You’ve chosen the best products for your customers, you’re spending top dollar for advertising and your customer service works great. Yet something seems to be missing. Your online store does not yet stand out. Let see how you can use content marketing for ecommerce to leverage your audience and earn sales.
Content marketing for ecommerce is a really vast area and means a lot of things for many people. For me, content marketing is educating your potential buyers on topics you are passionate about. For example – I am passionate about ecommerce. I love how it helps small businesses connect with their potential customers and how it’s made the world better. What are YOU passionate about?
Content marketing is about your shop’s personality. It’s about standing out and standing up for something. It’s your story to the world. It’s how you guide your community toward a better future by selling the products you care about.
So let’s have a look at five ways to build great content for your online store:
1. Your story is a great content marketing for ecommerce strategy
What do you do when you meet someone? You try to look as interesting, smart and great looking as possible. You wouldn’t just go ahead and show them your ID card and recite a bunch of boring facts about you.
You tell a story. Your content marketing starts with your story.
Ecommerce sites all have a story. At some point someone thought – hey, I can do better than my competitors or hey – I can make some money selling the products I like. They decided to stand for something. Yet most of the times they miss the opportunity to show this. They get lost in boring and useless “About us” statements that fail to transmit anything else then the fact that someone bothered to fill in some words on that page.
Other companies make it personal, no matter their size. They tell everyone what they stand for and why should you choose them. Meet WarbyParker:
Warby Parker decided they would have none of that boring “About us” corporate double talk. No sir. They went on and shared everything the company stands for. The history, their social responsibility program, even why they’re named Warby Parker (Turns out they’ve named the company from two characters in a Jack Kerouac book).
The point: tell a story, not just a few facts about the company. After all, your customers are people, not robots. The best content marketing for people starts with stories.
2. Help your customers connect and share “How To” do it
You’re selling lots and lots of products. That means you should be some kind of expert on how they could be used. Some of your customers might be as well. Here’s another content marketing strategy for ecommerce:
Tell people how to use your products. or ask them how they use it.
Take Sephora for example: As their online sales grew intensively, they’ve built a special community gallery page. They engage their community and allow them to show case how they use their products.
Even the products have their own how to’s and user submitted gallery
The point: make your customers understand how to use the product and engage them through content. Otherwise – ask them how they use it.
3. Earn your media. Own your media. Have a voice.
You know who’s the best at saying great things about you? That’s right. You.
Don’t rely on others to say great things about your products. You know they’re great. Otherwise – why would you sell them?
Build a magazine for your niche and stick to it. Explain what your customer should do to look better, feel better, spend better. After all, you have already picked those “whats”. The times where media was owned by large corporations and they alone could make or break your business – those times are gone.
Go ahead and build a blog that is interesting and informative for your community. It doesn’t have to be just about your products. Great content marketing for ecommerce enriches your customers’ lives with great ideas.
Here’s an example on how to be a better you by BetterSelf, an ecommerce business that sells physical tools for productivity:
The point: start writing and earn media instead of paying for it. It’s a great way to share insights with your customers and build relationships.
4. Enage your audience with (live) video
One of the fastest trends in video, in the past year, is live shopping. This trend combines entertainment and shopping to create a shopping experience that is previously unheard of.
In this scenario a live shopping assistant can engage and sell to their audience in real time. It creates a feeling of fun and generates loads of sales.
But it doesn’t have to be live video. BirchBox uses YouTube to generate awareness and keep its community together with its makeup and beauty channel.
Here’s how they use video in their content marketing for ecommerce practice:
Brick and mortar stores are facing increasing competition from online stores. One of the biggest challenges: customers are testing or trying on the merchandise in store and buying it online, cheaper. With increasing pressure from ecommerce, traditional retailers need to know what is showrooming and how they can benefit from it.
What is Showrooming?
Simply put Showrooming is the practice of checking merchandise in store and purchasing it online, usually cheaper. Although the practice has been around ever since online stores became competitive in terms of prices, things started moving a faster and faster. In 2020, the trend became even more prevalent, with store closures and more effective ecommerce stores. Customers can go to the closest store, try the product they want to purchase and then research prices online.
That’s obviously frustrating for store owners. They setup the shop, pay invoices for rent, pay checks only to find customers passing through the store, checking out the merchandise and then buying it elsewhere. Shoppers, on the other hand, don’t really care if the store makes any money or not. They want to try the product (check!) and then purchase it at the lowest price (check!).
When it comes to it, companies such as Amazon, Net-A-Porter or eBay, mostly online operations, are of course benefiting and even encouraging the trend. On the other hand traditionally offline retailers frown upon, helplessly, and look for ways to counteract Showrooming.
There is great reason to do so as 69% shoppers look online for better prices and 47% look for free shipping, when checking products in-store.
There are ways for brick and mortar retailers to fight these trends at least in the short run, by:
offering to price match their online competitors
increase customer retention by creating loyalty programs
develop online operations to increase market reach and decrease product costs, therefore harnessing the Showrooming trend
If you’re a classic retailer you should note that these are only temporary solutions because…
Showrooming will eventually turn stores into showrooms
On the long run physical stores, in their current format, will probably become obsolete. Here’s a few things that might lead to that:
newer consumers value experiences and much more than they value the goods and the prices;
stores will transform their function from sales to display-and-engage, driving brand awareness and loyalty;
online stores will open physical presences and will start leveraging their assets, like more effective use of technology and supply chains;
consumerism will be replaced by a hybrid form of community driven commerce, where goods are re-wearable, sustainable and help local economies.
There will be no “brick and mortar”-only retailers
Retailers tend to focus on the practice of showrooming, but there’s a larger picture of a rapidly changing reality. It’s not this practice they should be focusing on but rather the changing landscape of multichannel shopping. There is nothing mystic about online retail’s rise: it’s just that customers get more products for less money.
Expensive operations as brick and mortar stores, hardly manageable teams that usually harm retailers’ brands and many, many other overheads all add up to a tectonic shift in traditional commerce. Brick and mortar only retailers are a thing of the past. They can ignore the trends, they can fight them but sooner or later they too will be transformed, just like the traditional media juggernaut.
Ecommerce cuts out the middle men
As far as historical records go, commerce has been a traditionally multi-level industry. There were those that produced the goods, the big buyers, the carriers, the retailers, the marketers, all adding up to the costs. When globalisation came into effect that became even more so.
Say you wanted to develop and sell a computer. You had those handling raw materials, processing them, the assembly line, the shipping company, transport, distributers, retailers. Not to mention everyone in R&D, accounting and all those other XXI century white collar jobs. Just a glance shows a very, very long line between development and actually delivering the product to its end user.
All along this line, everyone adds costs. In the end the one that pays for these costs is the consumer.
You think that’s just a timely thing? Here’s a list of startups that are slashing merciless through middle men with the power of ecommerce:
Founders of Warby Parker showed they can slash prices on premium eyewear by cutting out designers, brands, wholesalers and retailers. From just 1% online buy rate for glasses they now expect the industry to deliver almost 15% in the next year. They managed to do that by letting customers receive home 5 pairs, for 5 days, so people can try them on, ask their friends what they think about them and than return 4 back without any charge.
Seasonal collections? Screw that, Crane & Canopy releases new high quality duvets each week based on Pinterest and social media trends. They do that by connecting premium factories to end buyers. They cut out the wholesalers, retailers and premium designers.
Similarly, Bonobos started when Stanford B-School students Brian Spaly and Andy Dunn decided they want to start a new business, met with a taylor and figured they can make affordable fitted clothing for men. Soon enough they were raising $16.5 million in venture capital and the business really took off.
These are rather small startups but if you remember no more than 30 years ago – there was no Apple. 15 years ago – there was no Amazon. 10 years ago we had no Facebook. Personal computing and music, books, communication and media – all industries that had been radically and irreversibly been changed by these rather young companies, driven by the amazing change the Internet is.
We now know retail is changing. With it – our whole society. The outcome is hard to predict but the signs are here. Small and mundane as it might seem, showrooming is one of those signs.
Ecommerce sales strategy for beginners is a must. Even if it sounds a bit daunting at first it’s a must have if you are planning on stepping up your sales in 2021.
Maybe you’ve just set up your online store or you have some traction already but you know there’s room for improvement. I’ll help you understand how you can extend your online sales with additional channels and strategies you haven’t thought of.
Let’s dive in with a favourite topic of mine:
Using new Sales Channels in your ecommerce Sales Strategy
First of all – what is a sales channel? Simply put: any method of getting products to the market so customers can purchase them. For example, your online store is a sales channel. It showcases products, it tells their price and allows customers to purchase the products.
Let’s assume that by now you have already started your online shop. Ecommerce strategy for beginner tip no.1: start an online store 🙂 . Alright, that was obvious.
The web store is up and running and customers start showing up. But the web store should not be your only sales channel. Your customers are real human beings with all sorts of habits. One day they’re browsing your store, the next they’re hanging out on Facebook and meanwhile they search product info on their mobile phone. You should be there also.
Start a live shopping session. Maybe add your products to a Facebook store. You could build a mobile app that engages customers outside your store and collects orders.
It’s not just online, either. Offline engagement shouldn’t be a taboo either. Maybe a brick and mortar showroom for your main products is not cost – effective. Especially during a global pandemic. But you could set up a pop-up shop occasionally, following health protocols and engaging your fans.
There are numerous ways you can add sales channels to increase your market reach and some are really easy to set up. Others are a bit more complicated but in the end it’s mostly about your product, your brand and of course your budget. Let’s see which are the most popular sales channels and how you could benefit from them.
Live shopping has taken the world by storm. It’s engaging, fun, allows you to connect to your fans and has conversion rates of up to 9%. It’s one of the most effective ways you can use to improve your conversion rate while also improving customer experience.
The basic concept is that you start a live video stream and present and sell products to your customers. They are watching you either on their favourite social media or on your website (this can be done with a live commerce software). They interact with you by asking questions or chatting with one another. Through these interactions you get a sense of what the market actually needs and wants from you.
This is a great ecommerce sales channel for both beginning ecommerce startups as well as big retailers. In China, for example, it’s so big that some live shopping assistants can sell up to $140 million worth of merchandise a day during live shows.
Out of all the sales channels you may choose there’s really just two that really fit together with your online store. One is live shopping, presented above. The other one is the call centre, which can be as simple as a phone line for customers that need more info on products. But it can also be much more than that.
(Zappos’ call center is legendary and effective. It’s both a sales and support channel.)
It can just as well be a full fledged business operation with live assistants answering calls and helping customers choose the right product, handling orders and managing complaints. It can also mean people calling prospects or indecisive potential customers or just plain cold calling sales leads. Or sending them personalized SMS’s. No matter the choices you will be making, the phone is a great connection to the customer and you should build a smooth phone support operation.
You could ask – isn’t social media more about marketing and communication, connecting and understanding your customer? Yes it is but it can work just as great as a sales channel.
For example – Facebook is betting big on ecommerce, Twitter used to test ecommerce options (they’ve since dropped it) and YouTube partnered with QVC to set up live shopping. Pinterest is huge for ecommerce and their users spend 50% more than other users on online shopping. That is great news as Pinterest is more efficient into turning views to sales than any other social network. It works awesome for industries such as travel, home-deco and fashion.
What is the device you think customers use the most throughout the day? It’s the smartphone. Mobile usage has gone through the roof lately and it’s bound to continue.
So you want to be close to your customers. Mobile apps provide a special sales channel, one that’s personal and it makes impulse buying all the more attractive.
How do you add a mobile sales channel?
There’s an app for that. Actually more:
Shopgate makes it possible to turn your store into an app. It connects with Magento, Shopify, Prestashop and other ecommerce platforms to enable store owners to build mobile apps. It works on both iOS and Android operating systems and provides support for both smartphones and tablets. It also allows you to set up online to offline processes such as order online, pick up in store.
Shoutem is not built specifically for eCommerce but among others it supports building mobile apps for your Shopify store. The interface is quite simple and doesn’t offer many options but it gets the job done if you happen to be a Shopify user.
Give mobile apps for your store a try. The more smartphones become a part of our daily lives, the more we will use them. Your store can benefit from it.
So that’s that for mobile sales strategy for ecommerce beginners. Let’s step up your game with …
I know. The physical stores are dead and all. Except they’re not. People still like to see and feel products.
Pop up shops are temporarily stores, in the real world, where online store owners can showcase their products and interact with their customers. The pop-up shop sales channel has really taken off (with a bit of sudden drop during the pandemic but don’t mind that). Store owners have started adopting this online-offline connection. It’s effective, doesn’t tie you to a long, fixed cost and it allows you to get an upper hand, especially if you have a great personality. Which I bet you do.
(Adidas pop-up shop. Not exactly low-budget but hey – one can dream, right?)
Setting up a pop-up shop is a personal choice but works great if it’s posted either in a high-traffic area (such as a popular shopping center) or at an industry event. For example you could set up a pop-up shop at a home-deco event if you are a store selling home decorations. It is a great way to interact with customers and get feedback on your merchandise.
Companies such as Storefront help shop owners find retail space temporarily by connecting them with retail space owners. To help online stores they’ve put together an ebook that is free for download. I encourage you to have a look at it as it explains the main steps in setting up (pup-up) shop.
Last but definitely not least – the marketplaces. Amazon, Ebay, Etsy, Sears, Buy.Com, NewEgg.com and more. You name them. They provide lots of options to lots of users and chances are your next customers are there shopping right now. Now more than ever as many buyers are flocking to the online marketplaces to discover things they cannot buy in store anymore.
( Ebay – the original online marketplace )
Online marketplaces are key to ecommerce strategy for beginners. The reason marketplaces are the last on potential sales channels is because I want to emphasise just how important they are. Just like the “old” shopping centers, customers go to marketplaces because diversity means options and options mean they can find what they are looking for.
Diversity drives customers. It drives sales. So you want to be there but plan ahead before you dive in.
As an online store start-up you should be looking for as much exposure as you can get but still try to focus on the right marketplace. Amazon and Ebay key parts of the ecommerce strategy for beginners but before you join them, ask yourself:
are these marketplaces right for me? Not all that’s great is great for you. Just because they have traffic, that doesn’t mean you will get traffic and if you do, you don’t know whether that traffic will turn to sales. The most important aspects you should be looking for are exposure and sales.
can my product be found? expect to have competition. If you are among the few selling the product AND your product is popular, then the answer is YES, the product will be found by the customer. If your product is also sold by hundreds of other sellers, there are thin chances you will be the one showcasing the product. Part of your ecommerce sales strategy should be to make your product stand out. That means – make it look special and attractive through copy, media and of course, price.
will my product be purchased? If you have indeed managed to get customers to have a look at what you are offering, you must also get them to buy. Most important things are the way you showcase the product to create urgency and scarcity. Think of this in terms of sales strategy: “A beautiful hand-crafted lamp” is … meh. “A beautiful hand-crafted lamp in LIMITED offer” creates the feeling of scarcity and therefore urgency in purchase decision. P.S. – just to seal the deal – add a sprinkle of affordability (“just $49.50“).
do customers trust me? Marketplaces usually have some sort of peer-review mechanism. Customers can review sellers according to their fairness. Your reviews are your digital reputation. Positive reviews mean more sales, negative reviews can mean NO sales. So try to be as fair, effective and open with your customers.
Handling orders from marketplaces.
Part of the ecommerce sales strategy for beginners is making sure you can receive and fulfil orders. Listing your products on all marketplaces can seem like the right choice but it’s usually not. Each marketplace is a sales channel itself. You should be sticking to those that work for you and improve your experience there. Until your business is large enough to allow you to handle orders from more marketplaces, focus on fulfilling orders effective and quickly.
Most marketplaces offer some form of integration with your existing store and you should use those. If not native, there should be some plugins or products that make integration possible.
Product information should be going out of your online store and orders should be synced with your order management system. This way, the order management team can have a single point of entry for orders instead of getting lost in a dozen of order management systems scattered throughout the marketplaces you are using.
The big ones will get bigger
Marketplace orders will continue to be a large part of your business. You can be sure this is a cornerstone of ecommerce strategy for beginners. Marketplaces will become so large in the future that they will dwarf those from your online store. The reason is people tend to gather and shop where they will find diverse products and retailers. Just like in the real world. Online is even more so – marketplaces get even more traffic from search engines, have more money to spend on ads and are better at keeping customers returning.
Connecting sales channels – a key part of ecommerce strategy for beginners
Each sales channel you will be adding will bring you more exposure and more sales if handled correctly. The sales channels I’ve described so far are the most popular ones right now. But they are not the only ones. As technology evolves, so will commerce. Live shopping didn’t register as a trend until two years ago. New channels will pop-up and some I haven’t mentioned here will probably increase in importance.
Think about the impact Internet of Things will have. Maybe in the future the greatest sales channel for groceries will be smart appliances. Think of a refrigerator than can place orders for customers when it’s depleted. It sure is going to be an interesting challenge to integrate those in a sales channels mix.
Marketing – used by many, done by few, deeply understood by very, very few. You need to incorporate marketing and especially digital marketing in your ecommerce sales strategy, even if you are a beginner.
Marketing means first of all communication. Talking, showing, describing products to the people most likely to buy it.
It’s that simple. The basics need to be simple.
If you are going to survive as an online store owner, you need to keep your marketing basics simple. You have a product. Hopefully a great one. There are people who want to buy that product. Most don’t know they want to buy it from you. You need to show them why they should buy the product you’re selling. You need to show them why they should buy it from you. And then, if everything I’ve shown you so far has been decently implemented, just let them buy it.
Everything else is gimmicks. If you’ve got the basics right, everything else will fall into place.
Ecommerce sales strategy for beginners: find the right market
To get people to buy your product, you need to know who these people are, what they want and how they act. Most likely not everybody will want your product. But if you’ve done even a bit of ecommerce sales strategy for beginners, you will be in the upper percentile in your market.
Yup, your customers are “the target”. Why is it called that, you ask? Well, because your communication targets them. Until the internet became the norm and we’ve started gathering more data than we can handle on customers, we used to define them through demographics. That means basic info on consumers. Age, sex, marital status, location, education … this kind of data.
( Pictured here: advertising in the 60s – the Mad Men show. Not pictured here: Google algorythms and tabacco advertising ban )
These targeting methods were made popular when mass marketing was just blooming, in the days of TV, print and outdoor ads made by the likes of Mad Men. When you ran your ad in the magazine or on national TV, you needed to know who’s going to use your product, make sure you understand their psychology and shout from the top of your lungs how cool the product is. Once the ad was approved, there was no going back. Advertising agencies would research, create and test the ad before the campaign was launched because there was no way you could change, tweak or even pull back a campaign in real time.
So demographics were the bread and butter when you would push your message to the market. But the Internet changed that into …
Ecommerce sales strategy for beginners: Targeting behaviours
Basically, if you were a mid-class urban wife with no college education in the 60’s there were slim chances you would receive ads trying to sell you repair tools for your car. Even if you were actually a mechanic. The same would hold true if you were a man and would be looking for a sewing machine to fulfil your lifelong passion of becoming a fashion designer.
You would have to find those products yourself. We’ve come a long way and thankfully, we now have the freedom to fix our own cars and sew our pants, no matter the gender. Note: we should make this better.
Big changes in sales and marketing strategies started being needed when contextual marketing (the ads you see when searching on Google), interactive advertising or behavioural marketing hit the … shelves (?).
The last one, behavioural marketing, is probably the single most important aspect in online retailing. Technology now personalizes marketing and responds to customer behaviour.
For example Amazon’s recommended products (“See what others have purchased”) is a form of behavioural marketing that is based on a complex research on previous customers behaviour before they purchased something. Simply put, when people would purchase something, their interaction trail (the products they’ve seen so far) becomes an indication that people taking the same or similar steps would most likely purchase similar products. This is called a recommender system (or recommender engine). It’s kind of a big thing in our world today.
The ads you see on Google feature a similar concept. They are shown as to answer your needs. Some ads respond better than others at what you are looking for and thus have a better chance of getting clicked. Google trusts this system so much that they invoice advertising on clicks, rather than how many people have viewed the ad.
In terms of sales and marketing strategy we went from effectively targeting people to targeting people’s behaviour. Still, demographics and customer profiles are very important and a lot of what you will be doing is to try to guess customer responses based on demographics assumptions. Such assumptions might mean you will favour ladies over men if you are selling women’s clothing (doh!) or rather more complex assumptions such as “Men over 32, employed and married are more likely to buy a family car”.
Indifferently of your assumptions, test them and always quantify your results with …
How to use analytics software in your ecommerce sales strategy?
Here you go … numbers. Charts. Estimates. Hope Miss N., your math teacher, was your favourite back in school, because this is going to be damn complex. Nah, just kidding. Most analytics software is pretty much plug and play and the numbers and charts I mentioned are usually generated on the fly and in such a manner you can easily understand.
You can’t have marketing without analytics and research. Fortunately, it is a lot easier now for a small online store than it was 40 years ago for the largest companies in the world. What is not so fortunate is that it’s easier for everybody so you’ll have to dive deep and understand what your analytics are saying. So will the competition.
Once you have installed Google Analytics or one of these other ecommerce analytics software, you will probably dive in and see what your customers are doing. What you will want to look for is patterns that lead to increased sales. Patterns are key in ecommerce sales strategy for beginners (and advanced) retailers. Special products, a certain type of copy, products featuring media versus those that don’t have media. Look for what makes your sales increase.
Targeting, knowing, marketing – the most important ecommerce marketing strategies for your online store
So you know the target, you have the analytics figures, now it’s time for the actual marketing. The web is full of resources to fine tune your online marketing understanding. I will show you which are the most effective ways of marketing so you will have a bird’s eye view on what makes an online store sell.
Search Marketing: SEO
As a startup there are really little things you can do better with smaller budgets than writing quality content and optimizing for search engines. SEO (Search Engine Optimization) is a really large concept and many people earn their living through SEO services. You will probably ask a SEO expert to help you find the perfect balance so your store will show up in search engine results. But before you do that, have a look at the basics. These are the things you will need to keep in check so Google will bring the right customers to your store:
content: write great and extensive content. For humans. Describe your product like you would want it described for yourself. Don’t do “keyword spamming” which is the result of cramming keywords in your description so more people would find you. It just doesn’t work that way.
code: your ecommerce store is visible on customers’ browsers thanks to programming languages that output information in the way we are accustomed to. Search engines index this information and if you are to have your store indexed properly, you need the right code. If you are not technically savvy, better call someone who knows what they are doing.
links: get other (relevant) websites to post links to your store. This must count as number one when it comes to SEO in any ecommerce sales strategy for beginners. Links are the key for search engines (aham…aham…Google) to rank your website.
Ask your customers to leave you their email address so you can update them on news and offers. This is a great way to get people right back on your store.
But don’t annoy them and don’t do spam! Everybody hates unsolicited email. Make sure your customers give you their permission to send them emails. You can use apps such as Mailchimp or CampaignMonitor to save customers’ emails and then send them newsletters.
Social media marketing
Where would you go if you were to market a product? The answer is fairly simple: where people gather and interact. Social media outlets such as Facebook, Twitter or Pinterest are now used by billions of people. That’s where your online store should be.
Just like interacting with friends, some things work better than others. Here are some tips on how to use social media to interact with potential and existing customers:
listen first, talk later: social media is a great place to gather insights on your market, your products and even your brand. Some of those insights may not be friendly but you should pay attention to them nevertheless.
focus on building strong bonds rather than gathering masses: it’s just like with your friends. It doesn’t matter if you have 10 or 10 000 friends. What matters is how strong your connection with said friends are. And probably you will not reaaaaly have 10 000 real friends. It’s better to have few, engaged fans rather than many fans that do not relate to your brand or product.
find the influencers: some people wield more influence than others in their social circle. And they somehow do it naturally. You should get close to these people, develop relationships with them, show them your products and share content they might find interesting.
provide value, not sales pitches: yes, your products are great but don’t bore people with constant product sales. Provide content. If you sell hats, show fans their history, tell them about the manufacturing precess, showcase famous hats. Make it interesting and valuable.
be patient and constant: don’t tweet 40 times one day and than stop for a month because no one followed or retweeted you. Social media success takes time, patience and constant effort.
If your social media strategy is not going the way you’d want it to, there are always the ads. Most social networks provide ways for you to get closer to your potential customers, faster. Most people call them ads . Facebook, Twitter and Pinterest – they all provide advertiser with the possibility of engaging fans through ads.
And speaking of ads, one of the most effective way of advertising your store and products is …
Using paid search as key driver in ecommerce sales strategy for beginners
Remember those Google ads I’ve mentioned earlier? That is Google AdWords, a very effective form of advertising that places ads on search results, ads that are directly related to your search.
For example, if you were to search for “cars”, you will be shown the natural search results AND special search ads. These ads are fuelled by advertisers that pay each time someone clicks one of their ads.
You can be one of those advertisers. By carefully analysing traffic and allocating search ad budget, you can determine with high accuracy the number of clicks you need to convert visitors to buyers. Because search ads are contextual, this means you can optimise your ads in such a way that only those interested in purchasing your product might click it.
However, paid search campaigns are usually better managed by professionals. Even though you might spend a little extra for someone to handle your ads, just leave it to the professional.
And one more thing: Google is not the only one providing the option for paid search ads. Bing does it and so does Amazon.
Performance – well that sounds nice. What is it?
Performance marketing is a broad term that means advertisers pay a fee depending on how well an action is performed. This action can mean showing an ad a certain number of times or making that ad transform into a special action. The standard actions you might want to encourage are:
downloading a certain file (say a product catalog )
showing interest in a product (the user becomes a lead)
buying a product
And because marketing people happen to love acronyms, you might find the info above coded in three-letter words:
CPM means Cost Per Mille (that’s Latin for thousand) – one thousands being the standard minimal block of ad views you can purchase to show an ad.
CPA means Cost Per Action – the generic code for any action you might define with those selling the ad space. It is used for sales and therefore sometimes referred to as Cost per Acquisition.
CPC means Cost Per Click – the cost you will be paying whenever someone clicks on your ads
CPL means Cost Per Lead – the cost paid whenever a visitor shows interest in your product
Performance marketing is sometimes used interchangeably with affiliate marketing. That is more of a misconception, as affiliate marketing, though popular, is a subset of performance marketing. It works as a shared revenue deal, where the retailer shares a portion of the revenue with the publisher (the one displaying the ad), whenever advertising turns into purchases.
Which are the major affiliate marketing sites?
Affiliate marketing is a very important part of any ecommerce sales strategy for beginners. Affiliate ads are ran through affiliate marketing services. These cover three very important aspects: they connect advertisers to publishers, they make sure all sales are registered and attributed to the right publisher and they handle transactions between advertisers and publishers.
If you decide to go along the affiliate marketing path, here are the most important affiliate networks that can help you sell your products:
CJ Affiliate (formerly Conversion Junction) is the global leader in pay for performance programs. It is the home to many publishers that can help you run your ads.
Rakuten Advertising is the big contender to CJ Affiliate and a fast growing one.
ShareASale is a great affiliate marketing resource for retailers. Slightly smaller as it may be, it is still very effective.
ClickBank works great for entrepreneurs and content creators. It is effective and easy to use.
2Checkout is another fast growing performance marketing company that’s focused on software and digital products.
Using Comparison Shopping Engines to get in front of your customers
A great way to get your product out there is to place it in comparison shopping engine. These applications gather information from more online stores and show potential customers what is the best way to shop in terms of pricing.
It basically works for those that are price competitive so before you join such a program, make sure your prices are aligned with the market.
(Shopzilla is one of the most popular comparison shopping engines)
Most comparison shopping engines are CPC based and you will pay anytime people click your products, arriving at your web store. The top four most popular are Google Shopping, Shopzilla, Shopping.com and Pricegrabber. Getting listed can draw targeted traffic and can mean a very scalable way of converting traffic to sales.
Other marketing options
So there you have it – these are the most effective ways you can market your new online store. This is the start of creating an amazing ecommerce sales strategy for beginners. But don’t stop here, don’t settle. Marketing in the digital world is usually a matter of imagination. Be curious and try new things that might be fit for your online store.
For example you can attract relevant bloggers to mention your store and review the products. You can put out press releases and talk to the media. You can run contests and sweepstakes to increase reach and turn fans into loyal customers. Once you have the basics up and running, you will be ready to add more and more marketing options to your online store.
Testing and optimising your ecommerce sales strategy for beginners
Remember: your work is never done. If you want to keep your customers happy and sales growing, you need to constantly optimise and tweak your store. To do so you can run tests that determine what works and what does not. When testing you will be looking for either errors, bottlenecks or usability issues. Do so through:
Functional testing: test your store’s functions. The navigation, user account, user login and others. Each needs to be thoroughly tested and improved
Process testing: we are talking business processes here. These are things like managing orders, fulfillment, shipping or warehouse management. If your company process don’t run smooth, customers get their orders delayed, mixed or canceled.
SEO testing: as I’ve mentioned previously, search engines will always be a very important factor in driving traffic to your online store. Check to see how you stand against competitors and against previous positioning.
Mystery shopping: put yourself in the customer’s shoes and see how’s everything going. Place an order and see how operators behave, how long does it take for the order to arrive and more. You might find some interesting things there.
Hot areas testing: some parts of your shop are more important than others. You can improve conversion rate through a careful inspection and recurrent A/B testing of what you could call “hot areas”:
Forms requiring customer input
Customer journey maps
A great way to see how customers interact with your company is using customer journey maps that help improve customer experience. These “maps” show your existing sales channels and how customers interact with them. Customers may find you on social media, browse products on the web store and place orders through the phone. This is a customer journey map.
When these journey maps get too complex you have to constantly test and look for signs of problems of sources of frustrations for your customers. It may be a poorly designed checkout cart or the voice of your phone operators. By understanding your target customers and their journey maps you can have a guide to testing what works and what doesn’t on your store.
Testing means improving and you should strive to make your store better and better. Little improvements and constant focus on making the customer experience better turns your store into a success. So keep testing :).
This is your basic ecommerce sales strategy for beginners
Wow! If you’ve managed to get this far I believe you are ready to start your own store. Give yourself a pat on the back for having the patience to get through all this data. It’s not easy, I know, but it is a lot easier than just starting a store and then figuring it all out along the way.
I am more than happy if I’ve managed to help you on your path to becoming an ecommerce entrepreneur. If this guide was useful to you, please refer it to someone else who may be in the need for know-how.
You’ve taken a large step ahead to running your own business and online store. You may be anxious and a bit scared but rest assured. So was Jeff Bezos when he started Amazon. Knowledge, hard work, innovation and persistence will get you far. Have a safe trip in reaching out for your dream!
Are you looking for the most important components of an Ecommerce Business? When it comes to ecommerce most of the information you’ll be able to find online is marketing related. Because marketing is the easy part. That’s why almost everybody assumes that all it takes to build an ecommerce operation is good marketing, a technological sound shopping catalogue solution and a lot of luck.
Listen to this post below or continue reading
Marketing and frontend ecommerce solutions are just the tip of the iceberg and in this post I’ll walk you through the most important areas you need to focus on (and you probably don’t) when building an online commerce business. Not site, not catalogue, business.
What does it take to build a great online store?
No successful store was ever built on luck and marketing alone. Top online retailers got where they are selling great products at great prices, delivering fast and making sure that customers are well rewarded for their choice. That takes a lot of work in areas most of us never notice, areas such as:
1. Suppliers and supply chain management
You are or plan to be a retailer in an increasingly competitive market. It means a lot to come up with a great idea, drive good traffic and convert it to sales but you can’t do that without the right products, delivered at the right time, with a price the market is willing to pay.
Suppliers meant a whole lot when ecommerce was not around. Now – even more so. When it comes to ecommerce, suppliers can provide you with the right merchandise but they can also take the stocks burden off your shoulders. Amazon, for example, relies heavily on its marketplace partners to increase listed products number, without buying stocks for those products.
Key take away: before starting an ecommerce operation make sure:
you have enough and the right merchandise suppliers
they are financially and operational safe
they are able to provide real-time stock inventory
Post brick-and-mortar retail relies on electronic communication and product display. But when a product is bought it has to come from somewhere, right? Seal the deal with the suppliers and it’s off to the Warehouse, that magical place where online retailers pick products from the shelf, pack them neatly and prepare those products to be delivered.
Sounds simple? Well, usually, it is not. A decent store with its own warehouse operations has thousands of products at any time on its inventory, employs at least a couple of dozens of people to store products, pick and pack, and prepare for delivery. That’s why so many large companies choose to outsource their fulfillment operations to “third party logistics” suppliers such as ShipBob (cool brand, right?) or the ever-growing Fulfillment by Amazon so they can focus on what they do best (usually purchase the best assortment of merchandise, service customers and marketing).
Key Take Aways: A much larger post regarding 3PL/YPL (third party logistics) will soon be available on Netonomy.NET but until then, let’s have a look at things to consider when developing your own warehouse operations:
technology is the key – all 3PL service providers use technology (warehouse management systems) to know at all times where the products are, what’s the most efficient way to pick those products, who should be the person in charge for each package and others
think about the season – some seasons (such as the Holidays) are more operationally intensive then others. Be ready to employ temporary workforce to fulfill your orders
everything needs to be tracked and monitored – security and accountability are the key to handling large numbers of orders and workforce
3. Shipping and returns
Just as mentioned above your merchandise may be displayed and marketed online but it has to be packed and reach its destination in the real world. That’s why you need a good warehouse management and that’s why you need a great shipping service.
Shipping is usually an outsourced service. The best thing to do, unless you’re swimming in cash and you want to start competing the likes of FedEx and DHL, is employ one of the shipping providers and negotiate your way to a marketable shipping cost. Such a cost is likely to be, in the future, one you will be paying yourself – so pay attention.
Once you’ve contracted these shipping providers integrate their system with yours so you can streamline packaging and delivery.
Once in a while customers do not like what they’ve bought. You will need to handle the returns and reimburse customers for their purchase. Here you can team up with the shipping provider but your store has to handle all the communication.
Key take aways:
hire a shipping provider – It’s probably not worth it to have a shipping service of your own
pay attention to systems integrations when it comes to online store – warehouse – shipping flow
handle your returns as gracefully as possible – it may mean the difference between an unsatisfied customer and a lifetime brand ambassador
Before we skip to the next component I just wanted to make sure you’ve noticed I haven’t yet mentioned anything you would expect would be ecommerce related or innovative. So far – it’s just plain ol’ supply chain management and logistics. Got it? Great. Let’s move on to …
4. Client Relationship Management (CRM) – software and policies
Before even considering selling – you need to think about how are you going to treat your customer and keep him coming back. That’s where CRM comes in. While the term is usually used to describe a type of software, it is actually the term describing the whole policy on how are you going to handle interactions between you and your customer.
CRM needs to be “customer-centric”. Big words – but what do they mean? It just means that everything you do needs to be done “for the customer, by the retailer”. You need to understand the customer purchase patterns so you can recommend the most suited products. You need to record purchases, interests, preferred channels and basically all there is to it when it comes to understanding your customer.
Then act on that – after you’ve analyzed data make sure customer care, warehouse operations, shipping providers and even your purchase operations – all know who the customer is and what it wants.
Key Take Aways:
CRM is not just software – it’s a company policy on how to treat clients
Profiling is a must – understand as much as possible about your customer so you can serve better
“Customer-centric” is not a buzz-word – it’s common sense
There is no “client service department” – everybody working in an ecommerce store needs to know who the client is, record interactions and treat customers accordingly
5. Ecommerce catalogue and product display
Here’s one you surely expected, maybe not so down the list: your online store catalogue. Of course – this one is important. Without one we would be back to mail orders and inventing the wheel. However, as you’ve probably seen so far – it is just a small part of the whole ecommerce store business.
When it comes to it some things you really should be taking into account:
make sure you don’t over-design your store – your products are the most important items. Make them shine.
analyze and predict: predictive analytics is the practice of analyzing users behavior and predicting what would they rather buy at any given time. Read more about it here.
search, search and let’s not forget search: most of your customers will be using a search engine to navigate to your store (1) . Make sure your store is optimized. Once there, when in doubt, they will want to search for products (2) – make sure your site search works. Finally – when their order was shipped they will want to search for its location (3). Show them.
2020 update – Live Stream Shopping
As the world got more connected and customers began experiencing rich media on other platforms such as Instagram or Snapchat, they started expecting better shopping experience. Live Streaming became easier to do and the hottest trend for 2021 in online and offline retail is Live Stream Shopping. With brick and mortar retailers closing stores and online retailers trying to improve the shopping experience it seems Live Video Shopping is here to stay.
6. Marketing and loyalty programs
I know, i know – one includes the other. But for the sake of the argument let’s just assume that maybe loyalty programs online are so important that they should be a separate item to marketing. Because they are.
Loyalty is really hard to acquire these days. Especially when it comes to ecommerce. Most users will be searching for the lowest price and buy from whomever the seller is. But you can fight the trend with loyalty programs such as:
rewarding purchases – reward your users with points they can spend on your store. It’s really effective in keeping your customers tied to your brand, as well as making them feel great about it
social shopping – make your customer feel like a king when he can give out discounts and freebies to its peers and friends
reward social media – most online users have some kind of influence in their micro community of friends. Encourage them to take part in your story, share your products and reward them with freebies, discounts and … well …sometimes “Thank you” is enough
As for marketing at large – there is an increasing number of marketing solutions you an use to market your products and store but not all are alike. Not all are as efficient. Focus on:
Search engine optimization and paid search results
They may not look like much but together the “incredible four of ecommerce” can mean the difference between a failed startup and the next Amazon.
Last but not least …
7. Showroom and offline purchases
What – you thought that brick and mortar is all gone? Of course not. Online retail is still at just 7% of total retail but growing fast. One of the things that’s helping it grow is showrooming. That is the practice of checking a product in-store and buying it (usually cheaper) – online.
Don’t think about ecommerce as online-vs-offline. Think in terms of customer. The customer wants to feel the product before it makes the purchase. So you’ll need to show it to him. Even a small offline showroom can work miracles for your online store.
So now you have it – online retail is a rather big iceberg. Most of it unseen. Check where others don’t look because that’s where you’ll find success in ecommerce.
The Beauty and Cosmetics category is one of the fastest moving digital commerce areas. It is a highly competitive and innovative market with large brands quickly adopting digital models and challengers innovating their way to the top.
The emergence of the ecommerce sales channel for beauty brands has seen a long wait. The time has come for beauty retailers to align with the customer’s demand and specific requests. For example, a recent AT Kearney study showed 28 percent of online shoppers use the digital media to get informed on products. They carry this information in stores where they are sometimes more knowledgeable than the store assistants, which may pose a real challenge for beauty brands.
The AT Kearney study shows that only 16% of all online shoppers are online enthusiasts. The rest either use the digital media for information or for shopping for products they are already familiar with:
Online shoppers are more inclined to shop for particular products, such as skin, personal and hair care. Products such as beauty tools and nail care are less likely to be purchased online, unless is a very specific product, one the customer is already familiar with:
In this post we’ll get a glimpse of the eight most important type of beauty brands that engage their users through digital commerce (also). We’ll have a look at a selection of global champions with different backgrounds and different models. From digital pure-plays to established brick and mortar brands, let’s have a look at some of the most interesting approaches to beauty and cosmetics digital retailing:
1. Amazon Beauty
As expected, Amazon leads the way when it comes to online beauty retailing also. Customers are delighted to almost 2 million products, including luxury brands.
Its Beauty category is the go-to place for most of online enthusiastic shoppers, where Amazon is available. And with Amazon’s shipment policies, that’s basically everywhere.
Amazon’s secret weapon lies in its free-shipping policy (for orders above 25$), a great motivator for online shoppers and a better threshold than challengers Sephora and Beauty.com.
Another great asset Amazon will use to gather shoppers around its beauty retailing section is the fact that more customers use Amazon (30%) than Google when doing online product research.
Sephora is generally seen as the actual leader in the digital beauty commerce. Though it lacks Amazon’s ecommerce strength, the company is part of the largest luxury high quality goods (ahem…ahem) group, LVMH, packing a lot of beauty retailing know-how.
The company has developed a great omnichannel model that focuses on mobile as a bridge between online and offline.
One of the best things Sephora.com has implemented in its web store is the content marketing and digital assistance features. I’ve previously covered the subject and praised Sephora’s efforts to offer quality content, as praised are due.
The curated content customers find is a great choice to build loyalty. So is the Community where customers can browse among the knowledge base or post questions and interact with professionals.
As mentioned, one of the greatest assets Sephora has is its focus on digital rich content. Users are treated to:
Sephora TV, the go-to area for video advice, how-to’s and trends
Sephora Glossy – a fashion, beauty and style blog that offers great advice from beauty professionals in a great, visual format.
The Beauty Board – an user generated gallery from customers that upload pictures to showcase how and which products they use.
Some other touches make Sephora a great choice for beauty products customers, not the least of which are the three free samples with each order (a great way to drive future orders) and the mobile apps that make us of barcode scanning to offer price info and customer reviews.
Beauty.com is an online retailer so it has no apparent need or intention to leverage offline or omnichannel sales. It has developed specific filters and features to cater to customers that either know what they want and want the best price or they can quickly decide.
Customers can set an auto-reorder flag for certain products, which can be shipped each 30, 60 or 90 days. Before the order is shipped, customers receive an email notifying them and they can pause, skip or cancel the auto-orders. The customer incentives are savings and free shipping.One of the features that really stands out (they have a pop-up to insure it stands out) is “Auto reorder and save” option. Simply put, the online retailer has noticed the habitual purchase beauty customers take and leveraged it.
Another great feature that lets customers reach the right product is the filtering option which is set not only for product features but also customer concerns and specific needs. In the Make-up section, the eye category, one can find brand and ingredients options, but also filters such as concerns (acne, dryness or oiliness), benefits (curling, hold or smooth) and skin type. Unfortunately, the filters are not usable on the smartphone version of the web store.
Just like its direct online competitor (Sephora.com), Beauty.com offers free samples, free shipping for orders $35 and above, free returns and 5% back through its loyalty program. It also features great content areas, such as its Beauty Blog, with Romy Soleimani, The Latest Trends section reviewing product news and a Beauty Videos section, ranked according to customer reviews. A great no-no on the video section is the fact that videos embedding is restricted to affiliates only, leaving a lot of marketing potential untapped.
Facebook recently secured a patent for a system that builds credit rating based on social connections. Is this a piece of what could be the Facebook bank?
There are some strong arguments that yes, Facebook is building a peer to peer lending service for its 1.49 billion users.
Here’s the backstory:
PayPal president David Marcus resigned from PayPal and joined Facebook a year ago. Reportedly he joined the company to work on the Messaging products. Quite a big change. So the obvious question was why would the president of the biggest online payments company would quit his job to start working on the messaging app?
But then, in March 2015, Facebook announced a new feature in Facebook Messenger: payments. Basically anyone could send their friends a couple of bucks without having to leave the app. Plus – it charged zero fees. Zero. This sounds great but … how would they monetize it?
The credit scoring patent may be the answer. What if Facebook would roll out a general feature that lets anyone lend anyone in the network based on their credit score? Peer-to-peer lending is one of the biggest and yet most underrated innovations in digital finance.
With a stable payments system, a great credit scoring patent and 1.49 billion lenders and borrowers Facebook may be building the largest bank financial system in the world. All digital, peer to peer, decentralized and ready to come online just as banks are faced with an impending meltdown.
Think that’s crazy? Maybe not. Meet George Soros, “the man who broke the bank of England” when he short-sold $10 billion worth of pounds. He did this during the Black Wednesday Financial Crisis and earned $1 billion in the process.
In 2012, when Facebook stocks were plummeting, Soros bought Facebook stocks. When he bought these stocks, the social network looked like it was in a really bad shape:
Let’s just say things are a bit better now:
But his great investment timing is not what points to Facebook being on the verge of a huge financial change. No. It’s the fact that just as Soros was purchasing his Facebook stocks, he was selling his stakes in financial companies such as Citigroup, JP Morgan, Goldman Sachs and Wells Fargo.
So if it looks like a duck and it quacks like a duck, it’s probably a duck.
Facebook has built a peer-to-peer payment system. It hired the man that helped PayPal grow to its present market share. It secured a credit scoring patent that works within a network. Soros moved his bets from the big banks to the most popular social network. There is a growing need of peer to peer lending across borders and Facebook can deliver.
We’re in for a 1.49 billion customers bank that works across nations and lives inside your mobile phone. I guess this qualifies as a Mega-Bank.
With the launch of its first digital edition of the annual report, L’Oreal steps into a new era.
The report is an impressive tool on its own, aimed at investors, shareholders and journalists. But the real change comes with the overall shift to digital as a tool to engage consumers.
For example, the “Digital” section of the annual report states just how important naming the first Chief Digital Officer actually is. This move shows L’Oreal as an up and coming major digital player. The company will probably focus on ecommerce, data technologies as well as engaging consumers both online and offline.
An example in the digital report shows just how promising ecommerce is, especially in China:
“In China – the world’s number one online-purchasing market(1) – e-commerce already accounts for 10% of L’Oréal sales, and more than 15% for brands like VICHY, LA ROCHE-POSAY and MAGIC(2). These promising results are underpinned by partnerships with online distributors like Alibaba and Tmall. On Singles’ Day, a very important day of special offers, L’Oréal’s brands performed well, particularly MAYBELLINE NEW YORK – the number 1 make-up brand in the country(3) – and MAGIC, which sold over 11 million face masks in 24 hours”
The shift towards omnichannel marketing AND ecommerce is spectacular. L’Oreal has traditionally relied on third parties to distribute products to consumers through retail shops. Could this shift be a change in strategy with a direct-to-consumer approach or will it be an improvement in dealing with online and omnichannel retailers? Nevertheless, the move will probably ripple trough and be adopted by others.
It may be a tectonic shift in manufacturers switching from traditional models to new digital models, engaging their customers, as well as providing them with the opportunity to purchase. How will this affect traditional partners remains to be seen.
They say a picture is worth a thousand words. Add a cool filter in Instagram and it may be worth more. So luxury retailers have taken up on the chance of showcasing offline products in the most popular photo-sharing app in the world.
It’s definitely worth it. With more than 300 million Instagrammers, the social network is a colorful powerhouse, just waiting for fashion retailers to tap into it. And it’s not just the numbers. From Taylor Swift to Robert Downey Jr everyone who’s anyone is walking the red carpet of Instagram.
Along these stars came the most popular and desired luxury brands in the world. With social incentives, aspiring fans can become customers and customers will become brand lovers. So photo sharing on Instagram is a go for brands looking to connect online and offline sales and marketing.
Let’s have a look at these three most effective brands on Instagram:
Hermes is unconventional and creative, focusing on outlining the brand identity without being too pushy. It’s rather “modest” fan base of just over 670k followers shouldn’t be bigger either. After all, Hermes addresses a special kind of audience – the kind that doesn’t come busting doors in look for discounts. They discreetly shop online for $11.300 leisure bicycles and $7.600 bags.
You’ve spotted that special kind of turquoise and the must-have diamond ring that’s globally recognized. 1.8 million Instagrammers are constantly connected to the stylish social media outlet Tiffany’s employs.
The Instagram page is a mix of colorful illustrations, products showcased in glamorous yet simple and stylish photos and fashion advice from models and designers. The whole philosophy is outlined by Francesca Amfitheatrof, Tiffany & Co. design director: “I believe there is great power in simplicity.”
Just like its brick and mortar stores, as well as the online store, the Instagram page is a stylish, simple and elegant work of art.
Burberry is almost unbeatable in terms of using technology to connect to its esteemed audience. Digital retail is so important to Burberry that they’ve designed a flagship store that resembled their website, in 2012. Talk about omnichannel.
Digitally connecting to their customer has been the main ingredient to Burberry’s recent growth and Instagram was not bound to be left behind. The 2.4 million followers can get a glimpse in the lives of the rich and beautiful through Burberry’s Instagram channel.
Models, carefully crafted products and celebrities all mix to give followers, customers and aspiring Burberry product owners, that warm “I’ve got to have this” feeling.
And once that feeling kicks in, the monogramed scarf is just a step away in the online store, ready to be picked up in the closest store. Or sent home. Worry not, there’s free shipping and returns.
Twitter seems bullish about its place in the omnichannel retail arena. After hiring Nathan Hubbard, former Ticketmaster president, the company started seriously developing ecommerce features for its users.
It all started with rumors leaked online about Twitter dipping its toes in ecommerce. The news were soon followed by a “buy now” button tested for a while and a few months back the “#AmazonCart” partnership was announced. The Amazon Cart project allowed customers to add Amazon products to their carts by linking their accounts and adding them to their carts via Twitter.
Twitter now launched Twitter Offers, a way for advertisers to drive social media traffic directly to brick and mortar stores. The process is pretty straight forward or Twitter users: they link their credit cards to Twitter, claim rewards from advertisers and then redeem said offers in store.
As it seems Twitter sees commerce not just online but offline as well. The vision includes online and offline shopping, social media, Amazon accounts linked to Twitter and … payments.
Long story short: everything Twitter has done so far is outlining a strategy where the company targets more than social media. It’s targeting omnichannel retail as a way to increase its revenue. It has the user base and it’s building the payment infrastructure. Its focus and drive may lead it where Facebook failed – setting foot in commerce land.
As an online retailer, you probably have your ecommerce site up and running already, quite possibly bringing you some sales and revenue too. At this point in time, you are probably wondering how to increase the sales.
This post will show you three effective methods to achieve just that – grow your website traffic and boost sales.
Pay Per Click Advertising (PPC)
This is an online advertising service provided by all the three major search engines today (namely Google, Yahoo and Bing). The following steps will allow you to start advertising your site online using the PPC method. (You’ll have to repeat these steps for each search engine where you wish to advertise):
Open an account
Create one or more ads for your site (with text and/or graphics)
Enter a list of keywords corresponding to which you wish your ad to be shown
Specify your geographic and/or demographic targeting preferences
Specify how much you wish to spend/pay each time a user clicks your ad and visits your site
Specify campaign duration, spend limits etc.
And that’s it. Within a day or two from the time you finalize your campaign (often faster), the search engine/s will start displaying your ads and the traffic (and sales) will start rolling in.
Of all the web marketing methods this article will cover, PPC advertising is the only method that delivers almost instant gratification. It is also a highly accountable method that provides totally measurable ROI.
You can read up some more on PPC advertising as it relates to online retailers at Entrepreneur.com.
Search Engine Optimization (SEO)
SEO is the art and the science of getting your website to show up at or near the top of the results when the prospective buyers of your products search for keywords related to your business and products at various search engines.
High search engine result rankings for the keywords relevant to your products achieved via SEO will almost certainly boost the traffic of potential customers flowing in to your web site, with the resultant increase in sales and revenues.
SEO, however, is not a path that you should tread lightly, for two reasons. First, it is not an easy or a trivial task. In order to be executed successfully and effectively, SEO requires deeply entrenched knowledge, expertise and experience, backed by ongoing study and knowledge update processes. Secondly, if executed in a manner that violates the arbitrarily and rapidly changing best practice guidelines of the search engines in any way, SEO can potentially backfire drastically, causing your site to get blacklisted by the search engines in the worst case scenarios.
Insomuch as you have an online retail operation going, it is quite likely that your website has been built using one of the several ready-made ecommerce software platforms.
While most of such software platforms provide at least some basic features to facilitate SEO, there are huge differences in SEO features across different platforms.
Social Media Marketing (SMM)
SMM, you can say, is the ‘newest kid on the block‘ so far as online marketing is concerned. As you can readily imagine, there are gad-zillions of people (including your potential customers) spending untold numbers of hours everyday at various social networking sites and services like Facebook, Twitter, Instagram, Pinterest etc. And therefore, marketing your online retail business at these social media sites can certainly be a very lucrative way of growing your brand visibility, traffic and sales.
Most of the popular social networks offer their own self-service advertising programs under various pricing schemes and models, including PPC (that we looked at above), with Facebook, as is to be expected, leading the pack in terms of reach as well as ease of use.
And then, there are many third-party services and agencies that help you grow your website traffic and sales using various social media platforms.
You can read this article at the InternetRetailer portal to get interesting information on social media vis-a-vis small retailers.
Online retailing is a highly competitive business so make the most of the tips above to enhance your marketing operations.
Author bio: Catalin Zorzini is the founder of Mostash.com (a digital marketing studio). He likes hot soup and hot jazz.