An effective e-commerce promotion strategy uses both offline and online media to accomplish a company’s goals and objectives. The marketing plan is the basic document that contains a company’s marketing strategy. It should contain a detailed synopsis of the marketing channels to be used, budgetary considerations and the standard benchmarks to be used to measure the effectiveness of the marketing effort.
The offline marketing initiatives should be used to enhance the company’s online presence. All company literature, whether it be letterhead, print campaigns, business cards, and all forms of stationary should make mention of the company’s web address. Too often a company treats its website as little more than an online placeholder or brochure based site. A website should be much more than that.
If offline media campaigns are used to drive traffic to a web site then the website should try to capture a sites visitor details. This is a form of lead conversion that allows a company to build a marketing database. Offering a free whitepaper or some type of free product or service can act as an inducement to get people to submit their details to allow a follow up consultation that can lead to a sale. A lost visitor is a lost opportunity.
Capturing online search traffic is a part of any e-commerce promotion platform. Natural organic traffic is free traffic delivered to a website from search engine listings. It is the goal for every company to structure their website according to the search terms that best define its business activity and to seek top ten rankings for each of those terms. The competitive nature of search engine rankings requires the skills of search engine optimization experts to target and build a linking campaign that will help to raise a company’s website listings. This is an area of expertise that requires a dedicated approach.
Pay per click traffic is the quickest way to deliver quality traffic to an e-commerce promotion or site. By opening an account with Google, MSN or Yahoo, companies can bid on search terms that correspond to their business, create text advertisements and bid on search placements inside the search engines listings. You can use metrics to measure the conversions on site traffic and eliminate terms that do not convert to sales. This is a great way to deliver quality traffic that pays dividends.
Online banners displayed on a search network can bring significant traffic to a site. By placing banner advertisements on high volume and relevant sites, a company can increase exposure and deliver targeted traffic to a site. This should be part of every of a company’s internet promotion strategy.
Email campaign marketing is a very effective e-commerce promotion strategy. By delivering highly relevant and targeted traffic to an existing or potential customer base, you can promote your products and build a loyal customer base. It is a strategy that every online business should consider.
A combination of the above approaches can be used in any effective e-commerce promotional activities.