From being an ancient spiritual practice, Yoga has grown today to become a big business catering to premium lifestyle. In the last four years, the number of takers and the spending on Yoga practices and products have increased dramatically. You will be surprised to know that, over 30% of Yoga Journal subscribers in the US have an average household income of over $100,000. The sudden increase of interest has led to more teachers pouring in and training studios coming up.
The below statistics will blow your mind and will help you to understand the tremendous business opportunities in the field of yoga.
Growth of Yoga and Meditation in USA
National Center for Complementary and Integrative Health has published the research statistics on use of yoga and meditation in USA. According to their statistics, more than 14.3% of American adults were taking up yoga and meditation classes. In 2012, this was a mere 9.5%. The same is the case for children. In 2012, 3.1% were practicing yoga which was grown to almost 8.4% by 2017. This is a significant increase when we turn our attention to other alternative therapies and practices.
Yoga certainly has many health benefits but the reasons for popularity of the meditative exercise have been the non-intrusive nature of the practice. People in the US are opting for Yoga sessions to reduce stress, improve overall physical fitness, body flexibility and mental health.
Over $12bn Market Size of Yoga Industry
According to IBIS world, the Yoga & Pilates industry is having very huge market in USA. As you can see, they are estimating over $12bn market size of this Yoga and Pilate industry with over 40K businesses operating in USA.
The number might have decreased due to COVID-19 but I am sure the online yoga classes and online session business may grown at large extant.
The growth figures point toward a huge opportunity for those who are and are looking to establish themselves in yoga industry. Not just in USA but people from all around the world are spending high on Yoga products like yoga mats, towels, yoga apparel/costumes, blocks and straps, props, accessories and even training DVDs. Here is the yoga demographic and statistics for your reference:
And if you refer the Google trend statistics mentioned below, you will see the increased stack of the yoga which is steadily growing over time.
You will be surprised to see the sudden spike in Yoga related searches in March 2020 clearly depict its increased popularity around the world.
Now the most important question for you is;
Are you ready to promote your yoga business?
Your competitors are already started making leap into this ever growing industry. As an example; when I search with “yoga” on Amazon, it lists over 384245 results today! This result clearly indicates the current scenario of the industry. If you are a yoga teacher, a studio owner, a retreat owner, yoga eCommere website owner or any business that can include yoga as one of its products, this is the time to make some haste!
If you are up for the challenge, here is the 9 steps proven plan to revamp your yoga business to acquire this growing business
#1 Have a Beautiful Website
First and foremost, you will need a business website that appeals to the possible takers. Simplicity of design and user friendly UI is the key. Always remember that these are premium customers you are targeting and they won’t mind paying. Just invest in a web designer who would be able to create an interface that will allow your audience to connect with the service. Be it an ecommerce platform or a retreat website, make it user friendly and responsive.
If you already own a website and want to check the basic performance, visit official Google PageSpeed Insight tool and see how it perform. Never hesitate to take expert’s help.
#2 Local Business Presence
If your business is targeting local audiences, it is very important that you show up in local search listings of popular search platforms like Google, Yelp or Yellow Pages. The percentage of people getting introduced into Yoga is increasing by 25% globally each year. As search queries increase it is crucial that they find your business. Many tourists would be looking for local yoga classes and this should be your catch point.
As you can see in above screenshot, most of the businesses shows temporarily closed due to covid but once everything get settled, you will start getting call and inquiries from the Google local business listing as well.
#3 Social Media Engagement
80% of the literate population in the world is active on some social platform every day. For businesses, this could be a huge opportunity to attract attention and increase your leads. Investing in Facebook, Instagram, Twitter and Pinterest marketing can leverage your brand to a great extent. Social media engagement has been the key drivers in several industries and especially with wellness programs and products like Yoga. You can easily engage with your audiences by sharing your yoga poses, useful yoga information and can divert those connection into leads.
Not just Facebook but Instagram and Youtube is also one of the most promising platform where you can start sharing your yoga knowledge with the prospect. Start organizing free yoga sessions and host some Yoga webinars to engage with your previous customers to keep them active while working from home at present.
#4 Have Mobile App
According to Statista, there are over 3 billion Smartphone users and expected to reach this figure to 3.8 billion till 2021. If you are still avoiding mobile audiences then you are losing huge business opportunities from it. By having mobile app about your business, you can not only target these audiences but also can offers additional facilities to your existing customers. Lets for example; allows your customers to book their yoga session directly from their smartphone can make their booking experience easier.
Here is the best example of few popular Yoga Mobile applications enjoying the benefits of mobile platforms.
Yoga.Com Android App Statistics
Daily Yoga iPhone App Statistics
#5 Utilize the popularity of Video platforms
Specifically applying to individual yoga personality, yoga studio and retreat owners, videos can be a powerful platform to showcase the quality of indulgence they can expect at your premises. Marketing on YouTube videos will give them a prior visual experience, encouraging their motivation to opt for the sessions. Again, remember that these are premium customers and will settle for the best experience.
As for example Yoga Burn has nicely launched “Yoga Practice of the Lockdown Challenge!“ on YouTube and getting very good viewership. Using video promotion Yoga industry can make their visual brand as well as they can earn money by video monetization technique.
#6 Improve Productivity with SaaS products
For effectively managing your yoga studios or programs, SaaS (Software as services) products are very helpful. You can easily manage entire yoga studio which includes:
Showcase multiple yoga session with calendars
Manage multiple yoga teachers and distribute the sessions accordingly
Online booking and payment collection
Populate emails announcing new sessions or updates about the session
Manage multiple yoga studios from your PC
This solution will empower your productivity and can enhance your business by eliminating non productive efforts and can help you to focus on your core expertise which is Yoga.
#7 Paid Marketing / PPC Advertisement
Paid marketing is the best way to acquire a new business by investing smartly in various paid channels like Google Ads, Facebook Paid advertisement, Twitter ads etc. We have helped various eCommerce businesses to generate huge revenue with the help of this strategy and can also replicate the same for you. Here is one real example for your reference:
#8 Content Marketing
Content is the life blood of internet and can make or break your brand within small time-frame. It is everywhere you look or listen. Content marketing through in house blogs and publication is a valuable tool to attract prospects and convert them into customers. The type of content should be closely related to what you are trying to sell. With a spiritual product like yoga, you should be able to inspire trust and confident through your content.
#9 Active Participation in local events & festivals
Yoga is more of an activity and you need to showcase your quality through practical means. Organize boot camps, beach lessons, yoga on water and other innovative activities that will make news and get the attention of your target demographics. You can also attend yoga festivals being held by various organizations around the world. Such activities will help you to built strong networks amongst peers and will give boost to your brand popularity.
The statistics clearly shows the tremendous growth opportunity for Yoga Industry and being a business, you must re-think your online marketing and business strategies to stay ahead with your competitors.
How OLBUZ can help you?
OLBUZ places itself as one of the leading agency having vast experience working in Yoga and health industry. Through our innovative IT products and marketing strategies, we can help your business grow in both length and form. OLBUZ curates highly personalized IT services and caters to precise business requirement, making you an effective online leader in your industry.
Need any help to boost your Yoga Business? Contact us now!
Have you already set up an awesome eCommerce website for your business which is working perfectly fine?
If the answer is yes, then what next?
If you really think that your work is now complete, then think twice!
To stand ahead of the competitor, you need a comprehensive and all-inclusive eCommerce digital marketing strategy that nobody can compete with. A proper eCommerce marketing strategy is something that can bring visibility to your e-business among your potential customers in order to make a sale, get high ranking across leading search engines and establish brand value. And such a strategy is quite different than that of brick and mortar stores.
So, which sections should you actually focus on when it comes to marketing your eCommerce store? Actually, the options are many. From content marketing to link building, SEO, paid advertisement to sponsored marketing – everything you can implement using proper marketing strategies. To help you out in this, we have accumulated a useful eCommerce marketing checklist that covers all.
In this comprehensive eCommerce marketing strategy, I will cover:
Technical eCommerce SEO
Content marketing for eCommerce store
Natural link acquisition / Link building strategy
PPC advertisement and
So, If you want your eCommerce store to start generating business from the very first day, your will definitely love this guide. Without further ado, let’s start the discussion with technical eCommerce SEO checklist.
Technical eCommerce SEO Checklist
Technical SEO is the crucial part and a foundation for any eCommerce marketing strategy and if done rightly, it can ease your job in driving organic traffic in early stage of the business.
# Buying Domain / Choose the Right Name for the eCommerce Store
Buying perfect domain name for any eCommerce business is very important. Remember you are not just choosing the domain name but also choosing the company / brand name. Your eCommerce domain name will be your identity online. Here are few important tips to buy the right domain name:
Make domain name short and easy to remember
Use right set of keywords in Domain name (Not necessary but preferred)
Avoid numbers and hyphens in domain name
Make domain name meaningful and memorable
Use appropriate domain name extension (.co, .com, .org, .co.in, .net, .biz) – Very important
Research about various eCommerce portal domain names and check for the legal / copyright violation
Use trusted platform to buy domain name
Buy domain name for long period (To save cost)
If you are planning to launch your store in multiple countries, make sure you book country specific domain extensions as well.
Remember, having right domain name is very much important for eCommerce SEO so, make sure you have some good and easy to remember terms in your name. Finding right domain is all about good research so, make sure you choose best domain.
Once you finalize your domain name then choose trusted platform to buy domain. There are many domain registrar available online where one can register the name. Some of the most trusted domain registration sites are as below
Google Domains etc
# Buying an Expired Domain Name
Buying recently expired domain to launch your new website can give you multiple benefits only when it has a clear history. Here are few things to check before you buy an expired domain:
The type of content that was hosted on that domain
Backlinks quality etc.
Domain name includes your preferred word / key phrases
Domain name matches your expectations in terms of branding
If you are having expertise to do the complete expired domain analysis, you can opt for buying an expired domain for your new website. Else just go for a new and fresh domain name. If you already having store and looking to rebrand with new domain, you can do complete redirection to divert all previous traffic to this new one. Here is one more example of buying authority website to gain the benefits of existing traffic.
#Choose the Right Hosting Platform
This is the first component of your eComemrce website that you choose carefully. And do not opt for cheap ones. Moreover, here are a few things that you must consider before buying a web hosting provider for your eCommerce store:
Tips to Choose the right Web Hosting Company
Choose the cloud server if your plan is to expand the traffic in near future
Choose the eCommerce friendly web hosting provider
24×7 Customer Support
Read detailed review on trusted blogs
Check Uptime reliability
Check security features
Compare plan with other Hosting platform
A proper research is needed before choosing the right hosting for your eCommerce website as downtime may cost you business loss. Spend some time in web hosting forums until you find a few options worth trying.
For example, Amazon AWS and Google cloud are giving great offers for the startup to launch your first eCommerce application with very good online support:
# Install an SSL Certificate [Must + HIGH PRIORITY]
Gone are the days when people used to be unaware of online fraudulent activities and the importance of personal data security. Now they do not trust an eCommerce business site if it is not encrypted with SSL certificate. They expect all the details such as bank detail, credit or debit card number etc. given on the internet to be secure. And an SSL certificate gives that security. And when visitors can trust your website, you get loyal customers. Importance of SSL certificate for an eCommerce website is impossible to ignore because it helps you provide information security and build trust among your customers.
Single domain SSL will be sufficient but we recommend you to install EV (extended validation) SSL certificate as it will not only secure your domain but also will showcase the name of your business in browser (Green Bar). There are many trusted SSL certificate providers so, review plan and get SSL certificate for your eCommerce store accordingly.
# Website should be Malware Free
Detecting constant malware in a particular website by Google can result in blocking that website, possibly freezing traffic until the issue gets resolved.
Thus to avoid such unpleasant scenarios, always protect your site from malware. Here are a few ways to do that:
Choose the secure eCommerce platform and hire experienced developers
Keep updating your site plugins and themes
Choose trusted website security scanning software to scan your site and check for any existing malware and other harmful code that doesn’t belong to your site
Opt for Web Application Firewall to strengthen your website’s security
4xx and 5xx pages indicate a page is missing and a page with server code error respectively. Make sure that your site is not linked to any such page. If found, remove or replace the page. If you opt for a suitable replacement, don’t forget to set up a redirect from the 4xx page to the replacement.
How to check 4XX/5XX pages on eCommerce website
Once your website is ready, submit it to Google search console and keep checking all broken pages and errors provided by them.
Once you have a list of all broken pages of the site, make sure you redirect those pages to working relevant pages. If any visitor lands on 404 page page then he/she won’t visit other page on the site but rather quit the website and this way you can loose your potential customer as well.
You can always create custom and user friendly 404 page to guide users to find the page / category they are looking for.
# Internal Linking Structure
According to Moz, the internal linking structure in a website is useful for 3 major reasons:
It allows users to navigate a website
It helps in creating information hierarchy for the given website
It spreads link equity (ranking power) around a website
Moz explains the optimal internal linking structure of a website using the below image:
If you keep your website navigation user-friendly and follow this linking structure, it will increase the ranking potential of your web pages and pass link juice accordingly.
# Accurate Canonical Tag
To eliminate low-quality content from search engine results, Google algorithm penalizes websites that has duplicate content. Adding a canonical tag to a website can be a rescuer in such a situation.
For example, if your eCommerce website is abc.com and there are two URLs for different variations of a same product:
Or the same product is listed under different URL in multiple categories
Then you should add canonical tags to such pages to avoid any issue related to content duplication.
# Check No Index Tag
Being an eCommerce site owner you’re aware that there are some pages in your site for serving specific purposes but not responsible for increasing ranking or getting traffic for your site. But these pages are important for your site. You can add no index tag to such pages to prevent crawling these pages by search engine crawlers. Here are some pages that should include no-index tag:
Thank you page
Admin page etc.
Note – On 1st July 2019, Google Announced that use of “NoIndex” in Robots.txt is no longer supported by Google so, make sure you add noindex tag within the particular page only.
By adding a robots.txt file to your eCommerce website, you can tell search engines cralwer which pages they should crawl and not crawl. There should be at least two URLs that an eCommerce site should include in its robots.txt file – cart URL and Search URL.
For example, here is a partial view of Flipkart’s robots.txt file. Flipkart has mentioned cart page, review page and store page in its robot.txt.
If you are not sure about the syntax, better you ask your developers to create the Robots.txt file as per your requirement.
# Prepare XML Sitemap
A sitemap indicates the location of every page in a website. Other than showing the hierarchy of a website it also helps Search console to understand the structure of the site and search engines crawling the site. According to the search console, sitemaps are useful for –
Websites having lots of content that are not well-linked
Websites with rich media content
Thus you can understand how important adding and submitting a sitemap is important for your eCommerce website. For small sites sitemap could be small but eCommerce has millions of pages and hundreds of new pages added each day so, for that make sure you create dynamic sitemap.
# Follow Google Webmaster Guidelines
While doing SEO activities of an eCommerce store make sure you follow all the Google Guidelines. Otherwise, your site would be penalized and eventually your business will face a great loss. Make sure your webmaster don’t do any black hat SEO practice else your site and business will be in big trouble.
# Review Outbound Links
Outbound links has big importance in an eCommerce sites as it’s not a blog structure site and mainly dependent on internal linking structure. Outbound links are the one links which pointing out to other sites from your site. It means you are giving the back-link to other site. For an eCommerce site make sure you don’t give add much outbound links until and unless it’s relevant. Make sure you try to add social media links only which is also considered as outbound links.
# Set Structured Data
Using structured data for your eCommerce business website can enhance your products in search results with rich snippets and provide a real SEO boost. And when your site has a rich snippet, your brand stands out in the search results and the CTR gets increased. You can check how your site is performing after the inclusion of structured data in the Google structured data testing tool:
Structured data is very much important for any E commerce site because when you plan to create shopping feed to run product listing ads on Google then Google will recognize the feed structure from structured data only.
# Responsive Site (Mobile Friendly)
This is one of the most important point as Google has announced mobile first indexing in which they will only use the mobile version of your website for indexing and ranking the page. Here you need to make sure that the important content of the page must be visible on mobile version of your website. Apart from just indexing, mobile friendly website can also help you in acquiring more business as well. According to a recent report by Smart Insights, mobile users consume more than 2x minutes as compared to desktop users.
Thus make sure your eCommerce website has a responsive design so that it can be easily accessible on desktop, mobile, tablet and other smart devices. A responsive design attracts a broad group of audience, drives traffic and boost sales.
# Website Speed Performance
According to a news published in January 2018, a new ranking algorithm, designed by Google, is aimed to specifically downgrade the search rankings of really slow mobile pages. Google claimed that page speed will be a ranking factor for mobile searches.” John Mueller, the Webmaster Trend Analyst at Google said that: “the faster you can make your pages the more we can take that into account and it can help improve your rankings a little bit”. Make sure you keep checking the website speed test on regular bases and improve it.
By adding Schema Markup Code on your website you can help search engines return more informative results for users through rich snippets. Eventually, your site gets a prominent visibility in SERP and great CTR.
This is one such example of search result :
As the discussion on SEO checklist is over, let’s have a look at the content checklist that you should keep in mind while doing eCommerce marketing for your e-business online.
eCommerce Content Marketing Checklist
# Proper Keyword Research
Perform proper keyword analysis for your home page, category pages and product pages. Opt for long tail keywords that have high search volumes instead of generic terms. According to Moz, 70% of the search demand curve has been occupied by long tail keywords.
Only the right keywords can help you move forward with the content marketing for your eCommerce site. Thus you cannot just ignore this stepping stone.
Tips for better Keyword Research
Use right keyword research tool – “Keyword Planner”
Check competitor’s keywords
Check LSI keywords on Google
Don’t avoid Google Suggestions
Pick keywords from FAQ section
# Prepare Meta Tags
Once you are sorted with the keywords, prepare meta tags for all the important pages of the eCommerce site. Add targeted keywords to the meta titles and meta descriptions. Make sure both the title and description stay in the desired character limit. If you have thousands of product pages, set dynamic meta tags for all those pages with targeted keywords. Make sure you choose right keywords in Dynamic meta tags thus it don’t extend the length.
# Prepare Content for Pages
Add content to your home page, category pages, and all the product pages. Place your targeted keywords in all the pages’ content strategically. Do not stuff keywords unnecessarily in the content. Also, avoid making content duplication. Especially each product page of your site should have unique, informative and catchy content in short and simple format. Just have a look how Myntra has displayed this short and informative content for one of its product, i.e. a carpet.
# H1 (Heading) Tags
# Allow User Reviews
A staple for any eCommerce website is user reviews for its every product. 85% of customers trust online reviews as much as personal recommendations and you can increase your eCommerce conversion rate around 14-76% by adding reviews. Let your customers add reviews to your site by providing them an option to add it. Also, you can send emails a few days after you know your customers have received products asking if they need any service, and, if not, would they please leave a review.
# Add Q&A Section
Adding a Q&A section or an FAQ page to your eCommerce website can serve several functions, ranging from –
Alleviation of buying anxiety that your product page copy doesn’t directly address
Less burden on customer support by publicly giving answers to some common questions, either added by yourself or asked by your customers
# Related Items Comparison (To Increase Pages/Session)
At the end of the product page add related items comparison table and compare with other items to improve customers engagement and boost sales.
For example, if you search for teacups in Amazon.in and land on a particular teacup page, you can see related item section there as below:
Moreover, Amazon includes another section almost like the earlier section, titled as “Customers who viewed this item also viewed”.
Both these sections help customers compare products and they may buy more than they thought of before visiting an eCommerce site.
# Visual Content (Images should be High Quality)
The most crucial element of an eCommerce product page design is your feature image. It should be of high-resolution and perfectly centered. Furthermore, you should have at least 5-6 images of that same price from different angles in the product gallery. Such images can perfectly describe what your product is and how that can serve your customers’ purposes.
Take a look at the images of men’s running shoes in Flipkart below. They are clear and large, shot from different angles of the same shoes.
# Video Content
Adding a product demo video to your product page not only gives your customers that additional personal touch they require but also serves as a great traffic booster when you post the same video on various video sharing websites, like YouTube.
# Add Blog Section (Must for eCommerce Content Marketing)
Maintain a separate blog page on your website. Add high-quality and reader-friendly blog posts frequently. Make sure those posts are related to your business and can help your customers in some way. For example, if you own an eCommerce jewelry store, write posts on how to select the perfect ring for a wedding, how to finance the cost for the desired jewelry etc. Use targeted keywords in your blogs as well.
Now, let’s have a look at another important aspect of eCommerce marketing – link building. Below are some proven strategies to implement link building best practices and get great ROI.
eCommerce Link Building Checklist
# Guest Editorials
By posting guest posts on the guest blogging websites, relevant to your niche, you can reach a wide audience, create an impactful relationship with others in your industry, place yourself as an expert in your field and get quality backlinks for your site that helps Google to decide your site’s search engine ranking. Share something worthwhile. Use visual aids and add actionable information in your post.
# Existing Content
Keep an eye on what your competitors are publishing. Research properly to check if there is any site that publishes product reviews related to your site. Then contact those sites and find out whether they like your product. If they do, then approach them to link back to your website. This is one of the effective ways to earn backlinks to product specific pages on targeted keywords.
# Find Broken Links & Build Quality Backlinks
Finding broken links in popular posts, related to your niche and published online, and replacing those content with your content and your link is an effective way to build links. For example, One of Brian dean’s students, named Richard, was rewarded with a handful of high-quality backlinks for his post by implementing broken link building technique.
How to find Broken links on other sites
Install Screaming Frog tool to your computer
Download Sitemap.xml file of the site
Now add all pages to crawl in Screaming Frog tool
Export all Outlinks from Screaming Frog tool
Now filter all links in Excel file
Check page status again in Screaming frog tool
Filter 404 links and find original source
Now mail to site owner to replace link with yours
Well the process is bit lengthy to find accurate broken link but it’s worth. Once you get to know about the process then you will easily scrap all broken links within minutes.
# Host Contests
Giving away your products as prizes is a great way to engage customers and earn backlinks. Conduct contests and mention those on your blog with a good amount of joining time. Notify those sites that list such kinds of contests and earn backlinks from them.
Create your company profile across leading business profile listing sites and get great visibility. ‘This is an effective way to earn quality backlinks for your eCommerce business. Some of the business profile sites are Crunchbase, Angel.co, About.me and many more. Don’ forget to create profiles on social media sites as well including Facebook Page, LinkedIn Page, Pinterest, Twitter and Instagram.
# Image Credit
Many a time it has been noticed that there are multiple sites post content or product reviews in their own sites and use images from the eCommerce sites that are actually offering those products. But often they do not mention the source credit. Browse online and search for such places where your products’ images have been used but there are no mentions of your site as a hyperlink. Contact those sites and ask them to give image credit by linking back to your site.
# Conduct Survey & Publish Report
Sharing original research data is a reliable way to earn links. So long as you will research a topic that your niche audience care about, and you deliver information that they have not been aware of yet, you will stand a good chance of getting links and acknowledgement from other sources in your industry. Conduct surveys to capitalize on this option.
In the fourteenth point under the SEO checklist section in this post, we have mentioned a report by SmartInsights to show proven data that supported our statement there. Similarly if you conduct surveys and publish reports, other sites may use your reports, use in their blogs by mentioning “according to report” and link back to your site.
# HARO (HELP A REPORTER OUT)
Haro or Help a Reporter Out allows bloggers or publishers to ask a question regarding their next blog and other members can give answers with backlink as a resource. HARO has many quality platforms. Just sign up, read your daily emails and keep giving useful and share-worthy answers with your credentials.
If you consistently share helpful tips, there’s a possibility to be hooked up by anybody with a link.
There are multiple websites where you can list your upcoming discounts, offers, promo codes etc. and get backlinks. Just have a look at how Amazon has listed its ongoing offers in oneindia site.
# Participate in Interviews
Participating in an online interviews or sharing expert interviews across your site and social platforms can help you receive backlinks easily. Search sites that run interviews related to your business expertise. Contact them and express your wish to participate in such interviews and what knowledge you would like to share. Also, you can find people worth interviewing in your niche, invite them for an interview, create an initial buzz across social media and generate links.
# Video Sites
If you have product videos attached to product landing pages then you should upload those on video sharing platforms. For example, Allocacoc has shared its product video on YouTube and mentioned its site link in the description box.
# Review Posts
According to an advertising survey by Nielsen, 92 percent of people trust recommendations from other people over brand advertisements. The consumers trust the influencers they follow on social media. In fact, a study by Annalect and Twitter found that users have as much trust in influencers as they do in their friends. Thus try to reach out to renowned influencers, such as bloggers, vloggers, and product reviewers who can review your products and share across their own platforms. This works believe me 🙂
# Competitor Research
A proper competitor research helps you review websites relevant to your industry, assess your competitors’ websites performance, find out a number of backlinks and check online authority. You’ll understand what helps others in your field rank well and how to emulate a competitor’s strategy to earn backlinks too.
If you have implemented all the above-mentioned strategies and now want to spruce up your eCommerce PPC management, here are some useful eCommerce paid marketing tips that can meet your needs perfectly.
eCommerce Paid Marketing Checklist (PPC Ads)
# Choose Paid Marketing Platform
When it comes to sponsored advertising for an eCommerce business, there are plenty of platforms that you can choose from. Be it Google Ads, Facebook ad, Pinterest ad or Bing Ad, you can try anything that suits your requirement. Also, Amazon advertising is quite popular too. According to eMarketer, here are US net ad revenues at Amazon during the period of 2016 to 2020.
Each and every PPC platform has it’s own advantage, benefits, competition, targeted audience and set up process. On Google Ads, Bing Ads, Pinterest Ads, Facebook Ads and Instagram ads you can advertise products from your online eCommerce store and all platforms are based on Pay-Per-Click model.
On Amazon Ads & eBay ads you can’t advertise products from your online store but can only advertise those products which are on your Amazon and eBay store. Amazon Ads is based on Pay-Per-Click model where as eBay Ads has Cost per Sale model.
If you are still confused about which platform to choose then don’t worry you can contact OLBUZ PPC team on firstname.lastname@example.org any time.
# Set Up Proper eCommerce Tracking in Analytics
To track the revenue being generated via the paid campaign you are running, you must set up Google Analytics code. There is an eCommerce tracking feature also available in Google Analytics account that you can take advantage of. Using eCommerce tracking feature eCommerce business owners easily see the product performance data directly in Analytics. Also, you can set up a goal in Analytics to measure your visitors’ particular actions on your site. It will help you track micro conversions as well.
Further, if you don’t want to leak any conversion then make sure you set up click event tracking on website as well. Yes, few eCommerce site takes order via calls only so, in that case track data of how many customers clicked on phone number from website itself.
# Set Up Conversion & Remarketing Codes
Once you set up account in PPC Platform them create conversion code from platform itself. Well, each platform has their own code name so, please follow below details.
Now generate conversion code on each platform and add conversion code on the successful checkout page of your eCommerce site to track when a customer completes an action, such as buying something, signing up for a newsletter, adding a product in cart etc. via your website or app. Moreover, by adding a remarketing global site tag, UET tag and Pixel Code, you can show your products ads to the people who have already visited your website. This can trigger more sales for your business. As mentioned earlier you can set conversion code on click event as well.
Adding conversion code on eCommerce site is very much important, because without it you won’t be able to track right orders and revenue.
# Keep Your Shopping Feed Up To Date
To run product listing ads on paid platforms you must create product shopping feed with all required data including product id, product name, product description, product image, product price, MPIN, GTIN and other important attribute.
To make your products attractive enough to the people so that they tend to buy those from your store, it is important to keep your shopping feed up to date with fresh, accurate and comprehensive data. If you really want to help your customers have a smooth shopping experience every time, make sure your users see the same information about the products in shopping ads that they will see on your website. Check out the shopping feed update by Google Merchant Center to keep your data feed up to date. Watch the below video to know how to upload your data feed in your shopping ads.
# Prepare Shopping Campaign
Creating a shopping campaign is a must if you want to start investing in paid eCommerce marketing. To do this, first, understand the product feed and category very carefully and structure your shopping campaigns accordingly. It should be prepared based on your product categories, prices, custom labels, quantity and gender-specific. Once these sections are specified, allocate budget to each and every campaign according to bidding methods and location targeting. Here is a comprehensive video where within just 5 minutes you can have a profound knowledge about creating shopping campaigns.
Remember, The process of creating a shopping campaign in both Google and Bing is quite similar. But if you want to create your campaign on Facebook, the ads should be based on audience and interests.
Here is one such example of product listing ad on Google.
# Optimize The Shopping Campaign
Here are a few ways to optimize your shopping campaign and ads:
Depending on the items you are selling, break your campaigns in categories based on product type, brand name, profit margin, performance etc. You can also run A/B testing and figure out the best possible way to generate maximum revenue.
Place extensions such as product prices, site link, location extension etc. to improve your ad presence and increase search impression share.
Schedule your ads based on your target location and audience
Adjust your bids. (Location + Device bids)
Segment the data and remove Search partners if it has high spend
Start smart shopping campaign (Highly recommend)
Optimizing shopping campaigns correctly can give you great ROI over the period of time.
# Brand Search Campaign
To check if any of your competitor’s ad is visible online on the same keywords that you are also targeting, test Google search result by entering your brand name on a daily basis. Invest in a brand search campaign to get the most bang for your spent buck. The price of your branded keywords bid may fall due to their high quality score and CTR. And thus you can get super cheap bids on those keywords. And moreover, when you bid on your own brand name, you can surely keep your competitors out of the picture.
# Remarketing Ads
We have already mentioned the benefits of adding remarketing code (Global Site Tag) to your site in an earlier point. You can create dynamic product ads or custom image ads to cater to your visitors who didn’t initially convert on your website. Especially product image ads are highly useful because they display the latest items the visitors viewed, aiding you to keep your products and brand top of mind.
We recently searched for a few products on Amazon but did not buy. Since then we have been seeing Amazon’s remarketing ads whenever we visit any other place in Google.
Just have a look when we were reading an article on Google, how those remarketing ads were visible there –
You can create dynamic remarketing ads for audience like
Added product in cart but not purchased
Initiate Checkout but not purchase
Visit particular product category but not purchased
Viewed product but not added to cart
Many such combinations
Hope you find this checklist useful. Following these guidelines, your eCommerce sales will surely explode. You can implement all the strategies or just pick a few that suit best for your business. Is there any other strategy you want to add? Feel free to tell us about it and share your success story. We’d love to know.
Are you tour operator? hotel or resort owner? travel destination promoters or associated with travel industry? If yes, then you might be thinking about below questions for sure.
What kind of travel content should i publish on travel blog?
How to find right topic for travel content?
What kind of audience looking for online travel content?
How to get maximum traffic on travel blog?
How to generate leads via blog?
How to make travel content viral on social media?
By end of this article, you will learn to create perfect content marketing strategy for your travel business. Yes, I am going to share my years of experience working with OLBUZ, a certified digital marketing agency specialize in promoting travel industry.
Since the emergence of technology and social media, the journey of a traveler has become quite different as compared to it used to be. Gone are the days when the travelers used to rely on guide books having outdated information or even paper maps. Now, they have the access to information across the web in the form of personal experience stories of travel bloggers, photo sharing applications like Instagram where numerous travel stories are found, vlogs managed by travel influencers, Buzzfeed or Wittyfeed guides, travel videos in YouTube and Facebook. The platforms like TheIndia that allow travelers who don’t own any blog to write about their travel experiences which indirectly helps other tourists/travelers to know about various places. National and international media houses also covers travel news which allow visitors to schedule plan accordingly.
This real-time access to travel information has dramatically transformed the way travelers plan a trip – from getting inspired to booking the ticket and hotel. Travelers also plan their trip based on upcoming festivals, International tourism day (To cover events and vlog), local or regional events (Gangor festival) and many other similar reasons.
Each year on 18th April whole world celebrates the world heritage day. World heritage day is also known as International Day For Monuments and Sites. On this day travelers visits the national heritage sites clicks photos and videos. Check below video published by Incredible India on their Twitter account on world heritage day.
Nowadays social media has become a great place that travelers blindly trust before taking any trip. According to a report here are some interesting numbers how millennial traveler decides his/her trip and what they do during trip.
Around 87% of people are looking at Facebook for travel inspiration.
Around 97% of travelers post while traveling
46% users book their trip on smartphone & tablet
75% of people post once a day during trip/travelling
Well, that’s a lot of social activity. So, if you are planning for travel content marketing, you must create content in such a way so that it can be viral on social media. Only then you can make the most out of your content marketing strategy.
Here, we are going to discuss about how different travel bloggers, media house, influencers and other people crafts their travel content and how audience gets attracted towards it. This list of travel content ideas will help you to curate your content in a way which easily targets large audience base.
Top 6 Travel Content Ideas That Can Help You Become Viral
#1 Destination Specific Travel Articles
Destination specific travel articles refer to content pieces that are mainly focused on particular locations. These articles are also considered as travel guides for readers. These articles contain information such as how to visit, places to stay, things to buy, how local people are, best beaches or hill stations, local food, pub, bar etc. So how can one recognize an article as destination specific piece? Generally, the articles that mention one specific location and start with “Things to do in (location name)” or “Ultimate Guide to (location name)” are considered as destination specific articles.
If you are thinking about developing a destination specific article, you must remember one thing first that the internet is filled with such content. So to increase your content’s readability, you need to pick a unique place, put a creative twist in writing and include awesome images to attract readers stand ahead of the crowd.
An article on Malta, written by Erin Chack, was published in 2014 on Buzzfeed. After it going viral on social media, Erin got a chance to visit Malta and met top officials because the place received a huge number of tourism growth after the publication of the article.
Erin Chack mentioned the story behind this viral content where she explained how she become famous accidentally in another country. Check video here which got 5.5+ Million views.
How to find Destination Specific Travel Content + Topic Ideas
Before finding or researching about any topic you must do a proper keyword research about that topic. Suppose you want to write travel article on Kerala then first check what kind of keywords people are searching on Google. To do the keyword research you can use certain tools including Google Keyword Planner tool (Official), SEMRush, AHREFs and many more. Here i have prepared one keyword research list to write best possible content for travel niche.
In above screenshot you can see the list of keywords and average monthly searches on Google for particular keyword. I have added the heat map in search volume column to show which keyword can be good to write article.
Don’t get excited after seeing 74000 search volume for “Tourist Places in Kerala” keyword because you won’t be the first person to write article on this topic. Yes, competition is another challenge in content marketing as you need to check how many blogs are ranking on this keyword, quality of their content, backlinks of the blog and many other factors.
So, choose keyword having good search volume and low competition. After choosing the right keyword now you can prepare topic accordingly and write detailed article on it. Make sure you follow complete content marketing checklist while preparing any content.
Here are some examples about destination based article topic ideas
14 Pics That Prove [Destination Name] is the Most Underrated Country of the World
Free Things To Do In [Destination Name] With Your Friends
Best Things to Buy in [Destination Name] – Don’t Miss These Souvenirs while Shopping in Kerala
#2 Top Lists Specific Travel Articles
Article, mentioning a complete list of a particular topic related to travel is another popular type of travel content. From best places to visit in particular season to best things to do in a particular location, top food items to eat to best things to buy – all these fall into the category of list specific travel articles. To make such an article work, you need to have a catchy title and some superb images.
Just have a look at the article, titled “The world’s Top 10 cities for street photography”, published in Wanderlust Travel Magazine. It talks about some popular cities around the world for street photography, but what makes it a unique and share-worthy piece of writing is some spectacular and unique photos.
In list specific articles, it doesn’t restrict to places only but one can create lists of travel photos, travel activities like paragliding, festivals, things to do, near by picnic places , food dishes and many more things.
List Specific Content + Title Ideas
6 Best Places to Visit in [Place Name] During Monsoon Season
10 Food Dishes One Should Must Try During [Place Name] Visit
17 Unique Festivals Around the World Should be in Your Bucket List
Top 12 Places for Paragliding Activities in [Place Name] to Witness Breathtaking View from the Sky
#3 Travel News Articles
Travel news article is focused on the details about any latest event, summit news, activity, sports news etc., happened at a particular location. Sometimes, such articles can be brand specific and promotional. Writing aptly, such news can be viral on social media and boost huge traffic within a short amount of time.
Here is an article, published in The Independent, where a summit between President Trump and Kim Jong-un in Singapore is mentioned. How this article has become a travel piece is really interesting. This article talks about Singapore’s luxury hotel St. Regis Singapore.
Travel news is very crucial for both travel agencies and tourists. A single incident or news can affect the whole travel industry. Here are few travel news which went viral and affected travel industry positively and negatively.
Shimla Water Crisis during the peak season
Tourism in Spain increased by 32% after ZNMD movie
Udaipur city awarded as best city of Asia by Travel + Leisure site
How Will the Las Vegas Shooting Affect Tourism?
Best tourist places to visit after Lockdown
#4 Travel Influencer Interviews
The travel influencers are those who travel across the world, give a unique perspective to every place they travel and actively be in social media with their live stream, videos, vlogs and more. Thus they have a huge following on their social media channels like Facebook, Twitter, Instagram and Youtube. Nowadays brands try to collaborate with leading travel influencers in order to get a great incentive for people to join their tour programs. Also, they can get promotional benefit across the influencers’ social channels.
Clint Johnston, the founder at Triphackr has 200K+ followers on Instagram and many leading media houses including CNN, BBC News, Mashable, The Huffington Post and other media portal featured him. So, here if you can reach out to any Travel blogger, influencer or runs successful travel vlogging channel then just reach out to them for a quick interview or track them if they are in your city or state for quick video interview.
Here is an example of travel influencer Mr. Manish Lakhani’s interview:
If you develop such kinds of travel influencers’ interviews, you will certainly get noticed online and make your content share-worthy. We have also noticed that lot’s of Travel Niche Instagram profiles posts photos from leading traveler influencers on their feed with their mention. If any travel influencer has any issue with it than he/she can contact to remove photo and if not then they engage with them by liking or commenting on the post.
#5 Controversial & Reality Subject
Writing on controversial and reality subjects is surely an art. Because you need to follow a responsible fashion while writing on such topics so that your article does not raise your readers’ collective blood pressure and bring any negative publicity for you. Leading media houses often write about such controversial or reality subjects, related to various places. Creating rightly, such stories can give you an immediate popularity and traffic. But yes, in some ways it often shows dark sides of a matter.
In 2017, Benny Lam documented the suffocating living conditions in the subdivided flats of Hong Kong, recording the lives of these hidden communities through a series of photos. The article went viral for not so good reason.
In a city lit up by neon-shopping strips selling luxury brands, approximately 200,000 people live in these tiny enclosed apartments, some as small as 15 square feet https://t.co/vdRR02Nc0Q
Here are few controversial and reality travel content which went viral
I Took And Smuggled These Out Of North Korea – Illegal Photos Kim Doesn’t Want You To See – Bored Panda
12 destinations travelers might want to avoid in 2018 – CNN
#6 Publish Travel Guide Videos
People who don’t have enough time to read detailed article about travel related guide or content then they opt to watch videos on YouTube. Yes, YouTube is game-changing platform for travel business as they can generate maximum business from it.
Many businesses from travel industry thinks that they are getting enough business via website and cold calling and don’t need YouTube platform to generate more leads. Well, If you are into travel industry then don’t make such mistake because YouTube can also generate more leads compare to website leads and cold calling.
If you are into travel business and still confused about what kind of travel content you should publish on YouTube then don’t worry here is the guide.
“Tips to Choose Best Tour Package” – You can record one detailed travel guide video about best tips to book tour package which can include best season to visit, best time to visit, what kind of places one should include in package, how to book cab, best food and popular dishes of the region etc.
Check below video posted on TheIndia YouTube channel which displays the beauty of Munnar Hill Station Kerala.
So, this way you can also record video of specific destination and publish on your YouTube channel.
In a nutshell, the travel and tourism industry can proffer plenty of opportunities through creative content marketing activities. This sector gives you the freedom to use different types of content, all the way from persuasive photos to educational guides. If you want to harness the optimum benefits of travel content marketing, be entertaining, informative and inspiring through your stories. Be visual. Shape yourself as a go-to resource for your visitors.
So, what trick have you implemented to market your travel content? Is there any specific type of content that suits your travel brand? Do share here. I’d love to know.
Acquiring new customers has never been easy, especially when you are a new brand in the market. Further, with the help of technology and spreading awareness among customers, selling a product required a lot of research and promotional creativity. A few decades ago, marketing was all about printing a few ads and banners for the local streets. But with the present surge of internet and social networking platforms, marketing strategies had a major makeover. To understand these changing trends, it would be a great idea to look back at marketing leaders over the ages.
In 1960s, the ways of promotion were a lot different than it is today. The medium of spreading the word was mostly limited to the three networks; television channels, radio & newspaper. Further, the messages were largely literal and were crafted mostly for female consumers. In those days, the styling was all about suits and cigarettes. A fountain pen and a martini would symbolize status. The consumer on the other side had little purchasing information and accepted anything that was put through.
It was in the 1970s when the first hint of creative marketing was seen. Though most nations were fighting political unrest and economic pressures, the expenditure of consumers too reached an all-time high, propelled by inflation and hoarding behavior. During this decade, ‘Positioning’ was the most popular advertising strategy and it was considered as an effective way of placing the ads of your product in the mind of the target persona. The 1990s brought forward several new brands and we saw a boom in marketing strategies. Door-to-door selling was replaced by electronic marketing and we started using digital media and accompanying technologies for product promotion.
In this ever-growing industry, the core marketing concepts are still the same and very much functional. In this article, I will be sharing my views on those old marketing ideas and will compare the same with the current marketing strategy.
Here is the list of old marketing strategies that are still effective:
#1 Influencers are important
The idea of brand ambassadors and celebrities was introduced in the 80s, largely by a few big brands. But looking forward, it has been a distinguishing aspect of brand identity today.
It was in the 1980s that marketing became more intense and consumers got more demanding. This was also the period when we saw a rise in the fashion industry. Designer labels like Calvin Klein introduced a whole new range of products and employed celebrities like Kate Moss during the start of her career in the early 90s. Campaigns became more seductive and promotion needed some ambassadors that the end-user segment related to. In this light, we also saw the widespread popularity of jeans in the fashion industry. Currently, we have seen such influencers as well in the fashion industry like Kim Kardashian and Kendal Jenner. In today’s world celebrities have huge followers on various social media platforms and are known as social media influencers, they charge around $10K for a single tweet or an Instagram post.
#2 Believe on Visuals
Though the world largely buys from the internet portals, visual advertisement still plays a prominent role in choice making. With so many competitors for every single product, it is through creative visuals that marketers can appeal to the senses.
Multiple advertisement mediums have been introduced including TV, radio, billboards, magazines, Internet, direct mail, and newspapers. Advertising became an integral part of the life of an average user since the 1970s and this was well supported by growth in TV usage. Advertisement placing was well researched and scientific and more emphasis was laid upon fact-based marketing. Music was introduced with the advertisement for better brand recall.
Currently, there are plenty of online advertising platforms available in the market like Google AdWords, Media.net, Criteo & AdRoll on which merchant show their ads and it directly reaches the target audiences. These platforms help in achieving huge success because it benefits consumers, advertisers, and companies as well. On the other hand, social media marketing is also a plus point for companies to reach out to the targeted audience. Companies love to promote their Advertisement banners on platforms like Facebook ads, Twitter, Pinterest & Instagram Ads which gives great ROI in terms of branding and sales.
#3 Reaching out to customers
It was due to the limitations of technology that our previous generations weren’t able to pass on the information effectively. In old times, businesses reached out to customers via newspaper advertisements, Radio, Banners, TV’s, etc. But today, social media platforms present a solid stage for reaching out individually to customers and groups. Every major brand has a vast social media presence today and has been investing more in social campaigns.
Here, I would like to give a small example of how social media marketing helps companies at the branding level. Coca-cola is one of the top soft drink companies founded in 1886. As per reports it has only served around 9 bottles per day in the first year and today it sells around 1.9 billion bottles daily globally. Coca-cola changed its marketing strategies frequently over time based on the market trends, brand ambassadors and competition. Today Coca-cola has around 106 million likes on Facebook and around 4 million Twitter followers which show that consumers still have faith in this brand. Coca-cola runs impressive online & offline marketing campaigns and tries to reach out to the maximum audience.
#4 Branding is pure business:
Again, the visual impact seems to be the competitive advantage of a brand. One can easily associate with the Nike or Adidas logo, but there are thousands of good sports manufacturing companies. Creative designing and Infographics have certainly taken an authoritative ground. A logo is one of the most important factors when it comes to branding. If you closely see the branding campaigns of famous companies then you will notice that most of the companies use red color in their logo as it is bold primary color and consumers can easily remember the logo for a long time. Most of the companies like Coca-Cola, Puma, Virgin, Toyota, Canon, and Netflix uses the red color in their logo.
#5 Trends are always on the high
Trends seem to be fleeting, changing with every new introduction. As such, marketers and brands at large should be the carriers of changing trends and just not follow them. Here, one needs to understand the trends and predict the marketing strategies in advance to meet the expectations of changing human behavior. If the brand doesn’t change with the trend, it will lose a large market share like Nokia.
#6 Discounts and offers still work
While the modern consumer always makes an informed decision, discounts and fair price has always been a welcome move. Discounts and offers have also been a major element to gain a competitive advantage. In this era, the discount and offers are mainly known as Black Friday & Cyber Monday deals. In November & December month which is mainly known for holiday sales, all local & online stores provide huge discounts & deals for consumers. As per fortune report in 2015, online shoppers spent around $4.45 Billion on Black Friday & Thanksgiving day.
The way a consumer thinks will keep on changing but marketing strategies need to be a step ahead and should be able to anticipate the change. Modern consumers have been taught to be completely aware of what they are buying and whether there is a better alternative or not. The challenges for the marketer are thus enormous and it is with creative abilities and wider research that a successful brand identity can be established. However, there are still many things from the early ages of marketing that stick to the core of the process. Marketing strategies have always been about research and understanding our customers. The same will continue to apply.
Are you fashion ecommerce brand owner? Looking for proven marketing strategy to build build profitable ecommerce brand that can generate steady and positive ROI? read on. In this article, I will share proven eCommerce marketing techniques based on my experience working with leading fashion eCommerce retailer to increase their revenue by more than 100% within small time frame.
However, seeing at the recent growth of the industry, it’s clearly not the case. According to Statista, retail ecommerce revenue from fashion apparels, footwear and accessories are expected to grow to 146 Billion USD by 2023.
A huge amount of investment is being done into this sector with brands like Glit Group valuing at $236 million. There are several key players today including Moda Operandi (valued at 46 million), Nasty Gal (valued at$49 million), ShoeDazzle (valued at $66 million), BeachMint (valued at $75 million) and more. These numbers aren’t inflated but rightly show the opportunities and value proposition in the market. Companies like Nordstrom, Neiman Marcus and Nike are setting new standards for online shopping and with new ecommerce technologies being invented every other day, the partnership of digital and retail works brilliantly.
However, in-spite of the huge growth and the opportunities, there also exist of online fashion brands struggling to survive. It’s a marketplace that is marked by frequent changes in consumption behavior and the inability to adapt leads to losses. Moreover, the online marketplaces like Amazon also acquiring a great % of total sales by not only introducing best selling products with lower price but also introducing various ads options.
It is necessary to understand that though the online fashion retail market enjoys the same characteristics, there are clear differences when you are trying to sell a particular kind of product in a particular market and targeting particular demographics.
Every successful fashion ecommerce brand has not just been able to find their competitive advantages but is also continually striving to set new targets, branding and marketing techniques. Attributes like pricing standard, packaging, delivery, communication, grievance management have become more important areas to focus upon than the quality of the product. To be able to establish a successful online store, brands need to understand what the customer seeks – low pricing, big discounts, quality products, trendsetting designs, good visuals, convenient browsing, high quality content, interesting stories, social adoption, and much more.
Looking at the successful fashion eCommerce players in the market and their online marketing strategies, here are some takeaways that newer entrants should focus upon:
1. Visual is as Important as Quality
When we are talking about physical fashion retail stores, the showroom experience also relied upon the quality of product display. Fashion brands have been known to embark in displays that give a larger-than-life image to the products. It essentially establishes the quality, authenticity, exclusivity and value of the product. However, when the same store goes online, visuals are limited to the photography content available on the page. It is thus necessary for online fashion ecommerce store that the quality of visuals should provide the maximum information to the audience, while heightening the perceived value. Professional product photography helps establishing the real feel of the fabric, material, stitch details, emblems and more. Navigable product photographs in successful fashion websites offer option for zooming into images to get a better look.
If you are a online jewelry shop, you can also implement feature like how product will look on your face / hand. Sometime, customers need to see about the appearance and this type of features will help them in selecting the right products.
Other than the product photos, the overall visual (website design and navigation) should feel shoppable. An eCommerce website in this case should be understood the same way you would design a physical store. Further, several stores also add product packaging pictures to let the customers know how they will receive the item.
Apart from just product images ecommerce website can put clothing or jewelry product videos as well on landing page to showcase how product will look on Men/Women. Product videos has more impact compare to product images on customers mind. As per statistics73% more visitors will buy the products if they watches the product videos on site. So, make sure you add the product videos as well.
Pro tip: This is very important part of any eCommerce marketing strategy and highly recommended for the brand having lower conversion rate and higher bounce rate.
2. Don’t sell on the Homepage
The homepage of any online fashion store is more about establishing credibility and trust among potential buyers. The ideal home page is not for displaying products or its prices. Instead it should integrate marketing and promotional strategies that will encourage the visitor to explore the rest of the website before navigating to the product pages. The best you can do is display the product categories on the home page and create an intuitive interface that makes it easier to navigate to the inner pages.
We have seen many fashion ecommerce websites using home page to promote the offers and new launches specific to season. By incorporating this into your marketing strategy can be helpful to promote seasonal products.
Pro tip: Displaying customer reviews, brand achievements, awards and web security trust seals on home page can increase the conversion rate of your fashion eCommerce store.
3. Unique Story Telling Product Descriptions
Your products won’t sell if you are still copy pasting product descriptions from the manufacturer’s website and adding spammy Meta tags to enhance the traffic. The modern product description is all about being able to communicate the product’s value with a real story. A great example of such salable product descriptions are presented by ModCloth. Each of the description adds more life and personality to the product and adds reasons to why anyone should be buying it.
Pro Tip: User generated content like product review, ratings, questions and answer from the real buyer can boost the conversion rate & decrease the bounce rate of your respective landing pages. It also helps in organic search rankings.
4. Upload and Update Latest Products
For fashion ecommerce brand; the best way to entice a returning customer is to offer a new line of products that he/she might want to buy. A continuous updated inventory essentially signifies that the brand has something new and unique to offer. The same old stock photos will easily bore out customers, especially if customers are returning visitors. One time visitor might have seen those products for first time on your website but that doesn’t mean they never seen those products on other online fashion store. Even with the same kind of inventory, you can always go for fresh looks with new models, new styling and personalized product recommendation. There is no limit to creativity that can market a product.
Pro Tip: Same old content and catalog will not only annoy users but also will annoy search engines. Fresh and unique content along with latest trend of product will definitely help you in generating better organic traffic result into better business.
Personalized emails can be a very successful marketing tool, especially for an online fashion ecommerce brands. It is deemed as an instrument to build a long lasting relationship with the customer while acting intelligently to enhance the shopping experience. Email marketing campaigns can be strategically synced with buying behavior and preferences to make customers feel special. Discounts on birthday, anniversaries, etc have always increased conversions. Personalized emails can cover several aspects of shopping, including:
A thank you letter for purchasing products
Added to cart but not completed purchase (Remind them your product is in cart)
Customers who might be interested in new products added to particular categories
Wish list product updates (Those who have certain products in wish list)
While email is the top source for data analytics for marketers, it will also be a point of contact that customers will check from anywhere, from waking up in the morning to reading emails when driving to office. According to reports Email Marketing has higher conversion rate compare to social media, PPC & direct conversion rates.
6. Don’t Forget to Build Email Lists
A key marketing tool used by most successful online fashion brands is an email subscription form. Whenever a new visitor lands on your website, a simple pop up form can collect the email details of the customer and add him to the list of subscribers. Building an email list through this and other means is essential to generate the maximum amount of attention to everything new that you do. Whether you have come up with a new product, a promotional sale or an event, it is best said through email newsletters. In above image you can see that how Moda Operandi provides sign up offer in subscription form while entering into the portal.
Pro Tip: Create further segmentation in your email list and avoid sending same email to entire list. Understand user interest and accordingly serve the email. This will help you to lower email unsubscribe rate and result in better conversion rates from email campaign.
7. Stay Real
The growth and popularity of social media has made marketplaces highly democratic. Brands no longer dictate fashion but the customer experience and reviews are. It is thus necessary that you stay real in your products, offering and other activities. Anything fake will be noticed and shared. To this end, many top fashion brands are using customer photographs as accompanying product pictures. While it might not look good as a studio photograph, it does add a lot of positivity. Maximize the opportunity by:
Advertising the right product
Advertising real photographs, especially those shared by customers
Advertising only what you can offer and not overstating
A good experience shared by one customer is equal to big paid promotion campaign. If you are also allowing other vendors to sell their products on your fashion store, then make sure the quality of images, description and other factors pass some real value.
8. Be Intelligent to Moderate Reviews
Customer reviews have always influence future buyer’s decision making. It is thus necessary that you moderate all product reviews and ensure that only the good ones are displayed. The better the reviews, the more are the chances of reselling. However, there’s also a limit to which you can choose to filter out the reviews. The purpose should be to help other customers make an informed choice and not just hear good things about the brand/product.
If you have very good mind to analyze the product performance then you can moderate reviews accordingly. Don’t moderate only good reviews blindly because it might cost you fortune. Some products on your online store might have high percentage of refunds & return orders, so here you can balance positive & negative reviews so visitors won’t buy blindly just by following positive reviews. Consequently, calculated inclusion of both positive and negative reviews should help you save money in refunds and return orders.
Pro Tip: If you receive genuine negative review for any product, approve it and try to put your point in reply. This will help other buyers to make their purchase decision easier.
9. Sell Look
Since you belong to the fashion industry, the main thing that you are selling is the look. Thus, instead of selling one particular dress, you can suggest other complimenting products and accessories that best go with the buy. You can promote complete looks created by a particular selection in dress, glasses, hats, shoes, sandals, watches, bags, jewelry, etc. Another alternative to selling in combination is to suggest related products (customers also viewed…) on the lading page. Check above image how ASOS provides buy a look suggestion on particular product.
10. Make Contact Process Easy for Customers
Though digitization has made shopping more convenient, we still look out for a human touch to the processes, especially when faced with difficulties and issues. To be successful, it is necessary that the customer finds it easy to contact representative. The common tools to this end include emails, chat, phone calls, social media communication, contact forms and others. You can also be creative to make this more convenient. One more important thing to keep in mind is the use of social media wisely. We have seen some famous brands are using auto reply feature when someone mentions them online (Twitter) and later users badly trolls them for poor management. Try to give 100% personal touch and manage all complaints easily so later can track it. In recent Facebook update now Facebook Page will show the total % of response rate in particular time. So, give quick response to all messages on Facebook brand page as well.
11. To Sustain Customers, Provide Product Offers Time to Time
Every once in a while, customers need an impetus to continue with a particular shopping brand / shopping portals. This best comes in the form of discounts, offers, coupons, and the like. In a year there are plenty of various festivals and days where online fashion stores are providing huge discount offers on holiday sales like Christmas, New Year, Black Friday, Cyber Monday, St. Patrick’s Day and many more days. Don’t relief yourself after uploading discount banners on shopping portal. Reach out to the audience via Email Marketing, AdWords, Bing Ads, Social Media and other forms.
Pro Tip: Checkout This Cookie law before you implement the same on your website. One need to strictly follow the same and make their website visitors aware that you are collecting cookies. You must follow GDPR while tracking any type of user data. More information – https://eugdpr.org/
13. Find Vendors on ETSY
If you are in the process of creating fashion ecommerce marketplace, you will require sellers who will advertise their products on your website. The best resource to find top sellers in fashion niche is ETSY. Here, you can look for bands that don’t just match your product categories but also advocate your brand image while offering a great deal in pricing and delivery.
Pro Tip: Now a days many B2B portals are launched to connect buyers with manufacturers. Here you need to stay connected with proper channel with the help of such B2B portals to find best products at competitive pricing.
14. Market and Advertise Brands Intelligently
Depending on the business model you follow, it is necessary to evoke a trust benefit from your customers. For instance, if you are running a portal selling many different bands, it is necessary that you prioritize the marketing of your own fashion brand name rather than focus on the brands you work with. Advertising in this case should be very strategic such that you are placed above a particular brand and whenever a return customer is looking for a particular product, he/she would come back to your website rather than looking elsewhere for the brand.
To meet this end, you will need to:
Investment in ads at Adwords, Bing Ads, Facebook, Instagram and other platforms
Participate in Google’s shopping action program which is currently available for selected merchants in USA.
If you owns online store then you should spend some time to define eCommerce Marketing strategies. For any eCommerce site one has to advertise their products on Google AdWords & Bing Ads. This paid marketing platform provides different types of marketing campaigns to sell your products. For example, if you are selling even 10 products online then you can create shopping feed and shopping campaign in Google AdWords & Bing Ads. Shopping Campaign will provide highest conversions, conv. Rate and ROI as they are the cheapest form of advertisements as compare to other.
Always think that your competitors are smarter than you. Yes, your competitors will never miss a chance to grab your customers and Google AdWords can play a key role in it. If your shopping portal is quite popular and you are not running Search Campaign in Google AdWords by your brand name then you are losing huge opportunity to boost sales. Competitors might be running ads on your brand name so whenever any users search your store name in Google they might see your competitor’s ad on first place and visit their store instead of your’s. So be intelligent and start running ads on your brand keywords. If you can spend some more money on marketing then don’t hesitate to run ads on competitor’s store keywords as well!
15. Train Your Customer Care Team
The nuances of customer care are changing drastically with the continuous evolution of the online fashion industry. The work they do is beyond handing logistics and delivery related troubleshooting. You will thus need to train your customer care team to be knowledgeable about industry trends and even be able to give style advice to customers.
The modern customer care team will address complains on social media, handle social posts and even track brand mentions across the internet.
16. SEO and Content Marketing
Content is still the king when it comes to online leadership. For fashion retailers, a key to success in this regard lies in fashion blogging and photography. Regular fashion related articles (4 to 5 lengthy articles every month) is the modern way of marketing brands and looks. They don’t just create interesting stories but also assist in the technical aspect of website marketing involving SEO (H1 tags, Meta Tags, Alt Tags, Internal Links and more). eCommerce store should have better content marketing strategies to boost ranks on Google on targeted keywords.
Invite in guest bloggers who would help market your brand among their audience and consequently, also offer a greater exposure to your products. Collaborate with leading fashion bloggers of the industry which might adds value to your store.
17. Adapt new features to drive sales from social media
I have seen that conversion rate is always low from social media traffic as compare to Google shopping visitors but if implemented properly, you can have a great numbers of sales from social media.
Recently, Instagram has launched Checkout on Instagram feature which will allow customers to directly buy order on Instagram without leaving the app.
Checkout this video:
Surviving the swell in the online fashion retail industry is difficult but if you are doing all the right things, there would be enough encouragement for you to continue experimenting, improving and learning.