E-Commerce Marketing

An E-commerce website is only as good as the quality of traffic that it gets. No E-Commerce website will generate sales without marketing and promotion to bring users in. You need to market and promote your site to generate traffic and ultimately sales because visibility in search engine results (such as Google and Bing) is ranked based on a series of complex factors.

In its simplest form, positions in search results are determined by the popularity of the website. As a result, simply relying on the search engines for traffic is not a way to make an E-commerce site successful, especially when popular search terms are likely to be used.

Below are a series of suggestions of how to market and promote your e-commerce website.

In Store

If you have a physical retail store then there are a number of different things that you can do.

  • Make sure your website address is clearly visible in-store
  • Include your website address on all receipts and carrier bags
  • Include handouts with details of your site with all purchases
  • Provide details of offers only available online
  • If you use Voucher Codes offer people who make purchases in-store a code to get a discount online.
  • If you have exclusive product lines online make sure these are promoted in-store

On your website

  • Make sure your prices are competitive and have relevant products for the type of customer you are attracting
  • Try to offer FREE delivery
  • Include a page of special offers
  • Use Promo Banners and Ads to promote select products
  • Collect email addresses for email marketing
  • Have exclusive online product lines
  • Consider a weekly special offer that you can promote online, via social media, in-store or by email
  • Create bundles of products at a reduced price
  • Change featured products regularly

Offline Marketing

  • Ensure all business stationery and print advertising includes your website address
  • Consider radio advertising to promote your brand and website address
  • If you have a weekly offer include this in any in-store or other advertising

Online Marketing

  • Use collected email addresses to promote exclusive product lines and offers
  • Use Google Adwords to drive quality traffic to your website
  • Use banner advertising linked to your current promotional offer
  • Use social media to promote any offers and promotions that you have running
  • List your products in shopping comparison and advertising services
  • Setup an eBay store to generate sales for your business and then include details of your website and promotional offer codes in with the order when it is shipped

What do I do now?

Create a Marketing Strategy

  1. The first thing is to create a marketing plan for the next 6 months.
  2. Next, pick key events occurring during that time period such as seasonal events, new product launches etc.
  3. Choose what offers you are going to promote during this period.
  4. Set a weekly or monthly budget.

Create a Marketing Plan

Once you have a marketing strategy, you need to develop a plan on how to promote this strategy.

  1. Decide on how you are going to market to people, the options are:
    1. Direct Marketing (email or leaflets)
    2. Indirect marketing (such as 'Pay Per Click' ads)
    3. Social Media (Free and Paid ads)
  2. Next, plan when during the 6 month period you will be posting to each of the marketing channels
  3. Set a weekly or monthly budget for each of these channels

As the plan progresses, over time you should start to work out which of the marketing channels works best for you.