The State of Retailing Online 2015 report finds search and email leading the pack with e-retailers.
Here are four ways brands and retailers can bring in more online traffic, without spending a lot.
Companies worldwide use inbound marketing tactics such as content marketing and search engine optimization (SEO) to attract prospects to their brands and convert them into lasting customers.
These approaches are designed to be part of the audience’s search experience, capturing their attention while being part of their workflow. They allow companies to deliver product information more seamlessly, making consumers more inclined to read the content.
Here’s how you can leverage inbound marketing to improve your products’ online presence:
1. Include problem-oriented long-tail keywords in blog titles
Including problem-oriented long-tail keywords in blog titles helps you describe your products to different target audiences.
Long-tail keywords are targeted search phrases that contain 3 or more words. Examples include ‘how to prevent hair loss’ or ‘how to turn grey hair into dark hair.’
Long-tail searches are often problem-oriented because the user is looking for a solution to a specific issue. For example, you can create titles such as “How to Prevent Hair Loss with Product X” and “Turning Grey Hair into Dark Hair – Once Hard, Now Easy” to attract prospects who’re using long-tail search keywords “how to prevent hair loss” and “how to turn grey hair into dark hair.” This approach helps you target prospects who have particular needs and then drive them to specific product pages by linking to the pages from your articles.
2. Partner with influential Instagram users
Partnering with influential Instagram users and asking them to publish photos of your products gives your offerings exposure to their audiences.
For example, a restaurant can partner with local #foodie Instagram users who have over 500 followers to publish images of its specialties. In return, the restaurant can offer special discounts to the Instagrammers. This initiative helps the restaurant promote its food to a larger number of food enthusiasts who are likely to try its cuisine.
Apply this inbound marketing technique according to your industry. For instance, if you’re a fashion e-tailer, partner with fashionistas. If you’re an online textbook store, partner with university students.
3. Include more visual content to increase Facebook shares
Because Facebook has recently reduced brands’ average organic reach to 4%, companies have to take the initiative to improve their Facebook reach. One effective way is by incorporating more visual content in their Facebook pages.
According to Simply Shared, brands had a 65% increase in engagement, such as sharing, after companies added more visuals in their posts and pages using the new Timeline features. SocialBakers also found similar results regarding the impact of visual content when they discovered that photos make up 93% of the most engaging posts on Facebook.
Visual content is particularly useful for targeting shoppers because they proactively visit brands’ Facebook accounts and other social networks to gain product knowledge.
According to eMarketer, 37% of consumers go on companies’ social channels such as Facebook to perform product research. This means that shoppers are actively visiting brands’ Facebook pages to learn about their products or services.
Including more visual content on your Facebook page helps you target prospective clients and increase their desire to share your content and boost your products’ exposure.
4. Use co-marketing to reach complementary companies’ audiences
Co-content marketing refers to an opportunity for two complementary brands to create a piece of content together and promote it to their own audiences.
An example would be if Nike and Samsung created a branded commercial and promoted it to their social media fans.
You can leverage this marketing technique to showcase your products or services to a complementary company’s audience.
For example, if you’re a fashion e-tailer, you can create a YouTube video with a fashion blogger on five summer fashion accessories fashionistas should be aware of. In the YouTube video, you can include links to the summer accessories you’ve mentioned using YouTube annotations. This will help you showcase your products to the blogger’s readers or social followers since the fashion blogger will share the video on her social channels.
By using the four tactics above, you can leverage influential Instagram users and complementary companies to push branded content, encourage shoppers to share your Facebook content, and attract potential customers who have specific product needs. These engagements will help you present your products or services to a larger audience and increase your chance of converting a sale!
Smartt is a digital consulting agency based in Vancouver.