How to Market Your Online Business
These are uncertain times for bricks-and-mortar businesses, so many business owners are moving their operations online. Over the past couple of months Outsource Your Marketing has received a record number of calls from small businesses looking to outsource support for their transition online. We’ve even put together a ‘Get Your Business Online’ package, tailored to the growing number of people doing just that.
Once you’re up and running, the next question is how is to market your online business successfully. There are an estimated 1.8 million shoppers online which provides an amazing opportunity. The challenge is to get your product in front of them. Unfortunately there’s no ‘one size fits all’ solution, but the OYM team is sharing 8 of the techniques it uses for effective marketing of newly designed eCommerce sites.
1. Optimise Your Site for Search Engine Optimisation
One of the most reliable ways to ensure people can find your site is by incorporating SEO keywords into your site and product descriptions. These are words popularly used when by searchers looking for a specific item. A successful SEO strategy is evidenced by a page one ranking on Google, and a growing number of visitors to your site.
2. Use Social Media to Engage Customers
Part of your online business launch should include invites to your social media followers to check out your new site. There are thousands of networking sites out there, but for local businesses selling goods or services, Facebook and Instagram are probably the best option. It’s easy to set up an account, and the key to success is regular posts, and a desire to get to know your followers, rather than just selling to them.
3. Pay-Per-Click is Great For Boosting Customers
While SEO builds your volume over time, PPC provides a way to instantly boost traffic to your site for a short period of time. It involves carefully placed online adverts, utilising researched keywords, to grab the attention of shoppers who are looking to buy what you’re selling. It’s great for introducing a new product, promotions, or flash sales. The big advantage for your budget is that you pay only when the ad is clicked on.
4. Find a Range of Channels for Sales
The vast majority of businesses employ a multi-channel campaign, rather then depending on just their website. In fact recent research demonstrated that sellers using 3 or more channels sell 144% more. Think of it like setting up stores on different streets across town, each with its own customer base. Channels you might want to consider are: Facebook Shop, Amazon, eBay, Not On The High St (NOTHS), Gumtree, and Etsy.
5. Don’t Forget Email
55% of email recipients say that they’re influenced by email marketing they’ve subscribed to. Email campaigns are a great way to keep in contact with customers. Shoppers can be invited to submit their email for a small discount on their first purchase. Thereafter, you might want to contact them when you’re refreshing your product range, or holding a promotion. You can also tailor your email content according to your customers’ particular interests, or profession.
6. Write a Blog, or Make a Video
In our experience at OYM, a blog or video revealing the person behind the products helps enormously with developing a loyal group of customers and followers. A blog doesn’t have to be literature. You might just want to talk about your team, or offer product insights. Videos don’t have to be blockbusters. Customers enjoy seeing people talking with enthusiasm about what their business and what they do.
7. Product Reviews Are Priceless
Many sales occur only after customers have read some product reviews.The difference between working face-to-face and online is all about trust. If I walk into your shop, I get loads of signals I can read about whether or not I trust you and your products. Online it’s more difficult to build that trust. A high quality, responsive site is one way, but even that won’t cut through without great reviews.
8. Keep Your Online Business Current
Treat your online business like you would your High St shop. So just as you maintain your premises, and constantly work to offer great service to your customers, exactly the same goes for managing your eCommerce website. Try to refresh content, images and products regularly. Respond quickly and attentively to enquiries. And keep your followers engaged on an ongoing conversation about their interests, habits and needs.
About Outsource Your Marketing
OYM is a close-knit network of marketing specialists who offer outsourced marketing to businesses across the UK. We can provide an instant marketing team with years of experience, run a specific marketing campaign, manage your social media, or set up your SEO. Outsourcing your marketing allows you to access years of experience, knowledge of contemporary trends, and a network of skilled suppliers fast, and in a cost-effective manner.