To make your online store profitable, you will need a successful online marketing strategy. With good internet marketing, customers know where to find you and feel free to make that purchase. Promoting your store means that visitors will come to your website to browse and possibly place an order.
What is online marketing?
The differences between digital marketing and offline marketing are huge, but the idea is the same: get people to know your brand and heat them up until they end up buying something.
It’s as simple as it sounds and the possibilities are there, but where do you start? The best way to start your online marketing strategy is highly dependent on your goals and your message. People don’t buy a new car after seeing a great picture on Instagram. They also don’t read multiple blogs to decide whether to buy a new bikini.
The marketing differences by brand or product are endless. Therefore, online marketing consists of countless ways to get people to your online store. It covers your brand identity, your store design and even your customer service. Here are some surefire ways to improve your promotional efforts.
You can go to great lengths to gain new customers, but consider leveraging your existing customers first. Big brands generate most of their income from their current customers. So remind your customers that you’re always there and make them an offer they can’t refuse.
Big brands generate most of their income from their current customers.
Email marketing campaigns are a good way to use your existing customer base. For example, try to present your new collection at the start of the season. Or send an email with a special discount for loyal customers. You can also consider partnering with an existing newsletter to grab the attention of your target audience. That way, call-to-action emails can drive waves of visitors to your online store.
Social media marketing
Social media platforms like Facebook, Pinterest, and Instagram are another good way to connect with your target audience.
It’s the perfect place to market your product to people through targeted advertising, as well as keep in touch with your existing customers. You can even sell on these platforms using Facebook and Instagram purchases.
Targeted social media advertising can do wonders for your brand awareness because it is much more effective than a TV or magazine ad. And once a visitor becomes a customer, you can stay connected by regularly posting content to your store.
Try to offer your social media followers a special discount and don’t forget to engage with them. So social media can also be an extension of your customer service by answering questions via Facebook chat, for example.
Unlike commercial advertising, content marketing can display your brand in a more organic way.
This is usually informative content that motivates readers to buy your product, such as a guest blog post or Instagram post. Content marketing is inexpensive but effective nonetheless. This can help increase your number of visitors as well as your position in the search engines.
In addition to more textual content, don’t forget visual content such as videos. YouTube is the second most popular search engine after Google, and Internet users spend several hours a week watching videos online. They are also a fantastic way to leverage social media as video content works well on Instagram, Facebook and of course YouTube.
In addition to more textual content, don’t forget visual content such as videos.
For example, create product videos that you can also use on your product page, customer testimonials, tutorials, a video showcasing your business, or a demo of your services. Do you have an online store filled with tech gadgets? Make videos on the best technology for gamers. Or if you have a clothing store, make style videos and tips for maintaining the quality of the clothes.
Search Engine Optimization (SEO)
One of the most effective ways to attract new customers is to be visible in search engines. With over ten million online stores worldwide and a dominant search engine (Google), this can be difficult. You want to aim for a position in the top 5 with maybe hundreds or even thousands of competitors.
Search engine optimization (SEO) is one way to end up on top. Google takes many different factors into account when choosing your position in its search results. Like the length of texts on your website, links to your store from other relevant websites and your domain name. Figuring out this can be tricky and may take some trial and error.
If you have a good niche or some experience with search engine marketing, this is by far the most effective marketing tool. But since the competition is fierce, it is worth using other promotion strategies as well.
Search Engine Advertising (SEA)
Another way to end up at the top of search results is to pay for ads. With Search Engine Advertising (SEA), you can claim the highest position for certain search terms. After all, the top five search results get the most clicks, including paid ads.
Many online store owners use both paid and organic search engine results, so the two can be mutually reinforcing. For example, if you are already in first place organically, it can still help to advertise. It means your competition cannot beat you. And to really use up your advertising budget, you can incorporate the search terms you pay a lot more into your website. This way your store really can’t be overlooked.
If you have an online store and you are not on Google Shopping, you are missing out on a huge opportunity. Google Shopping can be seen as an extension of search engine advertising. When users search for a product, such as âblue t-shirt,â Google Shopping results appear at the top with the product image, price, and online store in question. Alternatively, users can click on the “Shopping” tab to browse.
The product search engine is increasingly popular with consumers and marketers. Additionally, users tend to have stronger purchase intention when browsing this platform. And because visitors already know the most important information about your product when they click it, they’re more likely to place an order.
Online marketplaces such as Amazon and eBay are useful for generating sales, but can also be an integral part of your marketing strategy. With millions of visitors every day, it’s a great way to gain new customers. Plus, you can rely on the professional marketing campaigns and customer service of these billion dollar companies.
Online marketplaces are popular with customers because they are a one stop shop for everything and at a low price. It is therefore not surprising that marketplaces are multiplying. About forty percent of Amazon’s sales now come from third-party sellers, for example. And Amazon and eBay remain two of the most visited marketplaces in the world. Not to mention local marketplaces like Bol.com which is the biggest e-commerce company in the Netherlands and Belgium.
Therefore, online sales platforms are a great sales channel to add to your arsenal. You can access millions of potential customers. Marketplaces can also be an easy way to start selling your product overseas. Or you can launch a new product in a market first to see if the market is interested, before buying it wholesale.
Word of mouth is a valuable marketing tactic, especially when the person or platform promoting your product is famous. With affiliate marketing, an ambassador or influencer can mention your brand in order to gain new customers. Usually you pay a commission per transaction that takes place through an affiliate link to your store. It can be a fixed amount or a percentage of earnings, or even a commission based on the number of clicks.
Affiliate marketing can be a one-time collaboration, but you can also join affiliate networks like Daisycon and Tradetracker. These networks provide access to many influencers, webmasters and website owners with great reach. They also offer software to better understand statistics and know where orders are coming from.
Keep in mind that affiliate networks cost more than finding ambassadors on your own. It can also be worth finding influencers who are an exact match for your brand, even if they have fewer followers.
Another way to get your store noticed is by buying clickable ads on other websites. Of course, this type of marketing is most effective when the website is relevant to your target audience. Do you sell children’s clothes or toys? Try to place ads on parenting websites.
Ads may seem old-fashioned, but they are a proven way to build brand awareness. Even so, it doesn’t mean you can’t be creative. Instead of a banner, consider purchasing a mention in a popular newsletter to provide your product as a prize for a contest.
Find the right marketing mix
As stated earlier, marketing consists of many different strategies for building your brand identity and attracting potential customers to your online store. Remember that these marketing tools are not stand-alone, but can be combined to amplify their effects.
For example, you can use content marketing with affiliate links which are then used in a newsletter email. Of course, there are also ways to get your branding involved offline, such as your product packaging or physical store. When choosing marketing tools, don’t worry about which one is the most popular. Instead, create a cohesive marketing strategy that’s right for you and your online store.