If you run a Shopify store with great products that you completely believe in, it can be frustrating when you aren’t getting enough visitors to your site.
Marketing and advertising can often feel like a challenge simply due to the range of options at your disposal. From SEO and PPC to social media advertising and utilising influencers, it’s not always obvious what is going to work for your business. Thankfully, there are some things that every Shopify store can do to drive traffic to their site.
1. Use paid advertising more efficiently.
The first and most obvious route to increasing web traffic to your store is to run a paid advertising campaign. For many businesses, this means utilising Google AdWords for direct clicks from the search engine. However, it’s worth noting that this kind of paid advertising is extremely expensive – especially when you are paying for highly competitive terms. This makes many Shopify store owners think that the return on investment simply isn’t good enough. But there is a way to get that traffic more efficiently.
Social media advertising offers a huge range of possibilities for businesses, potentially giving you access to visitors who are ready to convert at a fraction of the cost of search engine advertising. The key thing here is to choose the social media advertising channels that best suit your brand. For example, if your products are very visually orientated and your target market is millennials, Instagram Ads could be perfect. A great example here is cosmetics business Nuxe, which sees an incredible return on investment of more than six times the amount they spend.
Facebook’s 1.65 billion user base makes it another obvious choice for social media advertising. And it can be a very useful channel if you are looking to target a more mature audience – around 46 per cent of Facebook’s users are over the age of 35.
2. Create social media content you’re proud of.
For any kind of eCommerce business, it can be hugely beneficial to drive traffic with outstanding social media content. Many companies will set-up their social media presence simply out of a sense of knowing that they need to have social media accounts. But social media can be an extremely effective way to get people on your site only if you’re creating content that your audience wants to engage with.
Take musical instrument store Andertons, which was a small local brand in Guildford, UK, before it invested heavily in its YouTube channel, working with renowned guitarist Rob Chapman and attracting celebrity guests. This took this small family-run business to new heights, as the company won the prestigious NAMM Dealer of the Year in 2018, beating out some of the biggest names in the industry. It was also the first ever non-US retailer to win.
“We just desperately try not to be boring every day,” said Managing Director Lee Anderton when picking up the award, in reference to the company’s success from its social media engagement. And while this might seem flippant, it is actually an indicator that the company had success by creating content that they enjoyed.
3. Pay for influencer recommendations.
Influencer marketing has become another major channel that Shopify stores need to exploit to drive more traffic to their website. Influencer marketing refers to the building of relationships with individual influencers who will promote your products and services on their channels. This kind of marketing not only allows you to benefit from the reach of this influencer but also gives you the opportunity to benefit from the trust that they have with their audience. Bloggers and social media personalities have a fantastic reputation with their followers, so their product promotions act like a word-of-mouth recommendation.
There are many different ways that you can utilize influencer marketing.
- Influencers can be hired to serve as a spokesperson for your brand.
- The influencer can review your product on their channel.
- You can collaborate with them on a giveaway.
- Influencers can even collaborate with you on a product. These products typically sell like hotcakes.
Of course, influencer marketing can be something of a fickle channel. The now infamous Fyre Festival utilized influencers to sell tickets and become known as an uber-prestigious event. But when it didn’t live up to expectations, the festival felt the wrath of those influencers in attendance too.
Driving traffic is the first step in successfully marketing your Shopify store. The next step is getting that traffic to make a purchase. Check out part two of our easy marketing methods to learn how to increase conversions on your Shopify store.
Dakota Murphey is an independent writer from Brighton with a passion for marketing and eCommerce. Dakota enjoys sharing the knowledge she has gained over the years and looks to connect with other like-minded professionals through her writing. Find out what else Dakota has been up to over on Twitter. She's @Dakota_Murphey.