Trade in Brainstorming for a Smart Ecommerce Marketing & SEO Strategy
Ditch the whiteboard and sticky notes and pause your brainstorm for Christmas marketing ideas. Instead of racking your brain for fresh ideas, why don’t you tune up your existing marketing for great effect? The return on your investment for holiday marketing campaigns has staggering upside potential.
In this post, you’ll learn about:
- Sweetening your website’s technical foundations for maximum performance
- Making your site like a solid gingerbread house that attracts and converts in droves
- Topping off your Christmas marketing with extra ideas and resources
Check Your Website’s Technical Foundations
As you mull over Christmas marketing ideas, don’t put the cart before the horse. Rather, don’t drive a high volume of excited leads to your site if it can’t deliver. Here, rock-solid process separates perennial marketing champions from occasional lucky winners. Take three things you can do this week:
Server Load Testing
Suppose you’re diligent, and have planned out your holiday media. Is your site equipped to handle the deluge visitors in one hour when you run a juicy special? You can sign up for a free account with Load Impact and get 5 free tests a month.
Broken Link Round Up
Broken links: the bane of every digital marketer’s experience. It doesn’t matter if the user is greeted by a funny page, they’re still annoyed or disappointed they can’t complete their desired action. Use tools such as Google Webmaster Tools, Screaming Frog SEO Spider or Xenu Link Sleuth to seek and fix your broken links.
A Tale of Two Landing Pages
It’s great practice to run tests on landing pages and personalize content to your users, however, that ecommerce marketing strategy can leave you with 4 or 5 very similar pages. Avoid duplicate content in two simple steps:
- Tag the “child” or copy pages with a “noindex, follow” Meta robots directive
- Indicate the canonical version, the original page (in the head) to be safe
Building Your Gingerbread House
With technical elements squared away, let’s get to the heart of your Ecommerce and SEO strategy. Like this exquisite gingerbread St. Basil’s Cathedral, your site needs a balance of flash and substance for a successful Christmas campaign. Here are things you need to know:
The best ecommerce marketing content delights and makes your customers forget they’re being marketed to. Have you tailored your product content to speak specifically to your customers and their aspirations? Audit your seasonal content for potential pitfalls in the news and social media. Also, synch your content publishing with social media efforts to get the most mileage from your marketing. When SEO and social are on the same page, you can do some pretty cool things, such as Twitter’s Flock to Unlock.
Have you planned out inventory management for appropriate sale and promotional margins? It’s easier to test inventory scarcity as a motivating purchase factor now, rather than on Cyber Monday.
Beyond Ecommerce SEO: Enhancing the Customer Experience
A savvy ecommerce marketing strategy shares its basic concepts with brick and mortar stores. For example, the neighborhood, store appearance, and disposition of sales staff make a huge difference in your buying experience. These brick and mortar elements translate online to elements such as credibility, checkout, and shopping cart experience.
To enhance credibility, check out the Google Trusted Stores. The Google Trusted Stores experience offers benefits for both customers and your store. Read more about the program here. Do you have cart abandonment auto responder emails enabled? This email function is available in most major ecommerce platforms. Use the auto responders wisely! These emails are a great chance to reclaim consumers and find out why they abandoned a purchase with you.
Candy on Top
Every Christmas experience is made better with candy! (And National Lampoon’s Christmas Vacation, but immaterial to this post.) Sprinkle small surprises throughout your website and bring the Christmas marketing ideas to life. Take down the following ideas for your site:
- Do you offer PayPal or alternate payment methods? (E.g., Bitcoin): make separate payment paths apart from debit and credit cards. Doing so can lift your conversion rates significantly.
- Topsy social search: when researching your content and social plans, use this flexible social search engine to find tweets, links, users and more. Inspiration is a click away.
- Hello Bar, Woah Bar (Free Alternative): call attention to specials and exclusive content with a prominent, but nuisance-free banner on your site.
- Read up on your ecommerce software provider’s blog: they usually offer tips, tricks and other ways to get the most out of your ecommerce platform.
Wrap Up / TL;DR
Huge revenue gains wait for you, if you start creating your Christmas marketing ideas today!
Your assigned homework this week involves 3 areas:
- Touch up the technical foundations of your ecommerce site
- Craft personalized content that will attract customers like a magnet
- Upgrade your user experience with small details that make a big difference
Need help pulling these strategies and tactics into a plan of attack? Get in touch with our marketing team, we can help. Also, share your experiences and thoughts in the comments!