Driving eCommerce with Inbound Marketing.
As eCommerce moves into the world of “Web 3.0”, many product-driven business are figuring out how best to leverage a quickly expanding online ecosystem to drive revenues. Search advertising, like Google’s “Ad Words“, is a great start, but taking your business to the next level means tying PPC campaigns to inbound marketing strategy such as SEO, social media, native content, reputation management and more.
Vox Social recently teamed up with luxury furniture retailer, Curran Online to help increase traffic to their business’ website through high performance digital marketing funnels. As a 20 year old company, Curran arrived onto the marketplace in the late 1990’s, building much of their revenue through direct mail catalogs and subsequently, onto the web. They had made significant upgrades to their digital footprint in recent years but wanted to begin using social media and inbound marketing to generate digital word-of-mouth.
The Vox team got started by working with Curran’s internal marketing personnel to understand how hub-and-spoke style content engines could accomplish this. An eight week course covered fundamentals of online marketing for eCommerce, including:
- How to establish subject matter expertise around the high-end furniture, interior design, and the home goods space through regular posting.
- How to build “discovery” driven content that answered specific questions users were asking about similar products, such as: “What’s the best outdoor furniture for summer” and “How can I get wine stains out of sisal carpets and rugs”, and more.
- How to build effective co-linking and influencer based backlinking strategies through keyword research.
Vox continued by working with the business’ webmaster to build best practices around the technical execution of effective content like “H Titling”, schema and markups, alt tagging, building open graph protocol, using Google’s Tag Manager, and more.
After establishing Curran’s content engine, we helped build an editorial calendar and best practices for distribution of native content to social media and other platforms. We worked with the company’s internal social media manager to understand publishing strategy, engagement, and analytics around these channels.
During this period Vox Social SEO experts worked Curran’s partner web developer on a comprehensive SEO and social search audit. The goal of which was ensuring that each of the company’s 20,000 piece online inventory was easily discoverable through search and optimized for social sharing across the web. Introducing the company to product feeds and methods for administrating them helped Curran start a comprehensive remarketing program through both Google and Facebook and allowed their products to be found at the top of search engine results for generic inquiries.
Vox offers a diverse set of eCommerce tools and services that start at the root of your organization’s digital footprint, with the goal of increasing discoverability and converting buyers. We’re happy to work with our client’s internal marketing managers and development teams to understand hub and spoke style inbound marketing programs. We continue by working to ensure that your site speaks to search engines in a language that they can understand, optimizing your products to be found through for social sharing.
If you’d like more information about how Vox Social can help your eCommerce business get the more out of its social media and online marketing strategy, please contact us for an assessment.