Digital Marketing for Shopify stores 101 | Part 1

Essentials Guide PART 1

Digital Marketing has become an essential necessity for all businesses and industries worldwide. Less than a decade ago, it was sufficient to have a decent web page and a mailing system with Email marketing personalization via marketing automation to reach potential customers by their names. Fast forwarding a few years and we see that even platforms like Facebook had no choice but to allow videos embedded in our news feed. Today, you simply cannot escape from video ads, promotions, content, posts and video streams across each and every single social media platform that exists. No one and I really mean, no one dares to make use of still images solely as a marketing strategy anymore. The reason is very simple: It is time consuming for the viewer and simply not engaging enough to any audience anymore. 

But what does this mean? How can our business compete against the “big fish” without the resources and brand recognition that other businesses have?

 
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The beauty of digital marketing is that, if you play your cards consciously smart then you will have at hand all the necessary tools to stand out and grow your business not only faster but  equally as efficiently as any mayor brand with more trajectory and resources than your business could have.

In this blog article we will discuss and explain all the basics regarding digital marketing, and give you the basic tools for growing your business and increasing traffic that will translate into sales and conversions.

What is Digital Marketing?

The main difference between traditional marketing techniques and digital marketing lies in the level of engagement with your customers. In Traditional Marketing there is no direct interaction with customers, whereas Digital Marketing offers a higher level of engagement and interaction. This means that by making use of various channels your target audience is instantly connected with you, your offers and your upcoming goods and products before they reach the store.

There are various forms of advertisement and they serve different purposes. According to your business model and brand awareness you can create campaigns suited for your audience that are engaging and optimized for either a specific good or product you want to highlight, your entire stock or to raise awareness as a brand and position yourself above your competitors.

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1. Display Ads

For traditional marketing this includes newspaper and high visibility advertising. Digital ads are the updated version of newspaper advertising; It means buying ad space on sites that are of interest to your target demographic with the advantage of using search engine optimization (SEO) techniques that will enable your ad to reach more effectively your target audience. These types of ads also work with Pay Per Click (PPC), a method where you bid on specific keywords or group of words that are associated with your product or good which rank higher in the behaviors of your potential target when searching for a good similar to yours, allowing your product to be easy to find and in the top pages of the search results. The other way you can make use of these without spending too much money on display ads is by Cost Per Thousand, which means to pay a flat rate to show up in search results 1,000 times.

This type of advertisement allows like magazines and newspapers in traditional marketing to be shared in the word-of-mouth style: People engage with your ads and share them, tag others and mention your business across their own social media. They provide almost inexpensive advertising whilst you create a campaign that fits your audience per demographics, keywords, countries, languages, social income or interest. Making it affordable and very effective when reaching your custom audiences. 

2. Social Media Ads

Digital marketing product placement example

3. Product Placement

For traditional marketing this includes newspaper and high visibility advertising. Digital ads are the updated version of newspaper advertising; It means buying ad space on sites that are of interest to your target demographic with the advantage of using search engine optimization (SEO) techniques that will enable your ad to reach more effectively your target audience. These types of ads also work with Pay Per Click (PPC), a method where you bid on specific keywords or group of words that are associated with your product or good which rank higher in the behaviors of your potential target when searching for a good similar to yours, allowing your product to be easy to find and in the top pages of the search results. The other way you can make use of these without spending too much money on display ads is by Cost Per Thousand, which means to pay a flat rate to show up in search results 1,000 times.

This technique is more traditional and we are more used to it, Direct mail, in which businesses send letters, newsletters, discount coupons, offers, giveaways, or other promotional materials to past, current or potential customers, or clients. This method offers a healthy return on investment for small businesses. Sometimes in order to be precise on your direct mail content strategy one must send various shot types of offers or campaigns to better identify your audience’s preferences.

4. Direct Marketing Mail

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Digital marketing video ads example

5. Video Ads

This is a forward-facing marketing strategy that integrates engaging video into your marketing campaigns. It is the most versatile marketing strategy where you can in very little time  build customer rapport, promote your brand, highlight services or products, promote all your stock or launch a promotional campaign. These videos can occur before, during and/or after a video stream on the internet or as a sole video ad found on any potential target audience you have created with a call to action that will enable traffic in various ways, depending on your video campaign.

Should you create video ads as part of your digital marketing?

Video ad has grown 88.6 percent during the last three years.  72 percent of ad agencies say online video advertising is as effective, if not more effective, than television. 

The results are immediate:  The average user spends 88% more time on a website with video, and ⅓ of all online activity is dedicated to watching video. The amount of time people spend watching and engaging with video is only going to increase in the years to come.

In the following parts II and III of this blog article, we will discuss deeper the mechanisms for implementing these marketing strategies and how to combine them with analytics. How to create custom audiences and create effective campaigns that can suit each business model.

 

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