E-Commerce 101: Marketing your online business
Well, you must be pretty excited soon after launching your online store. Don’t celebrate yet, the work has just begun. Marketing your e-commerce site is arguably the most challenging aspect – how to get more visitors to your online store?
The good news is, especially for small-medium business, advertising is not the only way. All you need to do is leverage on several channels, put in your efforts and voila! The rewards will be equally satisfying, if not more.
In this time, let’s take a look on major marketing channels that you shouldn’t miss.
Buying intention always starts from the search engines, like Google, Bing and Yahoo. So, how to improve your site ranking in the SERPs (search engine result pages)? In short, SEO (search engine optimization).
First – internal factors. A SEO shopping cart will make your life easier, and not to worry about the technical details. All you need to do is to figure out important keywords as part of your business / product write-up.
Secondly – external factors. Links from well-ranked sites is also an important factor to determine your site ranking. There are many ways to build valuable inbound links especially via affiliates.
There is no reason to skip having Facebook page for your business. Facebook is one of the best channel to engage with your fans or customers. Start building your fans base, give them some incentives and interact with them.
Twitter too is an excellent channel to listen to comments about your business, and build relationships. Just make sure that you have to be quick to respond especially on customer service issues.
Start a blog related to your industry, if you have enough time to write regularly. Blog about what your customer wants, not about what your business is. Blog can help you to become the industry expert, thus gaining trust from your audience.
Besides search engine, it is also important to get listed within comparison shopping engines like Google Product Search, Shopping.com, Yahoo! Shopping etc. For a start, pick the most popular or free sites to submit your products.
If you have enough resources, try to list your business or products in other types of shopping portal to increase exposure. Some examples including shopping directory, deal finders, social shopping and so on.
The e-commerce site would not rank well in search engine especially soon after launch. In order to gain some traction, you can consider bidding for PPC (pay per click) advertising like Google AdWords, more so if your product keywords are rather niche.
Another feasible channel for small-medium business to advertise is Facebook advertising. You are able to target your audience by demographics, location etc. and grab this opportunity to increase your fans base.
Don’t forget the traditional marketing methods too, in which you can apply both online and offline marketing techniques to compliment each other. Just prepare for some hard work and creativity to stay ahead of your competitors!
If you are interested to find out more, we will dive into each channel in our upcoming posts. Do subscribe to our RSS feed to stay updated.
Image credit: Daveness_98