So—you’ve taken the step to start selling your products online. You’ve built an ecommerce site, organized your products, and made it easy for your customers to make purchases without ever leaving the comfort of their homes. Great!
But what if you’re not getting nearly as many visitors as you expected? Or if sales just aren’t as high as you hoped? That’s where marketing is essential. Although you hopefully already have a strategy in place for your physical locations, ecommerce stores require slightly different techniques.
There are many Internet marketing strategies for ecommerce that can boost your site traffic and sales, but here are a few that we’ve seen be particularly successful:
Start by defining clearly the buyers you’re trying to appeal to. Then, break those buyers down into subsets. For instance, don’t just say you want to attract women—think about what type of women buy your products.
Are most of your customers mothers? Are they interested in certain sports or hobbies? Do they care about certain issues like the environment or gender equality?
Now, develop specific, personalized landing pages for each demographic group. This will take time—after all, each landing page needs to contain completely original copy. But by creating copy that is specific to each segment of your target demographic, you can create a sales funnel that feels individualized.
There’s no better person to market to than someone who has already made a purchase from your business, or who has at least opted-in for more information on what you offer. These people are already aware of your brand and receptive to your marketing messages, making them ideal potential customers.
Collect email addresses from everyone who makes a purchase on your site, and encourage site visitors to sign up for an email newsletter. You can use your database for email campaigns, to send out special coupons and more.
As your database increases in size, you may want to start breaking it down into more specific lists, just like we suggested for landing pages. This will allow you to market to an even more targeted audience, and adapt your copy to appeal to specific groups of people.
Considering that many consumers now browse the Internet and make purchases on mobile devices, you need to be sure that it is possible to do so on your site. The best way to do this is with responsive design.
This will allow your customers to browse your site and buy your products from virtually anywhere in the world. Plus, as of April 2015, mobile-friendliness is an important ranking factor for Google. That means that if you want users to find you on search engines, a mobile-friendly design is an absolute necessity.
Although your site is the most important element of your Internet marketing strategy, it shouldn’t be the only element. In order to extend your reach and connect with more potential customers, you should maintain an active presence on social media.
If you don’t have accounts on the major platforms like Facebook and Twitter, it’s time to get started. Create profiles and encourage your customers to follow you, and share interesting content like photos, articles, and special deals. After you’re comfortable with the platforms, you may even consider their paid advertising options. With the advanced targeting options that social media offers, it can be a great way to reach users who could potentially be interested in your business.
Are you an expert in something? Why not offer that expertise to popular bloggers and media publications in the form of expert quotes, interviews or articles?
Not all sites are open to guest bloggers or authors, but some definitely are looking for good quality content. Although writing articles can be time consuming, and you may not like the idea of sharing your knowledge for free, being published on sites other than your own can be a great way to generate awareness of your brand. If the site is willing to link to your ecommerce site, it could even directly drive purchases.
Although I mentioned earlier that the largest social platforms are Facebook and Twitter, Pinterest can be extremely useful for ecommerce sites. If visitors to your site see something interesting and want to save it for later, they may pin it to one of their boards.
If the product looks interesting to their followers, they might re-pin them—and the same goes for those users’ followers. Your product image could circulate the platform, and drive traffic directly to the product page.
That being said, it can only happen if your image is “Pin-worthy.” Pinterest is a highly visual platform, and users don’t want to ruin the aesthetics of their boards with ugly photos. Make sure that you invest in a professional photographer in order to have high quality, “pinnable” photos.
Of course, these are just some of the many Internet marketing strategies for ecommerce sites. The possibilities are virtually endless, and as the Internet continues to evolve, so will the opportunities available to marketers.
If you’d like to start marketing your ecommerce site on the Internet but aren’t sure how, feel free to contact us! Our talented team is more than happy to help you develop a strategy for attracting traffic, increasing sales, and generating revenue.
Find out how WebpageFX can create an effective Internet marketing strategy for your website. Call 888.449.3239 or contact us online today for a free evaluation.