E-commerce entrepreneurs are wearing many hats and they are often faced with many marketing roadblocks.
I’ll explain the marketing roadblocks that e-commerce entrepreneurs face and how to fix them.
Most marketing activity takes place online these days. In large part, thanks to the rise of e-commerce websites.
According to a LemonStand study, there are currently 12 million e-commerce businesses around the world. In 2015, e-commerce sales made up 7.3 percent of global retail sales, according to eMarketer. That number was expected to grow to 12.4 percent by this year, the study’s authors wrote.
E-commerce has exploded in a short amount of time. That has left marketers to play catch up to adapt their strategies to the modern world.
In reality, consumers demand that these marketers get up to speed. According to Janrain & Harris Interactive, nearly three-quarters (74 percent) of online shoppers get frustrated if websites show content (like ads and promotions) that they believe has nothing to do with them.
Marketing is one of the most challenging aspects of the job for ecommerce entrepreneurs. But it’s also one of the most important.
To overcome these difficulties it’s important to recognize what the roadblocks air, and then we can delve into solving the issues.
1. Generating Targeted Traffic
It’s important that e-commerce entrepreneurs drive traffic to their website. Less than 3% purchase on the first visit.
Retailers, digital or otherwise, can no longer rely on a single channel to drive traffic to their online store. That’s because digital marketing channels are changing.
These days, marketers need to rely on a combination of SEO (search engine optimization), PPC (pay per click), email, social media, mobile, affiliates, and more to help nudge traffic to their online store.
They need to ensure that they’re visible in the places where their audience is already looking.
Platforms like Facebook, Twitter, Instagram, Pinterest, and others all help bring users to our websites. But just placing an ad on social media and waiting for the conversions to roll in isn’t enough.
One solution to this problem is Dynamic Product Ads. These use users’ IP addresses along with earlier captured search data to create targeted ads.
Another option is Facebook Carousel Ads, which can showcase the items you’re selling on your e-commerce website and help generate traffic for your e-commerce website.
2. List Fatigue
Targeted ads are a great way to get eyes on your site. But you also need to convert those visitors into leads. Not mentioning the quality of leads which is important.
In the world of digital marketing, email marketing is the grandfather of all methods. It’s been around forever.
Still, many marketers have relegated email marketing to a thing of the past. An antiquated system that isn’t suited for the fast and modern times of targeted Facebook campaigns and Instagram influencers.
But believe it or not, it still holds a lot of value.
33 percent of consumers reported to Awprotools that email contributes to their spending. A further 44 percent of email recipients said they made at least one purchase based on a promotional email, according to Convinceandconvert.com.
One of the best parts about email marketing is that it can be automated. As a result, you can create a successful drip campaign to subscribers that are pre-defined and set your email campaign to do the rest.
For more advanced users try progressive profiling and list triggers for more one-to-one personalization.
You can define recipients based on the stage in their journey or segment them by interests. What’s important is that you don’t overlook this crucial step in e-commerce marketing.
It’s also a cheap resource. Email marketing has a return on investment (ROI) of $40 for every $1 you spend, according to Adobe. That tops both paid and organic search together.
Still, are meticulous about who is on your list. Be aware of the quality and trustworthiness of the content you’re sending out. That’s in order to maintain trust among your leads.
Online privacy concerns are top of mind for many people these days e-commerce marketers need to be cognizant of how they add visitors to their mailing list and what they send them.
3. The Rise of Smart Speakers
The increasing presence of devices like Amazon Echo and Google home is creating new challenges for e-commerce marketers, according to Stuart Ridge, Chief Marketing Officer at VitaMedica Corporation.
According to Ridge, marketers will need to adjust their approach for things like keywords and SEO. Long tail keywords will become more prevalent while SEO will become more localized and make greater use of schema markups.
Don’t worry if those are new terms for you. They’re simple concepts:
Long tail keywords are simple three and four-word phrases that are specific to whatever you’re selling.
Schema markup is a code you add to your website to help search engines return more informative results to your users.
The reason for the growth of these tools is that voice searches only yield the most available results, according to Ridge. This has created even more competition for top ranking search engine positions.
As we become more reliant on these devices to do our shopping, smaller e-commerce stores will struggle to compete with the bigger brands.
Voice search results will default to the giant online retailers like Amazon or brands that are already ubiquitous. This will require smaller brands to bolster their marketing if they want to keep up.
Ridge says these companies can counteract this effect by pushing their brand until they are consistent and reliable for households. That will make ordering the product by name second nature, he asserts.
4. Improper Content Management
Studies have shown that content marketing is the most effective way to promote an online business. Up to 60 percent of B2C (business-to-consumer) marketers are committed to content marketing, according to PointVisible.
To avoid this problem, sit down by yourself or with a team and come up with a dedicated, executable plan of action. You need to create targets and measurable goals.
That’s the only way you’ll be able to know if your strategy is working. But not having a strategy is no longer an option. e-commerce is a competitive market and the days of guesswork are gone.
5. Keyword Stuffing
Many marketers have taken the tact of simply stuffing keywords into copied content hoping it will boost their search engine rankings. But the practice simply won’t do in the modern world.
Google’s very own Matt Cutts, who heads up the webspam team, was warning against SEO keyword stuffing way back in 2017. He said then that Google was attempting to level the playing field and downplay people who over optimize or rely too on SEO.
“We are trying to make GoogleBot smarter, improve our relevance, and we are also looking for those who abuse it, like too many keywords on a page, or exchange way too many links or go well beyond what you expect. We have several engineers on my team working on this,” he said.
Here’s an example of keyword stuffing from Digital Sound:
Keyword stuffing can now harm your Google search ranking.
To avoid getting penalized for over-saturating your site with keywords, you must create original and compelling content that will keep the readers interest. Listicles and internet roundups are on their way out and quality content will soon be the deciding factor.
Another thing to be mindful of is keyword density. This is simply the number of times a particular keyword or phrase appears on a page compared to the total number of words on the page.
So if you have 1000 words on your page and a keyword is used 100 times, your keyword density is 10 percent.
There is no set number for optimum keyword density, but experts agree that between 1 and 3 percent is a good place to start. Just don’t overuse the number of keywords you use and you should be fine.
Warp up on Ecommerce Entrepreneurs
As more people turn to the web to take care of their daily shopping, marketers are being forced to pay attention.
About 89% of online shoppers use search to make a purchase decision.
You can build your e-commerce website on WIX, WordPress, Magento, Woocommerce, or a simple Shopify store to start your small business. Business owners will need to build a high-quality website and web designer may be needed.
Hire a digital marketing agency or marketing consultant to help implement your business plan. They can help with online e-commerce and landing pages to get your product sales going quickly.
E-commerce websites have taken over how we consume goods and services and there doesn’t appear to be any sign of them slowing down. Marketers are often playing catch-up to new technologies and new requirements of their trade.
Marketing remains one of the most challenging aspects of the e-commerce entrepreneur’s job but it remains an important one. Figuring out the roadblocks that hold us back is only the first step to overcoming them.
In this article, we have provided just a few of the obstacles that e-commerce entrepreneurs might face in their pursuit of internet gold. Use these solutions today.
Roberto Garvin, co-founder of Mofluid. It is absolutely amazing to see how technology continues to evolve, from email to browsers, search engines, mobile, AI and now blockchain. I am fortunate to witness it all. Really excited to see what’s next. Twitter – @mofluid / Facebook – @mofluid