Marketing Your eCommerce Site (Part One)
So, you have your shiny new eCommerce site. It is glistening online and fills you with pride.
You have been sharing the link with everyone you know for the past week. But now starts the actual work, getting your existing customers to tell others about it and driving new customers to the site. Our work at Zynovo Solutions doesn’t stop with launching the site. Here is the first in a three part series on how to promote your site, grow your customer base and increase sales revenue.
1. Emails are Your Friend
Collect as many email addresses as you can — customers, prospective customers, people interested in your online events, etc. When you launch the site, let these contacts know. Spice up their interest by offering a promotion to those on your email list or even a referral discount to encourage customers to share your site with friends and family.
For those that arrive at your site independently, make sure you collect their email address.
We have seen pop-up boxes used to good effect to prompt visitors to enter their email addresses in return for a small promotion, like 15% off their first purchase or free shipping.
2. Spread the Word on Social Media
Social media is the beast that constantly needs feeding. It particularly likes to eat colorful images and engaging videos. With the launch of your new site, it is time to increase the frequency of postings and make sure they are filled with fresh content that stimulates and drives the reader to action.
3. Refresh Your site for SEO
In addition to the products that you sell on your site, it is also imperative that you provide content that is rich, reliable, and relevant. For example, if you are selling fashion accessories, visitors like to know how the products are designed, where they are manufactured, and what materials are used. People care about the working conditions and the environment in which your products are manufactured.
4. The Key to Keywords
Using keywords within your content is a genuine way of promoting your site and will also identify your website as a matching result in search engines when users are looking for something specific. Search engine optimization is one of the lowest-cost, highest ROI eCommerce marketing strategies you can deploy and can be done manually.
5. Using Pay-Per-Click for ECommerce
When you launch your new site, SEO can be a bit slow to gain the prominence you need.
Pay-per-click (PPC) is a good way of jump-starting your marketing outreach for the new eCommerce site.
6. Personalize and Humanize
When people pick up their cup of coffee from the Barista, they like it when the server knows their name and order. It is no different on the internet. Welcome visitors back to the site by name. Your customers enjoy feeling special, and it pays to add personal touches by sharing videos and pictures of your employees and their favorite products.
7. Show How You Work
Never miss an opportunity to open up and show how you work as a company. Customers, visitors, and prospects will appreciate your honesty. Be open and honest about processes and procedures. This transparency will separate you from the competition, reduce customer churn, and establish a brand that people trust.