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Asos, Amazon and Play.com are all examples of businesses selling online, successfully. They have grown to become the most powerful players in their respective fields; with the potential to sell to the entire world, cut down overheads and remain open 24/7 the Internet has much more promise than the high street- as high street brands continue to dwindle these online stores have gone from strength to strength.
To have a successful ecommerce business, however, is hard work and requires a balance of marketing and business know how. As with an offline business understanding the 5 P's of marketing will help you turn your ecommerce business into a successful one.
Place: Your ecommerce business will require a website. This is how you are going to get your product or service to your customer. For optimum conversion rates it is advisable to ensure that the navigation on your website is as simple as possible, you want to make it as easy as possible for customer to spend their money with you and this means making the searching, selection and purchasing process as easy as possible.
People: Understand who you're customers are and how they are interacting with your brand and website. You want your website to be as usable and accessible as possible, this follows on from the earlier argument that you want to make it as easy as possible for people to shop with you.
To ensure your website has maximum visibility in the search engines you must understand what customers are searching for and then target these keywords within a search engine optimisation campaign.
Product: Ensure you have a quality product and remember that when selling online you have certain barriers that a high street retailer wouldn't have, namely that the customer cannot touch or feel the item. This demands that you provide adequate amount of information about each product with quality photography. The same applies where you are selling a service, the customer does not have the benefit of a show room, salon front or even office to have a nosey at, by providing as much information about your service and company you will put your customer at ease.
Price: People go to the Internet to source a bargain, so make sure you have competitive prices.
Promotion: To know how to promote your ecommerce business, products or service you must understand the other P's inside and out. By knowing your target audience and competition you will be able to position your brand in the market place and use the necessary online tools to promote your website.
Laura Davis writes on behalf of award winning SEO company 360 Innovate.Please contact us to request a quote.