Every strong marketing strategy must include a website, social media presence, email marketing, and a blog. Today we’ll review a simple checklist that every ecommerce business needs to follow.
Your Website — The gateway to your web marketing online
Your website is not just for talking about what you do. A web presence offers you the ability to do far more than that. The website is also your opportunity to demonstrate new and interesting ways to use your products and services. Every aspect of your digital footprint will lead back to your website, so fill it with content that will help current and potential customers understand your product. Your website is the dominating aspect of your web marketing online.
- Have an about section, but make it short: Clearly you need to communicate to your potential customers who you are and what you offer, and how you differ from your competitors thus the purpose of a very simple about section.
- Articulate the single problem are you solving: More often than not, people are coming to your website because they are trying to fix a problem. Make it very clear on your homepage what the problem is and how you can help. Keeping it focused will help to grab your customers’ attention. Online people have a very short attention span and overwhelming them will only drive them to a competitor’s website. This is one of the big secrets of web marketing online
- Have appealing pictures: First, people often shop first with their eyes and then with their minds. Also, photos build trust through transparency and allow the customer to visualize themselves in your store. They can also communicate quality in a way few other things can.
- Link to your social media: All social media links should be prominently displayed on your website. Make it easy for your customers to interact with you.
A Social Media Presence
Social media is one of the pillars of web marketing online, by providing you with multiple platforms to connect with your current or future customers in real time. It is a great avenue to cultivate and maintain relationships. As a starting point, the three social media platforms to focus on are: Facebook, Pinterest and Twitter.
- Facebook has 1.39 billion active users ( http://newsroom.fb.com/company-info/)
- Twitter has 288 million monthly active users ( https://about.twitter.com/company ).
- Pinterest has ~40 million users ( http://www.forbes.com/sites/jeffbercovici/2014/06/24/still-more-data-shows-pinterest-passing-twitter-in-popularity/)
Social media is a conversation and is one of the best opportunities to reveal your personality. Setting a tone and responding quickly are central to building a social media following. Further,, social media is increasingly driving referral traffic (http://techcrunch.com/2014/10/27/facebook-keeps-top-spot-for-social-referrals-twitter-drops-further-behind-pinterest/).
- 22% of referral traffic comes from Facebook
- 5.5% of referral traffic comes from Pinterest
- 0.88% of referral traffic comes from Twitter
Personalized Email Marketing Campaigns
Email marketing is a great way to build your web presence. Email marketing is a much more cost effective way to reach out to your customers than the old avenue, which was via direct mail. Further, email marketing provides many more data collection points than paper mail. The more data you have, the better you can understand your customers!
Email marketing is another opportunity to build trust and one of the best ways to do that is through a personalized email. The effect of personalizing an email can improve the click-through rate (rate at which people actually click on the linkes in your email) by 14% and further the conversion rates (percentage of people who take action from your email) by 10% (http://www.hubspot.com/marketing-statistics). Email is also a great way to reach out to customers with timely deals such as holiday specials or new products!
The last aspect of your web marketing online strategy should be your blog. Much like social media, blogging has grown at a very fast rate. Almost 40% of companies have a blog as a component of their marketing strategy (emarketer, August 2010, http://www.hubspot.com/marketing-statistics). Blogs are especially useful in building your customer base. If you publish great content, customers will start trusting your advice and returning to your site.