5 Marketing Tips for Ecommerce Stores
Leo Davie / September 22, 2015
In a day and age whereby it's never been easier to make purchases online, it is imperative that any ecommerce store uses all the tools at their disposal to help make themselves stand out from the crowd - and this invariably means paying attention to one's marketing.
An online store might look fantastic, it might have an excellent selection of products and the infrastructure to achieve the results it craves but, if no one knows that it exists online, then this will all be for nothing.
This is where online marketing comes into play. Luckily, we know a thing or two about this at GPMD and will outline some of the key considerations for any ecommerce store that is looking to prosper in an increasingly competitive world of online sales. Take a look at our five key actions to consider below:
When it comes to making sales online, email will unequivocally be one of your greatest allies in driving sales and making conversions. Building up a database of loyal consumers, who you can carefully market to, is pivotal to a successful online ecommerce store and email should be at the forefront of most store's minds when launching a new ecommerce venture online.
There are various undertakings that an ecommerce store can undertake to enhance their email database but one of the easiest to facilitate right off the bat is a pop up that requests a visitor's email address in exchange for some form of incentive such as 10% off their first order. As you gradually increase the number of email addresses you have in a database, you can then begin to segment it and market to your consumers much more strategically.
Using your email database to announce sales, send personalised emails and various other marketing activities will actively drive traffic and sales to your ecommerce store and it can be set up very cost effectively. Email service providers such as MailChimp, Adestra and Bronto offer services that don't cost the earth (many are free up until a certain number of customers in the database) and which will likely deliver a healthy return on investment when used strategically.
Whether you love it or you hate it, social media is impossible to ignore and, in the world of ecommerce, it would be absurd not to integrate it into your marketing campaigns because it is one of the chief means of gaining traction for your products and interacting with your customers on a personal level, which is something which is ever more important in gaining trust in the online retail.
There are more social media channels than you can shake a stick at, so if you're just starting out with your ecommerce store, you should focus on getting your fundamentals right and that means ensuring that the likes of Facebook, Twitter, Instagram and Pinterest are all covered. Small online stores may think that they simply don't have the time to set aside to posting on Facebook and the like but, in actuality, it is these very platforms that have often acted as the catalyst for an ecommerce store to reach the big time and make the sorts of sales that simply wouldn't have been possible without it.
Essentially, what most ecommerce stores will be aiming for will be for their customers to become brand evangelists for their store via their own personal social media pages and the traction and shareability of their posts will help deliver your product into the minds of a whole new audience who you otherwise may not have reached. It's incredible to see how quickly something can snowball on social media and if you can you product caught in this hurricane of free marketing it will yield massive dividends for your sales.
At the outset, your social media marketing is something that most small stores will handle themselves and as you get bigger and bigger and your following grows exponentially, many will choose to utilise the services of social media marketers who are well versed in creating the sort of viral content that gathers traction and brings your brand to the attention of the millions of people who use social media every single day.
Content will always be king in the world of online marketing and if you get this right first and foremost, many of your other marketing endeavours will invariably fall into place.
The whole aim of content marketing is to consistently produce content that will resonate with your target audiences - whether this be blog posts, such as a curation of your top selling products, infographics, video content or any other means of content that will appeal, this is something that you should have in mind right away when it comes to using marketing to make a success of your ecommerce store.
There is a perfect opportunity for ecommerce stores to consistently create content based on the sort of products that you sell. For example, if you're a clothing and accessories store, you could do a post along the lines of "5 Fashion Essentials for Nailing a Job Interview" and use products from your store within the blog post that then funnels through to your ecommerce part of the site. A lot of big brands such as ASOS, John Lewis and Barbour are doing great stuff with their blogs which feeds through into their ecommerce stores.
Whilst most ecommerce stores will favour their websites ranking organically in Google listings, this will invariably take time and that's why Google Adwords is such a viable option for online stores just starting out.
Google Adwords is a means of advertising whereby you will bid on certain keywords which you want to appear for when people search for them and, when done right and strategically, it can be an extremely viable means of driving targeted traffic to your store that is already thinking about conversion.
Managing and setting up a Google Adwords campaign can sometimes be a little tricky and it does take time to oversee, bid on keywords and make sure you're maximising your potential and not missing opportunities. With this in mind, it is easy to see why a lot of ecommerce stores will utilise the services of an online marketing agency to manage and set up their Adword campaigns. If you've got the requisite budget for it, Adwords can be another highly successful revenue stream for most online stores.
For an established ecommerce website that isn't hitting the sort of sales figures that they're after, it might well be time for a redesign and rethink of their website strategy. It might be the ecommerce platform you're using that's holding you back or your branding itself so speaking to ecommerce agency about the site, it's structure and features is definitely a good idea for those stores who have plateaued and want to progress to the next level.
User experience of your online store will be pivotal in achieving the sort of sales results that you are craving and a poorly designed and constructed ecommerce store will be one of the biggest obstacles in achieving impressive sales results and, if this might be the case for your store, a redesign might just be the shot in the arm that your sales need.
These are just some of the actions that an ecommerce store can consider when it comes to making their sales soar and in order to really thrive, it pays to speak to experts in the field about online marketing and SEO about how it can be integrated into your day to day activities.
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