Algorithm update: Why your ecommerce should not rely solely on paid media

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Among many difficulties the ecommerce entrepreneur have in your day to day, one of them is total dependence on heavy investment in paid media and sponsored links.

But after all, why this is a difficulty?

Because social networks and search engines always adjust their strategies through changes algorithms and updates to charge more and more for keywords or sponsored ads. To get an idea of ​​how common it is, Google recently made a change in their algorithm and, shortly after, Facebook followed the same line.

And what are the consequences of algorithm changes for your business?

  1. Your investment for sponsored ads will have to increase, after the competition in the first place will be fierce and the latest announcements, cheaper, no longer exist;
  2. On Facebook, the range of your target audience is more restricted;
  3. Google, as the organic results are increasingly competitive, quality content production strategies and correct application of the terms of keywords will have to be better and better.

Therefore, when developing your strategy Digital Marketing , is not held hostage of paid media and sponsored links as algorithm changes like this are constant.

But then, how to solve this problem?

The answer is simple: conquer and create your own marketing assets, that is, your contact base, by generating Leads and relationship with these Leads.

To do this, we selected some suggestions marketing actions:

  • Be sure to invest in sponsored links: they are still the best way to your ecommerce quickly escalate;
  • Create strategies for this investment turn into marketing asset for your business, if your visitor will not buy now, use your visit paid to generate contacts database;
  • On your website, always give option to leave the contact that is not decided by the purchase – for example, register for discount coupon and tips on using products that have in store;
  • Have a blog to optimize their visits, attract your target audience and create a quality relationship with your visitors, Leads and customers. Remember, these algorithm changes are only for product announcements. To understand more how to produce content for your e-commerce, see this post from RD;
  • Keep a personalized relationship: Segment your lists based on the profile and interest of each of your contacts and relate with them through Email Marketing directed to their characteristics. Email is one of the few channels of communication with your potential customer, do not burn this channel with campaigns that do not have good result opening fee. A great post with tips on this subject is Segmentation: How to generate better results by sending fewer emails.

Then see how those actions fit to generate Leads and purchasing journey, ie the way that the Lead must travel to reach the moment you will decide to buy:

Lead Generation for ecommerce

Whenever we talked to owners or responsible for ecommerces marketing, we see a certain reluctance to talk about indirect conversion, since conversion to sales is (and should even be) always focus.

Indirect conversion is any strategy that you use to “provoke” some action on the visitor of your website if it is not ready for purchase. This action usually aims to capture contacts to maintain relationships, so that there is a break barriers and you win the trust of that new user. With the email capture it is also possible to bring it back to your site with low investment.

Unlike a physical store, the ecommerce has one attendant asking how you can help, which offers product advice is best suited for your interest and “convince” you to buy with it. Therefore, the contact capture, personalized relationship and quality is what will make the role of this seller.

Some may say: “Ah! But who comes into my site looking for something and have already decided to buy. ” Really? The average rate of conversion of Brazilian ecommerces in 2015 was 1.65%, according to research from Experian Hitwise.

So think: at what time of purchase were the other 98.35% of your visitors who left without making any action? Already decided to buy? Or rather, already decided to buy in your store? Probably not. To understand more about the concept of the time of purchase and the importance of also act with indirect conversions, I suggest, in addition to reading the topic below, the post “What is and what it does Leads management” .

Purchase journey ecommerce

Every user in the buying process goes through four steps to make the decision. This concept is what we call here in the Purchase Journey RD (Buyer Journey). The four steps are: Learning and Discovery, Recognition of a problem, Consideration of the Solution and Purchase Decision.

In the post “Buying Day: what it is and its importance to the Digital Marketing Strategy” , there is a detailed explanation on the subject. In the case of ecommerce, a practical example of these steps would be:

Learning and Discovery: The visitor enters your site to be simply browsing in your social network and see your ad. He came because it was a perfume ad that usually use and wanted to see the prices and other options that might like or sought some information that your site offers.

Problem recognition: You need to buy a perfume because she discovered that what he has is running out, but still does not know which one to buy. Enters the sites for prices and recommendations of perfumes that is considering. In this case, the recognition of the problem was caused by an external factor: the perfume that has is almost over. But the very perfume seller site can cause this recognition problem by offering content that awaken you to the pain he has. For example: Did you know that perfume scents can be recommended for the day or night? Find out what scents we recommend for each shift.

So your visitor discovers that the perfume he has is for the night, and feel the need to buy a lighter scent for the day.

Consideration Solution: If you already know which scent wants, he begins to find prices, delivery times and reliability of websites where you can buy. If the first contact with your site is only at this stage, your chances of winning this dispute reduce enough, but it is from here that all ecommerces centralize its business attraction efforts. Therefore conversion rates fall both in the Brazilian market – the visitor is researching price, wins who gives less.

Purchase decision: You already know which product to buy and where to buy. If contact with users occurs only at this point, few of them will actually convert into sales on your site – the tendency is to buy on a site with which already related before.

Sometimes when the marketed product corresponds to a impulsive buying profile, this journey can be covered quickly. As for complex sales or higher tickets, the journey is often more time-consuming.

Anyway, it is worth investing in ways to appeal to all of these steps. Thus, you increase your chances to carry you throughout the journey and makes him build confidence to shop with you.

The constant change in the algorithms is a major challenge of ecommerces. But as we have seen, there are ways to get out of dependence on sponsored links and get results with generating Leads and content production based on the buying journey of your audience.

So optimize your investments, do your own marketing assets and do not burn the only relationship channel with generalized emails with no subject relevant to your potential buyer.

And you have an ecommerce? Already felt the impact of algorithmic updates? You have alternative plans to achieve circumvent this challenge? Use the comments below and share your experience with us!