Digital Marketing Tips from BigCommerce Partners
It’s our digital marketing team’s job to be your personal gurus – so what advice do they have for BigCommerce merchants?
Following up on our previous article soliciting the expertise of our development team, we reached out to our marketing team to come up with their top tips to help you make the biggest impact with your marketing budget.
1. Invest Time, Not Just Money, To Improve ROI
There are no quick fixes or permanent solutions when it comes to digital marketing. Our team emphasized the importance committing to a long-term strategy to achieve and maintain BigCommerce SEO results.
“Successful digital marketing means committing to a ongoing process of continuous improvement,” said Eric Hansen, Director of Marketing. “You can’t just do it to solve one problem or hit some metric. It should be part of your overall business strategy and budget.”
Ben Palitz, an IntuitSolutions PPC specialist, agreed. “My most successful clients are the ones who work on refining campaigns year over year,” he said. “Yes, PPC absolutely can and should be used to reach short term goals, but you’re not maximizing its possibilities if you’re not building a long term strategy, too.”
2. Customer Segmentation Works Better Than Blasting
What’s the main benefit that digital marketing channels have over traditional ones? Digital lets you target specific customers with individualized offers – in other words, to find the people who are actually looking for your products and to show them exactly what they’re looking for.
One of the main ways that segmentation is useful is in email marketing campaigns. Ecommerce merchants often have large email lists but many don’t take full advantage of the possibilities for segmentation provided by services like Klayvio and Mailchimp. Developing a segmentation strategy can bolster sales emails and improve open rates.
“Email marketing has the highest return on investment for any marketing channel, digital or otherwise,” said Hansen. “That’s at least in part because of the possibilities it offers for customer segmentation.”
“Email marketing has the highest ROI for any marketing channel, digital or otherwise.” -Eric Hansen, Director of Marketing
3. Keep An Eye On What Your Competitors Are Doing
Paying attention to what your competitors are doing provides you with valuable marketing assets. You can borrow ideas from competitors and also use their points of weakness as opportunities for your own business.
Competitor keyword research can be used to lend structure to your SEO efforts. Identifying the shared keywords your competitors are beating you for directs you to the on-site content you need to improve, as well as where you might want to run PPC ads.
Palitz also suggests using your competitors’ brand names as PPC targets. “Competitor campaigns are part of many of the PPC campaigns I run for clients,” he said. “It’s a straightforward way to use Adwords to drive traffic away from the competition.”
4. Learn To Code – At Least A Little Bit
At IntuitSolutions, all of our marketers understand the fundamentals of web development. Why? Because to understand ecommerce digital marketing, you need to understand how websites work.
And so should ecommerce business owners. If you understand the basics of technical SEO, it will give you insight into what your marketer is doing and what kind of initiatives are possible on the BigCommerce platform.
Zak “Ziggy” Uzupis, a developer who works exclusively with our monthly SEO clients, agreed. “When a client understands a little bit about what I, as a developer, am doing, it makes it easier to make informed, collaborative decisions,” he said.
5. Data Drives All Decisions
The data you collect from site analytics can help you make decisions about every aspect of your business: what products to push, what pages or features need development, even what time you should send your email newsletter.
“Data is the heart of what we do,” said Hansen. “Digital channels offer an unprecedented ability to track how successful a given marketing initiative is.”
“Digital channels offer an unprecedented ability to track how successful a given marketing initiative is.” -Eric Hansen
6. No One Really Understands The Algorithm
Google’s search engine algorithm isn’t available for anyone to read on the web – in fact, it’s a closely guarded secret. While Google does occasionally share information about what it’s looking for, its exact details are unknown. SEO specialists have to work backwards to figure out why certain sites rise or fall in the rankings.
That’s why it’s important to pay attention to your own site analytics and to read blogs like Moz and SearchEngineLand to keep up with what experts are predicting or have figured out through their own research.
7. SEO Depends On User Experience
That said, we do know, in a broad sense, what Google is looking for. Great user experience, relevant content, and committing to continuous improvement will help your site reach the top of the first page.
“In 2018, digital marketing isn’t about a trick or a hack – it’s about great user experience,” said Hansen. “Google is smart enough to analyze your site for the things that make it easy and pleasant to use. If you focus on UX, your site’s SEO and conversion rate will naturally improve.”
“If you focus on user experience, your site’s SEO and conversion rate wil naturally improve.” -Eric Hansen
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