E-Commerce Marketing Strategy – 4 Important Components That Go Into Creates a Profitable E-Commerce Store
E-commerce marketing, also called web shopping, has become increasingly prevalent as more consumers turn to the Internet for buying decisions. Many businesses implement e-commerce marketing techniques in hopes of solving this problem, easing consumer decision-making. With this in mind, companies have developed many marketing best practices that are helpful in improving e-commerce sites. Some have worked extremely well, while others have not.
The best way to ensure a positive e-commerce marketing experience is to create a customized website for your company that is suited to the unique needs of your target market. Each web page should be designed around the needs of the individual target market. For example, an e-commerce site may target female college students looking for clothing. The first page should be dedicated to providing concise and clear instructions on how to shop. Pages 2 through 5 of the site could provide additional information about the product or service you are offering. Additionally, there may be categories to organize products and services by region or category.
Online marketing managers often choose to create one general store that contains a variety of product pages. This strategy allows them to build traffic to each specific product page by allowing online shoppers to navigate through the various categories. Generally, online shoppers prefer to shop by-product instead of brand. Therefore, the product pages of a general e-commerce marketing strategy will generally contain links to individual product pages for each individual category. If the company makes separate product pages for male and female college students, for example, it is easy for online shoppers to locate the product they are looking for.
Along with designing the individual product pages, online marketing managers should also create a number of category-specific subcategories within the main product category. These subcategories should include subcategories that focus on particular demographics. For instance, a business may create a subcategory called “Colleges and Universities,” which contains links to pages that target potential students, faculty members and alumni. This type of research utilizing search engine optimization tactics can provide a significant advantage in an e-commerce marketing campaign.
Another technique for improving an e-commerce marketing website’s search engine optimization results is to conduct daily updates to the website. Online shoppers tend to give websites a low rating if the website has been inactive for a while. Therefore, online retailers should regularly update their website with new products, promotional offers, new deals and discounts. This practice also gives online shoppers a reason to stay on a website longer. Eventually, these visitors will become regular shoppers and will be more likely to purchase items from the site. In addition, this form of search engine optimization increases the likelihood that online retailers will rank high in the organic search results.
The final step for optimizing an e-commerce marketing website involves the use of specific keywords. Keywords are phrases that people actively type into the search engines to find specific items. In general, search engine optimization techniques are more successful when targeting specific keywords. For instance, if a website targeting the term “gourmet espresso coffee” then it is more likely to show up favorably in the results than if a website were targeted solely for the term “hot chocolate.” Online retailers should make sure to incorporate a large variety of keywords within their websites.
Finally, another important element of e-commerce marketing is offering consumers information about the products they are purchasing. Studies show that people are more likely to make a purchase if they are given additional information about the item. For instance, a consumer who finds a product advertised on television not only wants to know what the product is, but what other similar items are on the market as well. On the other hand, when a person goes online to search for a particular product, he or she is already interested in the item and simply needs additional information to make a purchasing decision. Giving consumers information about the products they wish to buy can be the difference between a sale and no sale.
As the number of online shoppers continues to increase, it becomes increasingly important for retailers to adopt all of these different e-commerce marketing strategies. Doing so will allow them to attract a more diverse customer base, which will lead to higher profits. Additionally, these strategies can help an e-commerce business expand into new niches and target new demographics. For instance, by incorporating social media marketing, an online retailer can encourage repeat customers to give their feedback. Similarly, by offering discounts and specials to existing customers, the retailer can motivate buyers to return to the site again. Ultimately, the key to success is gaining as many customers as possible, which is why these various e-commerce marketing strategies are important.