E-commerce operations: Do you have a strategy for obtaining high-value traffic?

"The website has a lot of traffic, but the conversion rate is not high. What should I do?" This is a problem that many e-commerce marketers often face. This is mainly related to the marketing strategies and methods of e-commerce personnel. At present, there are two main marketing methods for e-commerce websites. One is push marketing (Outbound Marketing) in which marketers take the initiative, and the other is inbound marketing (Inbound Marketing) in which customers take the initiative to come to the door. If we must clarify the relationship between the two, we can say that the former is the basis of the latter, and the latter will react on the former. Push marketing helps companies acquire potential customers, inbound marketing brings traffic, and inbound marketing in turn promotes the success of push marketing.

In this article, we’ll discuss how eCommerce marketers can use outbound marketing to drive more valuable traffic to your website.

1. Leverage influencer marketing

Reaching out to influencers related to your industry and building relationships with them is one of the most effective outbound marketing strategies that not only brings exposure and builds awareness for your business, but also brings high-quality traffic to your website. But how does this work? The tutorial "Influencer Marketing: 90% of Sellers Won't Think of the Ways to Play" clearly explains the types of influencers, how to find them, and key points to pay attention to in cooperation.

First you need to find influencers who fit your industry or niche and make a list. If you know less about influencers, you can use influencer marketing tools. For example, Grouphigh has data on more than 10 million media and blog influencers from Instagram, Twitter, YouTube, and the Internet.

Suppose you want to find influential people in content marketing. You can use the keyword "content marketing" to search in GroupHigh. GroupHigh gives the following results:

Pay attention to the details about each influencer in the search results: their location, email address, recent posts, audience size, demographics, number of social media followers, channels, website type, etc.

Then screen the influencers that meet your needs and contact them. At this time, sending a simple communication email is enough. After confirming the final list of cooperation, you will have more time to communicate with them and send personalized messages.

There are many ways to work with influencers. You can ask them to write content related to your product, ask them to appear in your marketing videos, or ask them to share their opinions about your product.

If your product is highly technical, it is a good idea to invite multiple industry influencers (experts) to write an analysis review article from their professional perspective and share it. As shown in the following summary article, it has been shared 85,000 times and read 35,000 times.

2. Publish guest articles on authoritative industry websites

Posting customer reviews or stories about your products on authoritative websites in your industry can help you establish your position in the industry and also bring objective and valuable traffic to your website.

To implement this strategy, you first need to find industry-related authoritative websites. Grouphigh mentioned above can also help you in this regard. You can use it to find sites with a certain number of visitors, links, and authority.

If you don’t have the budget to use a tool, Google is a good option. For example, go to Google and type “Submit guest post + your keyword”, and a list of relevant websites that can accept guest posts will appear as shown below.

3. Use “dead links” as external links

No one likes to have "dead links" (invalid links) on their website, because this is not only not good for the website SEO, but also brings a bad user experience to users who click on these links. So how can marketers use the “dead links” of other people’s websites to market their own websites?

First, you can use a tool like Ahrefs to scan relevant websites and find the "broken links" on the website. Then contact the other party and inform them that you have found their "broken links" and that you can provide them with similar or better resources or content to replace the original links. This strategy works well because most people want their broken links to be fixed and connected to a new, trusted resource.

For more methods of obtaining external links for English websites and the latest Google SEO ranking factors, please refer to the tutorial "A Collection of Domestic and Foreign SEO Traffic Generation Techniques"~

4. Establish relevant resource links

You’ve probably seen a lot of websites with dedicated pages linking to relevant resources, such as case studies, free tools, cheat sheets, or guides. You may already have these resources, so now you can use them to build links and drive new traffic to your website.

So how do you do it specifically? First, you need to choose a popular keyword related to your field and identify the resources you have, then search on Google to find link opportunities for your resources.

When searching, you can use the following combinations:

keyword inurl:resources

keyword inurl:links

Keyword intitle: resources

As shown below, this is the result after searching “content marketing intitle:resources” in Google. You will see a lot of similar resources:

You can then create a list of potential collaborators based on your search results and contact them. Note that before doing this, you need to make sure that you do have valuable and useful content that can be well integrated with the other resources of the other party.

5. Build a community

Creating your own community on social media platforms is a great way for e-commerce sites to expand their audience base, build user engagement, gain user trust, and ultimately drive website traffic growth.

You might think building a community is a difficult thing, but it’s not. People who like a common product or have a common need can often come together, and this is something you can take advantage of. You can use your knowledge of an industry or product to build a science community. You can even build a community based on your own interests and hobbies, bringing together people who want to learn about your industry, your products, or who have the same ideas as you.

For example, you could create a Facebook Group that focuses on an industry topic or your area of ​​expertise. By connecting with like-minded people, you can build powerful relationships and encourage them to learn more about your business or even become a client in the future.

6. Contact relevant media

Being mentioned on relevant authoritative media websites will bring considerable exposure to your e-commerce website, and will effectively drive your traffic growth and bring more potential business opportunities to your business.

But to get the media's attention, you need to have "material" that the media likes and is worth reporting, such as exclusive research report data. Then find the journalists who wrote relevant articles and reach out to them to let them know the value of all the content you own. Be careful when communicating with journalists and try to communicate as clearly as possible so that they can report on your content in a way that meets your needs and theirs.

Bonus Tip: Create Better Content Than Anyone Else and Seek Links

The Internet is flooded with content and clickbait headlines are everywhere. If you can consistently create better content than other sites, you will win people’s hearts. Of course, the role of creating good content does not stop there. You can then look for website owners who link to similar content, tell them that your content is newer and more valuable, and gain their attention. If your content is good enough, you can get some great backlinks.

You can use tools like Grouphigh, SEMRush, or Ahrefs to find sites linking to existing relevant content.

Summarize

For today’s e-commerce marketers, inbound marketing is more common than outbound marketing, as outbound marketing is often considered an old-school, “interruptive” marketing strategy. But in fact, as long as there is accurate strategy and technical guidance, push marketing can still bring high-quality traffic to your website.

Source: Hugo.com