More and more businesses are moving their operations from brick-and-mortar locations to digital e-commerce stores. The advantages are significant, after all. Customers can access an online store at any time during the day; businesses can save money and streamline. And of course, the ease-of-use and convenience of e-commerce stores are unparalleled. However, since so many companies are now adopting this tactic, it’s becoming increasingly important for entrepreneurs to understand the connection between e-commerce conversions and the digital marketing that supports it.
For a new website or online store to enjoy any level of effectiveness, interested parties have to be able to find it. Simple enough, right? While almost every business owner would agree, a great deal fewer actually understand how to increase their online presence. Indeed, simply launching a new website and hoping for the best is no way to draw in qualified leads. Rather, progressive businesses make an effort to create high-quality content in order to bolster the viability of their website. What’s more, savvy companies will employ a diverse marketing strategy including organic content (i.e. blogs and videos) in addition to paid advertisements.
There’s a difference between lead-focused content, and content that doesn’t manage to bring in revenue. For many businesses, the sticking point is specificity. Online shoppers are more sophisticated now than ever before, and when they search the internet for a product, most have a well-developed idea of what they want to buy. As such, the best marketing strategies highlight targeted content meant specifically for qualified leads. Posting blogs on industry forums, optimizing content for long-tail keywords, and following up with old contacts with an email or newsletter are all great ways to get the most from a digital marketing campaign.
Communication and Tracking
An e-commerce store is a tremendous asset because it doesn’t typically require much attention. Still, before customers make a big purchase, most will make a phone call or ask to speak with a representative in some way. At the end of the day, people still value human interaction when pulling the trigger on a major investment. With that in mind, it’s critical that all businesses have an ultra-reliable phone system to not only ensure seamless connectivity, but also provide valuable information when linked with a company’s CRM. (For more information about VoIP-CRM integration, contact a phone system vendor like Votacall.) The point is, you shouldn’t neglect the human element of online transactions. Lastly, always monitor trends in your e-commerce sales closely; you could discover some vital information about your sales/marketing process as a result.