Marketing can be tough for a lot of reasons. Sometimes business owners aren't sure what aspect of their offer they should promote. Sometimes they have trouble finding their audience. Sometimes they just have outdated or flat-out wrong ideas about how the whole thing works.
Here are some of the most common ecommerce marketing misconceptions - and how to get it right.
Myth 1: "I need to have the lowest prices around"
We can all understand how someone would think this. In some cases, it may be correct - but not always, and not often enough to base a marketing strategy on it.
The base cost of a product is important, but so are issues like warranties, free shipping, or easy returns.
Be competitive with your prices, but don't be so focused on price you lose sight of your goal. After all, you want your business to be profitable. Instead of cutting your margins back, look to sweeten the deal in other ways. Customers are willing to pay for quality.
Standing behind a good product and a fair price means you believe in what you're selling. That's more important than making it a few pennies cheaper.
Myth 2: "Marketing is too expensive for small businesses"
There are a few different channels for promoting your ecommerce business, and certainly some of them are more expensive. If you think you won't see a good return from your investment, you may be looking at the wrong options.
Instead of paying for a PR professional, try doing your own publicity first. Getting coverage in the press is a good way to get in front of a new audience.
Social media can also be highly effective for new businesses. It helps spread the word and build a loyal following, and can cost as much or as little as you'd like.
Using a good quality ecommerce solution will help you automate your marketing campaigns, as well as giving you the data you need to market effectively - saving you time and money.
Myth 3: "Nobody actually buys on mobile - they're just browsing"
If you think this is true, you need to do some additional research. Marketing to mobile shoppers is essential - don't dismiss or overlook them. Lots of them are making it all the way through the checkout, and spending plenty of cash.
Mobile platforms are essential for the health of an online business. If you don't have a mobile option, or you aren't on your way to getting one, you need to rethink your strategy.
Myth 4: "No-one else is going to help promote my business"
While it's true that you need to be the driving force when it comes to promoting your business, there are some easy ways to get others spreading the word on your behalf:
- Influencer marketing is when someone who has a good following on social media discusses your product or service, in return for a discount or fee.
- Cross-promotion is when a complementary business to yours advertises on your behalf, and vice versa - such as a wedding florist referring customers to a local cake-maker or stationery designer. These can open your business up to new customers.
- Don't underestimate the power of word-of-mouth either - ask your customers to let people know they're happy with your service, and why. You can add testimonials to your website too.
From the outside, marketing your ecommerce business can look expensive and daunting. The most important thing is not to buy into common misconceptions. When you do that, you cut your chances of success before you even get started.
As with most things, start at the beginning and take small steps forward. As things start to fall into place, you'll see just how well marketing can work for you.
Sponsored post. Copyright 2018 © William Holeksa