The two factors that can prove to be a make or break point for the success of your eCommerce store are it’s website and it’s marketing. While getting the eCommerce store website right on the first go might not be as straight forward, it is definitely attainable with the right advice. But getting your eCommerce store marketing right is an an uphill task and might require more expertise and strategy than you may have imagined. So, if you feel your eCommerce Store Marketing has gone absurdly wrong then don’t fret. You’re not the first one this is happening to. And as long as you’re willing to make it right I would say you’re good to go.
If you’re expecting to get pointers that you’ll use right away and see an immediate rise in sales then it’s time to change your expectations. ECommerce store marketing is an evolving process and requires you to find out and strategize your marketing plan based on this process.
In this post I’m going to delve into three aspects – (keywords, marketing avenues, data) – of eCommerce store marketing that will help you strategize and see a vertical shift in the sales graph.
Keywords: Saying The Right Things
- The one thing I have often noticed is that people tend to confuse the content on the website with website development. If you might think the content on the website is part of the website development process and will be handled by the developers you’re wrong.
- Website development is strictly a website building process and deals with the functionality and aesthetics of the website!
- So, if you try to combine the two you have botched up the first step of your eCommerce Store Marketing.
- The content on your website should be Search Engine Optimized. (Complex term…Phew!)
- Select keywords carefully. Keywords selected should be relevant to the page and the density of keywords on the page should be sufficient.
- Content on the website should be useful to the end user. And so while creating content for website the one question to ask yourself is will the information be useful to the end user? If your answer is yes then you are on the right track.
- Using appropriate keywords in the right proportion and relevant content will definitely help you improve the organic search rankings of your website and rest they say is history 😉
- A word of caution here though, do not resort to cloaking or keyword stuffing to improve your search ranking because Google is smarter than you think and it can spot the difference. And Google realising this manipulation is definitely not helping your search rankings.
eCommerce Store Marketing: Areas to Tap
While I would love to tell you that appropriate and relevant content alone will help you improve the organic search rankings of your website, it’s not the case. Startled?? Don’t be! Remember..like you, there are others too who are trying to gain search rankings with just the same method. So after you have made the content on your website the best it’s time to start differentiating yourself. Here’s my low down on differentiating mechanisms
1. Social Media Marketing
- One great way of marketing your eCommerce store on the web would be to showcasing your products on various social media platform like Facebook, twitter, Instagram etc. Social media is a poor man’s marketing tool 😉 So, if you have just started out with your business then it could be a powerful marketing platform for your business. And what’s more? It’s free of cost!
- But PLEASE!! Do not resort to overselling your product to the point it becomes an eyesore. Instead engage with potential customer and build a relationship with potential customers. Not only will this help you gain their trust but it will also help you understand customer requirements. (learning along the way has never hurt after all)
2. Search Engine Marketing
- If you want to go a step ahead with your eCommerce store marketing then search engine marketing is a great option.
- Wondering what search engine marketing is? Well, it is a marketing technique by the means of which you can improve your website visibility in organic searches. And yes the keyword here would be ‘PAID’. So if you think you can raise the money that would be required for it then it’s worth a shot.
- Google Adwords and Google AdSense are the best examples of search engine marketing techniques.
- Google Adwords allows you to push your website links on the top of the page in organic search rankings. The links are displayed as ads.
- Now, every time a visitor clicks on your website ad you will be charged by Google for it. They call it the pay-per-click advertising model.
- Google Adsense is more like a stalker. It displays advertisements on websites based on a user’s previous searches. So if you have searched for a product online and then start seeing it in ads on many websites don’t think of it as a sign that you must buy the product 😉 It’s just the magic of Google Adsense.
3. eMail Marketing
- One more way of marketing your products would be though emails to registered users as well as website visitors.
- Emails could be about anything ranging from notifying the user about new products or sales to a simple festive greeting. Then again, DO NOT SPAM the users. NOBODY, believe me NOBODY likes to get unnecessary mails in their inbox. So keep the emails relevant to the user or else before you know it your mails will be marked as spam and that’s not you would want right?
4. Affiliate Marketing
- Do you know of brokers who assist in buying and selling houses? So what do they do? They serve as a medium to take a potential buyer to a potential seller and when the deal is done they take a cut out of it.
- Well, affiliate marketing is something similar. You choose popular websites that encourage affiliations. You place your advertisement banners on these websites. If, a customer comes in through a website then the website which has essentially in this case served as a broker is given a certain pre decided amount as a cut.
Google Analytics: Getting to Know Your Users
- Assuming you have done all the above, what next? Well the next step would be to figure out if the marketing strategies are working for you.
- One obvious way of finding out the if your marketing has been successful is sales. If the sales have increased then your marketing has worked. But knowing specifics would be the best way to decide the next plan of action. And Google Analytics is your go to guy if you want to know the specifics.
- It gives you in depth analysis of the traffic on your website.
- You can get website visitor statistics based on various parameters such as demographics, interests, geography, behaviour, technology, type of device used for searching etc.
- It allows you to create custom reports and provides you with sufficient data to pin point exactly which marketing technique is working (or not working) for you.
- Based on this data you can evaluate your next plan of action for your eCommerce store marketing.
With Google Analytics we have reached a full circle with respect to your eCommerce store marketing. Based on the data you can decide if you need to change content on your website. If you are using any search engine marketing technique you can decide if it has been worth the cost. You can also evaluate the popularity of products in your store and make necessary changes to your shop. This data along with strategic evaluation will definitely help you achieve the sales targets you are aiming at!
If you’ve liked the post or have something to say please feel free to make use of the comments section.
Until the next post…..Adios!
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