Boxwood Bulletin: ECommerce Marketing News and Tips (June Edition)

It’s June, and the sun-kissed days have arrived, marking the blossoming of summer and a fresh edition of the Boxwood Bulletin! With the vibrant energy of this season, we’re thrilled to present another monthly wrap-up of the latest eCommerce news headlines and updates. From the latest trends to invaluable tips, we’ve curated a collection of insights to help you thrive in this ever-shifting digital landscape.

Have you heard about Search Labs? This Google division is about pushing the boundaries of Google Search and exploring how Search can evolve. Currently, they’re testing methods to give users more contextual information.

So, here’s the deal: when you type in a search term on Google, you’ll get more than just the expected results. Besides an AI-generated overview of your search, you’ll also get websites and text notes.

Google is integrating AI with its SERP features to enhance user experience, while still maintaining its role as a major source of referral traffic for websites. Just as eCommerce businesses must distinguish themselves from competitors, it’s interesting to see how search engines like Brave and Google try to differentiate how they incorporate AI tools like ChatGPT and Jasper.

Your website’s information could be featured right alongside Google’s AI-generated overview. By providing those sought-after answers, you can establish yourself as a go-to source and capture potential customers’ attention. Here are some savvy strategies you can implement:

• Focus on answering long-tail queries to differentiate yourself and encourage people to visit your eCommerce site. Short-tail queries, which can be answered directly on Google, likely don’t require a site visit.
• Google wants to stand out from ChatGPT with a focus on trust. Ensure your website is reliable for users and Google.

Currently, only Google accounts with access to Search Labs can test its experimental features. Don’t fret, though! You can hop on the waitlist and be in the loop.

SEO is far from six feet under—it’s evolving! In a recent Semrush webinar, they shared how SEO will transform transactional and informational businesses, aka eCommerce. The hot tip? Get your eCommerce products mentioned by sources that ChatGPT and other AI-driven search engines pay attention to. At the same time, don’t forget that while technologies evolve, marketing fundamentals remain the same. There are essential SEO for eCommerce business tactics that you should always implement. Download our free SEO checklist for your website.

Although you may not be integrating AI into your eCommerce business, these tools can still affect how your target audience perceives your brand and how you optimize content for trust and relevance. Because of this impact, eCommerce businesses may soon need to account for “AI perception” in their SEO marketing strategies.

Here are some practical strategies for keeping up with the ever-changing AI landscape:

• Boost your brand’s street cred: Connect with review sites and influencers who curate “best of” lists. They’ll shout out your products, and you’ll get noticed by AI search engines.
• Get the most out of your old content: Give it a fresh spin by adding structured data. Making your info easier to read for AI tools means better search rankings. Plus, this is particularly helpful for product pages.

AI is shaking up the SEO game, but you don’t have to get left behind! Stay on your toes and learn the latest techniques to keep your marketing strategy ahead of the curve.

Let’s take a break from all the AI buzz! Google’s got something exciting called “Perspectives” up its digital sleeve. Forget optimized content that utilizes black hat techniques—this filter puts humans and real-life experiences first. Soon, when you search, you can target original viewpoints straight from the mouths of actual people.

This highlights Google’s renewed focus on authentic, personalized content. With the introduction of “Perspectives,” the search engine juggernaut answers the search for real-life content that is born from first-person perspectives.

Here are some steps to take to appear in “Perspectives”:

• Amp up your E-E-A-T content: Showcase your Expertise, Experience, Authority, and Trustworthiness. This will boost your chances of getting featured in the “Perspectives” filter and increase brand awareness.
• Add content from real users: People want to hear from others in the know for personal experience queries, like which lights to choose for a hiking trip. Encourage your customers to share their experiences through videos, reviews, testimonials, and features like size guides.

Here’s the bottom line: relying solely on AI-generated content won’t cut it. As the online world becomes more automated, searchers crave that human touch. So, make it personal, build trust, and watch your eCommerce empire reach new heights.

Social media may seem like the queen bee of the sales hive, but here’s the scoop: it’s not the top dog. Don’t get us wrong, we’re all about an omnichannel strategy (it’s a must, not an option!). However, a Bizrate Insights and Digital Commerce 360 survey found email marketing takes the crown as the ultimate conversion driver.

While social media grabs the spotlight, don’t underestimate the power of a well-crafted email campaign to encourage sales, personalize messages, and gain user preference insights. By optimizing your email campaigns, you can tap into a goldmine. Imagine boosting your revenue and maximizing your ROI by leveraging the power of email.

Email marketing can be a game-changer, but tread carefully. You could push customers toward the dreaded “Unsubscribe” button without a solid plan. Here are some actionable steps to take:

• Focus on your brand: Just like you wouldn’t open an email from a stranger, customers won’t either. Build your brand organically and base your email strategy on observed behaviors from other channels, especially your website.
• Engage with the right emails: Think sales announcements, back-in-stock alerts, abandoned cart reminders, and shipping confirmations. These are the emails that get people excited.
• Bundle your messaging: Capitalize on open rates by bundling messages. For example, while sending a shipping confirmation, let customers know their previously sought-after item is back in stock and ready to ship.

By following these tips, you’ll be on your way to email marketing success that keeps your customers engaged and eager for more.

BigCommerce recently dropped a knowledge bomb: 80% of customers are likely to buy when they get a personalized shopping experience. And guess what? Square’s latest eCommerce trend report backs it up! Conversely, 66% of customers say they’d be turned off if they didn’t get that personal touch.

Personalized marketing is king. It makes customers feel valued (a win in itself), but the real magic happens when personalized marketing simplifies their purchasing journey. Tailoring your marketing to customer preferences and needs is like handing them the keys to an effortless buying experience.

Here’s how your eCommerce business can implement personalized marketing:

• Customers are up for sharing their data if it means getting personalized experiences. Exercise caution with this power! Pay attention to how first-time and repeat customers behave differently, the pages they enjoy, and the channels they can’t resist. 
• Once you have that info, segment customers and deliver sharp, personalized messaging. Think of dynamic product recommendations, customized landing pages, and tailored emails. 
• Put tech to good use—chatbots are your secret weapon for that extra personalized touch.

Time flies when you’re crushing it in eCommerce! We’re wrapping up another month of useful industry news updates and tips delivered straight to your screen. 

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