Ecom Growth is a Journey and FieldTest is Your Guide: 6 Ways to Boost Your Brand’s Online Engagement
Embarking on the journey to brand growth in the competitive world of ecommerce can be daunting, but fear not. There is a well-worn path that successful brands have navigated before, and with FieldTest as your guide you can confidently chart your course to ecomm growth along with them. With this guide we’ll help you get back on the right path, unlock the secrets to success and achieve your ecommerce brand's full potential. Let’s get started!
Step 1: Display Awareness Ads
Every journey begins with a first step and in the case of building engagement for your eCom brand with FieldTest, that first step is surprisingly simple: Build and publish awareness display ads to targeted prospecting audiences.
Our campaign builder makes uploading and publishing awareness display ads easy with a drag-and-drop creative library builder and our PageBoost tool that creates custom display units with just a URL. In just a few clicks you’ll have a suite of awareness ads ready to start driving traffic to your website.
Of course ads are nothing without an audience to publish them to, and our audience targeting technology is second to none. With hundreds of thousands of intent groups at your disposal you’ll never be at a loss for new audiences to tap.
Awareness ads are absolutely essential to successful mid and lower-funnel campaigns. By capturing the attention of potential customers early in their buying journey, you drive key data insights that will lay the groundwork for future engagement and conversions.
Step 2: Leverage Email Marketing
While your awareness ads begin to grow your site traffic and engagement, it’s time to tap into your existing customer base and activate those whose interest you’ve already piqued. In your next step in your growth journey, your email lists will be your key to unlocking existing intent and driving even more site engagement.
How do you put your email lists to use? Simply drop them into our email upload tool and you’ll gain access to a custom audience of consumers already proven to love your brand. Build ads with custom winback messaging and return customer discount offers targeted to these already engaged consumers, you may be surprised at how fast they come running back to your brand.
Step 3: Social Media Marketing & Content
We’re making some real progress down the path to ecommerce engagement! Now that you’ve built a suite of awareness ads driving new traffic to your site and tapped into your existing customers with email targeting, it’s time to expand the scope of your strategy to include mid-funnel content to help drive intenders to convert to customers. The simplest way to do this is to leverage your social media presence.
Make sure that every upper funnel initiative you’ve employed so far is reflected in your social media footprint. Used custom images in your display ads? Make a Facebook post that uses the same imagery. Wrote a display headline that works particularly well? Add it to your next instagram post. You’ll be surprised at how effective aligning messaging across channels can be at driving brand trust and engagement.
FieldTest can even convert your newly aligned social media posts into high impact display ads, driving even more engagement. Simply chat with your ad account manager and ask about our social display options. We’ll help you get your mid-funnel set up with unique, high performance display ads in no time.
Step 4: Display Retargeting
We’ve made it halfway through your journey to boost engagement and so far you’re doing pretty well. You’ve set up a solid upper funnel operation and boosted its performance by tapping consumers most likely to already love your brand. But now comes the exciting part - turning all of your new attention into revenue. In step 4, it’s time to convert your site visitors into customers with low cost, high performance retargeting display ads.
Once the FieldTest pixel is implemented on your website, retargeting becomes as easy as selecting ‘Action’ in your campaign builder. From there, you’ll find customized audiences composed of people who are aware of your brand and have expressed interest in purchase. Target site visitors, past purchasers, and more with just a few clicks then upload custom action ads with strong CTAs and product focus, pushes to purchase, and discount offers. Before you know it you'll see a huge boost in both revenue and engagement.
Step 5: Polish Up Your SEO
As we make it to the end of our journey it’s time to start thinking about ways to optimize our existing efforts and a good place to start is with SEO. By optimizing your content and landing pages for visibility in search engines, you’ll end up higher in interested consumer’s search rankings and boost organic traffic, without you ever needing to lift a finger.
How do you optimize your website and content for SEO? There are a few tricks of the trade that work wonders. First, use a tool like Moz Keyword Explorer to search for top search terms related to your business and make sure that they are included on your landing pages and within your blog content.
Next, make sure all of your meta descriptions align with your newly discovered search items. Update page titles, descriptions and file names to make sure that you’re getting the biggest boost possible out of your new research.
With these simple steps you’ll see a massive boost in your organic traffic, which in turn will help boost every other marketing initiative you’ve already worked so hard to set up. It’s all part of the journey to growing ecom engagement, and you’re rounding the corner to the end.
Step 6: Put FieldTest’s Audience Predictor AI to Work
Well friends, It’s been a long journey to get here but we’re finally at step 6 - and we think we’ve saved the best for last. It’s time to put all of the work you’ve done driving awareness interest, mid-funnel consideration, organic traffic and email winback to use with one piece of advanced technology: The FieldTest Audience Predictor AI.
What is Audience Predictor? Simply put, it’s one of the best tools available for ecom marketers looking to expand their reach and grow their audience, and it’s only available with FieldTest. How does it work? Once you’ve placed the FieldTest Pixel on your website, it begins to track data on who exactly is landing on your website, how long they are staying there, what they are clicking on and if they make a purchase.
All of this data is logged by our Audience Predictor AI, a highly advanced Lookalike Audience generator that notes the distinct markers of consumers who love your product the most then builds you whole new audiences out of consumers who match their profile, opening up entirely new markets you may never have considered. It works in the background, automatically, and it has the power to revolutionize the way you market your brand.
The best part? If you’ve already signed up for FieldTest, this technology is already unlocked for you, and it already hard at work building you custom audiences
Congrats, you’ve made it to the end of the journey!
But remember, this e-commerce journey is just beginning. With FieldTest by your side, the possibilities are endless.
Reach out to discover why FieldTest is the tool that growth brands rely on for e-commerce success. Book a demo and receive a free audience health check to assess your current performance and unlock hidden potential. Don't miss out on these opportunity to elevate your online presence and join the ranks of leading brands and agencies growing their digital footprint with FieldTest.