Regardless of the type of business you are in, for e-commerce to succeed there are two prerequisites: making sure your customers find you and trying to close a sale as soon as possible – because online your competitor is just a single click away. These two success criteria, and the instruments at your disposal to influence them, both fall within the overlapping area of marketing and sales.
Even when you choose to sell primarily through third party channels such as Amazon or Zalando, these two criteria apply and you are having a (limited) ability to influence them.
Target customers better
The unique characteristic of e-commerce versus traditional (offline) channels is that practically everything – every act of your prospect or customer – is measurable. Even manufacturers with a basic website already have a gold mine of data on the behavior of their website visitors.
The tracking of online customer behavior in practice means that you are able to identify and select finer segments of customers in your product category. Segmentation at a micro level. This allows manufacturers to enrich general demographic with personal data such as purchase intent, channel preference and interests.
Besides being able to identify micro segments, communication platforms such as Google and Facebook have developed services that enable you to target prospects directly with a promotional offer.
From site visitor to customer: conversion management
Sales driven business-to-business (B2B) companies are usually already familiar with so-called sales pipelines- or funnel management. They know how to classify the customer from initial contact to win- or lost order. In business-to-consumer (B2C) these lines also exist, but are often much shorter. Customers visiting a store are for instance welcomed by a sales employee and go through various stages: they are looking at the shelves, they receive several suggestions from the shop employee and are fitting/tasting your product.
Visitors of your web shop go throughout this type of funnel within minutes – sometimes even seconds. Only a very small part of your online visitors will actually make a purchase on their first visit. Visitors abandon your site because they might experience it as too ‘slow’, you are showcasing (too) many options or they cannot find their preferred payment option. Also, reasons beyond your direct control may play a role: they are for instance not sure of their choice (or you as a service provider) and want to make a comparison with your competitor first.
You can track your funnel step-by-step, in real-time, and in a very detailed way. Because of that, you are able to learn and optimize your conversion rates based on best practices and your own experiments.
Sales through third party channels such as AliExpress, Amazon or Bol.com
In addition to your own web shop, sales through third party channels offer countless opportunities.
Through so-called marketplaces (such as AliExpress, Amazon or Bol.com), for example, you can attract new customers that would otherwise not have ended up on your web site. These marketplaces attract millions of visitors in a very diverse range of categories. They often charge a fixed commission on the sale of your products.
You should also consider the direct selling through social media, search engines, auction sites and sites with so-called daily deals in your e-commerce strategy.
The eMarketing services of EMAKERS
EMAKERS developed a number of specific services in the field of online marketing and sales based on specialized knowledge about tools and channels.
- Optimization of your website for search engines to find it (SEO)
- Development and management of a Google Adwords campaign (paid search engine marketing, SEA)
- E-mail marketing: e-mail newsletterss, promotional e-mails and automated e-mail campaigns
- Onboarding procedures for new sign-ups
- Remarketing campaigns targeting visitors that leave your web shop without buying
- Social media: management and promotional campaigns
- Development of specific (landing) pages
- Sales partnerships with third-party websites
- Customer relationship management (CRM)
Do not hesitate to contact us for an informal talk to tackle your online sales and marketing challenges or read more in our blog posts related to this topic.