Promoting your Ecommerce Business

  • Social media sites. Social media marketing can take a lot of time. It also needs to be done consistently to reap the most rewards. The best part is that it’s free, unless you use paid ads. However, don’t spread yourself thin and market across all platforms. Market only where your prospects are. That may mean only one or two social media sites.
  • Public relations; word of mouth. Excellent customer service and compelling products or services can generate many leads over the long term. How you respond to customer service issues online is a good way to enhance your image.
  • Organic search results. It’s relatively inexpensive to develop a site with current architecture that is up to date on search engine optimization.
  • Blogging; Blog advertising. Some industries are conducive to blogging. I know crafters, do-it-yourselfers, mom-bloggers, photographers, and foodies that do well with blogging. If blogging isn’t for you, consider advertising on blogs; it can run from inexpensive to thousands of dollars. However, it may not be a bad investment.
  • Strategic partnerships. Creating partnerships can be free and can benefit both companies greatly. Identify which companies can help you achieve your goals. Reach out to those firms. Over time, you may grow it to an exclusive partnership, to gain an edge over the market.
  • Email marketing. Collect email addresses and make sure to send out regular newsletters to keep your name in your recipients’ minds. While there is typically a monthly fee involved, it can (it should) result in repeat customers. Think of all the emails you get on a daily basis. If email marketing didn’t work, the big companies wouldn’t be doing it.
  • Directories. While directories may be in the gray area for SEO, they aren’t bad as long as you do not oversaturate your business in every directory you find. Pick one or two top performers in your industry and see if they generate traffic for you.
  • Retargeting. Many consumers likely visit your site and leave without purchasing. How do you get them back? This is where retargeting comes in. Retargeting will place a cookie on their computers and when they visit another website that shows advertisements from the retargeting network, your ad will be shown. This can get quite costly and the return on investment may or may not be worth it — but it’s good to test.
  • Trade shows; expos; events. For a fixed cost, you rent a booth or table and advertise to your target audience directly. This is helpful because the people who attend are coming for a specific reason and will be interested in what you have to offer.
  • Direct mail; print ads. This is one of the more expensive marketing tactics.  Direct mail and email marketing can work well in conjunction with the leads from a trade show or expo.

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