You won’t have to get very far down your Newsfeed to find an entrepreneur promising you a six-figure revenue in a month, and the next one telling you that you can be the next Amazon by simply enrolling in a ten-step program. The realm of eCommerce is as crowded as it is complex, but there are ways to scale your offering without signing away your soul to one entity or the next. We have cut through the noise, assessed the industry and identified how you can successfully scale your eCommerce business on a budget. And no, you won’t need to compromise on the soul of your brand or the niche you are targeting, so let’s get into it.
Engage a specialist eCommerce SEO agency
It’s a romantic idea to believe our products sell themselves, with our customers finding them like a diamond in the rough, with no digital intervention making that happen. The truth is, it’s the work of targeted eCommerce SEO that gives your store visibility. Without it, no amount of photography styling and bargain prices will get the traffic you need to make this venture profitable. An SEO agency that services the eCommerce industry knows the motivations of customers and competing sellers, and can leverage market trends and niche research to have you ranking and converting.
It’s important to remember that SEO is more than paid ads and cramming your product descriptions up with the right keywords – it’s a full suite service that audits your store top to bottom so that it’s in the right shape to be found and shopped by customers. If you are thinking that agency prices don’t align with your low budget strategy, it’s certainly more expensive to not have an agency setting you up for success. If you aren’t seeing the cut through, it will likely have more to do with your SEO performance than your product pricing, so make this key investment and you will see greater returns.
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Let your social presence do some heavy lifting
Few websites are set up to receive customers at every stage of the consideration process, least of all eCommerce websites that are ready to capture and convert. This is where social media can be an incredibly useful and cost-effective platform that your customers can learn more about your brand, your products and any information they need to make a decision. According to research, 74% of shoppers make buying decisions on social networks. This poses an extraordinary opportunity to curate the story you wish, and then direct them to your store when they are ready to convert. That’s money and time saved on not building campaign landing pages, or using other measures to cold sell.
If you put the effort into building a community on your social platforms, learning what they want to see, solving their problem and remaining relevant – you will have an advocate for life. Not to mention, you will reach a point where your organic reach will be so strong that you won’t need to put money behind your activity. A savvy social media presence can also work on your acquisition and retention at the same time, saving you having to distinguish the two and create complicated funnels from the outset.
The products themselves
We, eCommerce operators, tend to spend a little too much time in the backend, failing to spend the time interacting with the products and pages of the store. Forget about your meta descriptions and site speed for a moment, and really assess how you have portrayed your products. Unfortunately, there are a number of ways to fall down here, and it’s usually photography and not enough information/product description.
Get into the mindset of your end customer, and engineer a photoshoot that will appeal to their style, and then do the same for your product descriptions. If you nail it once, you won’t need to spend the money again. If this seems simple, it’s because it is. But customers still have to scour your eCommerce store in search of the basic information they need, either because you have gone too granular on the wrong details, or your product titles and descriptions are written for Google and not your customer. The cost of poor photography and descriptions is exponential, and you will essentially bookmark your store in their mind as one to never visit again. Take the time to window shop your own store, and then ask yourself – do I have enough information to purchase this? You might also want to include the composite door Bristol as part of your store to add a touch of style to your store.
eCommerce is getting more and more competitive, but operators seem to be levelling up in the wrong ways and abandoning common sense and the art of the sale. The best part about talking to an SEO agency is that they will likely make recommendations pertaining to the other two points discussed here today, and you can leverage their exposure to other sellers in the market and get some quick, affordable wins.