To help businesses, particularly retailers, adapt to the ever-changing business landscape, StraightArrow, in partnership with the National Retail Association of Australia and Small Business, conducted a four-part webinar session on eCommerce marketing.
The webinars covered cost-effective tactics to drive revenue, optimizing an existing eCommerce site, search engine optimization (SEO) and social content strategy, and email marketing.
Each webinar was led by eCommerce expert Claudia North of Small Business along with digital marketing specialists from StraightArrow.
Here's a short recap to give you a glimpse and impart what we learned from the webinars.
In the first installment of our webinar series on eCommerce marketing, North shared ten practical tips to boost the conversion rates of eCommerce sites or online shops to drive revenue.
One of our digital marketing specialists, Earl John Diaz, also took part in the discussion and introduced QuicklyLaunch—a subscription-based solution that can help retailers build a marketing-ready eCommerce website as fast as three days.
North discussed conversion rate optimization (CRO) for the second learning session. She stressed that CRO is essential when it comes to increasing your revenue because it focuses on extracting more value from the existing traffic coming to your domain instead of getting new people to visit your website.
However, North said CRO is a process, not a “setup and forget tactic.”
The journey to eCommerce won’t be complete without discussing SEO and social media.
So for the third webinar, North simply defined SEO as the act of acquiring traffic from search engines, for our website, social media accounts, and other digital assets.
Then she discussed the three SEO components, along with her recommendations.
Technical SEO refers to the structure of your site, which makes crawling and indexing easier for search engines. You will need to conduct an SEO technical audit to optimize for this aspect. This will involve examining your site’s meta robots, headings and more.
Relevancy is about providing answers to users' searches by creating helpful content.
Building your brand’s authority would require you to focus on the metrics that show search engines that you are trustworthy and helpful to users. These metrics include backlinks, video views, engagement, etc.
After North’s lecture on SEO, StraightArrow’s Digital Marketing Lead Trisha Chua discussed social content strategy. She debunked the belief that social content strategy equals posting regularly on social media.
Chua pointed out that you’ll need to identify the best social media platform/s for your business to craft a specific strategy for each.
For the last part of the eCommerce webinar series, North focused on email marketing which is a great way to nurture your leads and even new customers down the marketing funnel.
North talked about the customer journey and the two critical automation for your email marketing campaign. These are your welcome series and abandoned cart email automation.
North distinguished that a series of welcome emails are helpful when engaging a new subscriber. On the other hand, abandoned cart emails are best for reminding prospects of the item they left in their cart without checking out. Although these two series are entirely different, both are essential to the success of your email marketing campaign.
Although everything discussed in this webinar series might look independent, an excellent eCommerce marketing strategy is the ability to tie all these in with your users or customers at the center.
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