Magento E-commerce Agency or E-commerce Development in its teachings and advice shows us that the digital strategy and natural referencing are the first levers web marketing essential to succeed in e-commerce.
The digital strategy allows to:
Determine business objectives for your site: the ROI, the number of the Seen / month, the number of orders, the conversion rate, the average basket…
Determine the marketing actions to set up to achieve these objectives by carrying out a marketing plan
This marketing plan must absolutely mention a multi-channel strategy to optimize the impact of your actions, allow your brand to exist and develop your presence and notoriety. Indeed, multichannel marketing is the best way to be on all fronts (web, print, event …).
SEO, which is a technique to improve the visibility of its website.
2 important words:
• positioning (position the pages of his site in the first pages of results on certain “keywords”)
• Submission (make known its site with the tools of research)
The principle is simple: a user searches for a product, a brand, a theme… and will type a “request” on the search bar of a search engine (Google, Bing, Yahoo …).
By clicking on “search”, the user will be faced with different search results. These links are part of SEO.
SEO brings traffic, so visibility. However, the positioning time is longer. Indeed, it takes between 6 months and 1 year for text optimized for SEO to be appreciated at its fair value. It is important to note, however, that results may vary by industry, competitors on keywords and SEO techniques are chosen.
Tools such as SemRush, Majestic SEO or SeeURank exist to analyze the positioning of your site, blocking factors, backlinks, SEO technique…
To summarize, SEO is a safe bet because it assists in the popularity of your site, BUT it is expected to produce a long-term job that will pay, of course, but after a few months.
What is the definition of the term SEO?
The acronym SEO stands for Search Engine Optimization. This expression refers to all the actions and techniques that affect the optimization of your site’s presence in search engines. In other words, SEO represents all the practices that allow you to improve your positioning on Google on queries related to your activity.
The online sale depends on the traffic that an e-commerce site receives and this one is obtained mainly in three ways: by the search engines (organic), by the online advertising or by a big notoriety which will make sure that your customers will type your URL directly into their (direct) browser.
• SEO allows your customers to find you.
• It increases your net income by decreasing the need for online advertising.
• SEO is a long-term sustainable investment for e-commerce
The web strategy is managed internally
The web strategy, when there is one, is mostly managed internally (74.8%). Only 14.6% of companies use an agency for their web strategy.
10.7% indicates that they do not have a web strategy. However, this does not mean that only 10.7% of companies do not have a web strategy.
People who responded to our survey make decisions about web strategies as part of their work. Employees who work for a company that does not do any web marketing at all would not be included in the results of this survey.
Thus, this means that 10.7% of companies making decisions about the web do so without having a strategy as such.
More than half of decision makers on the web still do not know the benefits of SEO
54.4% of respondents said they did not know the benefits of SEO for their business. Fortunately, 23.3% still showed an interest in learning more.
It should also be noted that respondents may find that the company they are working for is performing SEO efforts, but they are not personally involved, which would partly explain why they are unaware of the benefits. This is what this graph suggests by crossing the results of the first question with this one.
Facebook remains the most used social network
Unsurprisingly, Facebook ranks well above other social networks in terms of business use. It’s 85.4% of the companies that use it. Facebook is followed by far by Twitter at 50.5%. LinkedIn is close at 48.5%. YouTube and Instagram are tied at 42.7% and 41.8% respectively.
Finally, the new kid, Snapchat, managed to find a place in 12.6% of companies. This statistic impresses us particularly since the social network is still generally less known.
Respondents who said that Snapchat was used in the business belong to many age groups, contrary to what one might think.
E-reputation of companies
According to the survey carried out by the FIFG, the key figures of the impact of the e-reputation of companies on the act of purchase indicate that:
- On the Internet, 85% of consumers make purchases and 80% inquire before buying
- No less than 96% of Internet users are influenced by the e-reputation of the company or the brand during a purchase
- 88% of people consult consumer opinions, forums or blogs before making a purchase online, 73% before a purchase in store
- Negative opinions are likely to dissuade 85% of consumers
- E-reputation has a multichannel influence: almost 90% of respondents find out about the Internet when they are interested in a television advertisement or a prospectus
On the Internet, 85% of users make purchases and 80% inquire before buying
In the light of the first two elements of this survey, we quickly understand that a controlled e-reputation becomes an essential element to ensure the success and sustainability of your business.
Among the many uses of the Internet, the purchase and the taking of information preliminary are imposed very widely.
Question: “What are your uses of the Internet?”
85% of Internet users make purchases online, a score that almost equals being informed about the news (87%). This practice goes beyond communicating with one’s personal and professional environment (80%), being distracted (78%) and completing online administrative procedures (77%).
The Internet is an essential channel for purchasing but also for purchasing decision support, regardless of the future purchase channel (Internet or physical store).
80% of Internet users say they use the Internet to inquire before buying a product or service, a score that reaches 87% in the Paris region and 92% among the liberal professions and senior executives.
Knowing this and working on its e-reputation should become a priority for businesses. Indeed, what internet users find on the Internet is a huge factor in their decision; the choice for the consumer is no longer just an arbitrage on prices and quality: it is now the company, through its values and his acts, which is judged.
The impact of voice research on digital marketing
According to a Meta dos survey, in 2020, 50% of research will be based on selected snippets, referred to in voice searches.
While digital marketing already aims to generate snippets, the increased use of voice search and its reliance on snippets will only increase the value and competition of snippets.
Companies do not earn snippets overnight, though.
That’s why companies that want to stay ahead of digital marketing are already embarking on a voice search strategy. With their digital marketing agency, they are developing a content creation and optimization plan for voice search so that by 2020, they are ready to reach their target audience.
Influencer marketing improves brand awareness and engagement
Engagement and traffic are ranking factors according to Moz. But when it comes to building relationships with influencers, the hardest thing is to be heard among the competition.
To increase your site’s traffic, you must hook your target audience. That’s why influence marketing is very effective in maximizing your potential reach.
Nielsen recently conducted a survey that found that “92% of consumers around the world trust word of mouth and friends/family recommendations before any other kind of advertising – an 18% increase since 2007.”
The recommendations influencers are therefore perceived as the primary source of user trust on social networks. They are supposed to say what they really think about a product or service. You
can take advantage of their community to improve the visibility of your brand via social networks, blogs or videos.
