Digital Marketing Strategies to Grow Your Electronic Store
The internet has transformed how consumers shop for electronics. Rather than visiting brick-and-mortar stores, today’s buyers go online to research products and make purchases. A survey found that 82% of electronics shoppers conduct online research before making a purchase. This shift presents an enormous opportunity for electronic stores to reach new customers digitally.
Implementing an effective digital marketing strategy is critical for electronic retailers to stand out online and drive traffic to their e-commerce stores. In this post, we’ll explore some of the top digital marketing tactics and channels that electronic stores should leverage.
Search Engine Optimization
With more than 3.5 billion Google searches per day, search engine optimization (SEO) is a must for any electronic store. SEO makes it possible for your products and brand to appear in those coveted top search results.
When done right, SEO delivers highly targeted visitors to your site — buyers who are already searching for electronics similar to what you sell. Let’s explore some key SEO strategies:
On-page SEO refers to optimizing individual web pages to improve search rankings. Some key elements include:
- Page titles and meta descriptions – Craft compelling titles and descriptions that use relevant keywords to entice searchers.
- Content – Your product descriptions, blogs, guides should target keywords customers search for. Also optimize image file names and ALT text.
- Site speed – Fast load times improve SEO rankings. Compress images, minimize HTTP requests, and optimize code.
- Mobile optimization – With Google’s mobile-first indexing, ensure your site is mobile-friendly and pages load fast on phones.
- Internal linking – Link relevant products and pages together to pass “link juice” and authority around your site.
- URL structure – URLs with keywords get indexed and ranked better. For example: electronicsstore.com/televisions/lg-oled-tv
Off-page SEO strengthens your rankings by building reputation. Tactics include:
- Backlinks – Relevant websites linking back to your store helps search rankings. Guest post on industry blogs, partner with related brands, and promote your content.
- Local SEO – Optimize Google My Business listing with complete info, photos, local keywords. Also list on directories like Yelp.
- Reviews – Generating 5-star online reviews builds trust. Email customers asking for reviews, offer incentives, or run social contests.
- Social media – An active social media presence with lots of followers signals popularity to Google.
- Branded searches – Run ads with your brand name keywords so you show up when customers search for your brand online.
Thorough keyword research is key for an effective SEO strategy. Identify high-intent commercial keywords customers use during their electronics research. Targeting these in your content will drive more relevant organic traffic to your site.
Paid Search Advertising
While SEO focuses on earning organic rankings, paid search ads allow you to pay to instantly appear at the top of Google and Bing. For electronic retailers, this is a powerful way to get your products in front of motivated shoppers right in the instant they search.
Here are some of the most effective paid search approaches:
Product Listing Ads
Product listing ads (PLAs) highlight specific products in search results based on the user’s query. For electronics stores, these visual ads can showcase your latest gadgets when shoppers search for those products.
PLAs stand out with product imagery, price, merchant name, and prominent “Shop” buttons. Studies show PLAs generate 52% more clicks compared to normal text ads. The click-to-conversion rate is also higher.
Formerly known as Google Product Listing Ads, Google Shopping is the best platform for running PLAs. Retailers simply upload their product feed and Google displays relevant products in search results and Shopping tabs.
Beyond Google, Microsoft Advertising and Facebook also have PLA advertising options worth exploring.
Many visitors will leave your website without making a purchase. Search retargeting helps reconnect with this lost traffic by serving ads to them later across Google and Bing.
The key is showing relevant ads based on the products those visitors viewed on your site. This reminds them about your brand while subtly nudging them to come back.
Remarketing audiences should be segmented further by actions like adding items to cart, visiting payment pages, time on site etc. to enable more personalized ads.
Continually test and optimize your PPC campaigns. A/B test elements like ad copy, call-to-action, landing pages, target keywords and more.
This will reveal the highest converting combinations for your ads. Make incremental changes to improve campaign performance over time.
Tools like Google Optimize, Optimizely and Adzooma make it easy to experiment and analyze results.
Social Media Marketing
With 4.48 billion daily active social media users, platforms like Facebook, Instagram, and TikTok are irresistible channels for electronics brands. Creative social campaigns raise awareness about your brand and products.
Here are some proven social media marketing strategies for electronic stores:
Paid social ads help expand your reach beyond just followers. Use highly targeted Facebook and Instagram ads to get your products in front of people more likely to buy.
Location, interests, purchase intent, and retargeting help narrow down the right audience. Create ads with special offers or product launches and track conversions.
Partnering with social media influencers in electronics, gaming, and technology is an impactful tactic. Nano- and micro-influencers are affordable options that lend their credibility to promote your brand authentically to their engaged followers.
Interesting user-generated content can also be re-shared across social channels. This builds engagement and community.
Share product teasers, how-to videos, tech developments, electronic trends and more. Mix in some fun user-generated and behind-the-scenes content.
Respond to followers, post regularly, run contests etc. to keep social channels active. Utilize relevant hashtags and tagging.
Measure What Works
Use social listening and analytics to identify best-performing content formats, channels, times etc. that drive the most engagement and click-throughs for your audience. Then produce more of that.
Email is a cornerstone of a robust digital strategy, delivering exceptional ROI. On average, email generates $36 in revenue for every $1 spent.
Electronic retailers can use email to:
- Send promotional emails like discounts, sales, or new arrivals to subscribed customers
- Welcome new subscribers and nurture leads with valuable content
- Retarget customers with abandoned cart reminders and recommendations based on past activity
- Share order updates, shipping confirmations, personalized recommendations
- Survey customers for reviews and feedback
Let’s look at some proven email marketing strategies:
Focus on continuously growing your email list. Offer opt-in incentives like discounts for new subscribers. Make sign-up forms prominent throughout your website and social channels.
Segment your list by interests, purchase history, demographics etc. and send targeted, personalized emails. Pique interest with subject lines like “New gaming laptops for James” instead of just “New arrivals”.
Use automation tools to schedule pre-designed email campaigns like cart abandonment, win-backs, loyalty rewards etc. This saves time while optimizing the customer journey.
With majority of emails being opened on mobile, ensure emails are mobile-responsive. Buttons and calls-to-action should be big and easily tappable.
Testing & Analytics
Obsessively track email performance. A/B test subject lines, content, design, timing, frequency and lists to determine the best practices for your audience.
Analytics & Optimization
Constantly monitoring, testing and optimizing your digital marketing efforts is essential for consistent growth and impact.
Here are some key aspects to analyze and refine:
Identify Your Best Channels
Track traffic, leads and sales from each channel – organic search, PPC, email, social etc. Double down on those delivering the most conversions and target investments there.
Conversion Rate Optimization
Tweak and test landing pages, product listings, checkout process, website copy, images etc. to optimize conversion rates. Minor changes can often bump conversions significantly.
Analyze how people navigate your site. What products or pages have the most traffic? What are people searching for? This reveals opportunities to better serve your customers.
Reviews & Surveys
Proactively collect reviews and feedback surveys to learn about customers’ purchase journey, needs and pain points. Apply these insights to improve.
Determine how much credit to assign each marketing channel that contributed to a conversion. Refine campaigns based on channels driving transactions, not just clicks.
Implementing digital marketing strategies like search, social, email and more can seem overwhelming for electronic retailers. Start with foundational elements like optimizing your website and online listings for SEO.
Build out your social media presence and email subscriber list. Then explore paid options like search and social ads. Use analytics to double down on tactics working best to acquire and convert customers.
Consistently test and refine your efforts. As you identify opportunities, develop content and campaigns to attract electronics buyers throughout the entire purchase process – from awareness to consideration and decision making.
With 91% of commerce now happening online, the brands implementing thoughtful digital strategies will seize the lion’s share of this demand. Use these tips to help your electronic store thrive in the digital landscape.