How to increase web traffic to your ecommerce store
You’ve spent months working on your products, building your online store, and creating brand collateral, but now you’re stuck with the age-old challenge: how do you drive traffic to your online store without spending even more on advertising? We look at some successful ecommerce stores that know how to get things done.
- 1.Start a blog
But not just any blog. Blogs work for online stores because content marketing helps to increase search engine friendly content. To successfully leverage content marketing, though, your strategy needs to be customer-centric (i.e. useful and meaningful to your consumers) and targeted (i.e. balancing product and brand keywords).
Content marketing takes time and effort, but it can be highly successful if done correctly. Once you’ve created your content, make sure to spread the word: put it out on different channels and remarket the content after some time. If you’ve featured other brands or products, make sure to let them know by dropping them a message and encouraging them to share it on their social media channels.
From its inauguration MATTER has understood the importance of content marketing, creating stories from their products, processes, and artisans behind the products. The journal also gives insights on how to wear/use a product and puts the customer first: giving back by spotlighting key customers (and influencers) and widening the brand’s reach by tapping on these social circles. The series of features are also built around wider brand values: empowerment and travel, for example, feature prominently in their stories. Finally, the journal is updated regularly and content is presented in various formats, from interview-style features to infographics and video content.
- 2.Leverage Influencer Marketing
Similar to running a press campaign, influencer marketing is an ongoing effort of building relationships with social media influencers (e.g. YouTube stars, Instagram influencers, Twitter thought-leaders). Influencers resonate with their audiences for the content they produce (and often the lifestyles they lead) – Nielsen has estimated a whopping 92% of customers value word-of-mouth recommendations from people they trust.
In the lead-up to the relaunch of their online store, Al et Clar ran a social media campaign with Instagram influencers to get the word out to their audiences. They conducted a photoshoot with these influencers, whereupon a single shot was chosen and featured by the influencers on their various channels. Influencers were also screened to align with the brand’s interests: strong, powerful women who are entrepreneurial-minded. New York based brand La Ligne has also done this: photographing and interviewing powerful women in their clothing, and running the story on their blog. In turns influencers spread the word to their following using well-shot visual, effectively becoming brand ambassadors.
- 3.Don’t overlook product reviews
We’ve discussed the importance of product reviews before. Not only do product reviews increase conversion rates by 14-76%, they also increase the amount of content on a page, and in doing so, increase the chances of long tail keyword usage. User reviews also refresh static product pages with new content, which search engines look for. Finally, users who take the time to leave reviews tend to be more engaged with the brand, and are more likely to engage socially with your brand, which can in turn help your social media traffic.
Online grocery store Redmart utilises product reviews to great effect, as does online retailer iHerb, which incentivises shoppers to leave product reviews by offering credits in return for product reviews. Simplify your product review process to encourage more reviews: all you need is a name, email address (only used for verification purposes), rating system, and an open field for the review. You can also encourage customer reviews by awarding loyalty points or a code for free shipping on their next purchase.
- 4.Grow your online reach offline
When you’re a new business, meeting your customers and understanding who they are and what they’re looking for is crucial to your success. Take the time to participate in pop-up events and markets to reach out to your customers, but ensure the brand alignment is right: if you’re selling products for kids, for instance, speak to children’s stores, schools, or bring together a group of small businesses complementary to yours and organise your own pop-up! Giving your customers the opportunity to discover your brand in person will also build trust and keep them coming back.
Events to participate in include: