Many e-commerce sites struggle with the effort to build high quality links to their sites, because useful inbound links need to be both numerous and market-focused. If traffic consists of users not likely to be interested in your products or services, or if the volume of that traffic is meager, those are not quality links.
A survey from August 2016 showed that more than 73% of site owners used their website traffic as a gauge for the effectiveness of their marketing strategies, and inbound link-building is one of the best ways to increase that traffic.
That’s why it’s important to build effective inbound links which your e-commerce site can truly benefit from.
Here are some of the best ways to go about doing that, and by using several of these recommendations, you will more than likely have established a powerful strategy for link-building to your website.
Use Discounts and Coupons
One great way to get other bloggers to link to your site is by offering coupons and discounts on your products or services. It may be time-consuming and more than a little tedious, but the benefits far outweigh the inconvenience of the hard work and effort.
The one aspect to be careful about with this strategy is that you have to work out the Math beforehand, so you can be sure you don’t end up losing money, if huge numbers of people actually take advantage of your offer(s).
Bigcommerce.com is your way to go.
Offer Interactive Experiences
For the most part, there just isn’t a powerful reason why bloggers and other users would want to link to your product page – no matter how great your products are, or how inexpensively you are offering them.
That means you have to add some kind of value which does appeal enough to someone, so that they’ll link to your landing page, and show the way for others to do the same.
Adding interactive experiences to client pages can generate real interest, and by then promoting those pages through current fans of your brand, you can get the ball rolling.
Create Buying Guides
These days, Internet users have become highly enamored with all kinds of buying guides to help them sort out options and bargains.
Create a buying guide which includes categories of the products you have to offer, and get these posted in places where your target audience is likely to see them. Inside your buying guide, you can include links back to your own product pages, to help steer your users to make the ‘right’ choice.
See this example from thehub.musiciansfriend.com
This tactic involves making use of product mentions which are already out there, posted somewhere on the Internet.
Of course, by product mentions we mean references to your own products that someone has made, and has offered either a neutral or positive opinion about. By regularly polling for such references and then following up on them, you can create many new links to your website.
Following up just means contacting the initiator of any given mention of your product to ask them if they’d mind including a direct link to your product page. In most cases, if they had something favorable to say about your items, they won’t mind sending readers your way.
Provide Value Rather Than Sales Pitch
Users are often turned off by a blatant sales pitch, so it’s much better to create linkable resources which do not include a flat-out appeal for purchasing.
Instead, consider providing something of value to a user, which is at the same time linkable to your product page. A good example might be to develop a tutorial video which users can find informative and useful in their daily lives somehow.
Moz has been using this strategy for quite a long time now.
The idea here is that you’re making available to users a resource and not a product, which they’ll feel
much more comfortable with.
Tell a Story
This tactic has already been shown to be extremely effective as a general mode of reaching consumers.
The real trick is in developing a story which is simultaneously very compelling, and which also can be linked strongly to your brand or your products in general.
If you’re uncertain about how effective a particular story might be, try it out first on a limited audience which you can debrief afterward, so you’ll have the opportunity to refine it and increase its effectiveness.
Engage in Extreme Products
Stocking products considered ‘extreme’ for a given category might seem like a waste, but it can generate tons of buzz which can all rebound back to your product line and your brand. Extreme products are those which are very unusual in some way, but which still fit within an overall category, for instance an alligator suit in a line of men’s suits.
Once a few people discover these, it triggers all kinds of interest and link-building, and you might even find that the extreme product becomes a big seller itself.
Craft Strong Contents
Whereas people are generally averse to linking to a product page, many will link to strong content which has informative value to a great many others.
White papers, case studies, infographics, and e-books are good examples of this kind of content – they serve to broaden your appeal, even beyond your primary targeted audience. You might even find that you’ve reached a whole new audience with this kind of marketing and link-building.
One of the main takeaways to keep in mind with link-building is that very few people actually care to link to your product page. That means that you have to develop other, more subtle ways of encouraging those links, and to add value for the user in some form which looks nothing like a sales pitch.
As more than one of the great marketers in the industry has remarked, there are lots of strategies for building inbound links, and it doesn’t matter so much which ones you use, as long as you take the time and effort to do something!
Featured Image: Stocksnap.io
Brendan Yong is an Infusion and Duct Tape Marketing consultant at ScaleUp Marketing, a Singapore-based company dedicated to helping SMEs around Asia to get a more advanced marketing automation strategy and efficient CRM integration.