If you are doing Digital Marketing for a brand or an E-Commerce website, I’m sure you must read this article for once. Gateway Review guarantee not to waste your time, knowledge in this can cost you at least $10,000 to draw as well as 6 months to explore, experience. Of course, it’s just an exaggerated way of speaking, LMAO :))
This essay is summarized after several years of E-commerce milo’s E-commerce market research, incorporating some of the ideas that the team supposed was accurate from Marcelo Wesseler at the Asia E-Commerce Conference.
The way to drive traffic to a website today is diverse, depending on the purpose, needs, and nature of the website. Take the example of an e-commerce website that wants good quality traffic, because their goal is sales, order, while an online newspaper/communicating website needs a high traffic volume or readers subscribe to receive news of the newspaper. Therefore, e-commerce websites often prefer affiliate traffic, selectively to reach the right target audience, while newspapers usually get traffic from spreading links, combine link-building cross between newspapers with each other.
And within this article, I will focus on helping you know how to define goals, how to implement them and analyze traffic measurement for your sales website.
|The first basic question is that 90% of online shoppers are busy marketing “forget” what is the purpose of bringing traffic to your website?|
At first, many people will pout, this sentence is easy, who doesn’t know? Yes, yes, many people who only sell, take care for a beautiful website, or more professional, run the number of clicks, impressions, CTR (click through rate), bounce rate, time on site … sometimes also forget this basic question.
Before you start an advertising campaign, you need to understand what the purpose of drive traffic to your website is, and then start dividing the channel to run ads. An e-commerce website usually has 4 different marketing objectives as follows:
- Brand awareness: Especially when you are a “newcomer” in the industry, the first thing you have to do is to “pin” your brand name (Top of mind) of customers. Read here, many experts will laugh, why the heck to need a brand? as long as there are clicks, sales, it’ll fine. Please, the brand is very important, take an example: if you want to buy iPhone 5, full of Chinese goods, you will go to a famous shop, or go to a shop on any road? If the price is not much difference.
- Lead generation: In short, get traffic no matter what channel, as long as collected the information of potential customers. For what? Please see note 4 below.
- Conversions (90% means Sales): This means turning leads into Visitors, who then entice them to buy and transfer money. Actually, from the time visitors enter the web until getting their money is very hard, I would like to talk at another topic in the next times.
- Retention: ( Re-purchase) Turn the source of traffic, or the set of available clients become “faithful shopper” of your shop. This work good for the shop selling fashion, cosmetics, senior brand … Because once customers are satisfied, they will buy many times, unlike electronic and mobile buyers, only visit 1,2 times once years.
Once we have identified the purpose of advertising our website, we begin to find the appropriate channel to bring the best results for the business of the shop, with the strength of each channel is distributed according to the following diagram.
Then, pro marketers will continue to rage up: Who says PPC is not good for branding, Facebook is not good for re-buying traffic, Display Network, especially Re-targeting that is not good for Sales? Yes, calm down to hear me say this, this is just the most general summary of the strengths of each marketing channel!!
Next, I would like to talk more about how to exploit each channel one by one and measure the effectiveness of each channel.
PPC (Pay per Click)
PPC is also known as Paid Search, SEM (Search Engine Marketing) and most people mention to Search, which refers to Google Search. This channel has always been extremely effective with products/services that users need to survey and research before buying, such as technology toys (Gadget.) 1 small tips for small and medium shop (SMBs – Small Medium Businesses), you should “buy” long keywords, detailed and optimized keywords through track conversion by Google Analytics / Google AdWords platform.
|Key parameters need to notice: Cost Per Click (CPC), Click-through Rate (CTR), Conversion Rate (CVR)|
SEO (Search Engine Optimization)
We can start by checking your website is optimized for Google yet, if you do not know how to do it, try one of the many free SEO tools on the internet like SEO site checkup tool to get 1 view the whole picture first!
In addition, you can increase your chances of gaining rank by using some SEO management tools to enhance your SEO success rate, as well as support for PPC campaigns.
|Key parameters need to notice: Average Search Ranking (in SERP), Conversion Rate.|
Display (put banner/ads panel on high traffic website)
Keep in mind that the click-through rate on banner ads is very low, only 0.1% (Source: Hub Spot) And that means 1 in 1000 users will click on your banner ads if they see.
Don’t hurry to think this is an ineffective advertising channel. Any channel that still exists today is EFFECTIVE, otherwise, it has died long ago. With this Display Banner Ads channel, we can take advantage of its superlative appearance to increase brand identity value!
In addition, the Display channel will be an extremely powerful weapon when you apply Re-marketing – push advertising according to the target customer (Maybe visit the website, put in the cart, or even have finished shopping) until they make a purchase (or make a second purchase).
|Key Specifications: Impressions (with the goal of increasing brand awareness), Assisted Conversions (last conversion increase support), Conversion Rate (especially retargeting channel).|
This channel probably doesn’t need an explanation or long introduction because I’m sure you guys have some basic knowledge of Facebook, and how to do marketing on Facebook! (Has anyone never ever seen Facebook ads? :P)
There is good news for whom not to know that the Facebook channel can also do Re-marketing (similar to Display Banner Ads) via FBX!
This channel is no longer effective with just run the fans race as before, reach of the post/status of the current Fan Page is very low, instead, you should more focused on how getting people reach post as much as possible, and Optimize Conversion Rate through Promoted Page Post.
|Key Specifications: Impressions (with the goal of increasing brand recognition), Click-through Rate, Conversion Rate.|
Email / CRM
Email marketing is one of the earliest online marketing types. It is also a very powerful channel if you do the right thing and has a good database from the customer subscribe you, not just spam mail as you think.
The challenge in this channel is how to make them come back to your site more? What is the open email rate in your email marketing? The average open e-mail rate of the e-commerce industry is 22.2%, while the click rate is 2.9%! Review and compare your current campaign with this number, lower means that your email marketing campaign is having problems there!
|Key parameters: Open Rate, Click-through Rate, Conversion Rate|
Affiliates – Multilevel Traffic / Affiliate Marketing
In this article, I will not only show you how to set up a multilevel affiliate program. Instead, you should join a number of affiliate / multilevel programs available by paying for powerful multilevel networks. This type of traffic can bring you unbelievable traffic, and you should take the time to find a good affiliate partner, and optimize your landing page for more sales!
|Key parameters: Conversion Rate, Cost per acquisition/conversion (CPA – Value of 1 order)|
Offline marketing includes advertising on printed newspapers, outdoor signs, through mass media such as TV, radio … postal, direct marketing with partners …
There will be a lot of digital marketers who rush to say this is a costly channel, only for campaigns that increase branding, and can’t measure. Actually, you can measure it! One of the simplest tips is that you can give each channel’s offline customers a separate URL, or higher, URL tagging / UTM tagging that can easily measure traffic from those channels, and estimate the coverage of the ad (Reach size).
|Key parameters: Spike in Lead (new visitors rate), Assisted Conversions (Purchase assist rate)|
Hope everyone takes the time to share the personal views of the channels that you have experienced so that my article has a more multidimensional perspective! If you have any questions, leave a comment here. Use your real or nickname, I will be glad to reply.