Solved: Need Guidance on Content Marketing & SEO for New Store

Hi there,

Really happy to give you some initial thoughts and guidance on growing your online pet toy store. It sounds like you've got a great little venture going, and it's understandable to feel a bit overwhelmed when you're just starting out and trying to navigate the whole marketing landscape.

Let's break things down into a few actionable steps. We'll need to look at SEO strategy, content creation, and paid advertising. I know that might sound like a lot, but we can tackle each element one by one.

We'll need to look at SEO strategy...

First off, I'd say you really should look into your search engine optimisation (SEO). If you wanna attract new customers organically, you need to get your website ranking for relevant search terms. Now, instead of targeting broad keywords like "pet toys" (which are super competitive), I'd advise you to start small and focus on long-tail keywords. Think about the specific problems your toys solve or the unique needs of certain pets.

For instance, something like "indestructible toys for aggressive chewers" or "puzzle toys for bored cats" will be much easier to rank for. Use a free tool like Google Keyword Planner or even just Google Trends to find these lower competition keywords. You'd be suprised how many people overlook this, but it can make a HUGE difference. Trust me.

I'd also say you want to optimise your product descriptions with those long-tail keywords. Make sure they're informative, engaging, and highlight the benefits of your toys. And don't forget to add alt text to your product images – that helps search engines understand what the images are about.

Another thing you wanna be doing is building backlinks. These are links from other websites to yours, and they signal to search engines that your website is trustworthy and authoritative. You can get backlinks by reaching out to pet bloggers, influencers, or even other small businesses and offering to write guest posts or collaborate on content. It's a slow burn, but it's well worth it.

I'd say you should prioritise content creation...

Content marketing is another piece of the puzzle. Whilst it takes time to build up, it can be very effective in the long run. Now, don't try to do everything at once – that's a sure-fire way to get burnt out. Instead, focus on one platform where your target audience hangs out.

If you're selling visually appealing toys, Instagram or TikTok could be good choices. Create engaging content that is both entertaining and offers value. It's also really important to be consistent with your posting schedule. You don't need to post every day, but try to stick to a regular rhythm. This keeps your audience engaged and helps you build momentum.

Also, user-generated content can be really effective if you have some early adopters. Encourage your customers to share photos and videos of their pets playing with your toys, and then reshare that content on your own channels. This not only provides social proof but also saves you time and effort on content creation. I rember one time when we worked with this client, and all their content was UGC - worked really well!

Consider creating blog posts or articles about pet care, training tips, or the benefits of different types of toys. This positions you as an expert in your field and attracts people who are actively searching for information related to your products. Then you might be able to rank better with Google.

You probably should experiment with paid ads...

Building up a following organically takes time and effort, so to speed things up, I'd really recommend experimenting with paid ads, even with a small budget. Social media ads are often the best place to start, as they allow you to target very specific demographics and interests. I remember one client, they started with just £5 a day on Facebook ads targeting people who liked dog pages, and it drove some initial sales.

That said, I'd want to keep optimising your campaigns. Monitor your ad performance closely and make adjustments as needed. If you're not seeing the results you want, try different targeting options, ad copy, or creatives.

Google Shopping ads can also be effective if you have a well-optimised product feed. These ads display your products directly in Google search results, making it easy for customers to find and purchase them. I'd say you want to experiment with different ad formats and targeting options to see what works best for your business.

With the right approach, paid advertising can be a cost-effective way to reach a wider audience and drive sales for your online store. But you'll need to be patient and persistent, as it can take some time to find the right formula.

You'll need to make a good impression...

Your website's design and user experience are essential for converting visitors into customers. Here's a few things that I would check:

• Is your website easy to navigate?
• Is it mobile-friendly?
• Does it load quickly?

Make sure your product photos are high-quality and showcase your toys in the best possible light. Write detailed and engaging product descriptions that highlight the features and benefits of each toy. And don't forget to include customer reviews and testimonials – social proof can go a long way in building trust and encouraging sales.

A smooth and seamless checkout process is also crucial. Make sure it's easy for customers to add products to their cart, enter their shipping and payment information, and complete their purchase. Offer multiple payment options and provide clear and concise shipping information to avoid any confusion or frustration.

I've detailed my main recommendations for you below:

I appreciate this is a lot to take in. Sometimes, it can really help to have an expert eye look over your business and point you in the right direction. We've helped lots of small businesses, and SaaS companies, and eCommerce stores get off the ground with affordable marketing. One campaign we had for a subscription box company drove 1000% ROAS on Meta ads alone. It might make sense to work with someone with expertise in scaling software campaigns. If you think this might be helpful, we would happily offer you a free consultation.

Regards,
Team @ Lukas Holschuh