Digital Marketing Tactics are your gateway to business growth.
This guide is dedicated to providing you with tactics to improve your overall digital marketing strategy. This is bound to improve your revenue and profits month over month. The main challenge with digital marketing today is the abundance of strategies, marketing channels and marketing tools.
You can see it as a curse but it’s a blessing in disguise. Having too many options and too many ways to get to the same destination is surely overwhelming. And that’s why I decided to write this post to help you make sound decisions as you go about your digital marketing strategy and make the big calls.
In this guide, I will share with you the top tactics I believe will give you the highest returns in the shortest time possible regardless of your business size and the industry you are in. These tactics have one common goal in mind – maximise and improve your customer acquisition performance.
We’ll break these tactics to
E-Commerce Digital Marketing Tactics
If you are in the e-commerce industry or at least part of your business and revenue streams is in the e-commerce space, the following digital marketing tactics will be instrumental for your growth.
To generate traffic to your site, there are a ton of ways to do it.
Some channels like Organic Search can take time but will give you a very sustainable and profitable way of generating sales. So, starting on your SEO journey is a must if you want to be less vulnerable in the future. Your SEO will pay off sooner rather than later because it will allow you to have a diversified portfolio of generating traffic. You don’t need to focus on Local SEO because you are an online store. Instead, you want to focus on the keywords that are orientated with ‘purchase intent’. For example, if you sell beauty products, you may want to target keywords like ‘hair and beauty supplies’ which is relatively a generic keyword. Depending on your product range and how niche your products are, you will also want to target your specific products in the keywords. For example, if you sell skincare products, you might want to target a keyword like ‘buy skincare online’. Ideally, you want to focus on global keywords that are not very narrow as well as very targeted keywords down to product name and description.
Search Ads are the fastest way to generate traffic to your site and sales given that your website conversion optimisation is on point. If you are unsure how effective your website conversion optimisation, you might want to hold back before you spend too much on search ads or any paid ads for that matter until you get your CRO on point. If you want to learn more about how to improve your conversion rates, check this guide. Once that’s out of the way, you can focus back on Search Ads. There are many channels out there but obviously, Google is the godfather of all of them. That’s not to say you shouldn’t be targeting the rest – like Bing for example.
There are three main ways to target your audience on Google Search
- Text Ads
A critical component to your digital marketing tactics is Text Ads. These are ‘text ads’ that show up on top of the search page result with your products and shop details. Your ads are quite limited in their creative potential one because there are no visuals but also due to the character cap on the different components of the ad. In saying that, they tend to be highly effective especially if they are showing at the top of the 1st-page results and given that your target audience is qualified and have enough purchase intent.
- Shopping Ads
If you are in the e-commerce space, the effectiveness of your digital marketing tactics will significantly depend on how good your Shopping Ads strategy is. Similar to Text Ads, Shopping Ads are very effective with the added benefit of showing a visual element which is the product image. These are synced via the Google Merchant centre or any other search engine merchant centre with your website product listing. You’ll need to create an account and create a feed that syncs with the merchant centre of your products listing which will update regularly to ensure that your shopping Ads are showing the latest images, prices, title, description, etc. For most e-commerce stores, a combination of Text Ads and Shopping Ads will play very well and get you the right audience you need to boost your sales.
Google Display Ads
Display Ads can be very effective especially when you use them for re-marketing purposes. Sometimes, depending on your product, traffic, and lead generation strategy, first-time visit purchases might not be as high enough. This is where display ads can come in. This tactic will allow you to re-market to people who showed initial interest in your product but haven’t quite made the decision yet. Retargeting them with an offer or another ad that compels them to take an action will bring positive results and help you maximise your sales conversions.
Facebook has some of the most awesome tools for e-commerce stores to generate sales and grow their business. Starting with Audience targeting, you can zoom in on people who are like pages of competitor brands, who follow a certain trend and of course all the other demographic targeting features. That’s just one way of targeting people. You could also create audiences of people who visited your store for remarketing and you could also find new audiences using the lookalike audience option.
The Facebook pixel and events management tool allow you to build and visualise sales funnels to understand where the bottlenecks are and re-target people based on their purchase history and behaviour.
Facebook Message Ads are a great way of connecting with buyers and answering their questions and help them find the right product. You can connect people to Facebook Messenger or even WhatsApp Business number.
There is a lot to do with Facebook marketing. You can find a detailed guide on how to use Facebook in this post.
Instagram is the queen of e-commerce ad channels. There many e-commerce businesses that grew their entire sales channel through Instagram. Because Instagram by nature is a platform that highly relies and focuses on the visual component of the content, it’s a must for any e-commerce business.
To maximise your sales through Instagram, you want to use a 3-pronged approach.
- Organic content to grow your following and get organic sales.
- Influencer marketing campaigns
- Sponsored Ads
Did you know that on average 1% to 3% of people make a purchase on their first touchpoint with a new business, product or service? The remaining majority will either make a purchase in the future or will never do. That’s where a marketing funnel comes in. Your business’ success is literally dependent on having the right marketing funnels.