Top tips for marketing your e-commerce website
Whatever the nature of your business, you’ll need to tell the world about it to make sales, boost awareness and build your presence online.
In order to market to the right people, spend some time researching and trying to understand your audience. Think about their age, their interests, their motivations. What matters to them? What solutions can you offer to problems they may not know they have? How can you stand out from the competition?
There’s a lot to think about so we’ve put together our top 5 tips for planning an effective marketing strategy and making a success of your e-commerce business. (If your business is new to online selling, we can help you design an ecommerce website).
Make sure your website is search engine friendly
Search Engine Optimisation (SEO) is the art of designing and creating a website which is search engine friendly and ranks as highly as possible. It’s about making sure your website has the right structure and the right words in both copy and code, with lots of relevant content and getting other websites to link to yours. Search engines are continually getting smarter about understanding the tactics some people use to try to manipulate them. Track how your website is performing using a tool like Google Analytics.
Focus on building your mailing list
If customers visit your website without buying, you’ll want to know why. So it makes sense to capture their email address so you can follow this up. One of the easiest ways is to add a sign up box which tends to work better with an incentive, eg, “Sign up today and get 15% off your next order.”
Why not offer customers the chance to join your mailing list as part of the checkout process?
Start building this list, and use it to promote new products, offer discounts and alert people to your blog. Send regular e-snippets to current and prospective customers with some human interest – staff news, charity events you’ve supported, new office pet… it’s not so much about selling as raising awareness, making some noise in the marketplace and building relationships.
Maximise social media
Online shops often prefer to use platforms like Instagram and Pinterest, which are visual but Facebook and Twitter are also relevant and effective… while you’re promoting your business and ultimately pitching for sales, be aware that your audience wants to be informed and entertained so don’t be afraid to use humour or comment on trends/developments relevant to your sector that might pique their interest.
Everyone loves a freebie so why not give something away in a competition or in return for sharing posts? Let your followers spread the word and promote your brand for you! User-generated content (UGC) gives you a bit of variety with no effort on your part.
Invest in Pay Per Click advertising
This is a wise choice. Pay per click (PPC) advertising is essentially a form of online advertising designed to drive traffic to your website through marketing aimed specifically at search engines.
So when people enter certain keywords into Google or any other search engine, your advert appears in the results.
With PPC advertising, your business lands directly in front of the consumer so it’ll show up when people are looking specifically for the product or service that you are offering. You only pay when someone clicks and you can set a budget giving you more control over costs.
It works faster than organic searches, so you should see results pretty quickly. It’s a great way for small businesses to be up there with national and global organisations.
Everything is trackable so you’ll be able to see the exact ROI – clicks, impressions, rate and cost per click, the average position of your ads. Beware, it can be a little addictive…
This is the era of instant gratification and personalised experiences. Live chat gives your customers the ability to ask questions and check details before they buy. You’ll get an insight into the most frequent issues that they’re experiencing on your site and you’ll also benefit from the opportunity to get to know your customers, build a relationship pre purchase and promote loyalty.
A Live chat boosts customer confidence survey revealed 92% customers feel satisfied when they use the live chat feature, compared to other communication options like voice (88%), email (85), web form (85%), and social media (Facebook 84%, Twitter 77%).
Finally, if you’re short on time to put any (or all!) of these tips into action, give our friendly team a call on 0330 088 9277 or contact us.
We’re here to help you do more, sell more and make more money!