Ecommerce Companies Are A Dime Of A Dozen, So How Do You Stand Out?
When Amazon first blew up the eCommerce marketing industry more than two decades ago, the company arguably had it relatively easy. There were a few eCommerce businesses around, selling products over the internet, but it wasn’t all that common. What that meant was that Amazon had free reign. It was relatively easy for the company to get its products in front of customers through advertising. Today, though, it’s all change. There are a million eCommerce companies out there, and so getting yours to stand out is difficult. What should you do?
Use PPC And Google Adwords
PPC stands for pay-per-click advertising. It’s a type of targeted advertising that shows up in particular areas of commonly visited websites, enticing you to buy products you’re interested in. PPC advertising works well, but according to information here, to really do a good job, it needs to be used in conjunction with Google Adwords. Google Adwords is a tool that allows you to track the performance of your advertising and work out which keywords your business should target for maximum effect.
Often this means having a different advert for a different product. As an eCommerce business, you might think that having a single advert for your entire business would work well. But, it turns out that that’s not actually what customers want. What they want are targeted ads which advertise the specific products they’ve shown an interest in.
Suppose you’re a clothing eCommerce business and somebody came to your site to check out a pair of shoes they like. Instead of just giving them adverts advertising the name of your company in general, use adverts which show a picture of the product and get them interested in buying again.
Go Mad On Mailing
Sometimes customers will come to your site but not buy anything. This has nothing to do with the quality of your site or your product. It’s just a reflection of the fact that people like window shopping.
This doesn’t mean that it’s not an opportunity, however. Every time a person comes to your website, you should try to extract something from them. If it’s not money today, it should be a mechanism for getting money in the future. Many eCommerce companies offer incentives, like money off or entry into a prize draw, in exchange for email addresses. Use sign up boxes to get customers onto your mailing list so that you can send them all the latest offers, straight to their inbox.
Once you’ve got your mailing list set up, the next stage is to begin your marketing campaign. In general, you should focus your campaigns in four areas. The first is the new products. If you’ve got a new product line coming up, the chances are that people who’ve been to your website before will be interested. Second, use emails to promote a sale or offer customers discounts. Third, send clients helpful information, such as articles from your blog. This will help to build rapport and trust, and many customers may prefer information to direct sales tactics. Finally, mix up your product emails with non-product emails so that your marketing doesn’t feel like spam.