E-commerce and digital marketing are strongly connected and always go hand in hand with each other. Today, we will take a look at the main sides of digital marketing and how to use it to increase brand awareness of your Magento store and engage users in communication.

What does digital marketing include?

We usually mean all the marketing tools that we have thanks to the internet or devices by this term. There are around 10 types of digital marketing:

  1. search engine optimization (SEO)
  2. content marketing
  3. social media marketing (SMM)
  4. pay per click (PPC)
  5. affiliate marketing
  6. native advertising
  7. marketing automation
  8. email marketing
  9. online PR
  10. sponsored content.

But in this article, we’ll focus on 5 of the most popular types of digital marketing. They are:

  1. SEO
  2. content marketing
  3. SMM
  4. PPC
  5. email marketing.

Why use digital marketing?

There is no wonder why businesses concentrate on digital marketing. As of October 2020, there are 4.66 billion active Internet users worldwide. Using digital channels, you can reach a large audience at lower costs than traditional advertising. Just look at the price comparison made by Blue Fountain Media:

research

Moreover, it’s easier to calculate the effectiveness of marketing efforts and optimize your marketing budget. even more.

Other benefits of digital marketing are:

  • targeting a specific audience due to machine learning
  • understanding of your customers through the constant interaction with your website/ad
  • entering the global market.

When we are talking about digital marketing, we can not but mention that it is built on effective communication.

3 basic principles of digital communication

#1. Make it easy

Digital and e-commerce, in general, are all about convenience. So when you are enabling a new marketing tool or communication method, you should make sure that it is easy to use. For example, if you place a newsletter subscription form, test how easy it is to subscribe and unsubscribe from it. Leave an optimal number of fields in the form and ask for the most necessary data only. Keep the sign-up process simple and intuitive.

#2. Personalize your messages

Online users appreciate personalization and individuality. So you cannot reach all your customers with the same message and involve them in communication. That is why knowing your target audience is one of the most important points to succeed in digital. No matter what channel you use: emails or social networks, you should always keep in mind who will read your message.

#3. Build trust

Data protection laws are only one side of personal data processing. The other side is the customers’ trust. If you can convince them that you can handle their personal information securely and their emails or phone numbers won’t be sold to other companies, they will be more likely to share this info with you. Educate them about your security abilities, be proactive and transparent.

Let’s dive deeper into the 5 basic digital marketing types we’ve mentioned earlier and see how to engage users with the power of word.

5 must-use digital channels

SEO

It might not be intuitive, but any digital communication starts with SEO. Almost 70% of e-commerce traffic comes from organic search. If you want to make your online store rank higher in organic search, you need to start with optimizing it for search engine requirements.

Luckily, Magento includes all the basic tools for on-page optimization you may need. You can set up custom meta titles, keywords, meta descriptions, and URLs for any new page you create.

product seo

Also, Magento allows you to avoid duplicate content with a canonical tag, create an XML sitemap, set up a robot.txt file, and so on.

Check the full overview of Magento 2 SEO features

Tech hack #1. How to enable canonical tag in Magento?

  1. Log in to the admin panel and navigate to Stores > Settings > Configuration.
  2. Open the Catalog tab and choose Catalog.
  3. Expand the Search Engine Optimization section.
  4. Find the Use Canonical Link Meta Tag for Products and Use Canonical Link Meta Tag for Categories fields and choose which of them you want to prioritize in search engines.
  5. Save the changes.

But SEO may take a lot of manual work, especially when Google is constantly changing the algorithms. Say you have 1000+ products in the catalog, and you have worked out basic requirements for writing good metadata that works best for you, but Google made a change in algorithm that affects all the metadata you wrote. For example, you can’t use the brand name in the description. You will need to rewrite all the descriptions manually. But with our SEO Toolkit, you can automate this process by creating a template for metadata. And if you need to apply the changes, you will need to make them once.

Learn more about SEO for online stores from the interview with our SEO expert

PPC

PPC is a part of digital marketing that has most in common with traditional marketing. PPC allows you to reach the first places in SERP for specific keywords by buying it on an auction. The algorithm also includes other factors similar to usual ranking factors like CTR, quality score, landing page experience, etc.

But to show your ad in Google search, you will need to start with AdWords.

5 steps to get started with PPC

Step 1. Define your target audience. Who is your buyer? Where do they live? What interests do they have?

Step 2. Analyze where they look for the information. PPC works with various ad placements: Google, Facebook, Bing, Youtube, Twitter, etc. You need to understand where you can find your audience.

Step 3. Think about your goals. How would you know if your ad was successful? How will you analyze the results? What is the target action? Before launching a campaign, you need to create UTMs and mark all the links, banners, and buttons with them, so you can track the results.

Step 4. Create several ad versions. If you are just starting your journey with PPC, you need to study your audience and analyze what type of ads, CTA, pictures they prefer. Run several tests.

Step 5. Launch the campaign and optimize it. Make changes or stop the campaign according to the analytical data you get.

Repeat all these steps for a new campaign.

Tech hack #2. How to start selling more on PPC?

  1. First off, you need to create a new campaign and set up the conversion tracking from your website. Don’t forget to save instructions and a conversion tag.
  2. To add the conversion tag to your store, open the Magento admin panel and navigate to Stores > Settings > Configuration.
  3. Then choose the needed Store View in the upper-left corner.
  4. Next, open the Sales tab and click Google API.
  5. In the Google AdWords section, set the Enable field to Yes and fill in your Conversion Id.
  6. Then, choose the Conversion Language and enter the Conversion Format for the Google Sites Stat.
  7. Pick the Conversion Color and fill in Conversion Label with encrypted text from the Google Sites Stat notification.
  8. Finally, set Conversion Value Type to dynamic or constant.
  9. Save the changes.

For more information about Google AdWords settings in Magento 2, check the official Magento documentation.

Besides Google Ads, PPC also includes other sources of paid traffic like:

  • ads on Facebook
  • ads on Twitter
  • sponsored posts on LinkedIn.

Content Marketing

Content marketing includes all the possible forms of content you can create: from posts on your Facebook to podcasts. All the content pieces are designed to spread brand awareness, generate traffic, and leads. Content is an auxiliary element that exists without separation from the rest of the digital. Any blog post you see has keywords and meta description, any paid ad or post on Facebook consists of text and images that usually are a part of general content strategy.

Also, content creating is connected with the stage of purchasing decisions. Users need different types of information during their shopping journey. Here is what we recommend using at specific stages:

  1. Awareness. At this stage, you need to provide information about your brand that is easy to find and easy to consume. Infographics and short videos on YouTube are not only preferable types of content by users but also they are the most shareable content pieces. So if you want to find a new audience it’s better to use these types of content. Blog posts also work well in this stage. They can increase your organic traffic by reaching top positions on SERP and covering readers’ needs.
  2. Consideration. When potential customers reach the stage of purchase decision, they need more details about your product and brand. For this, you can create e-books, complete manuals, product case studies and webinars.
  3. Decision. When a shopper is ready to take the final decision, they need to see proof that your product can solve their problem. Publishing real review and other user-generated content can increase users’ trust and convince them to make this purchase.

Read our e-book about consumer behavior to learn more about the purchasing cycle

As soon as Magento is not a content management system, it doesn’t have many features for content creation. That’s why we have developed a line of extensions that can help you cover these needs:

  • Blog Pro to create a blog page with categories, comments, tags, widgets, and an easy text editor. Also, you can use it for SEO purposes and reach better positions on SERP.
  • FAQ and Product Questions to answer the most common product questions and ease the load of your support team. Besides the content part, it can be useful for reaching the Zero and People Also Ask blocs.
  • Instagram Widget to integrate Instagram content into your online store.

Magento 2 functionality allows you to launch a/b tests for products, categories, or content pages via Google Analytics Content Experiments and analyze what content works best for your audience. See how to set them up in Magento documentation.

Email Marketing

Statistically, email marketing has one of the highest average ROI among digital tools – it generates $38 for every $1 invested. This type of digital communication is one of the most personalized and has a high engagement rate.

Tech hack #3. How to add a newsletter subscription block to Magento?

Magento allows you to enable newsletter subscriptions and engage users into communication about your products using emails.

  • Log in to the admin panel and navigate to Stores > Settings > Configuration.
  • Open the Customers tab, click Newsletter and find the Subscription Options section:

newsletter settings

  • Choose the email template and sender for default Magento mails:
  1. Success email
  2. Confirmation email
  3. Unsubscribe email
  • If needed, enable the double opt-in.
  • In the Allow Guest Subscription filed, you can enable or disable subscriptions for users that don’t have an account in your store.
  • When ready, save the changes.

Also, you can create custom email templates by the path Marketing > Communications > Newsletter Template. For more info about newsletter settings, check the official Magento guidelines.

To extend the list of available triggered emails, you can use the Follow Up Email extension. It allows for sending emails based on custom rules. For example, you can send emails to your users when the items from their wishlist are on sale.

Tech hack #4. How to send reminders about on sale products?

Go to Marketing > Follow Up Email > Rules > Create New Rule. Then, enter the Name of the rule and choose the Trigger Event. Click Continue, and then you will be able to configure other settings of this newsletter like:

  • store view and customer group
  • sender details
  • UTM parameters
  • email template
  • and schedule.

As we already mentioned above, when you enable an email subscription, you need to have an easy sign-in process. We also recommend offering something in exchange for the email: a discount or a virtual product.

SMM

And the final digital channel that we would like to mention today is social media. They are more important if your target audience is young people. According to YPulse research, Gen Z spends about 6 hours on social networks like Instagram and TikTok. So if you want to reach them, you need to have a brand page there. According to the latest research, young people willingly communicate with brands on social media. Especially if they see quick feedback from brand representatives. For them, this is an opportunity to resolve their issues without leaving their comfort zone.

→ How to bring more shoppers to your Magento 2 with Instagram ads 

Tech hack #5. How to integrate Facebook into your Magento store?

Magento 2 supports different types of API that allows you to integrate social networks into your store. For example, you can create a new CMS block with Facebook Like button.

  • For this, go to Facebook for developers and open the button setup page.
  • In the URL to Like field, paste the URL where you want to add the button.
  • Next, choose the button Layout.
  • Specify its Width and Action Type.
  • When ready, click Get Code.
  • Next, go to the Magento admin panel, and create a new content block as usual.
  • Enter the code you got on Facebook in the Content field, and save the block.
  • Then, you can place this block on the needed page.

→ Read more about CMS pages, blocks, and widgets in Magento

Integration with social networks can not only help to reach more people but also increase conversions. If you enable quick social login on checkout, you can retain up to 30% of users that don’t want to create an account on online stores. Creating a new API connection may be a tricky task. Watch our video guide to make it from the first try:

That’s it for today!

Stay tuned, and feel free to leave your questions in the comment section!