Digital Marketing in Dropshipping
After you’ve incorporated your business, found suppliers, and started selling, you’ll want to learn about your new glowing showcase.
Carefully planned digital marketing strategies such as digital marketing that drive the traffic in the store and therefore sales are essential to the success of the dropshipping business.
The good news is that there are many low-cost digital marketing strategies out there, and you don’t need to hire a digital marketer to get started.
Digital marketing is very accessible and even if you are going to leave digital marketing to other people in the future, you should know the basics.
These concepts will help you define which population of people you are targeting and how to reach them.
Creating Buyer Contacts
You already know who you want to sell to but how specific can you make it?
Do you know your average client’s income or education level? All good digital marketing strategies should include looking at your potential customers in detail.
The way to examine your customers in such detail is to create a buyer persona.
These are basically profiles of fictional clients representing your target people as a whole. Your contacts are built from demographics and psychographs with averages together.
The main idea is that you can effectively digitally market to your entire customer base through digital marketing to a few fictional individuals.
Here buyers look like this:
This is a simple buyer person. However, if you really want it to be complex, you can adjust it.
While it is not always necessary to have a lot of details, it can help you more if you do.
To create a buyer persona for your business, you need to research the two types of statistics I mentioned earlier: demographic information and psychographic information.
Demography tells you who your audience is. You will find the following statistics:
- Age range
- Education level
- Family information
Psychographic information tells you why your target audience wants to buy the product
It gives you insight into your customers’ motives, so you can upgrade your digital marketing strategy to better appeal to them.
Here’s a quick method to capture some basic demographics and psychographic information.
It uses Google Analytics (GA), a simple analytics tool that even expert digital marketers use.
Go to https://analytics.google.com/analytics/web/ and log in.
You should see a sidebar on the left side of the page. Go to Audience, then Demographics. Select Overview from the drop-down menu.
You will see a few graphs that tell you about age and gender.
It is not exhaustive but provides an overview of these two vital statistics. Note that you can adjust these metrics timeframe to get an idea of how they evolve over time.
For Psychographics, go to the sidebar and go to Audience> Interests> Overview.
You will see a few categories that mention your audience’s interests. This data can help you understand what types of topics your customers and visitors like.
This is surprisingly useful and has a wide variety of applications.
For example, you can research these niches to see if they enter your own niche.
Let’s go back to the example of selling water bottles.
If you’ve found that most of your customers love the tech niche, you can envision selling a smart water bottle that can track how much water someone is drinking.
It’s just an idea – the possibilities are endless.
If you want more detailed demographic and psychographic data, there are other tools you can use.
You can also use user-generated content, such as contest entries or survey responses, to collect such information.
Once you have enough demographic and psychographic information, you can create a buyer profile like the one at the beginning of this section. I recommend that you start with two people (one man, one woman) and use them for a while.
If not, try creating additional people where you can focus on other data points and potentially learn something new about your target audience.
A detailed buyer persona can help inform and improve your digital marketing strategies significantly.
Creating a Negative Audience
Also, if you want to take a super targeted approach to digital marketing, you can create a negative buyer persona. This step isn’t necessary, but it doesn’t hurt either.
A negative person is the type of person you don’t want to sell anything to. At first, this sounds like crazy. Why do you want to avoid selling to some?
Because not everyone is part of your audience. If your niche is fishing products, you won’t want to do digital marketing to firefighters.
Negative people narrow the list of people you should target.
It is more difficult to create a negative buyer person because knowing who will stay out is a difficult task. A good starting point is to consider who the customers are who can cause problems.
This is easier when you have been in business for a while and interact with many different people.
In this case, you can create a buyer person as you usually do, but this time focus on the type of customer you want to avoid. This strategy is one of the more advanced marketing strategies that can really help you focus on specific types of people who will love your products.
Low Cost Digital Marketing Strategies
Now that you know who to do digital marketing, now is the time to truly do digital marketing. First, I will present free or low cost digital marketing strategies. Then I’ll review tactics involving a larger financial investment.
The digital marketing world has come a long way in the past few years. Display ads were annoying top bar or sidebar banners flashing to get your attention.
Today, display advertising is much more organic, meaning they can form an effective part of online marketing strategies.
Check out a video ad from Volkswagen.
It’s a perfect example of what great display advertising looks like.
An interactive, eye-catching and fun advertisement.
Don’t get me wrong: There are tons of horrible ads on the internet.
If you want your ads to bring people to your site, you need to follow some important guidelines.
Make your ads about customers. Nobody likes to be sold, but people love products that benefit them. Your ad should fix a problem the viewer is having.
How do you find these problems? Through research, especially with psychographies.
A particular product you sell can solve one or many problems, but you need to figure out which angle to use for which purchase. In short, place your ads on how it will make the life of the person looking at your product better.
Think carefully about where the ads will be published.
Dropshippers who run ads a lot and place them everywhere get less results. Remember that you are not selling to everyone in the world.
Unfortunately, you’re not even selling to everyone in your niche – remember what I said about the negative persona. You need to think strategically about the types of sites that will benefit you the most.
A good technique is to visit influential sites in your niche and search for an ad page.
You can usually find this in the footer or sometimes in the navigation bar. Ideally, you want to build relationships with these promoters.
With ad space, prices etc. Start by sending an email asking questions about. Do not try to force anything and do not work with sites that are not suitable for you. Let the conversations happen naturally.
You might even be surprised what happened.
If display ads are of interest to you, you should know that there are two main methods of buying ads: working with a site or working with a large ad network. As with most things in dropshipping, one thing is not always better than another.
So what’s right for someone else may be wrong for you.
Working with a website is usually what I described above.
You find the site’s ad page, reach it and see an ad slot. If you take this approach, consider becoming a regular advertiser.
This is a great way to build strong relationships with other sites and their viewers.
You will put your brand in front of more people and you will have the beginning of a solid professional network.
If you’re willing to advertise and deal with more people, an ad network can help bring your brand to the world.
These networks are basically shared between you and the sites your ads are shown on.
This is an easy method of posting large numbers of ads on a variety of websites and is generally priced well.
However, you cannot really build business relationships and be targeted with ads this way.
Search Engine Optimization (SEO)
If you’ve read any article about building a website or starting an online business, there’s no doubt that you’ve heard SEO more times than you can count.
Numerous online marketing strategies have been using SEO for years, and this approach isn’t going anywhere.
Basically, SEO increases your site’s visibility in search engines. If your site’s SEO is well designed, someone searching for the type of product you offer will see your site on Google. That’s why many digital marketers want to convey the benefits of SEO to the whole world.
It can be difficult to categorize SEO because it consists of many elements. I will not dive into a few SEO techniques, but will explain some critical concepts that will help you improve your search engine ranking.
SEO is divided into two types: On-site and off-site. On-site SEO deals with the content on your website. Off-site SEO takes place outside of your site.
There’s a lot I can say about on-site SEO, but if I had to say it in one sentence it would be: optimize your title tags, metadata, headers, and file information.
If you are new to SEO, you have no idea what this means. I’ll go through it piece by piece so that you can understand.
Title tags are the ones that appear on Google as the title of your page or article.
Even if it looks like off-site SEO (because it’s the furthest outside of your site), you define the title tag on your website.
A good title tag should use a keyword with focus, and that keyword should be as close to the beginning as possible. It should also not be too long, otherwise it will be cut off.
The meta description (sometimes called a meta) is the small piece of text that accompanies the title tag and URL in a search result. This is a great place to give readers more information about the page, and it shouldn’t be a problem to squeeze a few keywords together.
Here is a diagram showing the positions of the title tag and meta description:
Let’s talk about headlines now. A piece of content called a blog post usually has headings and subheadings to break up text. Search engines love to find them on pages because they are helpful in understanding what you are reading.
Finally, I would like to add more details about the files on your site, based on the file information. There are a few things you want to do:
- Make sure all your images have filenames and alt text.
- Optimize the sitemap.xml file.
- Set up the robots.txt file.
It might sound complicated, but if you browse through a few articles, you can do it faster than you think.
These are all really important aspects of on-site SEO and you should definitely research them. On-site SEO techniques are like having a short, keyword-focused URL, but it will take a long time to get through them.
That’s why I recommend you to do some reading about on-site SEO and to be more comfortable about it.
For the purposes of this guide, I’ll only talk about one of the off-site SEO elements: backlinks. While it’s not the most important off-site tactic, it’s the most fundamental.
The more links a site has, the higher it is known to rank. However, this statement needs to be explained. To put it more accurately, the higher quality links a site has over time, the higher the site is.
Getting connections is a long term plan and you don’t want to get connections from nowhere or everywhere.
First, their links must be natural. This means not paying for links. I know, not everyone knows but you shouldn’t.
Paid links hurt your SEO, and if Google detects paid links to or from your site, you will often get penalized.
Second, you need to set up a network of connections. You want to have lots of root domains linking to your site.
Remember the section Using Moz Open Site Explorer.
This will ensure you get the most return from your links and will also allow you to build these important relationships with promoters and website owners.
Third, aim to get high value backlinks.
Some backlinks send ranking power to your site, these are called follow or dofollow links. Other types called nofollow transmit any of the so called “link juices”.
As a general rule of thumb, always try to get dofollow backlinks.
Again, backlinks are just the tip of the off-site SEO iceberg. Interestingly, off-site SEO is overlooked by many site owners because it is not that popular. So if you get to work now, you can gain more advantage from your competition.
High Cost Digital Marketing Strategies
The saying “you have to spend money to make money” is sometimes true.
This also applies to digital marketing. Sometimes, if you want to see the crazy results you’ve heard, it’s best to take some money and make a substantial investment.
Digital marketing through promoter. This is one of the hottest marketing strategies right now because you can drive sales without doing anything else.
If a promoter mentions and spreads your product, you can expect to see serious traffic and a lot of conversions.
At this point, digital marketing through promoter is a legal subcategory of digital marketing. There are many strategies to take your game to the next level in marketing through promoters.
This is great for dropshippers because unlike a service, it’s easier for the promoter to show an ad for a product.
Contests, giveaways and promotions. Distributing products, offering discounts, and managing sales can make you stand out, but you need to do this carefully.
After all, you don’t always want to offer free products!
For special occasions, you may want to consider offering regular seasonal sales, holding contests or sweepstakes.
Technically speaking, this is one of the easiest ways to develop digital marketing strategies. For example, you can use a contest app (like Gleam Contests for Shopify) to get everything set up in minutes.
Learning More About Digital Marketing Strategies
While you don’t have to be a digital marketing master, it can take a long time to understand how to use some basic digital marketing techniques.
If you want to do more digital marketing, I recommend reading some articles on digital marketing strategies and techniques and learning about the latest marketing trends.
It takes some time to learn the details of marketing, but you can learn as you do.