Outline
Get In Touch
Get In Touch
Key Takeaways
In the ever-evolving landscape of eCommerce, managing orders efficiently is a crucial task that can make or break your business’s success.
In the ever-evolving landscape of eCommerce, managing orders efficiently is a crucial task that can make or break your business’s success.
In the ever-evolving landscape of eCommerce, managing orders efficiently is a crucial task that can make or break your business’s success.
The first SPAM email (although not called email at the time) was sent in 1978. It was an ad for a new computer sent to 400 people. It was unsolicited junk and likely the first email to ever hit the rubbish bin.
Since then, marketing hasn’t really changed for many businesses. While messaging and high-end concepts have developed, thousands of companies rely on quantity over quality.
Every day, millions of emails are sent straight to junk, and their contents—likely carefully crafted over many hours—are utterly ignored. Meanwhile, important messages are often bundled in with unimportant ones, which can lead to unexpected costs or other business risks. This is one of the most significant pain points for B2B marketers regarding inbound marketing.
By changing to an Account-based marketing approach that focuses on engagement rates, deal impact, and account penetration, you can dramatically influence how clients and prospects interact with your business.
This improves your marketing ROI as well as the relationship you have with your customers. The ultimate outcome is a better bottom line.
How Does Account-Based Marketing Work?
Account-based Marketing (ABM) is a comprehensive strategy that treats high-value accounts as unique and individual markets. Operating with a targeted approach, ABM maximizes revenue opportunities because it is a quantifiable, data-driven methodology.
A core component of ABM’s success is metric tracking. Metrics are also a key part of traditional marketing strategies; however, their usefulness is limited. Traditional focus is on metrics like direct lead generation and audience behavior (for example, click-throughs and time on page).
These are easy to collect and easy to benchmark, but they lack precision, which makes it hard to ascertain ROI. Moreover, precision is essential for maximizing penetration in a high-value account.
ABM metrics, on the other hand, are more nuanced. They look at specific marketing activities at a point in the sales cycle. For your business, it means that Sales and Marketing are aligned in their efforts, providing greater depth and insight for accounts, which translates directly into more positive client relationships and better business performance.
What Are the Key Categories of ABM Marketing Metrics: The Three Rs
Anyone who has had conversations in the business world will know that the relationship can make or break an engagement.
Ensuring you are in front of the right people with the appropriate influence and authority is critical to success. Not getting this right can lead to massively wasted effort and a lack of insight into what is really happening within the account.
We’ll examine some key metrics in more detail below. Still, as a rule of thumb, the number of new executives introduced within the account and the frequency of your meetings with them are excellent ways to measure the health and penetration of your relationship. Something else worth looking at is their participation in events, webinars, and conferences. The more they attend, the stronger the relationship.
A falling off in any of these categories may warrant special attention towards that account. Poor relationships lead to degraded loyalty and a higher risk of churn, fewer referrals, a lower level of influence, and ultimately, lower conversion rates.
Optimize Product Listings
A key facet of SEO for eCommerce: product listing optimization. At the very least, this means categorizing and describing your products correctly, as well as providing your unique selling proposition and answering the frequently searched questions about your product.
Keyword research can be monotonous, but it’s necessary for Shopify store owners looking to increase product visibility. If your customer can’t find your product, they can’t buy it. Perhaps worse, they might find you while searching for something else entirely, quickly leaving your store – which signals to the search engines that you are not solving the needs of shoppers. Now they are less likely to show you to others. You need to communicate what you have to offer proficiently.
Begin your Shopify store’s product listing creation or restructuring with thorough keyword research. Remember: you know your product well, but shoppers may be at the beginning of their search or not understand the nuance of your descriptions. Start with broad keywords relevant to the product or service you are promoting. Identify each keyword’s search volume and difficulty ranking (a measurement showing the saturation for a particular term, correlating to how expensive it may be to advertise for). You can also include long-tail keywords in your product descriptions to improve organic SERP rankings even further.
Remember: if your product name contains a branded term, keywords won’t be as relevant. That could cause you to miss some exposure; finding clever ways to define your branded product without sacrificing exposure is the work of marketing professionals. While the guidance is simple, the execution takes expertise.
Answering the questions/terms people actually search for grants a lot of exposure to the product pages that provide effective answers. Surprisingly, the difference between the two searches “White Canvas Sneakers” and “Canvas Sneaker in White” is thousands of monthly searches. Knowing and anticipating what people are searching for is the key to success.
Leverage a Custom Theme
There are over a million Shopify stores across the globe. If you want to stand out from all the other players, leveraging a custom-developed Shopify theme may be the differentiator, but we’re not just talking about how you appear; it’s about function as well.
Because pre-built Shopify themes are designed to be one-size-fits-all, they have extra components that may not be relevant to your business. Extra features can actually slow your website and decrease performance, meaning the search engines are reluctant to recommend your site to qualified searchers.
With custom development, you gain streamlined code allowing for the fastest load times. Professional web developers also know to employ SEO best practices such as meta tags, title tags, and schema markups which will increase your SEO ranking and boost visibility.
Custom Shopify development is tailored to your store’s specific goals. Web developers can incorporate tailored functionalities for your target customer’s purchasing journey and your back-end business processes. Developers can code nearly any behavior for your site, streamlining the conversion process. They can also ensure your Shopify store has a logical flow and intuitive user interface while building custom design elements that best embody yo
Build Your Brand Through Blogging
It seems just about every website has a blog page these days. While creating high-quality and relevant blog posts is time-consuming, its payoff can be tremendous.
Not only can a blog targeted at each stage of your buyer’s journey find people where they are, but it creates an SEO-friendly funnel through which your shoppers see your brand as an authority they can trust.
Implement content marketing with the potential customer in mind. Identify common pain points and write content designed to alleviate obstacles in the purchasing journey. Don’t forget to make it shareable. Write digestible content readers can share through word-of-mouth and social media. Don’t forget the purpose. Incorporate natural calls to action throughout your blogs.
While readers will go on a journey toward conversion, there is an entirely different purpose your blogs offer your site: SEO. Not only should the pages be structured logically, but you can also tag your blogs into different categories, making content accessible and easy to find. Your site and URL structure demonstrates which content belongs together and which web pages exist as conversion vehicles.
Your internal and external linking should be deliberate. Have a plan for how you link to other landing pages, incorporate signup forms or gateways, and foster social sharing.
If you are new to Shopify or ready to approach your eCommerce marketing with contemporary strategies, you can reach out to a Shopify Marketing Agency like ours for help.
Consider Free Shipping
There are many ways to differentiate your eCommerce website. Shipping costs tacked on during checkout can dissuade customers at the very end of their purchase decision, leading to abandoned carts. Shoppers see a last-minute cost increase as deceptive or suddenly suffer sticker shock. Shopify is packed with ways to include shipping, handling, packaging, fees, etc into your product pricing without overwhelming your shoppers, but these methods aren’t apparent to the casual store operator.
By streamlining your checkout process, you will see fewer abandoned carts. But it can also be a powerful promotional tool. Some stores offer free shipping after a specific dollar amount spent, during a set period, or for a specific amount of purchased products.
Emphasize free shipping as an added value in product listings and landing pages throughout your Shopify store. If customers view it as a benefit rather than a given, they are more likely to convert. Consult with a Shopify expert to see what free shipping and other promotional pricing strategies can do to increase cart value and lower abandonment.
Let's Talk Shopify Strategy
As you may have gathered, Shopify marketing is not a one-size-fits-all discipline. And it takes work. Depending on the benchmarks and KPIs you’d like to hit this year, different marketing tactics should be selected.
At Fahrenheit, we have extensive experience marketing Shopify stores of all sizes and industries. Whether you want to restructure your store, take a deep dive into your SEO, or learn more about PPC advertising, we employ digital specialists across disciplines. We can answer any questions you may have about eCommerce marketing. Reach out and let’s talk strategy.