E Commerce Marketing Strategy: The Ultimate Guide
Getting the Internet to Work For you
The first and most important thing about e commerce marketing strategy is to realize is that the internet today is not the internet that was. The internet that developed in the nineties and began to change the world in the early oughts is gone. It has been replaced with algorithms that try to give the same appearance of freedom with an updated digital veneer. Collaterally, this has positive and negative impacts.
On the one hand, because algorithms are designed to anticipate needs and bring people together, working in agreement with them can funnel quite a lot of traffic to your e-commerce website. On the other hand, running “afoul” of the algorithms can get you unfairly delisted in Search Engine Results Pages, or SERPs.
For example, you might be trying to use keywords that are commonly associated with the products of your e-commerce platform to drive traffic. If you use too many of those keywords, the algorithm will recognize the content you produce as being “stuffed” with keywords, and it will assume said content is spam, delisting you.
There’s little to no oversight here because algorithms are designed to manage billions of people simultaneously. There isn’t enough manpower to do the job as required. So you see, you’ll have to deal with this reality as you market your e-commerce platform digitally. We’ll explore a few strong strategies to help inform associated marketing efforts in this writing.
1. Determine Relevant KPIs
A KPI is a Key Performance Indicator. In order to determine if any marketing strategy you put into effect is having an effect, you’ll need to identify KPIs relevant to your products. Look at sales before and after starting a marketing campaign. Look at traffic and engagement. Find ways of determining which aspects of operations indicate future sales.
Now the following link gives you access to some clear solutions as regards e-commerce optimization, providing services that operate as a sort of turnkey online marketing solution. Honestly, such options likely know which KPIs best describe your particular niche in advance, and they can provide solutions that produce real results.
Say you need to make $1,000 in a month for a $500 marketing campaign. You can crunch the numbers and explore marketing services until you find one that produces Return On Investment (ROI) requisite to ongoing marketing costs over time.
As a rule of thumb, you should be doing better than breaking even, and each subsequent month working with a marketing group should result in an increase over the previous month when you factor in traditional data throughout the year. I.E., you’ll almost always have more sales before Christmas as opposed to after it. KPIs reveal these things.
2. Expand When the Time is Right
If you expand before you’re ready, you’ll be stretched too thin financially, which can be a big problem for your business. Get advice from trusted pros (more on that shortly), crunch the numbers, and only add to your e-commerce platform when you have a reasonable expectation of ROI.
Granted, you don’t want to get stuck in a “treading water” pattern of analysis paralysis.
Eventually, you’ve just got to take a shot and hope you hit the target. However, by using KPIs and other data points to “aim” the “gun” of marketing efforts, you’re more likely to hit your target. Even the best marksmen sometimes miss, but practice does optimize your profitable “aim”.
3. Eliminate Poor Performers
If you’ve got inventory that doesn’t sell, dump it—provided, of course, you’ve crunched the numbers in advance to determine whether there is truly a performance issue, or something else is the culprit. If you’ve properly marketed a new knick-knack or other product, and it’s not performing, it’s probably not doing you any favors.
If you haven’t done any marketing poor performance could be a result of visibility issues. Sometimes changing something on the back-end helps you on the front end, and vice versa.
Rule out all the alternatives before canceling poor performers, but when the time comes to give them the boot, give them the boot. You can have a “close out” sale or something of the kind to maximize visibility.
4. Secure Trusted Advice
The better advice you have, the more likely you’ll see success in your e-commerce endeavors. Everybody has skills. Everybody has blindspots, too.
The biggest blind spot is a lack of experience. There are things we know, things we don’t know, and things we don’t even realize we don’t know. Experience fills the gap on that last one, counsel sustains you in the meantime.
Effectively Optimizing Your E-Commerce Platform
Trusted advice, eliminating products that won’t sell, expanding at an opportune time, and determining relevant KPIs either directly or collaterally through professional marketing solutions represent fine ways of optimizing your e-commerce platform. Hopefully, these strategies help increase the profitability of your e-commerce store