Category: Expertise

The Digital Shelf

When someone walks into a retailer like Target, Home Depot, or Best Buy, they may or may not know exactly what they’re looking for. There might be a particular product category they want to browse, or even a specific brand or product they need. They might need to ask an associate for help, or they may just head to the section they need and start comparing products on the shelf.

The digital shelf is the online equivalent of how someone shops in a brick-and-mortar store. It’s the collection of digital experiences consumers use to find, learn about, compare, and purchase products. That includes everything from search engines and product pages to your website and other online content.

Let’s take a look at your digital shelf.

How consumers find your products
When consumers want to find products online, they usually either start with Google or their preferred retailer. Depending on what they’re looking for and how specific the search was, Google will likely direct them to specific product pages or search results pages from a variety of retailers.

Either way, the first touchpoint on the typical online shopping journey is usually a search engine—because every online retailer is also a search engine.

Whether someone wants to find a specific product or a general product category, the search bar acts as an online store associate, directing customers to the products they’re looking for. But even when consumers are looking for a specific product from a specific brand, Google and retailers will typically highlight a range of similar products that might also meet each person’s needs.

This process is all part of the digital shelf. And if you want to stand out on the digital shelf, you need to make sure your product pages are the ones customers find in search—whether they’re looking for your products in particular or not.

Every search engine is a little different, and although you can’t completely control rankings (low ratings, poor conversion rates, and other factors can all impact rankings), you do have a say in what winds up on your product pages—and that can have a big impact on how well you rank.

Grow an eCommerce Brand in 2020

If you want to stay ahead of your competitors on social media platforms then influencer marketing can be your most powerful weapon.

The consumers of today are smarter than they used to be. Now people do a lot of research before buying anything.

However, if someone whom they trust recommends a particular product to them then they are more likely to buy the product.

And that’s where influencer marketing works the best.

In a nutshell, influencer marketing is when brands collaborate with influencers for boosting their sales and brand awareness among a targeted audience.

Influencer marketing has become one of the most preferred marketing strategies in recent years and so 89% say ROI from influencer marketing is comparable to or better than other marketing channels.

But how to leverage influencer marketing for your eCommerce brand in 2020?

Here are a few best tips that you can use to leverage influencer marketing to grow your eCommerce business in 2020-

Have a Marketing Persona
Don’t just get started, first have a marketing persona. A marketing persona is a detailed report of your targeted audience. It can include demographics like location, gender, interests, etc.

The more you know your audience the better you can choose the influencers. But why do you need to choose influencers as per your niche?

Suppose, you own a women shoe brand and want to leverage influencer marketing. Now will hire a male influencer from the cooking niche going to help? No. You need someone who is popular among women on your targeted age otherwise it won’t help.

Understand who your target audience is and create a marketing persona. Once you create it choose the influencers accordingly.

Choose your Platform
Choosing the right platforms is as important as choosing the right influencers. While Instagram ranks number one in terms of the most effective influencer marketing channel, YouTube and Facebook are also impactful channels.

Once you know your audience, it’s time for you to know where your targeted audience resides most of the time. If you deal with B2B then LinkedIn is the best for you and for B2C, Facebook and Instagram are your spots. YouTube works for both B2B and B2C.

You can also try experimenting with the platforms in order to understand what works best.

Strategies to refine marketing for ecommerce

With over one billion monthly active users, Instagram is a great place to find potential customers. In fact, more than 25 million businesses from across the world use Instagram to drive traffic and sales.

This is great news for ecommerce businesses, considering that 60% of Instagram users say they have discovered products through the platform and have been more open to purchasing them.

With such an opportunity, it’s important to take Instagram marketing seriously.

You might already be using Instagram to grow your followers. In order to generate optimal results, it needs to be done right.

Here are some strategies you can try to refine your Instagram marketing for ecommerce.

Going live

Remember that Instagram is a social network. The platform is not only for posting your offers. It provides an opportunity to engage with your audience with two-way communication.

Interacting with your followers helps to build trust, which can convert to future revenue.

One way to authentically communicate with your followers is by broadcasting live video with Instagram Live.

When you “go live”, your story gets prominently featured for your followers. You can use Instagram Live as an opportunity to promote products, educate your followers, or tell them your story to increase brand awareness.

An AMA (Ask me anything) session is one popular way to go live and attract an audience. It’s also common to do a live stream discussing industry news related to your niche.

5 Ways To Be A Stand Out

5 Ways To Standout In A Digital World

The digital shelf is where consumers go to discover, research, compare, and purchase products online. Even in brick-and-mortar stores, shoppers often spend time reviewing products on the digital shelf while they examine them on the physical shelf.

If you can stand out on the digital shelf, you’ll become the brand people find first and prefer to choose, whether you’re an unknown brand or a household name.

Here are five ways to help your products stand out on the digital shelf.


1. Use seasonal copy

Holidays and seasonal events often change the terms consumers use to discover products. Searches like “graduation presents,” “Father’s Day gifts,” and “Valentine’s Day gifts for her” will pull products from a wide range of product categories, but the products that show up will have one thing in common: seasonal copy.

If you want your products to show up in seasonal searches, then you’ll want to add seasonal keywords to your product title and description a couple of months ahead of the relevant holiday. Not only will this help you show up in seasonal searches, it will help people confirm that your product is the perfect choice for the holiday when they read your product page.


2. Create videos that enhance the shopping experience

Videos are a great opportunity to make your products more appealing than the competition. But it’s important that you create videos that actually improve the shopping experience–don’t just throw a repurposed video ad on your product page! Use a 30- or 60-second clip to explain or show something you can’t adequately communicate in your copy and images. Show people how your product works, or what it looks like to use it in a variety of settings. Walk customers through each of the features or benefits.


3. Experiment with new types of content

Your product page doesn’t need to have every type of enhanced content. But you should experiment with the options each retailer gives you because using enhanced content can give you a major advantage over your competitors.

And don’t forget: your product pages on your own website are part of the digital shelf, too. When consumers arrive on your site, you should aim to provide a shopping experience they won’t find anywhere else. You could use guided selling tools to help people make the selection that’s right for them, or interactive pages to let them explore your products in unique ways. When you provide a superior experience, consumers will remember that (and be thinking about it) as they try to learn about your competitors.


4. Fill the gaps your competitors leave

Most retailers have a space for customers to ask questions about products. These questions often reveal information that should’ve been included in the description or another section of the product page, and they highlight things your potential customers are looking for as they compare options in your space. So see what people are asking on your competitors’ pages! 

If your competitors aren’t doing a good job of answering these questions, all the better, but even if they are answering them, the questions will likely reveal information that should be more visible. By elevating those features, specifications, claims, and use cases, you’ll be doing a better job serving your audience.


5. Create product pages that rank

Obviously, the surest way to stand out on the digital shelf is to rank for the terms consumers use to find products in your category. Every retailer has their own algorithm (and you should get familiar with them all), but one of the biggest things that will always determine how well you rank is the keywords you include in your product title and description. Create a prioritized list of the most common terms your customers use to find products like yours, then work them into your title and description. Just make sure that you don’t force them into your description if it lowers the quality of your copy.