E-commerce for Brands
How to Roll with the Changes in E-Commerce
Barb Davids has been in digital marketing for 20 years.
That’s like saying you’ve been in the music business since vinyl was replaced by tape cassettes.
The changes Barb has seen span generations of online shoppers, and rolling with those changes has become her specialty.
Digital marketing in general (and e-commerce specifically) are changing fast. They’ve always been that way, but 2020 saw a colossal uptick. E-commerce grew by 46% last year, with sectors like online food sales growing as much as 79.3%.
There are also the audio-visual trends, with shopping experiences steeped in AR and other tech. This isn’t the stuff of the future anymore — it’s today’s competitive edge.
How, though, are brands supposed to change fast enough to maintain that competitive edge? As soon as they get one strategy together, everything has changed again.
In this episode of E-Commerce with Coffee?! Barb Davids answers that and more.
Barb Davids Provides Actionable Answers
Barb Davids joined the podcast E-Commerce with Coffee?! to talk about a few of the core strategies needed to build a sustainable, scalable e-commerce empire.
The “biggest gap in SEO strategy and a brand’s desired end results,” Barb says, “is when product listings don’t have their product data optimized.”
This topic was right up the show host Nate Svoboda’s alley. The podcast’s sponsor, Amber Engine, is a company passionate about e-commerce that has built software and AI-powered tools focused on product data optimizations. It was at this point in the interview that Nate and Barb exchanged knowing looks.
“Brands can easily avoid mistakes in product data,” Barb said, especially bearing the following in mind:
- If you sell on different platforms like Amazon, Wayfair, and others, your wording in product data will change a little from platform to platform. Different sales channels will have different product attributes to fill out, too. But the core of SEO strategy, Barb assures us, is still the same no matter where you sell.
- Barb also recommends starting with each platform’s “Help” content to learn how to best utilize the system. You can also look for online communities of other businesses selling there, because many of your questions will be questions asked by other businesses already.
- With all the product pages, content, social profiles that your brand maintains online, learning how to prioritize which pages to rank is “step one” of your product SEO strategy.
A Few Words on the Competition…
“Competitors in SEO aren’t just the other brands that sell what you sell,” Barb explains. They’re also the other entities that compete with the search terms you want to rank for.
Your initial SEO research will instantly reveal who’s competing for those terms. You might have to get into some conjecture as to why certain companies want to rank for certain keywords, but knowing who your competition is will give you a solid foundation to build from in your strategy.
Barb also came to the interview bearing good news: smaller organizations do have some SEO advantages over the bigger guys.
- Authenticity — the brand “personality” that consumers want comes off much more naturally from small businesses.
- Agility — it’s a lot easier to change quickly with new shifts in e-commerce if you only have a few stakeholders making the calls.
- Personalization — messaging personalizations, product recommendations, and more are the name of the game to meet consumer expectations today, and smaller brands can get far more granular to reach consumers on an even more personal level.
Keep reading to learn more about the top tools to research the competition.
Barb makes a point of touching on tangential content, too, which is more than a buzz term — it’s the way of the future for content marketing.
Look at it this way… does Rosetta Stone just share content about learning languages? Or do they also talk about international cuisine and travel tips?
They do both. Why?
The people interested in international travel and food are the same people who want to learn the languages of those places they pine to go. Rosetta Stone has no service to offer to satisfy travel or cooking interests, but content around these topics brings real value to their target audience and stokes the fire of why they want to learn a language in the first place!
Your brand can do the same — and Barb touches on how and why in this interview.
Barb Davids provided an exceptional interview. She’s knowledgeable and engaged. She even dropped some special resources onto a dedicated page of her site for E-Commerce with Coffee?! listeners.
The changing landscape of e-commerce looks less intimidating after listening to this interview. Some changes could even be fun, as long as you have the necessary base of SEO and change agility.
Is it time now for your brand to make the jump to e-commerce? Learn how to calculate when to make the move…then get moving.