AD. Whether you’re operating in the B2B or B2C niche, Magento can be a great way of managing and marketing your products. While there are a whole host of functions that can make it seem like your marketing tactics are working just fine, it takes a little more fine-tuning to take things to the next level.
If you’re looking to take things up a notch, then from data to repeated optimisation, here’s what to look into.
[Photo by Tirachard Kumtanom]
Improve Your Data Analytics
First of all, you need to know what it is that you’re actually working with. Magento provides you with all sorts of data, related to everything from quote requisitions to order fulfilment timelines.
You want to make sure that you have easy access to all of that data, and also ensure that you’re able to properly interpret it. Lay it all out in an easily interpretable format, where you can see how things change over time.
Be careful about making assumptions based on correlations; if there isn’t also some kind of causative mechanism underpinning that change, you don’t really know why it happened.
Don’t Forget Your SEO
With ecommerce, organic search will be one of your most critical sources of traffic. As a result, it’s imperative that you don’t overlook your SEO strategies at any point in the process.
Magento itself has inbuilt features to help you optimise tangible parts of your site like URLs and meta descriptions, but it’s important to look elsewhere for further assistance. SEO has become increasingly complex in recent years, and you won’t typically get far without a marketing agency and an ecommerce specialist like Fluid Commerce to help you along - especially given that all your competitors will be using them.
Customising Marketing
Given that we have access to more customer data than ever before, it’s a huge missed opportunity not to customise marketing approaches based on that data.
The latest studies all point to improved customer satisfaction when services (including marketing outreach) are personalised, and far from representing a privacy overreach, when that personal information is freely and legally shared, using it properly is the best thing you can do.
Don’t Take A Static Approach
The whole point of optimising processes such as marketing is that you need to keep coming back to your strategy. With marketing in particular, you need to be basing your approach on prevalent pain points and actually relevant, up-to-date issues, rather than just stabbing in the dark.
Critically assess the efficacy of your approach at regular intervals. If anything changes - the market, your target audience, some nuance of the intention behind your product - make sure that your marketing tactic changes as well.
Taking your Magento marketing to the next level can sometimes be relatively simple, but more often than not, it’ll involve a whole host of adjustments. By focusing on the general outline above, you should be able to develop and tweak a strategy that works for you, no matter what’s thrown your way.
