You might have heard the adage, “if you build it they will come,” but that’s not always the case.
Once you have completed your business plan, worked out the legal details, and set up your website, it’s time to put together a marketing plan. With an e-commerce store, you’re competing with a lot of other online retailers and your customers are being shown lots of your competitors' ads every day. If you want to drive sales, you’re going to have to invest some time and money into digital marketing to get customers to visit your website.
There are plenty of different digital marketing tactics you can use to drive web traffic. To get you started, we’ve selected three proven strategies that will get your e-commerce store in front of your customers.
Pay-per-Click (PPC) Advertising
There are several platforms that offer pay-per-click advertising including Google’s Ad Network, YouTube video ads, Facebook Ads, Instagram Ads, and other social media sites. All these platforms will offer the ability to set up ads and target them to the demographic that you identified when you made your customer profile. Once the ads are running, they will direct customers to click on the ad to visit your website. Each time a customer clicks on the ad, you will need to pay the platform for that click. Depending on your product and keyword selection, this type of advertising can get quite expensive, so it’s important to pay attention to your assigned budget and what your cost-per-click (CPC) is. Monitoring these metrics will help you determine if your ads have been effective in driving qualified traffic to your website. If you’re new to pay-per-click advertising, there are a lot of free tutorials and classes you can take online to familiarize yourself with these methods before you get started.
Search Engine Optimization (SEO)
Search engine optimization refers to the practice of optimizing your website for specific keywords that customers use when they are searching for products like yours. By optimizing your website based on the search terms that your customers are using, your website will show up in the Google Search results for those terms. SEO is most effective when you perform an on-page keyword assessment of your website and by building links between well-respected websites. If you’re looking for a good guide to get you started, you can reference Moz’s free beginner’s guide to SEO which will help teach you the basics of what you need to know to optimize your website for Google.
Influencer Marketing is a very trendy way to get your product in front of new potential customers by partnering with people who have already built large followings on social media. Once you identify influencers who have a high level of engagement with followers who would be interested in your product, you can reach out to them for a partnership. Typically, your company would pay the influencer and send them free products to promote on their page and drive traffic back to your website.