eCommerce Marketing – it’s not just a service…
An eCommerce marketing plan is developed by focusing on five objectives: systems, helping new visitors to find the website, turning visitors into customers, after-sale marketing to encourage repeat visitors, and multi-channel distribution and understanding all the data
Helping new visitors find a company’s eCommerce website is largely dependent on search engine optimization, pay-per-click marketing, social media marketing, and display advertising. A successful eCommerce marketing team also needs to have expertise in infrastructure, order management, inventory integrations, multi-channel product distribution, shipping providers, payment gateways, accounting, and MAP policy, and know how to streamline these systems to make them all work for the business. The biggest key is aligning all these systems and marketing efforts with the technical skill set of the team and business, whether it’s a small retailer, resort, multi -location retailer, or a product manufacturer.
Systems are crucial to think through ahead of time. They can make or break you as you scale your eCommerce business. Systems can always change as you scale but, as a company, having forethought on both scaling and integrations helps keep things streamlined.
Acquiring new visitors is key to business growth, whether you are just getting your business off the ground or growing an existing company. In the B2C world, new visitor acquisition planning involves countless hours determining the best methods for your company to succeed, based on both budget and time. Conversion rates and optimization both start with this step.
Once a customer arrives to your website, there are many things that assist in generating more purchases, including product placement, tracking, ease of use, appropriate inventory, and allowing guest checkouts. Additionally, several things go into conversion optimization strategies but, at the end of the day, it’s all based on your industry and customers. We’ve seen profitable conversion rates ranging from .21% to 10%.
A customer sale is only the beginning. In today’s market, with everyone so distracted, it takes a lot of work to stay in front of customers who have already purchased from you. Existing stores can benefit from really focusing on this area of the process.
Multi-channel eCommerce is a big step to grow or scale your eCommerce activities, but should only be implemented after your “marketing machine” and systems are dialed in. If you are a product manufacturer, you MUST have a strong MAP policy before you allow other retailers or marketplaces to sell your product online, to not start a price war for your own product. In many cases, even the manufacturer can get cut out by large marketplaces with bigger ad budgets. Multi-channel eCommerce can be incredibly profitable, while building your brand at the same time.
HOW CAN WE HELP?
SCALABLE
You always have to start somewhere. Our Backcountry Digital team of experts will scale our efforts to align with your business and goals. We have worked with a variety of businesses, from startups to $200M/year corporations, while always focusing on eCommerce and digital marketing. Together, we can accomplish what you need and build a process for it. We will assist in training your staff and sorting through systems while maintaining the integrity of your unique business.
STRATEGY.
Reviewing your business model is essential before starting with any marketing efforts.
MARKETING.
Creating your ultimate marketing strategy and working day to day with you.
TRAINING.
Keep your team sharp with training, updates on trends, and refined strategies.
RESULTS.
We believe all marketing should have a measurable result and impact the bottom line.
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