buffer, Hootsuite, or Coshedule will help you ensure that you’re posting the recommended number of times per day. You can schedule your posts for the day, the week or even for the month and each post will be automatically posted at the exact time you schedule them.

However, this doesn’t mean you have to spam. The idea is to put your content in front of as many of your ideal customers as possible so that they know about you and buy from you too.

Now it’s your turn

Content marketing is a process. But when you follow through the steps you will be able to get the traction you need to help grow your e-commerce store and increase your sales. But remember you won’t see results overnight.

But as you learn more about your ideal client, create and distribute your content, slowly you’ll start to see that you not only build customers but also raving fans.

What better time to get started than now?

Segun Onibalusi is the Founder and CEO at SEO POW, an organic link building agency. He can be found on Twitter @iamsegun_oni.

The post Four steps to create an effective content marketing strategy for your eShop appeared first on Search Engine Watch.

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admin October 22, 2019 0 Comments

Three tips for Q4 ad copy and messaging

The holiday season is quickly approaching with the start of Q4, which means an increase in consumer demand and more competition in the paid media space. Shoppers are looking to find the next big thing and anticipate enticing deals during the holiday season, especially during the Cyber weekend.

Users will be researching on many devices and platforms and will be considering competitors before purchasing, especially for higher-priced items.

Many companies will feature different offers throughout the season, testing different messaging and creative is important to help entice a user to convert. We should test this throughout the year, but early Q4 is a prime testing time. Once winners are proven, advertisers should align the messaging across all platforms. In this post, I’ll discuss best practices for testing and messaging dissemination across Facebook, Instagram, and Google.

Offer discounts in retargeting campaigns

One of the strongest audiences to test is with retargeting audiences. These users have shown some type of interest and intent in your product or service and should be exposed to a variety of creative and messaging enticing them to come back to your site.

One of the most popular ways companies try to lure users back to the site is with discounts for consumers who recently visited the site. I recommend testing this messaging against more general “come back to the site” ads and keeping a close eye on CPA and ROAS to understand the discount’s overall impact on margin.

Source: M.Gemi

Some important notes when testing messaging to retargeting audiences: be sure to exclude recent converters (no one likes to get an ad for something that they just purchased). Do not advertise to users who visited the site a long time ago and if you are advertising to lapsed users, wait a few days for them to come back to the site to purchase before offering a deal.

Test non-discount messaging and imagery

For some businesses, offering discounts to bring users back to the site might not be profitable. If that sounds familiar, don’t let it stop you from building and testing new creative and messaging. Some ideas for additional creative and messaging testing on Facebook and Instagram are testimonials or reviews of top products, product use cases/anecdotes, and talking about the problems or issues that your product solves (if applicable).

Other considerations include testing just an image of the product against an image of a consumer using the product. If you are a company that offers seasonal products or has an upcoming product release, showcasing those products to loyal purchasers – maybe even offering an exclusive on pre-sales – can help to increase product sales on new releases.

Make sure your messaging spans platforms

Your audiences don’t limit themselves to one advertising platform, so your messaging should follow suit and be consistent wherever your ads appear. On Google, make sure that ad copy, keywords, and extensions are up to date with current products. If you are running special messaging to lapsed buyers or site visitors who didn’t purchase, you might also consider creating RLSA-only campaigns to target these users with the same messaging or offer that they are seeing on other sites or in their email.

If you are offering a discount that should be prominent in your Facebook and Instagram ads, there are a few components to test, namely whether you should put the discount messaging directly on the creative or mention it in the copy (either in the headline or text).

If you’re selling a product with a high price point, testing Dynamic Product Ads vs. single-image or carousel ads can also be valuable in retargeting efforts, since you can increase the relevancy of products shown to the user.

With the start of Q4 upon us, you’ll need to move fast to capture increased user demand and battle increased competition and higher bids. Creative and messaging testing should occur in early Q4 so that learnings can be applied to the more competitive times, like Cyber weekend, through mid-December.

Lauren Crain is a Client Services Lead in 3Q Digital’s SMB division, 3Q Incubate.

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admin October 4, 2019 0 Comments