If you’ve just launched your first eCommerce website, chances are you have spent many long months working out your brand, which products to sell and liaising with web designers to get your website just perfect. Maybe you think that now your website is complete, you can just sit back and wait for the orders to come rolling in. However, it doesn’t work quite like that. Major retailers like New Look, Tesco and Topshop all have a strong base of loyal customers that will head directly to their website, yet they still explore all online marketing avenues. If you’re a new business, no one will know who you are until you place yourself in front of them.
Search Engine Optimisation (also known as SEO)
Search engine optimisation, more commonly known as SEO, is a long term strategy which aims to place your website in the natural rankings on a search engine. Statistics have proven that the vast majority of people rarely look past the first page of search result, so if you’re not visible there, you are unlikely to be seen. Consider which keywords someone would enter when looking for a business online. Search engine optimisation involves employing a wide range of practices to get your website listed naturally. Bear in mind that SEO doesn’t happen overnight and you may need to pay a company to carry out the work for you, however, the results will pay off in the long run when you have a first place natural listing.
Pay per Click (also known as PPC)
Maybe you don’t have the time to wait for SEO results to kick in. If you need instant exposure to get business coming in, pay per click is an effective way to get a first page listing. As the name suggests, you pay for each click, which generally doesn’t come cheap. The price per click depends on a wide variety of factors and you could find yourself paying anything from 10p per click to £10.00 per click for a competitive keyword. Pay per click cannot function without a budget and it is important to set up campaigns correctly or you risk draining your budget on irrelevant clicks. Some business owner choose to use pay per click until SEO results start to kick in.
In this day and age, it is very important for an eCommerce business to have a social media presence. However, it is equally important to have realistic expectations. Don’t anticipate that a social media campaign will bring business flooding in. People use websites like Facebook or Twitter to interact, they don’t go there to buy. Focus on strengthening customer relations and portraying a professional yet approachable company image. These tactics will result in customers coming back for repeat business. Adding Pinterest buttons to your website can be effective. Pinterest is like an online pin board where users post images which link back to websites. Users often pin products that they want or like which could result in their friends seeing your products and heading to your website.
Thomas Evans is a web design blogger. When looking for advice on eCommerce he often refers to www.ecommera.com.