SEO, PPC, SMM for E-Commerce?
SEO vs. PPC vs. SMM/A
All types of traffic acquisition are viable and should eventually be used. It is the sequence in which you choose to deploy these methods which will determine the speed and duration of your success. I believe in building for longevity, so I preach:
SEO as the foundation.
PPC is the catalyst.
SMM is the reminder.
SEO STRATEGY FOR E-COMMERCE
SEO is a slower acquisition method upfront - often taking weeks to see any impact, but is free! If implemented correctly this method is an evergreen customer producer. Organic traffic acquisition is usually accomplished by search engine optimization (SEO). However, search engines are only one source of free traffic. Each social media platform is also a vertical for free traffic and has an organic reach aspect to it. Every online business should have a strong search based foundation and then activate PPC & SMM / SMA eventually, when ready for a holistic sales strategy.
PAID ADVERTISING FOR E-COMMERCE
Starting with paid traffic (PPC) is best for those with larger budgets who can afford to burn resources testing audiences. This is also best for business owners following hot trends, chasing limited window opportunities (fads), or seeking the quickest wins. It provides fast results upfront but can easily be a waste or burn out just as fast as it pops. Once a vertical’s audience faces message exhaustion there is little foundation to fall back on and every campaign, ad, and sales effort must shift. Squeezing the juice too quickly is a disastrous practice which is why I always suggest PPC as a secondary course of action for acquisition. Get good ranking position first, then amplify and secure it with paid advertising!
SOCIAL MEDIA MARKETING & Advertising FOR E-COMMERCE
When people are on social, they are connecting with friends & family and entertaining themselves. They are not in their “need it now moment” a stage of buyer psychology. Your message, offer, deal, sale, etc becomes an interruption versus a priority. Therefore what you present must be irresistible and stand out to get any traction. Social is no longer about building or engaging with your audience. Gone are the days of popularity - counting likes, followers, and shares. The organic reach of social media has plummeted, forcing those trapped in their ecosystem to resort to social media advertising (SMA) to stay afloat. Consider social media marketing (SMM) a tertiary priority or supplemental activity to boost your conversions if you don’t already have a strong following. While social can work as a primary source of income, it is also the greatest money pit for new sellers. There will be plenty of social media experts who disagree with me, but very few of them are truly capable of producing repeatable & sustainable results across ALL niches & industries. The success and sustainability of social is in the re-targeting, or simply put - reminding the once interested customer of your existence. Stop looking at social for acquisition first (top of funnel) and start looking at it as re-targeting, or a “reminder” messaging platform for long-term retention and relationship building.
Maturity Of SOCIAL MEDIA Platform
The newer the social platform, the more organic reach, traffic, & viral traction you will receive. Adopting new platforms early pays big dividends.
The more mature a social platform, the more likely it can support predictable & consistent sales of your product or service.
This same rationale is why I suggest SEO first, PPC second, Social tertiary.
Search was created first, ads second, social media third.
Follow the natural progression of the internet.
Follow the market!