ECommerce Internet Marketing Tips
You already know this, but until you market your e-commerce site nobody will know about it. I call this the 'informational island principle'. You'll get off the island when you learn how to get your products in front of those who are interested in buying.
There are several ways you can accomplish this objective. They are:
- Search engine optimization, also known as SEO.
- Social media
- Pay per click marketing, also known as PPC.
There are dozens and dozens of other strategies out there. You're welcome to test them out and see if they are a good fit for your business. Let's now talk about the three strategies.
1. Search engine optimization (SEO)
When you go to a search engine, you're going to see one of two things – ads and organic listings. If you're on Google & Bing, then the ads will appear in one of three places – above, below, and on the right of the organic listings.
Each page of Google and Bing has up to 10 organic listings. Whenever a new website or blog post is created, a rank will be assigned to it. If I say that my new blog post is ranked # 12, then you know it's on the second page and in the second organic spot.
The goal or objective of any SEO campaign is to improve the ranking a website or page has in the search engines. There are a variety of things that affect the ranking of a website or page.
Search engines look at two major things. They are: content & popularity. When they look at a piece of content, they want to know if it is unique and what it's about. Unique content is content that has not plagiarized from another published source online.
When you're creating content, make sure it's in your own words and that you optimize it for a particular search term. In marketing speak, we call search queries keywords. You can use the free Google Keyword Planner to identify what keywords people are using when they conduct searches online.
To optimize your content or website for a particular keyword or keyword phrase, you'll want to make sure the keyword is in a few core places, such as:
- Meta Title Tag
- Meta Description Tag
- Meta Keywords Tag
- On the page itself 1-2 times
That tells the search engines what the page is about.
Search engines want to rank your content, but they use a proprietary algorithm which determinates popularity. Through testing and experiments, marketers have found that backlinks are they way they determine popularity.
What is a backlink?
Anytime you link to another site, you're creating a backlink. Essentially, the more backlinks you have, the higher your ranking will be in the search engine results. You can acquire your own links, pay for them (generally frowned upon), or create awesome content so that it spreads naturally and links links.
2. Social Media
Social media is all the rage right now. As an e-commerce business owner, you can use social media to make new connections and introduce people to your products. The six largest social media sites are:
- Google +
I recommend trying them all and picking the one that resonates with you the most. The power of social media lies in your connections and followings. Each site has different words for such. Twitter has followers, Facebook has friends and likes, LinkedIn has connections, Pinterest has followers, YouTube has subscribers, and Google + has circles.
If Twitter is your thing, then you can use Twitter Search (Twitter.com/search-home) to find people that are tweeting about things related to the products you're selling on your website.
If Facebook is your thing, then you can take advantage of the Facebook Graph Search and find people that have interests that coincide with your products.
3. Pay per click marketing (PPC)
Remember earlier when I talked about the two things you'll see when you Google or Bing something? The other thing you'll see is advertising. They're called pay per click ads. The link below is a great resource for people wanting to know more about PPC.