When it comes to marketing strategies for Shopify, many store owners tend to only focus on the obvious, mainstream tactics. Problem is, in the long run, these may not necessarily be the most effective ones for their shop. That means that great social media platforms, niche directories, or even low hanging fruit SEO opportunities get overlooked.
So, don’t leave money on the table by exclusively directing your marketing budget towards ads from the start. Consider the options we present in this article and examine the time and cost it will take you to cash in on these opportunities first.
That doesn’t mean ads shouldn’t be an option for promoting your Shopify store, it just means that it shouldn’t be the first or only one you try out.
Now let’s start talking business! Here are our top marketing strategies that don’t leave money on the table.
1. Leverage Keyword Opportunities
We’re diving head first into SEO. One strategy that most new store owners aren’t considering is targeting great or good keywords. That might be because not everybody knows which terms represent the real opportunities. Well, that’s what you are here to learn.
When you are searching for great keywords for blog posts, look at terms that have high search volume. Because that means a percentage of the people who search for that specific keyword will end up on your site.
But if you want to ensure you don’t leave money on the table, then your keyword opportunities need more than that. Specifically, you need to choose terms that:
- Show purchase intent. In most cases, the main keywords in your industry are already taken. But that’s fine, because they are generic words, anyway. They don’t show what the person typing them really wants. You want to know you are targeting the people who are ready to buy.
- Have high search volume. It’s important because you want lots of purchases, not just that one person that got lost on Google. Keywords with at least 1000 searches per month can be a great option.
- You can outrank your competition for. It can be the perfect term, but if a high-authority site is already ranking on it, it’s going to be hard for your store to end up on the first page of Google. That’s why watching for the competition is important. Understand that news sites, blogs, and any other site is a potential competitor when it comes to keywords.
- Have a trend that is going up or skyrocketing. If you don’t leave money on the table, it means you are thinking long-term. That’s why keeping an eye on the Google trend is essential. It shows you if people are picking up the term and are interested in the product category.
- People discuss it on social media. This is more of a nice-to-have than a mandatory criterion. It depends from industry to industry. But if all the other requirements are met, this is an extra reason to target that keyword. Remember that social media recent discussions mean it has momentum – but not necessary that it will last.
So, now you know what you are searching for. I can start listing the tools that can help you with each information in particular. Open a Spreadsheet and gather them all in one place. But you need fast solutions in order to stay on top of your competition.
And, there is a tool you can try that will give you all this information. The tool is not yet on the Shopify App store, but you can get early access from their Upcoming listing on Product Hunt.
In the product’s main dashboard, you will find the Keyword Research tool in the Optimization tab.
The tool is really easy to use. You can choose the level of complexity you’d like for the search, and the specific region. Then just add the topic you had in mind and let it give you all the information. The input topic has to be formed of at least 2 words.
The tool will not only give you information for the specific keyword you put in but also give you a list of alternative keywords you could use, with detailed information for each. You can directly use any of the keywords and start writing content that is optimized for it. Or you can save it in the Briefcase feature for later. That way, you have a place to plan and keep track of your keyword portfolio.
You can also download all the information in PDF or XLS format.
2. Write Your Own SEO Product and Collection Pages
Once you’ve shortlisted your best keywords, your next step to ensure you don’t leave money on the table is to start optimizing your product and collection pages based on those terms.
I know some store owners feel they have to improve the SEO of their site and focus their SEO energy just on their blog section. I feel this is mostly because there’s more information available on how to optimize and promote blog posts.
But that doesn’t mean you should neglect your Product Page and Collections. At the end of the day, they are the actual assets and where you want visitors to end up.
A bigger mistake you could make is to only feature the generic description and raw details you have from your manufacturer. Moreover, that information might have already been listed on the product page of the manufacturer. This makes your product page a duplicate of the original.
That’s why it’s better to write your own product descriptions. If you’re having trouble identifying what you could write, here are some key strategies:
- Present the benefits, not the specs. On many sites, products are presented by detailing the specifications. There’s no way you could write the same specs and make the text seem like an original. Focus more on interpreting that data for the end buyer. What does a Li-Po 3100 mAh battery mean? That’s going to withstand 17-19 hours of active use? Then write that.
- Showcase your brand. There’s a reason why people should buy from your site and not anybody else that is selling the same or a similar product. Is it the great packaging? Do you donate part of your profit? Whatever it is, make it specific to that product and include it in the description. Give details about that product’s packaging or the exact sum you’ll donate when that product is purchased.
- Tell the story behind the product. If the product is personalized, or if it’s your own product design, then let people know the story behind it. What drove you to create it the way it is? Of course, you can have a detailed 2000 words article piece about it on the blog. But a short version of the story should be here as well it, as it can help you convince the visitor to purchase your product.
- Answer the most common questions. People often have clear and specific questions about products. That’s why a great idea is to include the answer to them in the text of your descriptions. You can find some of the most popular questions about your product with AnswerThePublic.
Optimizing is as important as what you write on that page. You can learn more from the great sites that implement SEO in very different ways. The easiest way is to do the on-page SEO. You just need to make sure that your keyword is found in all the right places.
The Squirrly tool I mentioned earlier can help you with this as well. You can write your description in their platform, optimize it while you’re writing and then copy it back into your store. It’s as easy as that.
You have to make sure that your product images have the right keyword in the alternative text as well. In the long run, this strategy can keep on bringing you clients without having to put in any extra work.
3. Social Media Blasting
Google and Social Media are not new aspects that I’m talking about. It’s just the approach that’s different. Rather than focusing solely on paid ads on Facebook, give the right platform a chance to work for you by building great profiles.
With the latest updates on Shopify, everybody is talking about Instagram with the ability to purchase Shopify products directly from the photos you post there. But I want to talk more about Pinterest. It’s a great platform that can bring you a big win without having to invest in paid traffic.
The first part is setting everything up. Besides setting up your profile with a good brand or personal profile images and description, you should consider enabling Analytics.
This will give you clear metrics on how your strategy is actually going. You can have access to it with the Free Business account. And the data you can get includes:
- Average monthly viewers
- Average daily impressions
- What people are pinning from your domain
- Top Saved, Clicked and Impression Pins
You’ll have to provide some initial content to your profile. You can start pinning your products and re-pinning industry-specific images found on the social media platform.
Your initial audience can be obtained through a follow audience strategy. Basically, you need to find accounts on Pinterest that post similar content to what you have to offer and then start following the people that follow them.
As the content is similar, the audience will see your account, and a portion of them will follow you back.
The real exposure will come from Group boards. That’s where several accounts share their content on a board that has a good number of subscribers. This is where you need to focus on pinning your products and images from your blog in order to direct the traffic back to your site.
You can find great collaborative boards on Pin Groupie. After establishing a list of boards that you want to post on, start contacting the owner to let you post on the board as well.
Doing this strategically and in a constant fashion will help you get the traffic you need from Pinterest without investing in their paid ads. But you can use both strategies at the same time, so you don’t leave money on the table either way.
4. Answer Questions on Quora
People always have doubts and questions. But the internet offers them the possibility to quickly find the answer. And if the answer isn’t already listed on Google, you have question platforms like Quora that can help.
If you haven’t heard of it already, Quora is a question platform where any user can post a question or answer other people’s questions. Depending on the industry you are in, this can be transformed into a great advantage. Finding questions that are connected to the problems your products solve can be a great win.
You can post longer answers that contain links back to your site. As the question is public, a lot of other people who face the same challenge might check out your site. All this without having to spend a dime on the platform.
If Quora doesn’t seem to be catered to your industry, find these public questions elsewhere on the web. There are numerous people who are posting their most pressing problems on Social Media Platforms or personal blogs.
Finding them is quite simple. You can use the Search function on each Social Platform or set up some mention alerts. You can get that set up with tools like Social Mention or Trackur. That way, you might be the first to know when someone posts an aching question about your industry.
Don’t Leave Money on The Table
All these options are great ideas you should try with your own Shopify Store so that you don’t leave money on the table by focusing just on ad promotion.
But let’s get one thing straight: All these tactics will not hinder your paid efforts. You can very well use both of them at the same time.
The big difference is that these options I have pointed out here will get you results by investing time into them rather than money. It’s also a long-term gain, as the effort you put into the above-mentioned strategies will keep on getting you results months or even years after you’ve implemented them.