Entrepreneur and business expert Jorge Zuñiga Blanco explains how the evolving eCommerce world is demanding a new outlook on digital marketing to stay ahead.
The growth of eCommerce in 2021 was very high. The reality is that today, we live in a context that encourages the development of the digital area of all companies. This must have been an arduous step for many businesses. Putting together an eCommerce is not an easy task. However, if you know how to carry it correctly, it can be an activity that gives you many more benefits than you expect. Jorge Zuñiga Blanco, a seasoned entrepreneur and marketing expert from Costa Rica, discusses how the changes in the commerce sector last year are fueling new ways to view marketing.
Before you start developing marketing strategies, you need to delve into certain technical issues that can influence your site’s behavior. If you have already developed your online store, you will surely have knowledge of these three factors that I am going to mention. But you need to do a review to be sure that everything works well before carrying out marketing actions.
The first element to consider is the platform on which you created your store (it can be Shopify, Zyro, WordPress using WooCommerce or something else). It is necessary that it has the possibility of adding the Facebook pixel, the Google code and what you need to track the performance of advertising actions correctly.
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“Web hosting is the service that stores your site so that it can be accessed over the internet. That is, if this service does not work as it should, your online store may not be available all the time.”
Domain, the second element to consider, is a very important part of your brand identity. This is because it is the means through which users will enter your site. It is the web address of your online store.
Many people do not usually pay attention to hosting and end up choosing the one that provides the platform on which they create the site. Unfortunately, this is a big mistake. Explains Zuñiga, “Web hosting is the service that stores your site so that it can be accessed over the internet. That is, if this service does not work as it should, your online store may not be available all the time.”
A good web hosting service will guarantee that your eCommerce does not have technical inconveniences. At the same time, it will improve the user experience since, when you enter the web, you will find a functional site.
The first strategy you should keep in mind is to segment your audience correctly. It is a very big mistake to believe that the whole public wants to see the same thing. That is why, whether you have a variety of products or not, you must think about the audience you want to target with a particular object or service.
If you have the option to subscribe to a newsletter (if you don’t, you should add it to your site), you surely have a database of emails from people who may or may not have bought. Using that base to carry out email marketing campaigns can bring you many benefits at a low cost.
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It is important that, when sending the email, you differentiate between those people who have already purchased your products or services, and those who do not yet do so. The message for each audience will be different.
Offering promotional codes is a good strategy to attract people to know your store. The best option is that each coupon is different depending on the platform on which you publish it. Not only will this make each platform’s customers feel special, but it will help you measure which location worked best.
Remarketing campaigns are usually very fruitful since the possibility of conversion is greater. In addition, targeting your campaigns to people who already know your site can bring good benefits. “It is important that you pay attention to segmentation depending on the interaction that a person has had with your store. The user who abandons a cart is not the same as the one who visited your site without browsing any page,” asserts Zuñiga.
If you want to explore SEO positioning, having a content blog is a great option. It’s real that the benefits of SEO take a little longer to see. However, in the long run, it is a good marketing strategy that will greatly influence organic traffic. It is important that the content is related to your products or services. In this way, you will attract the right audience so that, after seeing the content, they make a conversion.
Remember that implementing marketing strategies planned and designed specifically for specific actions will bring benefits to your eCommerce. To be able to verify this, it is necessary that you perform an analysis and measure the return of each advertising action. For this, you must define the KPIs that are most important to you. This will tell you which are the most effective strategies for your type of business.
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