What are the effects and opportunities of PPC Advertising due to COVID-19?

By | Date posted: | Last updated: January 18, 2021
PPC Advertising

Google and Facebook respond to the greed of some entrepreneurs with policy changes and help SMEs to make up for the lost sales through subsidized online advertising. In addition, we looked at the change in traffic on the major relevant channels and showed a new feature in the Google Keyword Planner.

Policy changes for the major PPC advertising platforms

As many have probably already noticed, there is a shortage of various medical (and non-medical) products in the world. Since this situation is sometimes very dramatic compared to the usual bottlenecks, many entrepreneurs see the opportunity to generate short-term profits from the Corona issue and thus take advantage of the uncertainty of many people.

The big platforms now feel it is their responsibility to take action against these machinations. For example, Google tries to remove all fake news on the topic from the YouTube platform and focuses on reputable sources.

But they also go one step further and prevent advertising measures that want to exploit this uncertainty. Google writes on their blog that they have blocked tens of thousands of ads that should be placed in connection with Corona.

Search engines (Google and Bing)

The two largest search engines specifically reject ads that explicitly use the words Corona, Covid-19, etc. in the ad texts and banners. Furthermore, Google writes, “The double meaning of words like “protection”, “check-up”, “prevention” or “virus” can be problematic in ads. In international campaigns, terms used locally in connection with COVID-19 and regional events should be considered”.

Thus, when designing the advertisements, it is essential to ensure that the advertising message cannot be misunderstood, otherwise a rejection can be expected.

Microsoft acts in a similar way and no search ads or shopping ads are displayed for most of the keywords about coronavirus.

Facebook

Similar action is taken in the Facebook universe. Facebook also names the problem by name: “We put a new policy into effect to protect people from those trying to exploit this emergency for financial gain. This means we are now prohibiting ads for products that refer to the coronavirus in ways intended to create a panic or imply that their products guarantee a cure or prevent people from contracting it”. In some cases, entire advertising accounts are blocked if the violations accumulate. Facebook also makes it very clear in the guidelines which products may no longer be advertised: “Prohibiting exploitative tactics in ads and banning ads for medical face masks, hand sanitizers, disinfecting wipes and COVID-19 test kits”. Thus, on Facebook / Instagram, you must pay close attention to which words are used in the ads.

Big players support the advertisers

Companies of all sizes around the world are affected by the temporary closings of their shops and stores because of the Corona crisis. The large platforms (above all Google & Facebook) want to give small and medium-sized companies, which have been hit exceptionally hard, with grants.

Web traffic increases significantly

In addition to companies, consumers and with them search and purchase behaviour are of course also affected by the effects of the coronavirus. Not only ecommerce enjoys high transaction figures due to closed local shops. In times of social distancing, meeting platforms are also among the big winners of web traffic. Basically, a large part of life for many users has been shifted to the Internet and the platforms there.

In addition to the lamentable losses that companies accept, the situation for advertisers and agencies therefore also offers innovations. Be it new needs online, but also significant changes in user behaviour or the increased use of very specific channels. To track down these phenomena, let’s take a look at two exciting developments and the insights companies and agencies can draw from them.

Back to the PC?

According to a report, the number of visits to the most popular contact points online on stationary devices is increasing significantly, while use via app has not changed significantly.
Home office and social distancing also influence daily routines in this world, so the trend of switching from the small smartphone screen to a notebook, PC or tablet when searching for products, making purchases, or simply browsing is likely to be exciting for advertisers and agencies as well.

Finding for advertisers: The focus on specific devices, such as negative bid adjustments for desktop devices, should at least be put to the test. Even entire campaigns that were saved at an earlier point in time due to poor performance can be viewed in a new light in this context and for the time of the current restrictions in public life.

Reddit is experiencing a large number of users

You can hear and read it everywhere. Many people currently do not know what useful to do with their time. Figures show that pure pastime, be it on YouTube, Netflix, or Facebook, has increased significantly. Another example of such a development is Reddit.

In 2019 the social media platform was able to record a significant increase in visitor numbers of 30% compared to the previous year. A majority of the hits (over 50%) come from the USA, according to Reddit. In the middle of last month, Reddit reported a rapidly increasing number of hits (20-50%) for many of its subreddits.

Finding for advertisers: The subdivision into topic-related communities (those subreddits) makes targeting on Reddit an exciting topic for companies and agencies, which could add an exciting channel to online marketing campaigns in general and very acutely, especially due to the current circumstances.

New in Google Ads: Additional feature for the keyword planner

Last but not least, we would like to introduce you to another innovation in Google’s keyword planner, which can make keyword research much more efficient.

Similar to what some already know from the Keyword Tool, the keyword research tool from Google now groups the keywords. However, Google goes one step further and not only groups the keywords that contain the same term as a certain brand, but also clusters the terms into generic terms. For example, when entering “buy product”, four different generic terms are recognized. This feature is currently in beta and is not yet available for all Google Ads accounts.

The operation of the new function works as follows: If you open a generic term, further finer generic terms appear, which can be removed from the suggestions individually or together. This gives you the option of removing all brands that you usually want to leave out of the SEA keyword research.

This allows you to click together the desired combinations very quickly and at the same time you get a certain overview of the context in which the keywords entered are often searched. The new function is even better than for actual keyword research, the new function is suitable for a list of excluded Create keywords. This is particularly important if your own Google Ads / Microsoft Ads account is not only managed with exact-type keywords. Although there are tons of lists on the Internet with terms like “free” etc. that are expected to have a low conversion rate, individual negative-type keywords should also be used.

Most importantly, competitor brands should be excluded if you want to avoid high CPCs and potentially angry competitors. Whether or not it is a good idea to also exclude retailers will be decided on a case-by-case basis. In some industries it makes perfect sense to also include keywords for retailers. For example, users could be convinced of their own ecommerce store if they do not know it yet. Especially now that some local retailers have had to temporarily close their doors.

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International Digital Marketing – Best practices for 2021!

By | Date posted: | Last updated: January 7, 2021
International Digital Marketing

According to a recent study, global sales in ecommerce are over a trillion US dollars – and the trend is rising. Every second number of business abroad today, most of them also conduct international digital marketing. Selling products abroad represents huge potential for ecommerce store owners. But global digital marketing is a real challenge. If you want to align your business strategy internationally, you must consider some special features and adapt your strategy accordingly. Skynet Technologies tells you in this article how international digital marketing can be a success.

1. Challenges in international digital marketing

Anyone who wants to work in cross-border ecommerce has several specific challenges. A suitable solution must be found for each of them in advance of internationalization:

Language:

To do international digital marketing, you need employees who speak the language of the target country – ideally native speakers. Alternatively, you can also work with translators and/or foreign agencies. This is the only way to work together efficiently. Because the English language level in many countries is poor, which makes communication by phone difficult.

Cultural differences:

Each country not only has its own language, but also its own preferences. Your texts and the argumentation on your pages must be adapted to the language and culture of the target country, as well as the user experience and design.

Legal and economic conditions:

Different legal and economic framework conditions apply in the countries, which you must consider when internationalizing in order not to expose yourself to the risk of expensive legal disputes (e.g., warnings due to incorrect information on the website, etc.).

Competition:

International digital marketing faces the challenge that the competitive situation for individual industries differs greatly from one another. It may be that in a country it is much more difficult to place in the top positions than own country. With online campaigns (CPC) there are also strong differences in the costs per click in the respective countries and the prices for “sponsored posts” for link building. The latter is a special form of advertising that offers the option of placing high-quality content on relevant topics on an online publication.

Tools:

Many digital marketing tools do not cover all countries, so you must find alternatives. To determine visibility values for websites, a tool landscape must be developed.

Know-how:

The knowledge of digital marketing in some countries is partly outdated. If you look for cooperation partners for SEO projects, you will find many agencies that still offer web catalogues and bookmarks as link sources.

Due to these diverse hurdles, it is usually not enough to simply translate the website and advertising material, make small design adjustments and choose a uniform distribution channel. It is important to adapt texts, design, keywords, and sales channels to the market to create a high level of acceptance among the target group.

2. Which search engines are relevant?

Before developing a strategy for international digital marketing, it is important to check which search engines are relevant in the target countries. This is the only way to decide whether a website only needs to be optimized for Google or for other search engines. Because the ranking criteria in SEO sometimes differ significantly from one another. Since Google has a market share of almost 70% worldwide, it has a market-leading position in almost all countries.

3. Communication – an essential component for success in global digital marketing

Smooth and efficient communication with cooperation partners and translators is an essential component for success in international digital marketing. E-mails to agency partners, texts for link building and advertisements in the Search Engine Advertising (SEA) must be prepared and translated using the most important keywords in the respective country. It should be noted here that one does not blindly rely on the partners, but rather checks all services such as texts and links centrally to maintain quality.

When communicating with cooperation partners, country-specific features must be considered. The address in English usually works well in Northern Europe, but in some Eastern European countries it leaves something to be desired. It has proven to be a better approach to have the letters translated by native speakers and then use them to contact local partners.

After the initial communication takes place in the respective national language and the first hurdle has been overcome, further communication can then usually be continued in English. This preserves independence from freelancers and translators and can ultimately negotiate the terms of the cooperation independently.

4. Keyword analysis, link building: Best practice processes in international SEO & SEA

Keyword analysis:

When internationalizing web projects, a separate keyword strategy must be worked out for each country, both in SEO and in SEA, which forms the basis for all further optimization measures and precisely maps the search behaviour in the respective target country and for the respective target language. The strategy ensures that the website is found for all important keywords of the target country and the target language. The individual search behaviour for products and services can differ in individual countries. The Keyword Planner can be used to research the keywords that are important for the respective target country. In addition to the target country, the search can also be limited to one language. In addition, it has proven useful to include the top AdWords keywords in the analysis.

When developing a global keyword strategy, it must also be considered that the competition for an offer differs in the individual countries. The different strategies of the competitors must be considered in internationalization. If there is strong competition for a product in countries, this must be considered when allocating resources.

Content:

Do you have content that you would like to use internationally? For example, texts for your website or AdWords ad texts? Then it is important to have this translated into the desired language by experienced native speakers. This avoids cultural faux pas – because regardless of whether text, images, numbers, symbols, gestures, all content must fit and appeal. In addition, one and the same object has different names in different country.

Link building:

Since off-page optimization takes up around 50% of search engine optimization, country-specific conditions must be considered when building links to optimize the findability of your website in the target country and to guide users in a targeted manner. As part of the link building process, permanent cooperation partners should be used in the individual countries. The advantage: Off-page marketing is easily scalable; you can achieve a lot within a very short time without having to train your own employees first. It is important to ensure that, in addition to the language used, there is agreement between the top-level domain of the linked and the linked website, as this has a positive influence on the ranking.

Technology:

So that the right content of your website can be found in the right country, it must be ensured that all technical requirements are met and that search engines can assign content to country specific. First of all, the question of which Internet addresses (URLs) should be used to access the website in the future must be clarified. For international web projects, there are various ways to mark the respective country versions in the URL: A country-specific top-level domain, several subdomains or subdirectories can be used. The advantages and disadvantages of the individual implementation options can be found in the following table.

implementation Advantages and disadvantages
Country-specific top-level domain (TLD) Advantages:
+ Clear structure
+ Better chances of ranking / higher trust
+ Better adaptation to cultural conditions thanks to your own site
+ Only 1 country domain affected if punished
Disadvantages:
– Great organizational effort
– SEO measures are necessary for every domain
Subdomains Advantages:
+ Easier to manage than TLDs
+ Possible penalties do not affect the main page
Disadvantages:
– Measures for the main domain have no influence on the subdomain, separate SEO measures are necessary for the subdomain
Subdirectories Advantages:
+ Benefit from SEO measures for the main page
+ SEO measures for country subdirectories also benefit the main page.
+ Only one domain to maintain, technology central
Disadvantages:
– Less intuitive than TLD
– Certain structure specified by the main page
– Penalizing a directory can affect the entire domain

How do you ensure that a user from a certain country ends up on the correct country version? This problem arises particularly when entering generic top-level domains such as .com or .NET. Here, the user can automatically be forwarded to the corresponding country page through an IP-based mechanism. There it should then also be possible for user to access other country versions, for example via a menu, if the user was incorrectly assigned via the automatic system. However, if a user enters a specific country domain, for example www.example.fr, there is no selection option. However, if the comparison of the IP address of the inquiring party and the selected country version reveals a discrepancy, the user should be given the choice between the desired country and the “actual” location in a pop-up menu

If you use the rel = “alternate“ hreflang = “x“ link attribute, you ensure that Google understands the respective geographical orientation of the website and delivers the appropriate language version to the user. To avoid duplicate content, the integration of the hreflang tag is also important. This gives Google a better understanding of the project’s international website architecture. Duplicate content is used when identical content is used on different websites. But also, for Usability reasons “mixing” is not advisable, as the shipping costs differ in the individual countries.

Google has recently been emphasizing its intention to make the Internet as fast as turning a page. Even slightly longer loading times already have an impact on the bounce and conversion rate, which is why the time it takes to fully load a page should be kept in mind. In the area of international digital marketing, the loading time of each language version must primarily be taken into account, especially when it comes to your own top-level domains.

If possible, each country version should be hosted in the respective country to show the search engines the relevance for the local ranking. But this is not possible with a subdomain.

Reporting:

Each web presence in a project for international digital marketing must be tracked individually. For this purpose, individual profiles must be created in the Webmaster Console and in Google Analytics for the individual language versions (whether at the top-level domain, subdomain, or subdirectory level). The advantage: The individual countries can be analysed separately and technical problems in a country (e.g., an accumulation of 404 errors) are discovered more quickly. In addition, backlinks, visibility, and rankings in the relevant search engines must be checked regularly.

5. Channels and their special features in internationalization

International SEA campaigns:

The development and support of international SEA campaigns poses challenges for digital marketers. The following points should be considered:

  • The corresponding language version must exist for each website (no forwarding to the English language version!)
  • Personnel for the generation and support of international campaigns
  • Selection of advertising programs (Google is dominant here almost everywhere)
  • Individual strategy for targeting
  • Identification of global market potential

When creating and optimizing campaigns, it is important not to simply translate the original language campaign into the target language. Because the search behaviour in the individual countries is not the same, there are also many synonyms and words that cannot be translated “one to one” into the target language. To achieve a satisfactory quality here, one cannot avoid working with native speakers who also have SEA knowledge.

Each employee independently carries out keyword analyses in their own language, adapts the address in the ad texts to the specifics of the respective target market and continuously optimizes the campaigns based on search query reports.

Price search engines:

Since most price search engines in Europe are well positioned, international expansion is worthwhile in many cases. Good quality data is the key to a successful campaign. The more precise the transmitted data, the easier it is to find it in price search engines. In the case of an international campaign, the language and currency of the feed must be adapted to the target country in advance. In addition, the feeds must be optimized for the respective price search engine.

Social media marketing:

To draw attention to yourself in a targeted manner, social media marketing can become your most important marketing tool in some countries when dealing with end customers. But here, too, it is important to keep a few special features in mind. If you want to implement international digital marketing, you must first identify the right platform for social media advertising. Even if Facebook plays a leading role in almost all countries, the most common platforms can be very different depending on the target group in the individual target countries. You also must find out about the different display options. Anyone who moves in foreign social media spheres should also be sensitized to cultural differences. Important: So that corporate communication takes place uniformly despite many languages,
Here is an overview of some countries and the predominant social networks there:

Social Media Stats Europe

  • Facebook 79.31%
  • Pinterest 9.49%
  • Twitter 6.48%
  • Instagram 1.48%

Australia

  • Facebook 61.8%
  • Pinterest 16.08%
  • Twitter 15.55%
  • Instagram 1.62%

US

  • Facebook 51.72%
  • Pinterest 21.66%
  • Twitter 21.96%
  • Instagram 1.41%

Switzerland

  • Facebook 63.09%
  • Pinterest 19.7%
  • Twitter 11.52%
  • Instagram 1.4%

Sequence of an international SEO project

The following is an example of the process for an international SEO project. High-quality backlinks should be generated for a website with several country domains.

Developing a keyword strategy:

At the beginning, a separate keyword set containing the most important keywords must be created for each country. This is important for the subsequent measurement of success. The keywords can be determined using SEO tools such as the Google Keyword Planner and a competition analysis with the respective local competitors. It must be remembered that the keywords cannot always be translated one to one. It may be that there are different translations for the same word in one country, but they do not have exactly the same meaning. If available, it has proven useful to use the top AdWords keywords from the respective country for SEO optimization.

Tip: The definition of the important keywords makes the work in international digital marketing easier, because in the first step analyzes are possible without knowledge of the native language. Who is ranking for the keyword in this country? Do you get a link here? This is sufficient to determine the relevant SEO values such as ranking position, etc. This means that there are no unnecessary costs for translations. Translation costs are then only incurred when creating texts.

Proceed further:

The further procedure in the individual countries is the same as for a national project. An editorial plan and a link building plan must be drawn up, the link building is worked with translators, the quality control is carried out by permanent employees.
Tip: Google Translator and free translation tools help to understand and understand the content of the respective page when building links.

The goals of the SEO measures were:

– Increase in sales
– Significant increase in market share

Challenges

In addition to the linguistic challenges in non-English and English-speaking countries, the demands and level of knowledge in SEO are also very different in many countries

Results

In the Non-English-speaking area, there were only a few differences to other projects, so quick successes were achieved. Despite some unpredictable additional challenges, it was possible to achieve considerable successes in most countries.

The disadvantage of the lack of or at least incomparable digital marketing structures in some countries is also the decisive advantage. With relatively little operational effort, the visibility and keyword rankings could be extremely improved. In just 6 months the visibility has increased by over 100% in many countries.

Do you want to expand your ecommerce store and celebrate success abroad? We are here for you! If you are looking for an ecommerce website development, shopping cart development, online store development and web application development, please explore our Ecommerce Solutions! If you are looking for ecommerce digital marketing, digital transformation, content marketing, ecommerce SEO services, online marketing, social media marketing, digital marketing strategies, search engine optimization services, PPC campaign management services and more, Please Explore our SEO Services!

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Ecommerce Marketing Trends to watch out in 2021!

By | Date posted: | Last updated: December 29, 2020

The boom in ecommerce is unbroken and is spreading to a wide variety of industries. Online retail growth continued to increase in 2020 and was reinforced by the Corona crisis. An increasing number of ecommerce store owners also means stronger competition. Those who do not move with the times will move with the times. This guiding principle aptly describes the competitive situation in online trading and underlines the importance of continuous further development. The following is a presentation of the most important ecommerce trends for the 2021 financial year.

Ecommerce Marketing Trends:

Voice Commerce – quick search queries and easy ordering processes

More and more people are using digital voice assistants and modern smart home devices. Voice commerce is thus the next level of online trading and is accompanied by a simplified ordering process. Convenient ecommerce shopping by voice command can drive ecommerce store sales to new heights and increase customer satisfaction. Ideally, ecommerce store operators create the technical framework at an early stage in order to benefit from this global ecommerce trend. The first step is to adapt your own website and enable the product search via voice input.

The targeted use of artificial intelligence

Powerful AI offers a wide range of applications in online trading. This includes, for example, the integration of chatbots that automatically answer customer inquiries. In this way you can relieve your own service department and shorten response times significantly. The result is holistically improved support and lower costs. Customers often ask similar questions, so using chatbots makes sense. In addition, AI systems are constantly learning and ensure efficient data evaluation.

Social Commerce – maintaining personal relationships with customers

Social media offer you an excellent platform for your products and services. Thanks to the enormous reach, new groups of buyers can be addressed here and successful advertising measures carried out. A significant trend is the active participation of customers in processes such as product design. In the form of surveys on Facebook and Co, you can obtain valuable feedback and specific wishes from the target group. The direct contact strengthens customer loyalty and enhances the image of the ecommerce store. The emotional relationship with the brand is a crucial factor for long-term success.

Mobile first as a basic approach

Classic desktop computers and laptops will only play a subordinate role in the future of online trading. More and more people are ordering using tablets and smartphones, which ecommerce store operators must consider. According to a study, almost three-quarters of all orders will be placed for portable devices in 2021. Optimizing your own website for mobile use is therefore essential for every ecommerce store. Depending on your budget, you can also have your own app in order to be able to stand out from the competition.

Create an innovative and convincing user experience

The expectations of customers for the ecommerce shopping experience in ecommerce stores are increasing all the time. The Covid-19 restrictions for classic businesses accelerate this development and ensure additional traffic. High-resolution photos and product videos, for example, are of great importance. With appropriate presentations, you can skilfully stage your range and increase the interest in buying. The visual impression of the ecommerce store is a central criterion for the purchase decision and should be perfectly coordinated. Harmonious color constellations and a uniform appearance form the basis for a modern ecommerce store design in 2021. In combination with new features such as 360-degree views of the items, the ecommerce store is the ideal alternative to shopping on site.

Integrate advanced payment systems

The payment options offered are of great importance to many online customers. Mobile payment systems such as Google Pay or Apple Pay are becoming increasingly popular and could become even more important in 2021. Another trend is paying with crypto currencies such as Bitcoins, which are characterized by particularly low transaction fees. The fast processing and the high security standard are further pluses. The expansion of the selection of payment options thus offers various added values and is an important measure for maximum success as an online retailer in 2021.

Effective advertising through personalized marketing

Ecommerce store sales can be effectively increased through individual product suggestions and personal recommendations. The possibilities of data analysis are becoming more and more extensive and allow the implementation of specific advertising measures. The result is tailor-made marketing with which the conversion rate can be raised to a new level. The use of appropriate software and algorithms offers great potential for the 2021 financial year.

Final conclusion on the ecommerce marketing trends for 2021

Developments in online trading combine pioneering technology with increased convenience for customers. The presented trends offer ecommerce store operators a wide range of opportunities to strengthen their own market position. We at Skynet Technologies are happy to assist you with this project and support you with our specialist knowledge. From web design to powerful plugins, our offer covers all areas. Do you have questions about individual services or the process of a possible collaboration? Then simply contact us by phone or email. We look forward to your inquiry and take care of optimizing your online ecommerce store.

Do you have an ecommerce store or need support in setting up your ecommerce store? We are here for you! If you are looking for an ecommerce website development, shopping cart development, online store development and web application development, please explore our Ecommerce Solutions! If you are looking for ecommerce digital marketing, digital transformation, content marketing, ecommerce SEO services, online marketing, social media marketing, digital marketing strategies, search engine optimization services, PPC campaign management services and more, Please Explore our SEO Services!

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Online store marketing – How to boost the traffic on your website?

By | Date posted: | Last updated: December 29, 2020

Online store, but no sales? Do you want to know how you can make your online store more successful?

Traffic is the magic word in ecommerce world. This calculation is easy to understand: if more customers look around the online store, there is also a high probability that more will be sold. The simple formula behind it: If you lose clicks, you also lose sales.

Online store traffic – What is it?

Online stores are commercial websites that can offer goods, services and vouchers from any industry. In the beginning online stores were just “a branch on the network”, today there are enough online stores that are only present on the network. In the meantime, the number of platforms that sell something has increased tremendously. Since the competition on the net is very high, operators of online stores have to fight for the attention of their visitors. As an online store operator, you naturally ask yourself: “How do I win new customers? “

To increase your sales, you need traffic. Website traffic describes the access to your online store. Your goal must be to turn your website into an ecommerce shopping magnet that will magically attract people from other sources such as social media or search engines.

What ways are there to increase traffic for your online store?

Basically, you have to understand the different types of traffic.

  • Organic Traffic (SEO):

    Your online store will be found by search engines without you having to pay for it

  • Paid search traffic:

    You place advertising so that your online store/your products are displayed for the correct search queries. (Google Ads/Google Ecommerce shopping)

  • Paid social traffic:

    You place relevant advertising on social media for your target group. The difference to search traffic is that your products are not actively searched, but rather pressed on the eye of your target group.

  • Referral traffic:

    These are visitors who come to your products and online store via links from other websites or media.

  • Social traffic:

    Visitors find your online store via social networks.

  • Direct traffic:

    The visitors arrive directly at your site. You already know your company.

  • Newsletter traffic:

    Visitors who click on links in newsletters to get to your site.

People choose online stores based on the following criteria:

Ecommerce Store Marketing

How do you get traffic for an online store? – Preparatory phase

You might think that the marketing strategy for an online store is the same as the marketing strategy for a company website. It’s not like this. The strategies and tools are similar, but each type of website has its own characteristics and goals.

Compared to company websites that can generate leads with the help of information content (blog, YouTube channel, newsletter, etc.), the mechanism for online stores is different.

Buyers cannot only be won with SEO. There are several ways to get your target audience’s attention:

  • Search Engine Marketing (SEM)
  • Social Media Marketing (SMM)
  • Email Marketing

In order to use the marketing strategies more efficiently, the online store operator has a sales funnel available. The sales funnel describes the individual stages of a sales process and enables the measurement of quantitative and qualitative key figures from the first customer contact through to conversion into paying customers. This data tells you what to do and when.

Sales funnel

StepWhat the user is doing?What the online store operator can do?Dimension
AwarenessGeneral information research;
Needs identification
SEO, targeted advertising in social media, SEM, price search enginesWebsite sessions
OnPage OptimizationBounce rate
Content marketingNumber of readers / subscribers
InterestSolution searchOnPage optimization, analysis (share and value of the request)Leads
Email marketing, remarketingWarm leads and active readers/subscribers
PreferenceIdentification of the provider;
Comparison of providers and selection;
Purchase decision
Offer optimization
(conversion → purchase)
sale
LoyaltyInformation research after purchase;
Recommendations
User experience optimizationRepeat sales
SMMBrand image

You decide what your online store sells, what matters is how you present your offers and how you get more people to the website. So, in this article we are not talking about how to create an attractive offer for your online store visitors.

First and foremost, pay attention to contemporary design and technical aspects.

Technical website analysis

Internet users are familiar with various ecommerce websites and are used to the fact that certain functions such as sorting by price are available and that the loading times are extremely short.

If your online store doesn’t meet these requirements, potential customers will leave your website and buy elsewhere. In such a case, your advertising budget was spent in vain.

According to study, it looks like this:

  • 47% of users expect the website to load within 2 seconds
  • 40% of people leave the website when the loading time is longer than 3 seconds
  • 73% of users do not want to return visit the website if they have to wait a long time for the page to completely load

online store loading time

Google rates a website with the Core Web Vitals report, among other things. These are central elements that determine a website’s user experience.

google core web vital

  • Largest Contentful Paint (LCP):

    Measures the time it takes to load the main content. As an ideal value, the search engine specifies 2.5 seconds or faster.

  • First Input Delay (FID):

    Refers to the time it takes for users to interact with a website, e.g. to click a button. A value of 100 milliseconds or faster is defined by the search engine.

  • Cumulative Layout Shift (CLS):

    This key figure stands for the stability of the website layout and checks, among other things, whether individual layout elements shift during use. An ideal value of 0.1 or lower is defined by Google.

Regular technical analyses should be carried out so that your potential customers do not leave the website prematurely because they do not see your offers quickly enough.

The technical analysis includes the search for possible problems with the functionality that could have a direct impact on user behaviour on the website.

Technical SEO requirements for a successful online stores marketing strategy:

  • Short loading times
  • Functionality (filter, sorting, search, etc.)
  • Correct mobile version of the online store
  • Functional, legally compliant analysis tools
  • Reliable and high-performance web hosting
  • Responsive web design that is continuously adapted to current browsers and devices

Important for SEM:

  • Optimal URL structure
  • No redirects on landing pages

Important for SEO:

  • No duplicate content
  • Optimal URL structure
  • Avoiding script and CSS errors

If you want email marketing to work, your emails shouldn’t end up in the spam folder. For this the DNS (Domain Name System) of the domain should be configured accordingly. The chances of a successful delivery of your newsletter or service mail (automatic mails after a certain transaction such as purchase, password change, etc.) increase considerably with the right settings.

  • DKIM (DomainKeys Identified Mail) is a procedure based on asymmetric encryption and signatures, with which the authenticity of the sent e-mail can be ensured.
  • SPF (Sender Policy Framework) – SPF records only allow mails to be sent in the name of a domain for certain IP addresses. This prevents the falsification of a sender address from this domain by spam senders.
  • DMARC (Domain-based Message Authentication Reporting and Conformance) is a procedure that is based on SPF and DKIM. A sender gives instructions on how the recipient should handle an email that has failed the SPF or DKIM test. If the recipient of the e-mail applies the specifications defined in the DMARC record of the domain, a consistent check of the authenticity of this e-mail is ensured.

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