If you want a successful ecommerce website, then there is a formula you must apply. It is:
Traffic is the most powerful of the three items before the equals sign because the traffic influences both the AOV and the conversion rate. However, simply driving a lot of traffic will never be enough.
You also need to be driving the right kind of traffic. Here’s how:
1. Understand the traffic mix that’s hitting your website and how it is performing. Almost always this will show that one traffic source is performing particularly badly — so that’s the one you need to deal with.
2. When analysing your traffic, you need to consider what sort of marketing activity drove that traffic to your website in the first place. There are nine key marketing methods in ecommerce: content, email, social media, brand awareness, offline marketing, search, Pay Per Click (PPC), remarketing and partnerships.
These methods are either free or paid-for and what they achieve is either brand building or conversion driving.
3. Think about each of your marketing activities and consider how they should be performing:
When you start looking at your marketing this way, you’ll quickly find some activity you really want to stop, some you want to do more of and some you need to test.
4. Once you have your existing traffic sources optimised, you will be ready to start looking for more traffic.
An ecommerce business can’t afford to rely on one traffic source — you never know when it’s going to dry up or change, or when the Return on Investment (ROI) is going to deteriorate too much for it to be useful. As a minimum you should be using four at any one time and test others.
Recent changes to Google Adwords means “simple” PPC has become a labyrinth of different testing opportunities which, when combined together in the right way, could bring you some very cost effective traffic.
Looking at and reviewing the performance of your traffic, and making sure you’re using the right marketing methods, and enough marketing methods really is essential for your success.
Export is vital to the future prosperity of UK plc. The chancellor’s target of getting 100,000 more companies exporting and a doubling of our exports to £1trillion by 2020 is a clear indication of how much importance the government is placing on British businesses trading overseas.
But before you leap onto the international stage, what factors do you need to take into consideration when you’re marketing a company, product or service abroad.
The essence of export marketing is in getting under the skin of the people you plan to sell to; really understanding them and then communicating your offering to them in a way that appeals and makes sense. These fundamentals will help you do exactly that.
Now go export!
Neil Payne is the marketing director of Kwintessential.
Exporting events and resources
Following the success of Export Week in May, UK Trade & Investment (UKTI) will be running regional events from 11-15 November encouraging businesses to increase their export activity, with the ExploreExport road show visiting eight English regions.
In support of the week, we’ve gathered together free resources — including guides, articles, checklists, blogs, tools and case studies, all aimed at businesses that want to sell more to customers overseas.
British Airways, Cineworld and Nestle — whether it’s posting sarcastic replies or not replying at all, they’ve all been caught up in a customer complaint saga on social media over the past year or so.
And if brands like that can get caught out, there’s a chance your small business could too.
Here are five quick tips to help you deal with customer complaints on social media:
The whole point of social media is that it’s always connected and 24-7. Whether it’s within working hours or out of them, you should always try and respond to customer complaints on social media quickly and professionally — the longer you leave it, the more damaging it could be.
Yes, the customer might be making a stupid complaint or one which they have no right to make, but they’re still a customer at the end of the day so you need to treat them with respect and professionalism — fail to do so and you risk losing them and everyone they know as customers. Remember, you’re representing your brand in a public arena so ensure your replies are polite, courteous and tie in with brand values.
Just because the complaint is being made on social media, there’s no reason why you should treat it any differently to an in-store complaint. Think about what you’d say to a customer if they made the complaint to you in person and then communicate this via the relevant platform.
When a customer questioned Cineworld’s sky-high cinema prices, the company’s social media manager replied with a series of downright sarcastic and rude comments. OK, so they might have thought they were funny — but when a customer is making a serious complaint, humour definitely isn’t the way to go.
If you’ve got an employee handling your social media accounts, there’s a strong chance you already have lots of trust in them — but would you feel confident if they had to handle a complaint? At the end of the day, it’s your brand they’re representing, so you need to make sure they’re on board. Be sure to give them proper training on your brand’s policy regarding complaints — or alternatively, ask them to pass complaints on to another member of staff who is familiar with your policy.
Amy Edwards is the SEO manager for Bubble Jobs.
The pompously named “customer/client relationship teams” just don’t get it. In fact, the majority of the marketing team don’t get it. That certainly applies to many corporates but it could equally apply to small firms like yours — so read on.
Some marketers just don’t understand the whole “customer” thing. This isn’t a new fad or a naïve but sales-hungry business school professor’s idea of a good wheeze. This is here to stay and until your business gets it then you will lose sales to those businesses that do get it. This is the “it” they don’t get:
Meanwhile, like rabbits in the headlights, the large company marketing and customer care departments are frozen stiff, not knowing what to do next.
Your customer relationship is not something that you can outsource and control with service level agreements. Customers want to talk to and relate to you. Otherwise they will feel out of control and believe they have no real relationship with you (and vice versa) and they will tell the rest of the world. And they will vote with their feet.
So, rather than waiting for the consultant’s report, how about doing the simple stuff?
Get out there and talk to your customers and clients. Ask them what they think and feel about your product and your service. Stop following the conversations and join in.
They talk about you because they care. You can show them that you care. You can explain what’s gone wrong and what you are going to do. But you can’t do that by hiding behind the next report. Try it. You’ll be surprised.
Robert Craven is an expert contributor to Marketing Donut. Robert shows directors and owners how to grow their profits. As well as running the Directors’ Centre, he is a keynote speaker and the author of business bestseller Kick-Start Your Business. His latest book – Grow Your Service Firm – is out now.
Lifecycle marketing can:
A brave new concept that is slowly being nurtured by marketers, lifecycle marketing represents the birth of a new era. A drastic shift in marketing, it’s a technique that focuses on more than attracting a customer, but on converting them into your own personal brand advocate.
Lifecycle marketing requires thought, research, a hands-on approach, a finger on the pulse and staff that are as excited about a product or service as you are. It isn’t easy, but the rewards far outweigh the time and thought it takes to implement such an approach.
Lifecycle marketing embraces the entire customer experience process, not just the sale. It relies on rich customer experiences that transform clients into our best advertising tools.
Customer experience is the sum of all the encounters a customer has with a business. From initial awareness, through to discovery, attraction, interaction and purchase, to use and development, and finally ending in advocacy. So whilst they may not be shouting from the rooftops, a tweet and a positive review on your Facebook page will certainly go a long way in generating leads and attracting new customers.
This isn’t all about concepts though, this is about tangible results, and the use of technology to support the business/consumer cycle.
Lifecycle marketing uses lead nurturing pathways and marketing automation technology such as HubSpot to feed tailored content to prospects and engage with them before they buy, when they buy and after they’ve completed the buying process.
These technical resources provide a platform for tracking and analysing customer engagement, including detailed information about what content leads have read, and when. With technology like this, it’s easy to strike up the sort of conversation that your customer wants to be a part of.
Above all, lifecycle marketing is a thoughtful approach — it considers not only the customer experience, but also the employee experience. It relies on a degree of internal marketing that engages employees and motivates them to deliver the best possible customer experience.
Businesses have listened, learned and embraced the idea that the customer is at the heart of the marketing process.
Rhian Morgans is an online PR executive for Tomorrow People.
What’s wrong with this website?
This self-orientated list is offputting for anyone searching for answers to their problems. Read it closely — OUR services, OUR products, about US. There’s nothing here that shows that you care about your clients and their challenges.
Say no to jigsaw pieces, hand shakes and random smiley women answering phones if you want your business to look authentic. Invest in decent original photography or illustration that reflects your brand.
It’s all about how great the company is, and says nothing about the kind of people they help, in language they understand.
It’s neat to be niche — promising to do anything for anyone won’t win you much business.
A brochure is only handy if your visitor is just about to buy, but what if they’re “just looking”? There’s nothing here to engage or interest anyone earlier in the buying cycle.
Not only is it out of date, but again it’s very inward looking. It’s all about the company, with nothing about the customer. And there’s no offer to stay in touch now they’ve found you — no newsletter, no Twitter. Your website visitors could soon be gone without a trace.
I am sure you’ll have seen many websites like this from businesses both big and small. Little more than an online brochure, a site like this can work as a credibility-building tool but doesn’t do much to engage or build trust in what you do. Businesses with a website like this are missing a trick.
Remember: your website is not a sales proposal. Not all visitors will be ready to buy straight away. If you want to engage and generate leads from your website — a regular stream of warm, inbound leads — you need to do more than present basic information on your company. Answer their questions, make the content valuable to your audience and you can turn your website into a fully-fledged member of your sales team.