Whether you’re an up-and-coming business, a wholly new upstart, or an established enterprise with a strong existing customer base, you need to focus on ecommerce.
Contemporary markets and consumers make online shopping an absolute must for all kinds of industries and services. While this presents new kinds of challenges to traditional high street retailers, it also offers tremendous new opportunities. But before you start thinking of investing in shiny new ecommerce marketing solutions, read this article to find out what are indeed the best ways to market an ecommerce business. By strategically developing the right kind of business model for your business targets and conditions, you can realistically expect to see growth and progress.
Your website content not only needs to be interesting and engaging, but it also needs to be original too. So when you blog, make it new, and if the subject matter is “old” have a fresh approach – something that stands out from the rest. Spend time viewing other websites you like, and others you don’t, to develop your understanding of the kind of tones, looks, structures and subject matters that you feel will work for your pages.
Remember that in today’s world, attentions are short and easily lost – so content is key. Your website should aim to attract the attention of your target audience (ie prospective customers); engage them in such a way as to encourage them to spend time on your website as they read your articles and search through your offerings; and be practical so that visitors to your website are never more than two steps away from performing a functional action, such as making an enquiry or purchase.
Who Are You?
Multi-faceted one-stop shops for business often lose custom because they are faceless. Make sure therefore that your business has not only a presence, but also an identity – who you are is as important as what you do. Making a business relatable to the clientele is a great way of establishing that connection that brings business. Think of it this way – could a visitor to your website describe your business personality? If you have a strong identity, people spending time on your website will understand not just what you sell, but also what you, as business, would be like if they could meet you in person. If you wish to appeal to individuals that are specific to a certain area, use that to inform how you present yourself and the topics you discuss. If your target audience is likely to share a common interest or interests, use that fact to your advantage.
Done well, social media can reach new and enormous audiences, and can create great interest for very little relative investment. Your identity can be further established and developed in your posts, but crucially these should be in line with your personality elsewhere online. You need to establish the right blend of advertorial posts with engagement-focused posts and interactive, current-news posts/reactions. Photography and video can of course have a big impact on who your reach out there, but just as important as achieving out-reach is ensuring that when prospective customers find you online, whether on your website, a third-party site or via social media, they come away feeling that they can trust who and what you are.
Do not forget your existing clients – you will already have a database of email addresses without realising it. How you use that data can be highly beneficial, if done correctly. Again, think why these clients came to you in the first place and address them as individuals, not as a mass audience. People already get a lot of unwanted emails, so do not add to the stocks in the recycling bin – instead, focus on adding real value, with exciting news, promotions and reasons to return.
SEO & PPC
These two closely related areas of digital marketing can support each other highly effectively in a digital marketing campaign, while also offering exciting marketing solutions in their own right. SEO is slower/organic, PPC more targeted and technical.
In this modern era, you need a dynamic fluidity to your marketing. You need to be mobile friendly, usable, contactable, engaging and, above all else, offering real value. Envisage your online presence as a physical store – and you will instinctively understand how important it is to be easily found, welcoming and practical.
By investing meaningful time in your online business model, strategies and marketing, you can realistically aim to gain a rich and varied, loyal customer base.