Now that you have created an ecommerce website don’t just sit back and wait for clients to come to in.
Here are a few strategies to help you get more clients and stand out from your competitors.
ON THE DIGITAL REALM:
Search Engine Optimization – Make it easy to search engines like Google, Bing and Yahoo to find your website and be one of the first to appear on search results.
Similar to your Business Plan, that is a living document; your SEO strategy should be constantly revised and updated. Your SEO strategy should include: On-Page Optimization (changes on the back-end of the website – keywords, headlines, descriptions, meta-data, etc.), Web Content, generate outbound links and obtain inbound links, public relations and publicity.
Find more information about SEO here: http://animacreative.ca/en/digital-marketing-services/search-engine-optimization-seo/
Web Content: Blogging and posting on your social media handles not only help you with your SEO strategy. These strategies also position you as expert in your industry. Include a mix of creative and interesting message, for instance: tips on how to use your products and caring tips; when possible use images and short videos.
Social Media Accounts: Post frequently to engage your audience. Don’t leave your social media accounts abandoned. Some web hosting services, like Shopify, offer buy buttons on Pinterest and even display on Facebook your complete inventory. Once the customer has browsed and selected his/her products, the checkout is made on the ecommerce website using payment gates such as PayPal.
Promotions: A few ideas to consider are discounts, promo codes, flash sales, weekly special offers, and contests. An example of promotion is the “Deal of the week”; offer a special discount on a selected item and promote it on other corporate communication channels.
Email Marketing: The most important digital asset your business possesses is your list of client’s and prospects emails. Keep in the top of mind of your audience, and engage it with relevant messages and alert of new promotions. Your emails are also helpful to collect valuable feedback about your website and products.
Paid Advertising on Social Media: Whether you use social media accounts (Facebook Promoted Posts, promoted Tweets, etc.) or search engines marketing (for instance Google AdWords), in all the platforms the process is the same: select your target audience, location and dates. In all cases you are always in control by determining how much you would like to spend.
Decide whether to promote based on how many people view your ad (Pay-Per-Impressions), how many people clicked on the ad (Pay-Per-Click or PPC), or how many made a purchase (Pay-Per-Acquisition or PPA).
Online Public Relations: seek for online influencers (journalists and bloggers) that can give honest reviews of your products. Offering them free samples or gifts is the best way to attract their attention and willingness to talk about your products.
Affiliate Marketing: is one of the most cost-effective strategies to bring in new clients. Because you will pay only when traffic towards your website converts into real transactions (buying a product, filling a contact form, signing up to your newsletter, downloading an e-book, etc.) you low the risks and save on marketing costs. See our article about Affiliate Marketing to learn more about the process and affiliate network websites.
Create extension of your Ecommerce website: Etsy, Amazon and Craiglist are just a few examples of third party platforms where you can promote and sell your products.
Events: Participate in Local Flea Markets, Farmers’ Markets, Expos and/or Trade Shows. Get face-to-face with your customers. Talking to them directly can give you a whole new perspective on what they are their needs and expectations.
B2B Sales: Consider wholesale distribution as an expansion strategy and a way to increase your brand awareness. Often retailers can help you get into new markets and reach more clients.
Collateral Marketing Materials: Do not underestimate the power of printed marketing materials. Use creative wording and appealing images. Create gift cards, business cards, flyers, postcards, etc.
Loyalty Program: Show your appreciation towards your most loyal customers; offer them unique promotions and discounts.
Partnership: Partner with other business owners to offer crossed promotions and discounts. This is an excellent way to obtain more inbound links and boost your SEO strategy.
Do you have other ideas? Share them with us, we’ll keep expanding this list.
Aida Guerra, Founder and Consultant