How to Effectively Market Your Ecommerce Website
Marketing an ecommerce website requires planning. Ideally, you should map out your marketing strategy before your website goes live. You can create a buzz by bringing together proven marketing hacks and great products. Get it right and you will drive visitors to your website and convert them into customers.
The key to successful marketing is being able to drive those all-important clicks. Engage visitors and offer them information that is relevant to their interests. This will help you build relationships – and sales. This guide brief guide explains how you can attract, engage and convert your ‘ideal customer’.
Drive traffic to your ecommerce website
Pay per click advertising works – if you can afford it. This form of marketing is perfect - if you want to attract visitors to a new ecommerce website. Advertising on platforms like Google will give you instant visibility. But they have their drawbacks. It can be tricky to get your targeting exactly right. Your message may need tweaking before it does the trick.
There are easier - and cheaper - ways. If you have a physical shop, give customers an incentive to look at your online offer. You may want to consider including a click and collect option. Or why not launch your website with a loyalty scheme? A great way to pique interest is to offer a discount code.
Use your existing connections to promote your online presence. Promote your ecommerce website in newsletters, in branding and emails.
Social media is an ecommerce ‘must’
Embrace social media. Use it to announce your launch. Publish customer testimonials and review products. Consider using video for some of these. Social media is also the place for promotions and special offers.
You can reach thousands of people with one, carefully curated tweet. Just add relevant hashtags. Twitter makes it easy for businesses to connect with potential customers – and it is free. This is a great platform for B2B businesses. You can use it to network during hashtag hours and grow a solid following.
Facebook, Instagram and other platforms are good if you have an established presence. Facebook will automatically try to sell you paid advertising. You may get an invitation to 'Boost' a post every time you publish one.
Drive traffic to your website with compelling calls to action and eye-catching graphics. Don’t overlook the need to make your posts informative. To be successful on social media you need to remember that it is… all about being social. Avoid coming across as spammy. Offer followers information they will find valuable. This is the secret of converting ecommerce website visitors into customers.
Newsletters and PR
Invite visitors to your website to sign up to your newsletter. Why not tempt them with loyalty scheme or discount alerts? Give them an incentive with a discount code or special offer. You can build a strong email marketing base by capturing information.
Don’t overlook GDPR requirements. People have to agree to sign up and you have to make it easy for them to opt out at any time. Do you already use email marketing? You don’t have to bombard customers with emails asking if they still want to hear from you. Just make sure you have an easy-to-find unsubscribe link on all unsolicited communications.
Press releases can market your ecommerce website on multiple levels. They inform people about your brand and products. They raise awareness about your ecommerce website. A well-written press release will be SEO-friendly. This is important to push up your website’s ranking on search engines.
Traditional and modern marketing streams
It is a good idea to consider selling your products on platforms such as Amazon and eBay. The right ecommerce website will boast integration features that make tapping into global marketplaces a breeze. If selling through a third party doesn’t appeal, there is always the traditional mailshot.
Direct mail and print advertising campaigns still have value. You may even want to consider advertising on the radio or television.
Content is king
Don’t fall into the trap of letting your ecommerce website go stale. Make sure you update it with fresh, engaging content. Consider adding a blog. Use a mixture of unique and stock images to ensure your website is not only informative but original.
Need some help? Talk to us. We are Comgem, developers of the award-winning B2B ecommerce platform Gemsuite.