Continuing our e-commerce articles, we are going to look into what you can do to help market your online store once it is up and running. It is one thing having an online store, but another to drive traffic to the site and convert browsing customers into paying customers.
One of the best ways to drive traffic to your site is to successfully identify your target market. Knowing who is or will be interested in shopping on your site is a very important aspect to cover. Once you know who is going to be using your site, we can start to identify areas that will appeal to the customers for our advertising.
Let’s look at some areas that can assist in your online marketing:
Search Engine Optimisation: A very important thing for e-commerce stores to do is to get their website optimized. Website optimization includes quite a few things when done properly. For example, proper research into the keywords for your target market, Meta tags (additional page information stored in the website code) and keyword density analysis.
Having specific product related information on each product page will increase exposure on the internet. It is also important to make sure your website is standards compliant, to ensure that your website is able to be “crawled” properly by Google and other search engines.
Email Marketing: Creating an exciting, easy to read template and creating an interesting newsletter can really help in promoting products. An example of how email marketing can be used is “Catch of the Day”. This online e-commerce website sends out daily emails to clients detailing the latest “Special” for that day. This can be seen as “Pushing” information rather than the traditional method of finding products yourself. (“Pulling”).
Email marketing campaigns should have links back to your website. This will force customers to re-visit your website and give you further opportunities to sell your products or services. Combining some analytical software with your email marketing campaigns and you will have a very powerful marketing tool at your disposal, giving you valuable, real-time information on your customers and trends.
Pay Per Click: All online stores need to start somewhere. It can be very difficult to generate customer’s interest when you are just starting out on the internet. A helpful method is using “Pay Per Click” ie Google Adwords. This system works by guaranteeing you search engine listings under the “Sponsored Links” section of the search results. The catch is that to appear for more popular keywords, you will need to set a higher budget per click. Pay per Click is a great way to get noticed whilst you are waiting for your organic listings to rank higher due to the SEO work.
Sponsored Blogging: Many popular web blogs offer sponsored blogging. This means that they will review your product or service and offer it as a blog post for their websites community. This is a great way of sparking interest in your products and services, and you will find that the more respected the website or blogger, the higher yield in returns you will see due to people taking the advice of the blogger and purchasing your stores products.
Link & Advertising Programs: I’m sure everyone has seen web banners and other types of flashy advertising on websites. In some cases, the advertising has nothing to do with the website or its target audience. A much better idea is to use an online web advertising group that will get your link or banner listed on sites that a relevant to your target market. This way you can guarantee that the majority of clicks on the ad should be relevant and hopefully have a higher chance of converting into a sale.
If you have an online store, think about the types of advertising you do online. Which ones work well and which ones don’t? If you are not doing any of the suggestions we have given, consider trying them and watching your online e-commerce websites flourish.
Stay tuned for the next edition of our e-commence articles. If you need any help or assistance on anything mentioned in our articles, please feel free to contact Rival Web Design.