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1. What are evergreen strategies
2. 7 Evergreen Ecommerce Strategies
• White SEO Techniques
• Useful and Educational Content
• Use FOMO tactics periodically
• Use Product Rankings
• Pay special attention to usability: page load speed, ease of ordering (in 1 click), many payment options, convenient and simple navigation.
• Collaborate with influencers
• Use retargeting
In our articles, we often recall how easy it was to promote websites in Ukraine and online stores 10-15 years ago. To promote any web resource, it was enough to enter as many keywords as possible and it worked. Little attention was also paid to design, the main thing is that the online store can accept orders, or at least there is a feedback form. Today the situation has changed. Online store owners need to follow the trends of eCommerce, marketing, namely SEO, SMM, in order to keep up with the competition. It is no longer enough just to buy an online store and fill it with goods.
This is where the problems begin, as an entrepreneur simply does not have the time, knowledge, and experience required. All the time is occupied by the current business processes: the search for new customers and suppliers, sales, shipment, etc. How do top e-commerce managers cope with this?
Evergreen Strategy - in context, these are the basic strategies that need to be applied immediately after launching an online store; the strategies, applying which you can confidently wait for the result. Of course, you can add other strategies to quickly promote your resource, but the following 7 are the minimum that cannot be neglected. Evergreen strategies are constantly driving new sales, traffic, conversions. What Evergreen Strategies will constantly work to promote your online store?
Strategy # 1 - SEO promotion. Promotion in search results should be started immediately after purchasing an online store. Already at the stage of developing the site structure (menu, categories, subcategories, landing pages, filters), you should correctly develop a base for which the content will be created later.
There are several methods of SEO promotion: black, gray, and white. The black SEO method worked before when the search engine algorithms were simple. Today, given the constant updating and release of new algorithms, the use of black promotion methods can lead to partial or complete blocking of the site. And we do not need this at all, since after leaving the ban, the domain history will be spoiled. In simple words, “these are not our methods.”
The first thing that can be done even without the participation of SEO specialists: open a site for indexing, write meta tags on all pages using keywords. To determine keywords, you can use a free tool from Google Ads - Keyword Planner. Next, you need to fill your online store with quality content. This will already be strategy # 2.
You've probably noticed how actively the leaders in the e-commerce niche are actively engaged in content marketing. And for good reason. If you analyze the Google search page, you will notice that articles that were posted 5-10 years ago can get into the TOP. This means that the algorithms have not yet found a more relevant and better article that would fully answer the user's questions. All this proves that quality content belongs to evergreen and is one of the most effective and stable methods of promotion today.
For an online store, the blog is the place for placing evergreen content. Here you can publish instructions, guides, life hacks, advice on choosing products. You can also create an FAQ section to host evergreen content. Place in this section customer questions with answers and recommendations from your company's specialists. If there are not many questions from customers, use the Google search bar. Add the question word “How”, “When”, “Why”, “Why”, etc. to the keyword. and see what users are interested in.
The so-called content booster will be the introduction of keywords, writing meta tags, selection of unique images with prescribed alt, distribution of links on social networks and other resources with high traffic.
The rating scale allows your customers to quickly assess the reviews of other users. Rating refers to social proof and significantly increases the likelihood of a purchase. You can use the rating scale on products, blog articles - all of this applies to visual marketing. By the way, in SoloMono online stores, users can leave a review and rate for each product. It will look like this.
In addition to ratings, you can create a page with product reviews. You can also embed a rating under the review so that users can rate the quality of the article. Open the comment page. The more comments there are on a page, the better that page will rank in search results. Many owners are afraid of negative product reviews, but if you are not a manufacturer, you don't need to be embarrassed. For our part, you need to provide quality service, fast delivery, and lightning-fast feedback.
Many online store owners complain that customers do not want to leave reviews, even when they are satisfied with the deal. What you can do:
1. Implement a loyalty program where customers will earn points
2.They can earn a certain number of points for each feedback they leave
3. Customers can spend the accumulated points on purchases
You can add gamification to the above. For example, Pharmacy24 has introduced bonus "carrots". For each purchase and review, the client receives a cashback in the form of carrots. The accumulated carrots can be spent on the following purchases. There are really a lot of reviews on the site.
Good site usability should be a priority when building an online store. An experienced marketer, whom you invite to your project, will first of all conduct a usability analysis and identify weaknesses.
Check the following metrics of your online store (they are bad for conversions in the first place):
• Slow loading of the site
• The site is poorly displayed on mobile devices or other browsers
• Numerous stages of ordering, complex and large forms for filling
• Only one payment option / Only one delivery option
• Registration required to gain access to content or main functions of the site
• Only one language option and one currency (if the online store operates within the same country, skip this item)
In marketing, this method is called FOMO (fear of missing out). The main idea is to create a shortage of time or quantity of goods. Scarcity marketing techniques should be used carefully so as not to dislike the brand among customers. Speaking of the fact that the product will no longer appear, you should not launch the same promotion in a few weeks - it will greatly undermine the confidence of customers in your company.
Here are several ways to implement promotions on the site:
• Near the product place information on the number of remaining units
• On the main page you can place a banner with a timer and countdown for certain products
• "Sale of stocks" indicating that these items will no longer appear in your store
Another type of evergreen marketing for e-commerce is a collaboration with influencers. The basic rules for selecting influencers:
• The mission of your company should respond to the people from whom you will order advertising, coincide with their life values
• First, conduct an analysis of the target audience of the influencer, you can do this using the comments. You can immediately check whether the comments were bought or were left by real subscribers
• Choose influencers not by the number of subscribers, today the main indicator is conversions. You can ask a microblogger for page statistics or conduct an analysis yourself using special services.
Types of content that a blogger can do to promote your product: video instructions for use, review, feedback. If you have just opened an online store and your brand is still little known, ordinary buyers of an online store are also suitable.
Retargeting is good because it allows you to re-interact with your customers and if the first purchase experience was successful, then the user is more likely to make second, third, and further purchases. In addition, the retargeting strategy allows you to offer the user those products that he has already viewed on the site, which means the likelihood of conversion will be high.
Explore retargeting tools. Retargeting on social networks Facebook and Instagram are the most effective so far. In second place are electronic advertisements. Email retargeting with a reminder of viewed products also works well.
All companies mentioned in this article were selected to provide a good example, not as an advertisement.
Use 1, 2, 3, or all 7 evergreen strategies and this will allow your online store to rising to higher positions in Google. If you don't have your own online store yet, then try testing the SoloMono online store.