How to plan a digital marketing strategy for your Sunshine Coast or Brisbane-based ecommerce and retail business

Author
Elke Farnworth
Date
August 9, 2021
Category

If you’re a Sunshine Coast or Brisbane-based eCommerce and retail brand, here is your very own AF instruction manual on how to plan your digital marketing strategy. 

Let’s face it, there is no quick fix to long-term revenue growth nor can SEO, COS, CMS and any other industry abbreviation promise tenfold revenue. In saying that, with these 5 tips you’re sure to make a splash in not just the Sunshine Coast and Brisbane based market but globally. 

1. Use a good shopping cart 

There are two shopping carts that we work with for our clients, Shopify & Retail Express. These shopping carts are good from a design, SEO and digital advertising perspective. The platform's tools can adapt to a wide variety of business models, allowing you to showcase sale prices, discounts on products. They also offer inventory, control systems and numerous other add ons. When things go wrong, and they do go wrong - Shopify and Retail Express have a great support team that’s available at all times. 

 2. Optimise your product pages

Design 

Your product page is your 24/7 salesperson, it never calls in sick and it doesn’t take annual leave. It’s working back to back shifts so invest time in making it the perfect sales pitch for your product. This includes product imagery, which is unquestionably one of the most important factors. It can be the difference between your customer clicking check out on your page or your competitors who did a product shoot at af.studio and actually invested in a quality photographer. 

Trust badges such as fast shipping, free shipping are also directly linked to the success of your sales. 73% of consumers report the free shipping badge will directly influence their decision online. While Aus Post hasn’t been able to promise same-day delivery under such circumstances, as of July 1st they promised to endeavour to deliver according to their business as usual turnaround times. This leads into customer reviews to build trust, after all 88% of consumers trust online reviews as much as they trust their mate.

SEO 

When it comes to your page title and product descriptions, don’t just throw in words that only your best friend would know. Do your research on what keywords people are searching for when looking for your product. You can use platforms such as Wordstream to find the best keywords in your industry and geographical location. 

On this note, try and use long-tail keywords. In case you haven’t heard of these before long-tail keywords are basically just keywords that are long and very specific. For example, “Kids Clothing” is a short tail keyword but “Linen Clothes for Kids Under 10” is a long-tail keyword. Even though fewer people are searching for this, you're going to rank higher because it's less competitive and more opportunity to rank on so having more obvious and descriptive keywords = SEO juice. 

3. Launch Paid Advertising 

If you’re just starting out with your brand then I recommend targeting a tight demographic through Facebook and Instagram advertising, this converts really well with Shopify.

Google advertising can help your product or store appear at the very moment someone is looking for your products or service like yours. Whether they’re on their laptop or mobile, a well-timed Google ad can turn the hunters into the hunted via retargeting.

If you’re an aspirational brand, it’s worth tapping into Pinterest advertising, it provides huge potential growth for the business of all sizes and it’s great for exposing your brand to new potential customers.

Keep in mind that you should pick your mode of advertising based on your customer. If you’re selling Makita tools you’re not going to appear in front of your 25 year-old tradie on Pinterest. On the other hand, Google Advertising will do the trick.

In light of me mentioning relevance, there’s a lot of noise around the recent IOS updates impacting targeted ads so our head of digital advertising explains How targeted ads will find you through the new IOS update.

3. Position your brand on social media

Don’t underestimate the social media niche. It doesn’t matter if you’re an eCommerce brand selling caviar cat food or pooch pet prams, there is and always will be a growing audience on social media for your product. You just have to be posting the right content and post regularly, organically the crazy cat ladies and dog mums will find you.

Followers want to get value from brands that are relevant, useful and educational that they can save and share with their friends. Your content should also be customised and at the same time have an aesthetic theme for positioning your brand.

If you need assistance with growing your business account, there are further methods broken down in How To Grow Your Instagram.

5. Automate email marketing 

Abandoned cart emails can be set up in the Settings section of your Shopify admin. Go to Checkout and then scroll down to the Abandoned Cart section. You have the option to follow up with an abandoned cart email after 6, 10 or 24 hours after your customer leaves it in their cart. This is a golden opportunity to stay top of mind. Also, by optimising your order confirmation email, you can also encourage them to sign up for your newsletter, link them to content on your blog, or offer them ongoing incentives. 

Final thoughts

We know investing is a risk. If you didn't have a risk appetite, you wouldn't be in business. Remember, it's the small incremental changes that you invest in with a long-term view of return that will make the biggest impact on your bottom line.

If you’re a Sunshine Coast or Brisbane-based ecommerce and retail brand and you still have no clue how to plan your digital marketing strategy, we are here to help

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