Most online shoppers will get disappointed if they land on a product page and notice that the item they’ve wanted to purchase is no longer available. Luckily, you can turn their disappointment around and not lose them as customers.

Here’s how to approach sold-out product pages.

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Posted in Online Marketing Best Practices Ecommerce By Blugento Admin

If you want to become a leader in your industry and make more informed decisions, you need to start relying on data-driven facts.

Here are some of the best tips you can use to boost your online store’s growth this year.

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Posted in Online Marketing Best Practices Ecommerce By Blugento Admin

When you search for something on Google, you probably noticed that each result has a small description. Sometimes it’s short, sometimes it’s long, and sometimes it just looks bad. That is the meta description.

If you want to improve your click-through rate from search results and rank your product pages higher, then you need...

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Posted in Online Marketing Best Practices SEO By shop manager

Search engine optimization (SEO) is the process of attracting more organic/free traffic from search engines such as Google, Bing, or Yahoo.

Do you want more traffic for your online store? Sure you do!

To achieve this, you need to start getting the hang of SEO and know how to master it to achieve higher rankings in search results.

In this article, we want to talk about three main concepts that will help you understand eCommerce SEO much easier.

Let’s get started.

1. Keyword Research

Finding the best keywords you can use for your pages is key to appearing in search engine results. When it comes to keyword research, it’s all about finding the terms that your potential customers might be using.

You might be asking yourself: how do I choose the best keywords for my site? Well, you can make the selection based on these four characteristics:

  • Volume. The higher the search volume a keyword has, the more traffic you could potentially bring to your site. But this often means there’s a lot of competition as well.
  • Competition. The lower the competition for a keyword, the higher the chances for you to rank for that term. Bottom line, the ideal keyword should have high volume and low competition.
  • Relevancy. The keyword you’re choosing needs to fit the content that’s on the page.
  • Intent. In eCommerce, it’s all about the buyer’s intent, meaning that you need to use keywords that people would use when they are interested in buying something, such as “sexy black cocktail dress.”

Here are the best tools you can use to do keyword research:

  • Google is the most popular search engine in the world, which means that it can be a goldmine for ideas. Just type in any word or combination of words you want, and you’ll notice how many suggestions you can get thanks to Google’s autocompleting feature.
  • Amazon is the largest marketplace in the world, and the difference between this giant and Google is that it’s product-focused, whereas Google might give you suggestions that don’t match the intent characteristic.
  • Keyword research tools such as Moz, SEMrush, Keyword Planner.

2. Site Structure

SEO it’s also about user experience and how your site organized can affect this. What this means is that you want to make it easy for people to find the information and the products they’re looking for.

A good site structure meets these two essential qualities:

  • It’s simple and easy to scale as your online store grows;
  • Visitors don’t have to click tens of times to find what they’re looking for.

Because eCommerce sites don’t have that much content on their pages compared to other sites, you need to identify which internal levels of the site structure (such as categories, attributes, filters, or brands) it makes sense to let Google index. Some pages might list only one product which can hurt your rankings due to thin content.

3. On-page SEO

After you’ve done the keyword research, you can start working on on-page SEO.

Here are the main aspects you need to optimize:

  • The meta title and the meta descriptions. Ideally, these should include the keyword you used the optimize the page, and they should convince people to follow the link.
  • The alternative text for the images. Google can’t read images, which is why you need to add the keyword in the alternative text as well.
  • The URL. The perfect URL should be short, it needs to contain the keyword, and it should not have stop words, such as “a,” “the,” “and.”
  • The product descriptions. We mentioned earlier how ecommerce sites have thin content compared to other websites. If you can, try to make the product descriptions longer, because the more you write, the more accurate Google can rank your pages for other similar keywords.

Conclusion

This was just a small fraction of what ecommerce SEO represents. Nevertheless, we hope it helped you understand better its main concepts.

SEO is an ongoing battle so once you start, you should not give up until you’re on the first page of Google.

Posted in Online Marketing SEO By shop manager

Creating a content marketing strategy for your eCommerce business is one of the most important investments you can make.

Just think about how many times you’ve discovered certain products or an online store through content and not the product pages themselves.

Additionally, more than 50% of online buyers will research a product after reading about it. And 90% of these consumers think that custom content is useful which means that having a content strategy will meet your audience’s needs.

Let’s find out what are the advantages of investing in a content marketing strategy.

1. Brand Awareness

Consumers tend to feel more close and associate positive feelings with brands that create custom content. Depending on the type of content you create, you can also become an expert in your niche which means that more people will find out about you and trust your opinion.

2. SEO

The more content you publish, the more it will benefit your rankings, especially if you’re using keywords that you know people are searching for.

Content marketing is a long-term strategy which means that an article you publish today can bring lots of traffic years from now, especially if it’s evergreen content (eg. What to wear to a cocktail party).

3. Build Loyalty

The idea of having a content marketing strategy is not to make sales. It’s more of a consequence of your efforts. Your primary goal should be to create content that’s useful to your audience so they will come back to your site. Some of them will ultimately become repeat customers which will increase their lifetime value.

4. Product Research

Did you know that 81% of consumers do online research before they make a purchase and the majority of people start the research starts on search engines?

This means that if consumers can’t find content that matches their search intent, you’ve lost the battle. The point of having a content marketing strategy is to also attract the potential buyers as early as possible in the buying process.

5. Effectiveness

Done right, content is all about educating your audience. “Teach, don’t sell” is the mantra of any content marketing strategy. Customers like to stay away from reading salesy content so don’t go for that approach.

6. Informational

Even though your content doesn’t have to be salesy, that doesn’t mean you can’t talk about your products. On the contrary, you should use them to inform consumers about their features and how to use them. You can probably share a few tricks and tips that your audience might not know about them yet.

7. Sales Funnel

The sales funnel goes like this: awareness, intention, desire, action. For every stage, there’s a particular type of content you can create so that consumers that may not have heard about your brand yesterday will turn into loyal customers over time.

Conclusion

If you are serious about growth, want to attract more traffic to your online store and increase your conversion rates, then you need to invest in a content marketing strategy.

Moreover, the costs will be less than what you would pay for traditional marketing. Start investing in content right away so you can reap the benefits as soon as possible.

Posted in Online Marketing By shop manager

Blogging is one of those strategies that can generate a constant stream of traffic to your online store. By creating quality content that other sites would want to link to, you will increase your audience and popularity over time, which will help your online store in terms of SEO as well.

Publishing content regularly will act as a signal that your site is continuously updated, which is important for Google. This means that your site will be ranked higher because of this.

Now that you know why it’s important to blog on your online store let’s see what types of posts you can create.

1. How-to Guides

Whether you’ll be doing tutorials on how people can use your product or tutorials that will help them solve certain problems, how-to guides are the most appreciated types of content out there, especially when it comes to videos.

To find the best topics you can cover, do some research on Reddit or use a tool such as AnswerThePublic to find the best topics for your niche.

You’ll get tons of content ideas that you can use for the upcoming months.

2. Buying Guides

You can create buying guides whether you sell physical or digital products. Think about how many holidays are every year, and it will be easy to come up with ideas for them.

Keep in mind that the main difference between buying guides and other types of blog posts is the fact that this one needs to have somewhere around 10,000 words long. So you most likely won’t be publishing buying guides every month.

Long content ranks better so you’ll get multiple benefits from creating this piece of content, aside from increasing awareness for your brand.

3. Lists posts

Lists are also an incredibly popular type of content, not to mention the fact that they can increase your click-through rate in SERP.

In the past, we would see posts such as “10 great Christmas gifts you can get your best friend”, but now it’s all about using bigger numbers, such as 50 or 100.

You may also want to check the results on Google to see if someone else has already written a list post using the same number you were thinking to use. It’s best to use a different one if this is the case.

4. Interviews

By interviewing an industry expert, you will get to produce unique content that your audience won’t be able to find anywhere else.

If you do them regularly, they can bring more mentions and links than regular blog posts because people are more and more interested in an expert’s point of view.

5. Infographics

Infographics have remained popular to this day and the main reason for this is because it’s an attractive, fast and fun way of presenting facts.

If you want to talk about some dull statistics, then an infographic can make them easier to digest.

Aside from creatively displaying data, infographics also provide useful information which is something people appreciate.

Conclusion

Blogging is one of those tools that not only help you sell more and increase brand awareness, but it’s also essential if you want constant traffic to your site.

Think about it: a blog post you publish today will bring traffic even a few years from now so it’s a long-term strategy that every online store should use.

Posted in Online Marketing By shop manager

Email marketing remains to this day the marketing channel with the highest ROI, especially for online stores. This is why it’s critical not only to send emails to subscribers but new customers as well.

The reason for this is because it’s way more expensive to convert potential buyers into customers then it is to sell to current ones.

So instead of selling to those who aren’t customers yet, we recommend focusing on building a relationship with your newest customers.

In this article, we’ll show you how to do it by using five types of emails.

5 Types of Emails You Need to Send to New Customers

1. Thank you emails

When it comes to building relationships, saying thank you can go a long way. This is especially important after someone has decided to do business with you.

Most online buyers expect to receive a basic confirmation email of their order, but if you want to stand out, then you need to send an exciting, amusing email that will set your brand apart.

2. How-to emails

To make sure that your customers will get the most out of the product they purchased, we recommend sending helpful content such as blog posts that have already been published on the topic, new content created based on your customers more frequently asked questions, or a tutorial.

For these emails, you need to figure out what your customers know and don’t know about using your product so you can send them helpful information.

3. Survey emails

After your customer had the chance to test and use your product, you can send them a survey email and ask something as simple as: How likely are you to refer [your company name] to a friend?

You can, of course, change the wording or ask more questions.

The point for these survey emails is to find out if people love your products, to turn them into repeat customers and to also be aware if certain customers are having issues with the product they purchased so you can fix them right away.

4. Follow up emails

A few days after your customer received the order, you can check in with them to see if their order arrived safely; if they’re enjoying the products or they have any questions.

It’s a nice touch you can add which will let them know that you care about their happiness.

Showing that you care is one of the first things that will help you build a relationship with new customers.

5. User-generated content emails

To encourage customers to share their (positive) thoughts about your product, you can tell them that they share the love on social media.

Make sure that you’re going to do a little bit of research first to see which platform would be best for your audience. You also need to come up with a hashtag so you can find your customers’ posts more easily. Then, as a bonus, you can include an incentive as well, such as a discount on their next order.

Nurture, Acquire, Send Emails, Repeat

These five emails represent just a small part of the process that will help you turn new customers into loyal fans of your company. They are important nonetheless which is why you should focus on making them as good as possible.

We hope that we’ve given you some good ideas that you can use and that you’ll take advantage of them to turn more new customers into life-long fans.

Posted in Online Marketing Email Marketing By shop manager

Is there something worse than having no traffic to your online store? We think there is: having traffic, but no conversions, which probably means that you’re not attracting the right audience to your site.

There are plenty of different sources you can use to generate traffic, but not all sources will generate high-quality traffic, the kind you’ll need to make conversions.

So instead of focusing on attracting irrelevant traffic, let’s focus on driving the right visitors to your site.

Here are some ideas you can consider.

Blogging

Creating content about your products is about solving your customers’ problems.

If you already have customers, try to determine what your highest quality customers have in common. Look into their purchase frequency, average order value, and retention to find out who they are.

Then, use Google to figure out what problems these people have and what would drive them to your store.

Some products may be harder to sell through blogging so consider this first before deciding that blogging is right for your business.

If creating blog content is a good fit for your market, then you need to create a strategic plan. Look at what the competition is doing and try to find out where your audience hangs out.

Put yourself in your customers’ shoes to figure out what words would they use to find solutions to their problems.

Social Media

Facebook, Twitter, Instagram, Pinterest, LinkedIn, Snapchat, Google +, you name it.

There are plenty of social media platforms you can use to drive traffic to your online store, but it definitely doesn’t make sense to use all of them.

With more than 2 billion monthly active users, Facebook is clearly the most popular social media platform in the world.

As of September 2017, Instagram reached 800 million monthly active users, so we recommend combining Facebook and Instagram to get more high-quality traffic.

You can use Facebook to build a community and to run ads. With advanced targeting, you can reach any audience you want.

Instagram is great for finding influencers that would be willing to feature your product. Before picking out an influencer, do a little bit of research about them first to see if their style and tone matches your brand. Then, reach out to them and tell them about your proposal.

Video

Online videos are a massive trend right now, and one that you should take advantage of to drive more high-quality traffic to your online store.

Aside from being the second most popular search engine in the world, YouTube is also the most popular platform where you can upload videos.

From kids to elder people, it seems that everyone is watching YouTube videos nowadays.

Now, the trick is to narrow down this massive audience so that the right audience will watch your videos and then access your online store.

Here’s the process you should follow:

  • Write down five main keywords that you’d like to rank for;
  • Do your research to find out what channels are already ranking for those keywords;
  • Determine the topics they discuss in their top videos;
  • Figure out if you can create video content that’s similar (but better) to theirs.

If you use this tactic, then YouTube may even recommend your videos to the users who already watched the top videos you found.

Quality Over Quantity

Rushing to get your first visitors is not always a good idea, especially if they turn out to be not interested in your products.

Instead, it’s best to focus on getting high-quality traffic, even though this means it will take some time. Traffic acquisition is not cheap because either way, you’ll be spending time or money. So our best advice is not to waste any of those resources on attracting low-quality traffic.

Posted in Online Marketing CRO By shop manager

Online shopping has become a common practice for most people who have access to the internet.

Statistics show that, in 2016, more than 1.6 billion people purchased goods or services online. So whatever it is you’re selling, you need to get the word out and start promoting your products to drive traffic to your site and make sales.

In this article, we’re going to show you how to do it.

1. Use Email Marketing

Email marketing is still one of the most effective marketing channels you can use for your online store.

Once you have a sequence set-up, you can automate your email campaigns with the platform of your choice. Here are some email ideas you can use:

  • Send out a weekly newsletter where you talk about some of your new products or an offer you have for them;
  • Email new subscribers by offering them an incentive to make a purchase;
  • Send personalized email based on what your customers already purchased or the items they added to their wishlist.

2. Use Instagram

Instagram is one of the best social media platforms you can use for your online store because of its visual focus. Not to mention the fact that in September 2017, it reached 800 million monthly active users.

Besides sharing images and videos with your products on your profile, you should also tap into the power and influence of bloggers that have a massive following. Reach out to them and see if they would be interested in promoting your product. This tactic works great especially if you sell clothes or accessories.

3. Run a Contest On Facebook

Contests are easy to put together are they are also extremely effective at getting your brand in front of a lot of people with little effort.

The prize should be the product that you want to promote or you can even create a bundle of similar products to give away. To gain as much exposure as possible, organize a “like, share, comment to win” type of contest.

4. Start Blogging

Hubspot found that the more you blog, the more traffic you’re going to bring to your site.

To blog effectively, write content around your products. For example, if you’re selling dresses for special occasions, you can write a post about what to wear to a wedding and how you can style different types of dresses.

The possibilities are endless here. Just take each major product category you have on your site and start creating blog posts around them.

5. Create Facebook Ads

As an advertising platform, Facebook gives you plenty of options that you can use when running ads. We recommend using the Custom Audiences option because these type of ads allow you to tailor them to a very specific audience.

For example, you can create ads to target website visitors that have viewed a specific product in the last month. You can also run an ad to target users that have engaged with certain ads in the past.

1, 2, 3, Promote!

Whether your online store has been up and running for some time now or you’re just getting started, these tips will help you easily promote your products and drive traffic to your site.

Combine all of these ideas for maximum results and to get ahead of your competition.

Posted in Online Marketing By shop manager

Email marketing remains, until this day, one of the most powerful marketing channels you can use to drive sales to your online store.

The reason why it’s so effective is because a person’s inbox is personal. They already permitted you to send promotional materials, transactional emails, coupons, or anything else that will make them loyal to your brand.

However, don’t think that email marketing is solely used for making sales. It’s also about building a relationship with existing and potential customers.

The majority of your site’s visitors are new and will not return. Luckily, you can use email to make them come back.

Here’s how you can launch a successful email marketing campaign for your online store.

Step 1 - Choose The Right Email Marketing Platform

The email marketing platform will be used to save your email list and to send the emails.

Here are some popular options you can consider:

  • AWeber;
  • MailChimp;
  • Constant Contact;
  • Campaign Monitor;
  • GetResponse;
  • ActiveCampaign.

Most of these platforms come with either a free plan or a free trial, so you’ll be able to test them out before deciding which one you’re going to use.

Step 2 - Build Your Email List

The more people you’re going to have on your email list, the more successful it’s going to be.

If your online store has already made sales, then you can add your customers to the email list. To grow it, even more, you can use these ideas:

  • Give away free content. This will act as a lead magnet. For it to work, the free content you’re giving away needs to be related to the product/s you’re selling. If you’re selling women’s clothes, for example, you can create a winter lookbook so that your customers can get inspired.
  • Run competitions. These represent an excellent and easy way to get a high amount of email addresses. The only downside is that there’s always the risk of generating subscribers that aren’t actually interested in your products.
  • se an opt-in form. You can place the opt-in form in your sidebar, on your about page, inside your blog posts, in your footer, or as a pop-up. To make it compelling for visitors, offer an exclusive deal or discount they can use for their next order.

Step 3 - Segment Your Email List

Once you have grown your email list, you need to use segmentation to make it even more effective.

An email marketing campaign will bring you the best results if you segment your list based on people’s interests, products they purchased, or actions they’ve taken on your site.

This way, you’re going to avoid sending out emails that are irrelevant to them.

Each email marketing platform will provide different segmentation options, so look at their documentation first to see what features they offer.

Step 4 - Establish Goals

Once you’ve segmented your email list, you need to set your goals and determine exactly what you want to achieve.

You will need to set different goals for each segment in order to create a successful email marketing campaign. For example, the strategy you’re going to use for new subscribers is going to be different than the ones you’ll use with current customers.

You should also keep this mind when crafting the campaign emails.

Step 5 - Create The Email Copy

Only after you have segmented your list and set your goals you can go ahead and start creating the email copy. With all of the above in mind, you’ll have a much clearer idea of what you want to communicate to your email lists.

When you’re done with the copy, it’s time to create the campaign in your email marketing platform of your choice and schedule it.

Track and Test Your Email Marketing Campaigns

Besides the total number of subscribers, you should also track the following:

  • Open rate;
  • Bounce rate;
  • Click-through rate;
  • Opt-out rate.

Set up Google Analytics to track all the links you’ve added to the emails. If you do not see the results you’ve hoped for, use A/B testing for your email, including the subject line.

Take the liberty to experiment with your campaigns and don’t forget to use segmentation to get the most out of email marketing.

Posted in Online Marketing Email Marketing By shop manager