Ecommerce Success: Avoid These 10 Common Marketing Mistakes
Many ecommerce startups make the mistake of following traditional marketing techniques, which could be disastrous in the long run. Ecommerce today requires a different approach. If you want to avoid being another online business startup that fails in its first two years, steer clear of the following common mistakes.
Spending Too Much on Website Development
The look and functionality of a website are obviously important, but many businesses spend an unnecessary amount of time and money tweaking every aspect of a website until it’s “perfect.” Instead of aiming for perfection, commit to spending more money on marketing and optimization after launching the site. After all, a beautiful and slick website is pointless if nobody visits it.
While your homepage needs to look good and promote your key marketing messages, it’s not necessarily the most important page of your site. Some ecommerce sites have reported that their homepage only receives around five percent of total page views on their site. Ignoring the SEO and marketing power of other crucial pages such as category and product pages is a big marketing mistake.
Patronizing Your Potential Customers
Getting to know your target audience is key to ecommerce marketing. If you fail to speak the language of your audience, you run the risk of alienating the very people you are trying to sell to. Listen to your audience. What are their problems? Never assume you know what they want, and don’t confuse them with pretentious technical jargon.
Failure to Communicate Your Point of Difference
Many ecommerce businesses - especially startups - fail to stand out from the crowd. Remember that online, your competitors are just a few clicks away. How will customers notice you and remember you if you’re the same as everyone else? Formulate your point of difference and push it to the forefront of your marketing message.
Following Every Online Marketing Trend
There are many marketing tools available online, but can they all really benefit your business? Ecommerce marketing gurus may rave about new marketing tools and trends, but every business has different needs. Fledgling ecommerce sites should focus on the most reliable marketing techniques, such as search engine optimization, email marketing, and website usability.
Ignoring Laws and Regulations
Failing to adhere to your country’s laws and regulations on ecommerce business could result in serious future problems. Consult a legal professional to ensure you are doing everything necessary to conduct your business legally.
Expecting Visitors to Trust Your Site
Poor Product Descriptions
Many ecommerce sites still fail to show enough information about each product. Savvy consumers expect to be able to zoom in on product images, see them from multiple angles, and also see them in context. Answer all potential questions prospects may have about a product, use emotive language that brings the product to life, and highlight the unique benefits of each product.
Ignoring Web Analytics
Don’t make the mistake of ignoring the valuable data from web analytics software. Where exactly are visitors leaving your site? How much time are they spending on each page? How do they find your site? These are all questions this software can answer. Use the data to make simple modifications to your site, and you could improve conversions dramatically.
Neglecting Social Media Platforms
You can ignore Facebook, Twitter, LinkedIn, and so on, but the benefits of exploiting these channels for marketing purposes are clear to most ecommerce businesses. As well as enabling you to interact with your target audience and network with other businesses, these social media sites are invaluable tools for brand promotions and increasing your website’s SEO power.
If you’re not up to speed with online marketing, take some time to research best practices. Search engine optimization, paid search, and social media channels can all be a part of your marketing strategy. Learn how these interconnected marketing channels can benefit your business, then test out various strategies with an open mind. No ecommerce site is perfect, but at least by avoiding the most damaging marketing mistakes, you can improve your chances of long-term success.