E-Commerce Marketing

An e-commerce website is only as good as the quality of traffic that it gets. No e-commerce website will generate sales without any marketing and promotion to get users to your site. Search engines such as Google and Bing order site based on a series of complex factors. While your site might be listed its position in the search results is determined by many factors not directly related to your website. In its simplest form the position in the search results is determined by the popularity of the website. As a result, simply relying on the search engines for traffic is not a way to make an e-commerce successful, especially in a popular search term. You need to market and promote your site to generate traffic and ultimately sales.

Below are a series or suggestions of how to market and promote your e-commerce website.

In Store

If you have a physical retail store then there is a number of different things that you can do.

  • Make sure your website address is clearly visible instore
  • Include your website address on all receipts and carrier bags
  • Include handouts with details of your site with all purchases
  • Provide details of offers only available online
  • If you use Voucher Codes offer people who make purchases instore a code to get a discount online.
  • If you have exclusive product lines online make sure these are promoted instore

On your website

  • Make sure you are price competitive and have relevant products for the type of customer you are attracting
  • Try to offer FREE delivery
  • Include a page of special offers
  • Use Promo Banners and Ads to promote select products
  • Collect email addresses for email marketing
  • Have exclusive product lines online
  • Consider a weekly special offer that you can promote online, via social media, instore or by email
  • Create bundles of products at a reduced price
  • Change featured products regularly

Offline Marketing

  • Ensure all business stationary and print advertising includes your website address
  • Consider radio advertising to promote your brand and website address
  • If you have a weekly offer include this in any instore or other advertising

Online Marketing

  • Use collected email addresses to promote exclusive product lines and offers
  • Use Google Adwords to drive quality traffic to your website
  • Use banner advertising linked to your current promotional offer
  • Use social media to promote any offers and promotions that you have running
  • List your products in shopping comparison and advertising services
  • Setup an eBay store to generate sales for your business and then include details of your website and an offer code in with the order when it is shipped

What do I do now?

Create a Marketing Strategy

  1. The first thing is to create a marketing plan for the next 6 months.
  2. Next pick key events during that time period such as seasonal events, new product launches etc.
  3. Choose what offers you are going to promote during this period.
  4. Set a weekly or monthly budget.

Create a Marketing Plan

Once you have the strategy of what you want to market you need to devlope a plan on how promote this strategy.

  1. Decide on how you are going to market to people, the options are:
    1. Direct Marketing (email or leaflets)
    2. In-direct marketing (Pay Per Click Ads)
    3. Social Media (Free and Paid)
  2. Next plan when during the 6 month period you will be posting to each of the marketing channels
  3. Set a weekly or monthly budget for each of these channels

As the plan progresses over time you should start to work out which of the marketing channels works best for you.