When the COVID-19 pandemic broke out, e-commerce growth exploded. Consumers resorted to buying their groceries, clothes, toiletries, and other essentials online—trends say that these new buying habits are here to stay. So, how can small and medium businesses connect with this wealth of online consumers? A solid e-commerce marketing strategy is key. Here are the four most important marketing skills your team needs for e-commerce success.

1. Search Engine Optimization

First things first: prioritize SEO. Before your audience can buy your great products or services, they need to find them. Search engine optimization helps boost e-commerce marketing efforts, and your website’s search engine ranking can make or break your e-commerce business. SEO best practices include strategic keyword research, interlinking content, using alt tags, optimizing keywords, and ensuring your site runs at optimal speed. Restaurant owners need to optimize their website for local search to attract local clientele. Tagging your location on social media and getting listed on platforms such as Yellow Pages and Google My Business can bring customers right to your door.

2. Content Marketing

Content marketing is a key tool to communicate with your potential customers online. Posting content to your website can help boost your search engine rankings and also encourage prospects to click the ‘Buy’ button. To make your e-commerce marketing strategy more effective, try incorporating different types of content that demonstrate your expertise. Providers of home services could offer photo or video tutorials on DIY home repairs. They could also publish timely articles on industry trends or release useful guides that answer homeowners’ frequently asked questions.

3. Social Media Marketing (Paid and Organic)

Social media is a great tool to amplify your content, boost your reach and influence the purchasing decisions of new consumers. Plus, social media is also a cost-effective way for SMBs to advertise their business. Start by identifying which platforms your ideal audience frequents the most. Then, post content consistently, and run ads using the content on your social media platforms. For example, if you’re running a salon or spa, advertise special offers for customers who book through your website.

4. Data Analysis

Data is crucial in any marketing strategy, and e-commerce marketing is no exception. As an SMB owner, you need to use all the tools available to learn how to optimize your e-commerce strategy. Google Analytics is a user-friendly tool for website and campaign tracking efforts, and Facebook Analytics can offer up valuable insights when you advertise on their platform. When analyzing data, ask yourself: Which content drove the most traffic? What drove the most sales? Determine what works best for your website, then replicate it and reap the rewards. The more your team understands data and uses it to your advantage, the more successful an e-commerce marketing campaign will be.YP offers a full range of digital marketing solutions. Your ideal e-commerce marketing program could include the following popular products:

• Search Engine Marketing – work with Google certified experts

• Search Engine Optimization – attract more quality traffic to your website

• Facebook Ads – connect with customers and build community

• Display Campaigns – target banner ads to your ideal customers

• Priority Placement on YP.ca – rank higher than the competition

• NetSync Complete – take control of your online reputation

Need help with your e-commerce marketing game? The team of digital marketing experts at Yellow Pages can help your business win at e-commerce. Call 1-877-553-6883 for a free consultation today.