Are you just getting started with your eCommerce store? Want to know how you should use email marketing to generate more sales?
The infographic below will guide you.
The launch time is a busy and regularly unpleasant time for eCommerce merchants. You’ve a tremendous rundown of errands that should be finished and little time in which to do them. So considering marketing your new eCommerce store can frequently be returned to the of the line.
However, if you want to see those sales start rolling in, marketing should be right at the top of your to do list. You need to start driving traffic to your site, getting the word out about your store and building your brand.
If you’re to lay the foundations for a healthy, growing eCommerce business, you’ll have to think about short term interest as well as planning for the future. Here’s our marketing guide to launching your eCommerce store:
Social media is a fantastic way to get started marketing your new store. You’ll want to set up your social profiles, with consideration for the platforms that best suit your business.
Your reach might seem small to begin with, but there’s no better way to start growing than by diving in and interacting with communities on social. Start by following relevant accounts such as industry sites and influencers.
Social proof is a vital tool for modern eCommerce businesses, especially new ones. Your initial customers want to see some proof that your products and services are up to standard, so encourage your first customers to post their experiences on social media and reassure those after them that your products are, in fact, brilliant.
Your site traffic will probably be quite low to begin with, so investing in social paid ads is a great way to give your traffic that initial boost and start the sales flowing.
Google AdWords are great for targeting shoppers with purchasing intent. As long as you choose the right keywords, you can craft an AdWords campaign that drives relevant and valuable traffic to your store. You should always think of paid ads as a short term strategy. They are great for attracting initial traffic, and for specific campaigns in the future, but shouldn’t be relied upon for all of your traffic.
Social ads are also useful for attracting visitors to your new store, and for building your brand. Facebook for example, has some powerful audience targeting tools that let you target specific locations, demographics and behaviours. This makes social advertising really useful for getting your brand in front of target customers.
Although social media has become very influential for marketing your store, you shouldn’t discount traditional press and PR.
Sending press releases to local and national press organisations is a simple and relatively quick way of getting the word out about your store. Adding a local element to your press communications can be great for PR as well.
Beyond traditional press, you should also think about contacting bloggers and influencers. These modern content creators will need more of a personal approach, so create a unique communication strategy for each influencer and contact them all individually. You could even send them some of your products, or offer a discount code exclusive to their community.
As well as short term considerations like social and paid ads, you also need to think about building long term foundations for your eCommerce business. Search engine marketing and SEO are important parts of this.
You need to begin the process of optimising your site for search engines. This should be an ongoing process and something you consider every time content is added or changed on your site.
Search traffic will be an important source of traffic, if your site is to be successful. This means you should start working on your search ranking now by identifying keywords, optimising content and ensuring that your site is quick and accessible.
Your site traffic may be low to begin with, but it’s still worth beginning to write content for your eCommerce site.
Content is an important part of building strong search traffic for your site, and can also help to give customers a reason to come back again and again. Start by adding a blog section to your store and write your first post. It could be something on your brand ethos, your journey to this point or something lifestyle related.
While these initial content pieces may not attract much attention, a great way of doing just that is by guest blogging for another site. Producing some content on your brand for a popular blog or industry site can be great for driving some initial traffic and creating a buzz around your brand.
Just because you’re starting an eCommerce business, doesn’t mean there’s no room for traditional advertising media.
Whether you choose to is dependent largely on your target market, but a well thought through print ad or even a TV ad could go down well. Your target market may respond well to traditional advertising media, and a well placed ad can generate a large amount of interest for your brand.
Make sure that you consider the cost and placement of your ads to ensure that you actually reach target customers. You should also decide how you will track the performance of your traditional ads to determine their effectiveness. You could create a dedicated landing page or call tracking number for example.
Networking is still a vital element of starting any new business. You need to increase awareness of your brand by attending everything from industry trade fairs to meetup events.
Increasing the standing of your eCommerce store by networking can help to create a solid foundation for your business to build upon. You’ll gain valuable contacts that could help increase sales or even turn into brand partnerships in the future.
Another great way of networking is to open a pop-up shop. A bricks & mortar location gives customers a physical touch point and can be a great way of staging a launch event for your eCommerce store. You can gauge customer reaction to your products in real time and build some social interaction around the pop-up.
eCommerce is seen as an exciting opportunity for budding entrepreneurs. There is huge potential for building a successful business with a loyal customer base and healthy profits. The problem, however, is that many also see starting an eCommerce business as simple. In truth, starting an online business requires dedication, perseverance and investment. The majority of new online retail businesses actually fail, but there’s plenty you can learn from these new businesses to ensure you don’t fall into the same traps – ensuring you have a strong, rewarding online store.
There are plenty of common pitfalls that new businesses fall into and important considerations that they overlook. Here’s why the majority of eCommerce businesses fail and how you can avoid doing the same:
Opening an eCommerce store can be quick and relatively low cost thanks to fantastic, modern platforms like Woocommerce. But if you’re to grow a successful, profitable business, this shouldn’t be the extent of your investment.
Starting an eCommerce business should be viewed in just the same way as starting a bricks-and-mortar store. You wouldn’t just buy retail space, showcase your products inside and start selling – yet so many people take this approach with their eCommerce business. Instead, eCommerce startups should take into account the full cost before starting.
Many new eCommerce businesses don’t realise the level of investment that’s needed to make their new business a success. This doesn’t just mean financial investment, but time as well. Running an eCommerce business doesn’t have to be your full time job, in fact many entrepreneurs start out part time. However ultimately, you get out of it what you put in, so be prepared to invest time and care into your new venture.
For an eCommerce business, the website and online store is, of course, an integral part of the operation. That’s why having an inefficient or poorly optimised website is one of the key reasons why many online stores fail. We can all spot a badly designed website from a mile off, but sometimes eCommerce entrepreneurs need to take a step back and consider how their target customer will use their site.
Some will go for a website that looks fantastic, but can’t convert visitors to customers, while others will opt for a basic site template, but don’t take the time to adapt it to their needs. A good eCommerce website needs to be built with the user journey in mind, include great photography and a simple navigation.
Try to look at your site from the user’s point of view when building it. Your site needs to be effective at converting visitors and building your brand.
New eCommerce businesses can spend huge amounts of money driving traffic and raising awareness for their site. If you’re sending all of this traffic to a poor website, it may all be for nothing.
Smaller eCommerce retailers are perfectly capable of flourishing. It’s not all about the likes of Jumia, Konga and Yudala. However, new eCommerce businesses need to identify a niche in order to begin building their business. Simply going after a market that’s already full of eCommerce stores isn’t a good idea.
Start by targeting a market that may be smaller, isn’t overcrowded, and that will create space for your new eCommerce business to grow.
Some of the most successful eCommerce retailers started out in smaller markets. After all, Amazon started by just selling books..
When it comes to new eCommerce sites, you can build it…and they will not come. That is, unless you have a marketing plan. Many new eCommerce brands underestimate the importance of marketing their fledgling business. Unlike a bricks-and-mortar store, nobody will even know your store exists unless you market it.
Many eCommerce businesses fail because they don’t fully plan out their marketing activities. You need to think about your target market, how best to reach them and how you can market to drive sales and grow your brand. This includes looking at the full range of marketing options from social media and Google AdWords to content and SEO. You need to take the same time and care with your marketing as you do with designing the site. This doesn’t necessarily mean investing in a huge Google AdWords budget or a social campaign, as just being considered and well targeted with your efforts will prove fruitful.
Growing an eCommerce business and turning it into a success takes time. Many online stores actually fail because they don’t realise this. If you’re looking for a quick return, eCommerce is probably not for you. Merchants need to build the authority and reputation of their site over time, spreading awareness and improving search ranking.
Building a profitable eCommerce business takes investment, nurturing and perseverance. You won’t see huge profits in the first month, or possibly even the first year. Many eCommerce retailers fail because they don’t have the stamina, financing or expertise to navigate this initial period.