6 Ways to Get More Traffic to Your BigCommerce Store

Operating an online store can be tough if you don’t know how to actually attract customers. It comes down to having a well-thought-out marketing strategy in place that utilizes every platform and tool that you have at your disposal, in a meaningful way that connects with your audience and builds your brand.

Getting more traffic to your BigCommerce store requires an understanding of what your users are looking for, a clear brand message, and a multifaceted approach that covers all of the essential areas of eCommerce marketing. It also involves synthesizing all of these tactics into a workable strategy that is relatively easy to implement, and that makes sense for your particular industry.

Before you can put together a decent strategy, you first need some information on each method of generating traffic, and why each is so effective for eCommerce businesses. This guide will cover 6 key areas you will want to investigate, the upsides and downsides of each, what to expect, and how you can best tie everything together in order to get real results.

Get More Customers to Your Online Store

Focus on Getting Customers to Your Online Store

You want to start your BigCommerce marketing efforts by taking a step back and retraining your focus. The ultimate goal here is getting more customers to your store. Sometimes it’s easy to get lost in all of the different apps, themes, platforms, features, and “hacks,” that are floating around out there, which can distract you from actually accomplishing what you set out to do.

In this case, you want more users visiting your website and seeing your products. That’s what it all boils down to and that’s what your central focus should be. So any changes or additions you make to your site, or any time you invest into your digital marketing, should center around this. If what you are doing or spending money on isn’t resulting in more traffic, it’s a waste of your time.

Getting those customers coming into your BigCommerce store is absolutely essential, so it’s important to take the necessary time to understand exactly how to get consistent results. You don’t want to rely on a trickle of traffic coming in from Google and the occasional sale via word of mouth. You also don’t want to simply throw money at Google Adwords and expect a decent return. This isn’t a sustainable way to run a business online.

As you work on your marketing plan, simply keep in mind that generating traffic is the goal. Regardless of how popular you think your products are or how much word-of-mouth business you are getting, you can’t ride on this kind of luck for long. Not only is traffic generation the key to remaining stable, it’s the only way to truly grow as an eCommerce business. There’s simply too much competition out there and too many other options to think you can get by without the right marketing strategy in place.

The Best Ways of Generating Traffic

There are many ways you can bring traffic to your website, but not all of them are worth your time. There are also different ways to approach each of the methods we have listed below. For instance, “social media marketing” can mean many things. Are we talking about creating funny memes on Facebook or promoting stylish ads on Instagram?

This section will break down each of the 6 primary ways to get more traffic to your eCommerce store, so that you can better understand the benefits of each one and why you need to incorporate them into your overall marketing plan. Keep in mind that you don’t necessarily have to invest time into each one of these areas, but it’s good to be aware of them, because each is a potential avenue for generating traffic, which is of course the goal here.

1. BigCommerce SEO

In general, search engine optimization should be the backbone of any digital marketing strategy that you intend to implement. While there are several other great ways of bringing in more traffic to your website, no other method is as potentially profitable as SEO.

BigCommerce SEO is useful because it can produce consistent and scalable results. The more you invest in your SEO, the more you get out of it, and the longer you work on it, the greater the returns you see. While you may have fluctuations due to market trends and Google algorithm updates, optimizing your website for the search engines provides the most logical path forward for any business owner who wants to generate more traffic and sales.

Why is SEO so effective? There are several reasons for this, all of which involve the role Google plays in our lives and for eCommerce in general. When most users hop online to search for a product to buy, very rarely do they go to the actual retailer beforehand. They use a search engine like Google to kick off the hunt. Whether they are looking for a new phone, a piece of clothing, the latest video game, or a customized trinket of some sort, the search usually begins on Google.

It’s in Google’s best interest to serve the best possible results to its users. This means providing them with a web page that either answers their questions or offers them a popular and well-rated product. This can be an extremely powerful asset for businesses, because when your page or product makes one of those coveted top spots in the Google search results, it carries enormous weight.

It’s not just about the traffic you are getting at this point. Page one rankings quite literally build your brand, because even when certain users don’t click onto your website, they might see your name pop up. Keeping your brand in the minds of your potential customers is half the battle. When SEO is done right, it not only helps bring in organic traffic, it can help bolster the way your brand is perceived, and actually help you build a community.

There are also no real downsides to SEO as well. The only slight negative against this method is that it does take a bit of an initial time and money investment to see real results. Even if you already have a few good rankings, a SEO campaign is unlikely to yield powerful results in the first six months to a year. Unless you are going after extremely uncompetitive keywords, which usually aren’t worth your time anyway.

SEO is well-worth the investment for your BigCommerce store however, because over time, your rankings will slowly improve, which in turn will allow you to attract more and more customers naturally. No other form of marketing can get you the same kind of long-term and consistent results as SEO can, which is why it is considered the core part of current eCommerce digital marketing.

2. Pay-Per-Click Advertising

The next major avenue of marketing you will want to consider is pay-per-click advertising, or eCommerce PPC. This method of marketing can be extremely beneficial for short-term gains and quick results. In the right hands and for certain niches, it’s also quite scalable, which means that you can actually use it to grow your business with the right approach.

The major downside that you want to be aware of with PPC is that no matter what platform you decide to advertise on, there is always a high risk of losing out on a lot of money. When not managed properly, a PPC campaign can act like a black hole for money. To run a campaign properly, you need to have a great deal of knowledge when it comes to targeting certain audiences, and you need to have a solid grasp on sales copy and what kinds of images get clicks.

Much like with SEO, this is not an area you want to engage in unprepared. You first need to analyze which platform is best suited for your business and your products in particular, and from there, you need to decide what kinds of ads you are going to run. Google AdWords can be especially costly if you don’t know what you are doing or are going after the wrong keywords. Make sure you have a firm grasp on your audience and start with a smaller campaign, only scaling when you begin to see results.

3. Email Marketing

Email can be another way to draw in customers to your BigCommerce website, especially if you have taken the time to meticulously cultivate and prune your email list. This is important to note, because you’re not going to get much out of emailing a bunch of random contacts on a generic list. Your email marketing will only be a successful part of your marketing strategy if you have invest a lot of time into building an email list of fans rather than simply anyone who has interacted with your content in the past.

Email Marketing BigCommerce

One of the only downsides to email marketing for eCommerce specifically is that it can be hard to keep your emails relevant and exciting. Crafting click-worthy emails is something of an art that not all marketers possess, but if you are able to get enough engagement through emails, it can serve as a solid remarketing strategy.

4. Social Media Marketing

Social media is one of the best ways to generate traffic to your website these days, but it does require a substantial amount of work. This method differs substantially from PPC and SEO however, because of the need to connect with your audience.

With PPC and SEO, technical knowledge and skill will cover the bulk of what you need in order to manage a campaign. Social media is altogether different however, because to get decent results on one of these platforms, you need to actually interact with your potential customers and provide them with consistent value.

It doesn’t matter how many tweaks and “optimizations” you make to a social media account. What matters is the human element, how you interact on a daily basis and what kinds of information you are offering. You can’t simply act salesy and drop links to your products, that’s not how it works (although many marketers still believe that’s how it works).

Social media marketing for eCommerce requires a huge time commitment. How often you post on your social media of choice is important, but so is how often you comment and respond to other people, as well as what kind of value you are providing on the platform as well. Creating memes and other sorts of viral and sharable content is a must, but you have to adjust for your specific industry and craft material that meets the right expectations.

When done correctly, this can be an exceptionally effective form of marketing because it directly bolsters your brand and provides an easy channel for your fans and customers to get in touch with you and feel like they are a part of what you are building. From there, it’s easy to get them on your website through deals, sales, contests, announcements, blog posts, and other methods.

5. Influencer Marketing

A newer form of digital marketing but an effective one nonetheless, especially for eCommerce businesses. If you want to get more traffic to your BigCommerce store and you aren’t quite ready to pour money into PPC, and don’t quite have the time to spare for email marketing and social media yet, you might want to think about hiring an influencer.

Influencer Marketing BigCommerce

An influencer is anyone who has a solid and dedicated following on social media, typically a popular platform like Instagram, YouTube, or TikTok. The idea here is to connect with an influencer in your niche by reaching out to them on the platform or through email, and asking them to help you promote your brand or one of your products.

Many influencers are interested in these kinds of deals because this is how they actually monetize themselves. Influencers usually make money through the relationships they set up with eCommerce merchants. You pay them to promote your products to their loyal following, which gives you brand appeal and makes your whole business seem more relevant. It can also directly drive traffic to your products if done correctly.

What makes influencer marketing so potentially effective is that this kind of advertising is what many users connect with right now. They don’t want to be served bland and sterile ads in Google or Facebook, and they certainly don’t want to see commercials with sales pitches. They want to see a real person using a real product that provides them with palpable value. This gives the shopper a “green light” to visit your website and try your product for themselves.

6. In-Store Promotions and Contests

The last arm of your marketing strategy should involve some kind of promotion or content. You can even run these in your brick and mortar location and have them bleed into the digital world by making certain stipulations. For example, signing up on your email list as a prerequisite for entering an in-store giveaway. These kinds of tactics generate enthusiasm and help show off your brand’s personality.

If you don’t have an in-store location for your BigCommerce store, you can simply substitute in your Facebook page or wherever you have your core following online. Then you can use this platform to direct users to your website using that email trick or some other useful method.

Putting Together Your eCommerce Marketing Strategy

While you don’t have to be a social media savant or a SEO wizard to see some traction with your marketing efforts, you do have to put together a workable plan, otherwise you’re not going to know what to focus on and you might get overwhelmed. It also may not be a good idea to try and tackle every one of these points all at once, because not only are several of them time consuming, you might find the data from one area useful for gaining traction in another.

For instance, by running a methodical and well-researched SEO campaign, you can gain a lot of information on your audience and their habits, which can then help you build a better PPC campaign. Running a PPC campaign can help you build a social media presence, and so on. So while you may be able to theoretically tackle every avenue of marketing at once, it’s probably not the most effective way of going about it.

There’s a lot that goes into creating a full-scale marketing strategy, but you most likely will want to focus on two areas at first and go from there. SEO and PPC, for instance, pair well together. If you already have a decent email list, this might be a better option to focus on until you get more traction in the search engines.

Taking the First Step to Generate More Traffic

As you can see, marketing for eCommerce can be somewhat complex. Even if you are on BigCommerce, all of their apps and features won’t automatically help users find your website or purchase your products.

If you are serious about succeeding online, you’re going to need a skilled marketing team to help you make it happen. Here at Genius eCommerce®, we specialize in all aspects BigCommerce digital marketing, and know how to build campaigns that get results. Our diverse and agile team draws from a wealth of eCommerce experience and knowledge, giving us insight into the best approach regardless of the industry or task at hand.

Whether you are looking for a long-term SEO plan to build a foundation for your business, or quicker results through Amazon PPC or even Facebook marketing, we have the solution. Give us a call today at 888.982.8269 and we can get right down to business to discuss your marketing strategy.

Shopify Best Practices For More Organic Traffic

Shopify gives you everything you need in order to build and launch a fully-functional online store, but the real challenge comes afterward. In order to attract customers to your website and turn a profit, it’s important to follow as many Shopify best practices for SEO as possible.

The good news is, you’re starting off on the right foot. Shopify is one of the leading eCommerce platforms for a reason. They have created an intuitive and feature-rich service that makes it easy for store owners to upload products, design their storefront, and manage all of the minutiae of running a business online.

What’s also true is that no plugin, app, or integration can replace manual SEO work. A high-quality well-coded Shopify theme, great branding, and easy-to-navigate site structure are the bare minimum when it comes to building a successful eCommerce website. User expectations are higher than ever, and Google has set the bar high as well. This means that in order to rank high in the SERPs (search engine results pages), you need a rock-solid SEO strategy in place that covers all the essentials, including keyword research, on-page technical enhancements, and high-quality backlinks, just to start.

Shopify Store Examples
Shopify provides store owners with incredible tools that they can use to launch their eCommerce businesses, but this is just the beginning. SEO best practices are necessary in order to compete for page one results.

Improving Your Organic Traffic With Shopify SEO

No matter how great your products are, your website isn’t going to rank well in Google unless you are following Shopify best practices and certain fundamental SEO strategies. Organic traffic is one of the most important elements of any successful online store, but it takes a great deal of work to get a steady stream of visitors to your website.

Important Shopify SEO Best Practices to Consider Implementing

  • Focus on transactional search intent with the keywords you select. While you do want to provide plenty of valuable information on your blog, don’t make the mistake of targeting informational keyword on your products, or vice versa. Search intent is one of the most important ranking factors right now, as Google continues to optimize how users find products and services based on certain queries.
  • Treat every one of your product pages as if it were a landing page. Don’t rely on throwaway images or one sentence product descriptions. This is one of the worst things you could do for your business, as it conveys a cheap and lazy attitude and doesn’t do anything for your brand. You should make sure each page features great product photography, informative descriptions, relevant supplemental information, and an attractive layout that uses proper headers and section breaks for improved readability.
  • Pay attention to your page speed. No one likes a slow website, and this can influence the user experience substantially, even leading to increased bounce rates and abandoned carts. While it would seem that raw page speed is not a huge ranking factor in Google’s eyes, first contextual paint is being emphasized as one of the key ranking factors going into the new year. The first contextual paint is how fast from the time a user visits your site, to the point where they can interact with and understand the content being displayed. This is largely determined by factors such as how well your site is coded, how compressed your images are, and how weighed down by apps and fluff your site is. Shopify gives you a lot of control over the content of your website, which is one of the reasons why it is such a preferred platform for eCommerce stores.
  • Work on your internal linking. This is another important area of eCommerce SEO that many store owners don’t focus on enough. Coupled with easy to read URLs and well-structured navigation, internal linking is essential for helping users find what they are looking for as best as possible. Internal links also provide necessary context for Google’s crawlers. Don’t leave any of your content on an “island,” and make sure to create content on your blog that supports your products so that you can easily link to it in your product descriptions. You can also link relevant blog articles to each other when appropriate.
  • Create valuable content. As a store owner, you do want to focus on your products, but that doesn’t mean the rest of your website has to suffer. You should work to make sure that your Shopify website acts as a powerful tool for your brand, and creating long-form content that engages your audience is one way to do this. Google is constantly looking for the highest quality content possible to rank on the first page, and you’re not going to get there with thin blogs and weak product descriptions. Invest the appropriate amount of time and energy into the content on your website if you want to impress your customers and get results.

These Shopify best practices will help you build a strong foundation for your online store so that you can begin to see some growth in your impressions and traffic. While some of these tasks may seem involved, this is the level of quality you need to strive toward if you want that valuable organic traffic to start coming in.

Shopify SEO Agency Services

The Next Step For Improving Your Shopify SEO

Improving your store’s position in the search results can be quite the task, especially if you don’t have an extensive background in SEO yourself. In order to get the kind of results you are looking for, you may want to consider professional Shopify services to help you make the right changes and craft the kind of content your audience will love.

It can be difficult to make inroads with SEO without the proper guidance. Here are a few additional guides and resources for applying search engine optimizations to your Shopify website:

Improving Your Shopify SEO in 5 Steps

The Secret to Optimizing Your SEO

The Importance of Meta Descriptions

Getting Your Shopify Store Ranking in the Search Engines

If you are still having trouble developing an SEO strategy or taking care of all of the different tasks that are required in order to get real organic traffic into your store, feel free to reach out to us here at Genius eCommerce®. We are experts when it comes to ranking Shopify websites and can work with you to build a powerful data-driven campaign. Give us a call at 888.982.8269.

What Kind of Digital Marketing Services Are Right For Your Store?

If you operate an eCommerce business, you are likely in need of some kind of marketing in order to get more traffic to your website and eyes on your products.

Professional digital marketing services are necessary in order to help your business grow by attracting a steady stream of new customers and bolstering your brand image. However, there are a multitude of different kinds of marketing services and strategies that you can employ, which can make it difficult to know which path is right for your store.

Social media marketing, paid advertising, email marketing, influencer marketing, there’s a ton of different tactics you can use and trends you can follow in order to promote your products. The only thing is that it’s all too easy to choose a marketing option that doesn’t fit your business or that is executed poorly, which can result in a massive amount of wasted time and money. Digital marketing in general has an amazing ROI if done correctly, but at the same time, it can act as a black hole for budgets, eating tons of money that seemingly goes nowhere.

This guide will discuss which eCommerce digital marketing methods are going to be the most effective for your specific kind of store, and why it’s important not to try and handle your marketing in-house. When it comes to the competitive nature of eCommerce and how user expectations continue to rise, you can’t underestimate the importance of professional skills and years of experience when it comes to actually getting the kind of results you are looking for.

Analyzing The Needs of Your eCommerce Business

The first thing you want to do before you start talking to marketing agencies is to figure out what it is that your business actually needs. What unique challenges does your online store face and how can they be made better through an expertly-crafted marketing strategy?

eCommerce marketing services

Once you cut past all of the fluff and trends in the world of digital marketing, you will realize that there are only two main avenues you want to focus on: SEO and PPC. While options such as social media marketing do exist and can potentially help build your brand, they don’t have the same kind of ROI and aren’t as consistent.

Not every eCommerce business needs both SEO and PPC at the same time. Some industries are completely restricted when it comes to PPC, making SEO the only option. In other cases, immediate revenue is necessary and advertising makes a lot more sense in the short-term. Knowing which option works best for your business will not only save you a ton of time and hassle, you will also use your marketing budget more effectively as well. Nothing wastes money quicker than a mishandled marketing campaign.

Why You Need SEO Services

Most businesses, whether they are in eCommerce or not, can benefit from SEO. The key point you want to keep in mind with SEO services is that they don’t often produce immediate results. This is the digital marketing avenue you want to pursue if you want to build a strong foundation for your business and slowly bring in more organic traffic.

SEO has additional benefits to, such as helping to strengthen your brand presence and understand the needs and habits of your potential customers. As far as eCommerce digital marketing services are concerned, you could say that SEO is the all-around best option that has the highest ROI as well as the best potential for strengthening your business and helping you to gain more customers overall.

Another benefit of SEO is that any industry or business can make use of it. Due to the advertising restrictions that Facebook, Google, and other platforms place on certain products, such as herbal supplements for instance, SEO is the only viable option that remains. While Google doesn’t allow direct advertising for some products, these same restrictions do not apply in organic search results. This means that if you optimize your gun shop website with SEO, you can potentially rank in the top spots for your important keywords and not even have to worry about advertising restrictions. In other words, SEO is literally the only form of digital marketing if your business sells restricted products.

Why You Need PPC Services

Alternatively, PPC could be the ideal solution for your eCommerce business if you need a faster turnaround time on your investment, or if you are just starting out with your advertising efforts and need a little traction with your store in order to get your name out there for the first time.

PPC also works in cases where you want to push a little harder during select times of the year in order to take advantage of holidays or other special occasions. For instance, you may rely on your SEO to get you by for most of the year but as Black Friday and Cyber Monday approach, it may make more sense to turn on PPC for your hottest electronics.

If used correctly, PPC can also be used for brand-building and increasing customer engagement. A well-made Facebook ad for instance can really connect with your users and get them engaged with your brand even if they have no intention of purchasing your product right then and there.

It’s also worth mentioning that eCommerce PPC is scalable if executed by an experienced marketing team. If you start with a great strategy, you can use the new revenue you accrue from your PPC efforts and infuse them right back into your marketing budget to gain even more impressions and potential sales. This can be extremely effective if you sell products that are currently really popular or trendy and you understand how to “ride the waves” of what’s hot in your niche or industry. While PPC is traditionally seen as short-term gain when compared to SEO, it can certainly be used in a long-term fashion to support sustainable business growth.

Depending on your industry however you do want to be aware that PPC may not work well for you. PPC is very platform-dependent in the sense that what works on one platform may not provide the same kind of ROI on another. Knowing the advantages and disadvantages of Google Adwords vs Facebook advertising vs Amazon ads will help you decide what course of action is best for your particular business.

PPC Restricted Products Hemp
Products such as herbal supplements and hemp oil routinely get banned from advertising platforms. When this happens, SEO is the only recourse for businesses that want to get their products out there.

If you are selling restricted products of course, these can’t be advertised using PPC, and in some cases, Google or Facebook may bar you from advertising altogether. When constructing an advertising campaign on these platforms, your website is manually reviewed for content guidelines, and if it is apparent that you sell specific restricted products, your ad may not get approved even if you are trying to push another product entirely. There is also a chance your ad account could get penalized or removed. If your business sells products such as hemp, tobacco, vaping supplies, cigars, firearms, blades, workout or weight loss supplements, or herbal remedies, you might simply want to bypass PPC altogether and focus your efforts on search engine optimization.

Putting a Digital Marketing Strategy Together

Now that you understand a bit more about the advantages of SEO and PPC for your business, it’s time to craft a strategy that will work for you. The key thing that you want to remember when it comes to putting together a marketing plan is that you don’t want to just think of numbers. Yes, budget and ROI are important, but what you’re really doing here is building your brand. Right now in the world of eCommerce and online businesses and general, that’s what matters the most.

Selling products is one thing but an established brand can be endlessly monetized. Through your marketing strategy, you want to gain traffic, sell products, make money, and most of all get your name out there and strengthen awareness of your brand. If all you’re doing is mindlessly throwing money at an ad platform and selling products, you’re approaching the subject of marketing entirely wrong. Every step you take should be toward a greater goal that takes the long-term success of your business into account.

With all of this in mind, here are some additional points you want to keep in mind as you construct your digital marketing campaign:

  • What are your users looking for specifically and how can you meet their needs as effectively as possible?
  • Are your product pages or sales pages attractive enough and efficient enough to run ads to them?
  • Do you want to focus on your whole product line or simply a few popular items?
  • Do you currently get any organic traffic to your website or are you starting from scratch?
  • Does your Facebook page already have plenty of organic followers and engagements, or do you plan on running ads from a “dead” page?
  • Has your website been optimized or is it still slow and clunky?
  • Does your current eCommerce platform give you full control over your SEO or is it somewhat outdated in this regard?
  • What is your domain authority and how aggressively do you want to go after certain keywords?
  • Do you need to make any substantial changes to your website in order to accommodate an influx of traffic that would come with a PPC campaign?
  • Have you researched your competitors to see what is working for them?
  • Do you know who your target demographic is and how to specifically target them when you run your ads?

There’s a lot to think about if you want to create a marketing campaign that actually gets results. No matter what kind of digital marketing strategy you intend on utilizing, several important factors have to be taken into consideration, including your familiarity with certain technical aspects of SEO or the functionality of certain PPC platforms.

For all of these reasons and more, it may be far more effective to utilize professional digital marketing services that will be able to handle all of these different points so you don’t have to. While you could try and cobble together a strategy on your own, with the resources and knowledge at your disposal, chances are this will only lead to frustration and wasted money and time.

The Value of Professional eCommerce Marketing Services

Rather than trying to become a marketing guru overnight, it’s far more logical to seek out an agency that handles eCommerce marketing campaigns on a regular basis and that will be able to easily assess the needs of your business and develop a unique strategy that will get you actionable results.

SEO and PPC can be an incredible boon for your eCommerce store, but without a proper strategy in place, the results are going to be lackluster at best. Not only do you need to understand how to construct a marketing plan, but you also need the technical skill and years of knowledge to support the plan and see it through to completion. A marketing plan is not something you just activate and hope it performs. It’s a fluid strategy that needs to be continuously tweaked and improved upon over the course of several months and years in order to get the desired results.

That’s why here at Genius eCommerce, we have assembled a team of eCommerce marketing experts that understand all aspects of what it takes to grow your store. From detailed SEO campaigns that help bolster your Google rank, to powerful PPC strategies that help drive users right to your products, we simply know what it takes to get results, and we have the case studies to back it up. If you know you need to invest in some SEO or PPC for your business, you need a digital marketing agency in your corner that has extensive experience and the skills necessary in order to put together a winning strategy.

For more information on our marketing services, hop on a call with us at 888.982.8269 and we can help you figure out exactly what your online store needs, whether it’s a sophisticated search engine optimization campaign or an aggressive Facebook advertising strategy, our team is ready to make it happen for you. Also, check out our eCommerce blog for helpful tips on managing your SEO and other marketing issues.

The Benefits of a Facebook Like Campaign for eCommerce

Have you recently decided to dip your toes into the world of Facebook marketing? You might be tempted to dive into the deep end and pour a bunch of ad spend into promoting products, but this isn’t necessarily the best course of action, especially if you are just starting out.

Like most forms of PPC and social media advertising, it’s far too easy to spend tons of money and see nothing in return if you don’t know what you’re doing. It’s important to take a step back and develop a workable strategy, and that may involve running a Facebook like campaign.

Rather than sending users directly to products that you have on your eCommerce site, you will prompt them to visit or “like” your Facebook page instead. You might assume that this is like throwing money away, but in terms of looking toward the future, this might be one of the best ways to lay a strong foundation for your online business.

Why Building a Following is So Important

A dedicated online following is currently one of the biggest assets that any business can possess, and is usually cultivated through careful use of social media. While this can be done strictly through manual organic interaction, ad campaigns are also another tool that social media marketers have at their disposal in order to attract and retain fans.

Having a core fan base or following is powerful for several reasons, not least of which because of the tremendous remarketing potential. If you have a loyal following that trusts your brand and judgment, it opens quite a few doors as far as selling your products is concerned. However, most social media platforms have changed to a for-profit format, which means that building this fan base or following is much more difficult than it used to be unless you’re willing to spend a little money.

For some, this may come across as a greedy move, but in reality it simply displays an awareness of value. Facebook understands the value each of its users represents, and if you want to harness that value, you have to be willing to pay for it. Doing so is well worth it, because if you constantly provide value on your Facebook page, you’re going to see an incredible ROI here. Not only does Facebook make it easy to offer products to your engaged fans without spending a dime, doing so in the right manner can actually attract even more potential customers due to viral marketing.

In other words, a Facebook like campaign is a simple streamlined method of building a reliable customer base. In eCommerce, a following can always be leveraged, and there’s no better way to do this than with Facebook. Depending on your specific niche you may have more success on Instagram, but in general, Facebook should be your go-to for generating a fan base.

Improving Your Facebook Marketing Strategy

You still may be tempted to simply upload a photo of your hottest product, slap a product URL on it, and promote the post to your target audience, but if you actually want decent ROI you may want to adjust your strategy. There’s a reason why Facebook offers so many different “goals” when it comes to setting your ad.

Facebook as a marketing platform is extremely robust and allows for many different approaches with how you spend your money. However, not every option is equally useful, especially if your Facebook page doesn’t have a large following.

Let’s say you serve a product ad to users who haven’t liked your page and aren’t necessarily aware of your brand. They see your ad and it looks trustworthy enough, but if your ad only has a couple engagements, or if your actual page only has a few hundred likes and barely any organic interaction, a user could get spooked and click away very easily.

Facebook Like

These days, with hundreds of online shopping options available, you have to be aware of the presentation of your brand and how you come across to users. If your brand presence is shoddy, users are going to be extremely reluctant to click on your ads. What’s more, those who do may not turn into repeat customers.

Social media marketing is much better suited for creating a following than it is for straight vanilla advertising. The online world has shifted considerably over the past decade and now users are hyper-aware as to where they spend their money and who they give their time to online. It’s your job as a brand to provide not just a product, but an experience. This is done through careful cultivation of followers and staying on top of your messaging.

By performing a Facebook like campaign, you invite users to perform a safe zero-cost action. They lose nothing by “liking” your page, and if they continue to like what they see, they could very well visit your website organically to purchase a product, or they may not. What’s more important is that they stick around, like your posts, share your content to friends and family, and help to build your brand. These users can also be targeted in other ads down the road by using Facebook’s “people who liked your page” targeting feature.

Need a little more advice when it comes to Facebook marketing, or need a professional agency to assist you with running your campaigns? Here at Genius eCommerce®, we are social media and eCommerce PPC experts that can help you generate more revenue and build your brand. Give us a call today at 888.982.8269 to find out more.

Professional SEO Services That Will Boost Your Traffic

Organic traffic is without a doubt one of the most important elements to running a successful business online, but it rarely comes easy. You need a well thought out marketing strategy in place in order to have a chance at reaching those coveted page one rankings.

There are several key benefits to professional SEO services, such as:

  • Higher volume of qualified traffic
  • Improved brand authority
  • More insight into user behavior
  • Website enhancements for user experience
  • Fresh content for your blog
  • Powerful backlinks
  • Greater trust factor in your products

SEO for eCommerce is simply a smart decision from a growth standpoint. If you want to please the search engines, connect better with your users, and get your products in front of more eyes online, there is simply no better way of going about doing so.

The following guide will take an in-depth look at the importance of investing in SEO if you are operating an online store, and what you can actually expect to gain from a proper-managed campaign that hits all the right notes.

The Importance of SEO Services For eCommerce

The world of eCommerce is rapidly changing and is seeing massive growth. In the wake of recent events, with more people shopping online than ever before, you need to do everything in your power to keep your business relevant and optimized.

Benefits of SEO
One of the key benefits of SEO is helping your target audience find exactly what they need. By making the right optimizations, your customers can dig through all the fluff online and find what they are looking for on your website, whether it’s a product or a bit of information.

Online shoppers can sniff out poorly-made websites from a mile away, and so can Google. Expectations are higher than ever and Google is only concerned with providing the best possible experience for its users. If your website is slow, unoptimized, has confusing navigation, thin content, and weak product descriptions, there’s a very good chance that you will never see page one no matter how old your website is.

In fact, these days, domain age is hardly even a ranking factor anymore. Google is much more concerned with how your website actually performs and whether or not it is actually helping users find what they are looking for and if your content answers their questions. Even if you have a fairly popular product, the question is, how are you going to compete against other companies that sell the same product or something similar with keywords that they are already ranking for?

You might even be inclined to try and take SEO into your own hands and perform some of these tweaks yourself. Maybe you even have a blog going and you know a few of the keywords you need to target, and even understand a little bit about how to implement them on your web pages.

The truth is however that eCommerce SEO is far more complex than this, and requires not only a great degree of technical skill, but also years of experience with actually running campaigns and getting results. Search engine optimization is not simply about adding a few keywords to your blogs or changing a few meta titles and alt tags. These tiny changes help, but SEO is both a progressive and comprehensive undertaking.

Progressive in the sense that SEO must be continuously addressed over the course of several months and years in order to see actionable results, and comprehensive because the actual tasks involved to run an SEO campaign are numerous to say the least.

Here is just an example of the different kind of actions a Professional SEO company will perform for you during the course of a campaign:

  • Meticulous keyword research spanning multiple weeks
  • Competitor analysis using proprietary tools and third-party software
  • Comprehensive audit for your entire website
  • Product and category page content enhancement
  • Meta title updates based on chosen keywords
  • Long and engaging blog posts
  • 301 redirects
  • Disavowing spam links to your domain
  • Catching and fixing broken links
  • Local listing and third party website backlinks
  • Offsite blog content generation

There’s no feasible way you can take all of this into your own hands even if you had a ton of free time to yourself. This is because an SEO agency utilizes the knowledge and skills of multiple experts across diverse fields of expertise, including content writing, technical SEO, digital marketing, and project management. No matter how large your business is and how many employees you have on hand to help with your digital marketing efforts, you still won’t be able to mirror or even come close to the kind of quality you could potentially receive through a true professional SEO agency.

Yet, going without these services could spell trouble for your business. It’s clear that the competition is only going to become increasingly crowded, and Google’s requirements for ranking well will only become more stringent over time, as has been the case for the last decade. If everything in eCommerce continues to trend in the same direction, you are going to need to take action simply to remain at the level you are currently at, let alone make progress and grow as a business.

What’s also critical to note here is that you can’t replace great organic traffic. While you can invest in PPC and other forms of advertising, having that steady stream of users find your website naturally through high rankings in Google should be your ultimate goal. This kind of traffic is already warm to the prospect of purchasing something or looking for an answer to their questions.

The opposite is true when it comes to running ads, as you are essentially trying to warm someone who is cold. Organic traffic has an incredible rate of conversion in most industries because if a user finds what they are looking for on your website, after having specifically searched for the item on Google, there is a high likelihood that they will go forward with the purchase right away.

You also have to factor in brand authority. Anyone can start up a Facebook page and run ads for products on a brand new website. Most users are savvy enough to know this, so unless the ad is extremely well done and targeted just right, most users won’t even bother clicking on it. However, if your website or product appears in one of the top spots in Google, this automatically tells the user that at the very least, you are a reputable brand. Even if you don’t have exactly what the user is looking for at first glance, they might just click on your website anyway to judge prices or get more information.

Seeing the value in this is important, and is why SEO is so valued as a service for eCommerce businesses. If your products are appearing high in Google searches, you will obtain a steady stream of traffic that is already warm to the prospect of buying from you. There’s nothing else quite like it in the history of marketing, and regardless of how many other digital marketing channels there are, it’s likely that the value of SEO will only increase over time, not decrease.

There are numerous ways you can market your online store in order to get traffic. Email outreach is big for certain niches, and social media marketing is only getting bigger as well, just to toss up a couple of examples. You have to weigh several factors when deciding which marketing channel to invest in however. Email outreach is only as effective as your list building skills are, and if you aren’t getting a lot of traffic as it is, it’s unlikely you are getting enough subscribers to your list to make this a viable option for complete business sustainability. Likewise, to build a strong and profitable following on social media, you need a massive time investment and even then, the ROI isn’t nearly as great as it is through traffic that is acquired organically.

The main reason for this is because unlike most other channels of marketing, SEO is one of the rare cases where a customer will actually seek you out instead of the other way around. What’s more, they don’t even have to have your business in mind specifically in order for you to get them into your store. By properly optimizing your website with SEO, you are merely providing the conditions for Google to help connect its users to your products and services. They already know what they want, whether it’s a specific product or an answer to a problem, and if Google thinks your website provides the right solution, the connection is made and the user will click on your website with the intent to buy. While this is the ideal scenario and doesn’t represent every user that searches for the keywords you are targeting, you can get the gist of the kind of conversion rate that this kind of marketing can provide for you. As far as ROI is concerned, there’s nothing else like it.

What Can You Expect From a Professional SEO Campaign

If you are interested in professional SEO services for your eCommerce store, you will want to set realistic goals and expectations. When you optimize your website for search engines, you are essentially building a foundation for your business over the span of several weeks and months. If you are expecting quick results or instant increases in impressions or conversions, you are already going in with the wrong mindset.

SEO strategy
A well-implemented SEO strategy will help build trust for your business.

Remember what Google is looking for: authority and trust. If you could magically build this overnight, everyone would be doing it and the top spots in Google would rapidly fluctuate. SEO doesn’t work that way, and you shouldn’t expect it to. You nab those top spots in the SERPs by laying the groundwork with a comprehensive SEO strategy that covers everything from aggressive keyword research to crafting high-quality blogs for your users to learn from and get a sense of your brand’s message.

A well-ran SEO campaign will include regular updates on the progress of changes being made to your website as well as complete transparency. This is important, and one of the factors that separate an amateur agency from a professional one. SEO requires numerous technical tweaks, content adjustments, backlink building, and blog writing in order for everything to all come together. If you as the store owner aren’t being constantly made aware of these changes, who knows what’s even being done. Not only should you expect transparent communication but ongoing and in-depth reporting regarding improvements in rankings, new keyword opportunities, how you are faring against your competitors, and the overall health of your website in general.

SEO is a fluid, constantly changing arena that you have to keep after in order to see success. The results you get out of an ongoing and properly managed campaign however are well worth the time and money spent, because you are constructing the foundation of your brand and digital presence for years to come. This is pure value that other forms of digital marketing simply can’t replicate.

Selecting an Agency That Knows eCommerce

For the best results possible, you need a team of SEO specialists that actually know how to rank online stores, even in the most competitive industries. It’s not enough to simply purchase seo packages or cookie-cutter services that don’t actually address the specific needs of your business as they relate to eCommerce.

What’s more, you also need an agency that’s well versed with all of the major eCommerce platforms, as SEO requires a great deal of technical skill. Whether your store is on BigCommerce, Shopify, WooCommerce, or even Magento, you need a professional SEO agency that has a background in each platform and can accommodate your specific needs without any trouble.

Here at Genius eCommerce®, we make it our business to fully understand all aspects of eCommerce SEO in order to provide maximum benefit for store owners looking to boost their rankings and ultimately drive more traffic and sales. Our SEO team is adept at finding valuable keyword opportunities and can craft campaigns that get results time and time again. If you want a solution for your business that will help strengthen your brand and get more visitors to your website, give us a call at 888.982.8269.

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