4. Promoting Your eCommerce Business

Ultimate Guide to creating an eCommerce Business

So you now have your new website up and running the fun really begins!

You now need to start telling people about your products and your brand and begin engaging with them. You are going to do this by driving traffic to your website via different streams or channels.

There are 5 channels that we are going to look at initially:

  1. Paid Search
  2. Organic Search
  3. Direct
  4. Social
  5. Email

Paid Search

Paid traffic is where you are paying for online advertising which is then shown to the user when they are searching (typically in Google). Google PPC (Pay Per Click) is the most popular form of paid search traffic and when set up by a professional can yield excellent results.

The advantage of paid traffic is that the results are immediate and your costs are consistent. The disadvantage of paid traffic is that you must continue to pay for the adverts to get the results. Stop the advertising and the results will stop immediately!

Organic Traffic

Organic traffic is when a user types a search phrase into a search engine and your website is found in the list of results. The user then clicks on the link to visit your website.

Organic traffic is increased when your website ranks highly for specific keywords or keyword phrases. The process of finding the correct keywords and then optimising your website to rank well for those terms is called 'Search Engine Optimisation' or SEO.

SEO is a long term strategy which yields great results. It can take a long time before you see the real benefits as you establish your website and improve your ranking but once you rank well (top 3 search results) for your chosen search terms, then you will see a steady flow of traffic to your site.

We recommend that every business invests in SEO as a long term strategy, although in the short term you will combine this with other sources until your website is established.

Content Marketing goes hand in hand with SEO because creating fresh relevant content for your website will support and drive your SEO strategy.

Social Media

Creating a community on social media is a great way of building your brand. Social media gives you an audience with which to interact and promote your products.

Leveraging your social media likes and shares with links back to your website also gives Google valuable insights into how 'share-worthy' your content is. The more people like and share your content on social media, the more important Google will think that your content is and this will increase your organic search results.

Although social media accounts are free, creating your profile and then regularly posting and engaging with your followers takes a lot of time and effort to do well.

Email Marketing

Start building your mailing list now!

Seriously, if you don't already have a mailing list, sign up for a free MailChimp account now.

Have you done it yet?

Good - then keep reading. Get your website developer to add some opt-in forms to your website. You know the ones. Popups work brilliantly as does putting your signup form part way through your blog posts. Make sure you do it correctly though, because you need to be GDPR compliant! Asking for their permission to send emails to them is key here! GDPR is the latest law regarding how you store and process personal information - you'll need to know all about this to run an eCommerce business. Here is a guide to GDPR.

Once you have a list created and have added optins to your site you can start collecting email address. There are loads of ways to get people to sign up. Discount codes, offering free downloads of useful resources. Get creative!

Ask customers to sign up for your mailing list at the checkout (be sure not to automatically tick the box for them though!)

Once you have an established list here are some crucial emails to increase your sales...

Basket Abandonment

Create an email automation that emails your customers if they go to the checkout but don't complete the purchase.

Newsletter

Send out a regular newsletter - this could be monthly or weekly. Let your customers know what you've been doing. Have you got a new product range? Is there a special offer this month?

Related Products

So you bought product A, that's awesome! Did you know that lots of people who bought product A also like product B too? No, well here's the link...you get the idea.

New Product Launches

If you've not already put it in the newsletter, send out a dedicated email when you launch a new product. You could even offer an early-bird discount to those people on your mailing list. Call it VIP or whatever, but give people a reason to be on your list. Make them feel exclusive - Secret Escapes do a great job of this!

Discount & Promotions

Black Friday, Easter, Christmas, January Sale, Valentines Special - the list goes on. Make sure you connect with your established customers at these critical touch points to increase sales.

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