How to run your Marketing on Shopify successfully in Dubai, UAE

by Julia Jackle - Jun 14, 2020

How to run your Marketing on Shopify successfully

The golden rule is to declare within yourself that you want to do it and stick to a schedule. For instance, pick a day or days of a week and commit yourself to achieve something within your marketing strategy come rain or sunshine. Besides this, here are a few days to actualize your strategy and realize positive results.

1. Develop Targeted Content

When creating content, you should be doing it for a specific audience or persona. Don’t get tempted to develop content for every visitor that will be reading your article. Focus on the person the company is looking to acquire and be sure to be specific. For instance, your target audience could be marketing vice presidents of Ecommerce businesses with a revenue of a million dollars in a year.

2. Be Efficient at spreading

It goes without saying. You can’t just write and expect it to be just found. Once again, “Build it and they will come” won’t work unless people can see what you have built. Therefore, get out of your dreams and strategize how you are going to be spreading your content effectively to increase visibility. For instance: Build an authentic, opt-in email list and contact your subscribers regularly. Post your content on social media to reach your subscribers on those platforms Gather a group of friends or marketing professional to promote your brand and products. Get email influencers to spread the word about your product.

3. Create templates not pages

One of the biggest mistakes that Ecommerce businesses make is not taking into consideration their website’s design and organization. This can be attributed to the fact that most Ecommerce businesses are founded by software developers who only know how to build software, and not interested in the user’s experience on their website. Then they go ahead and create “marketing sites” which don’t offer much. If you have ever had the chance to work in a tech company, you will bear me witness that marketers are accorded very little respect by other departments in the company.

Instead of focusing on “marketing pages” similar to landing pages (which work for other marketing strategies but are worthless for SEO), focus on the type of pages on your site. Of course, there is the About Page, the Home Page, and several other basic pages. But, what about persona pages, product pages and demo pages that represent the different stages and phases of the marketing funnel?

These are the pages responsible for web ranking and driving traffic to your site. Therefore, never think of neglecting them. Though a one-page site might deliver satisfactory conversion results, you lose a lot of “free” organic traffic which could translate to a low conversion rate.

4. Improve click- through rates on low CTR pages

Let’s assume that you have a couple hundred pages on your site, many targeted to specific terms in your industry.

If you have already been implementing the strategies we have been talking about, defining your target audience and generating relevant content, consistently publishing guides and content, designing interactive templates and specific page forms instead of individual generalized pages, you can now progress to stage two of SEO for Ecommerce which entails the actual optimization. The truth is, you cannot optimize what you don’t have. So far, I have been teaching you how to swim, but it is time to take a dive and do some swimming.

Let us assume that you have 200 pages on your website, mostly targeted keywords in your industry. Via Google’s search console, you are in a position to identify the keywords that you are ranking but with low click- through rates. Such pages rank this low because they do not provide information that is good enough to satisfy the needs of Googlers. 

Most probably, the keywords in such articles are not relevant to the target audience you are targeting. On the other hand, there are other keywords that are very relevant to your target audience and subsequently attract a lot of traffic. On such, you can significantly improve the click – through rates to generate more traffic for your site and increase conversions.

Here are a few ways to improve your click-through rate

  • Better ranking. This is easily achievable and it will improve your click- through rates almost immediately.
  • Optimizing your Meta descriptions and titles for clicks. Incorporating relevant keywords in your titles and Meta descriptions encourages Google Bots to bold them. This entices web surfers to click on your content.
  • Include a featured Snippet on your content to Improve its click-through rate.

The golden rule with this strategy is prioritizing and focusing on the keywords that are most relevant to your industry while ignoring those that are irrelevant. Don’t waste time ranking for keywords that are not going to increase your click-through rates. If possible, you should eliminate them from your site because they are of no use.After looking up your list of keywords and how they rank, you can then go ahead and what is making some of them result in low click-through rates.

5. Break down team silos internally

Most of the time when dealing with SEO Ecommerce strategies, the main focus is on optimizing your site structure, creating content, and several other basic SEO things. However, when you have a large number of employees, let’s say 20, communicating with each other can become complicated since different people will always have different and competing interests. This can create a big challenge for your Ecommerce marketing strategy because it demands the cooperation of the entire business including:

  • Sales
  • Marketing
  • Engineering
  • Business
  • Products design

Since the cooperation of all these departments is necessary, helping them understand that audience acquisition is paramount is the best thing that can happen to help you drive your Ecommerce marketing strategy forward. This implies allocating dedicated budgets for SEO (primarily content development), having designers and engineers help with both back end and frontend SEO tasks, having the business and analytical team comprehend the purpose of the process and help in measuring the return on efforts and finally making sales representatives understand that they are on the front line communicating with clients and they have the potential to move your odds in that direction.

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About the Author:
Julia Jackle
Julia is the co-founder and CEO of Creative971 and has written blogs in the past for the Entrepreneur Magazine UAE. Her extensive knowledge in the E-Commerce industry in the UAE and GCC is widely appreciated.

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