There are a number of tools marketers can use natively within StoreConnect. Here is a brief summary. Be sure to check out the more detailed documentation articles on how to implement it.
Search Engine Optimisation (SEO) tooling in the StoreConnect CMS
SEO is the process of improving a website’s visibility on search engines. No one knows the proprietary systems search engines use to rank websites. However, it is a commonly known fact that they do make use of “metadata”.
Meta simply means “self-referring” or “how something or someone would refer to themselves”.
In this case, a website would use metadata in order to define how it refers to itself, so when search engines find the website they know how to classify it.
In StoreConnect, there are 3 SEO fields that you might consider populating throughout your stores:
Meta Title: this is the name of your store (website) as you would want a browser to display it. It is used by search engines when searching the internet.
Meta Description: these fields exist for several objects and the SEO fields on the store object act as a default for any pages in that store that don’t have their own SEO metadata.
Meta Keywords: enter any keywords that will help search engines find your store.
Marketing Analytics to understand your customers and viewers
Google Analytics allows you to track and understand your customer’s behaviour, user experience, online content, device functionality and more. Read how to set up Google Analytics in StoreConnect.
Follow this guide to set up Facebook Pixels.
Campaigns and Promotions
Track your marketing in Salesforce Campaigns. You can use Salesforce Campaigns in a variety of businesses and marketing processes throughout the marketing cycle. Campaigns help organise your marketing plan and assets. Plus, when you set up your campaign records effectively, they contain valuable data that you can use to optimise future efforts.
Learn how to set up your campaign mailing lists here.
Promotions: A promotion can have multiple promotion actions which dictate how the promotion works. If your promotion has several promotion actions, each will add to the total discount applied.
- Apply a discount to each scoped item
- Apply a discount to an entire order if it includes a scoped item
- Buy one get another scoped item at a discount
- Free shipping
- Discounted shipping
Promo Codes are discounts that are applied to an order when a customer inputs the Promo Code at the checkout. Only one Promo Code can be applied to each order. The promotions discount amount is included in the order as a separate line item, totalling all of the price reductions applied by the Promo Code. Check out the promotion documentation.
Leveraging the Google Merchant Feed & Facebook Catalogue Data Feed
A ‘feed’ is a file containing information necessary to provide up-to-date content as soon as it becomes available. As the information changes, the ‘feed’ will update accordingly. This ‘feed’ is used by social media and shopping platforms to maintain up-to-date content information.
To make your feed active you only need to ensure your products meet the necessary prerequisites listed in the help articles (click on links above).
UTM Tracking codes to track your campaigns
UTM tracking codes are very common and broadly used to track website clicks and the performance of marketing activities.
When a visitor arrives at a StoreConnect site, any UTM parameters present in the URL1 link they use to get to the store are saved against their browser session and will remain there during the checkout process over any number of visits to your store until the checkout is complete or the user restarts their browser.
If the visitor accesses the store again with other UTM parameters, these will be recorded alongside their other activity. Thereby building a complete story of how the customer arrived at the purchase of their order.
When a visitor places an Order, or if the cart is saved as an abandoned cart, the UTM parameters in the Cart are saved against the Order. This is how campaigns can be tracked from the referral through to Order. The help article takes you through setting this up.
Embedding the “Buy Button” in your marketing to drive direct sales.
The Buy Button is a customisable URL which can be used to offer direct-to-cart, or direct-to-checkout product purchases.
For example, you can write an article and add the Buy Button URLs within the text to add any product to your cart, or send them directly to the checkout.
For nonprofits, you can create a personalised donation link in an email, which adds the giver’s details and donation amount directly into the checkout, greatly simplifying the donation process. Learn more in this Buy Buttons help article.
If you would like a live demo going through each tool, check out this webinar: Utilizing StoreConnect’s Marketing Tools.