Tag Archives: Online Presence

The widespread access to the internet has levelled the retail playing field, making it easy for individuals and businesses to sell products without geographic limitation. In 2020, U.S. e-commerce sales, thanks to a boost due to the COVID-19 pandemic, grew 44% and represented more than 21% of total retail sales, according to various reliable sources.

The growth of e-commerce has not only changed the way customers shop, but also their expectations of how brands approach customer service, personalize communications, and provide customers choices.

5 Trends Shaping the Future of Online Shopping

The pandemic, which pushed many consumers to change how they buy essential items, electronics, and clothing, has helped to reshape the future of online shopping and forced businesses to evolve to meet new needs and demands. To capitalize on the opportunities presented by e-commerce, business professionals must be well versed in the latest technologies and trends, including the following:

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Customer Data and Analytics Improve Marketing Tactics

Online stores may not have retail clerks or dressing rooms, but they can recommend products based on customers’ interests, style choices, and preferences using data. The future of online shopping relies on capturing patterns of shopping behaviour. This allows a brand to create strategic pricing, advertising, and cross promotions on both an individual basis and based on widespread trends. For example, a brand may run social media ads during peak shopping hours, promote items that are often bought together, or show an ad for a specific item a consumer has previously viewed.

Business professionals trained in market research analysis use a variety of tools to process customer data and uncover insights. Analysts also use data to conduct product research, identifying which items are selling and how much customers are willing to pay. Product development, including what new products to sell and how to position them, is also increasingly data driven.

Machine Learning Creates a Personalized Online Shopping Experience

In the world of e-commerce, shoppers require a more personalized experience. According to recent studies, 91% of consumers are more likely to shop with brands that recognize, remember, and provide relevant offers and product recommendations. In fact, when online stores personalize the shopping experience, they can experience a jump in sales conversion rates of 15% to 20%.

Rather than manually analysing customer information, data analysts use artificial intelligence (AI) and machine learning technologies to compile data and create customer profiles. Analysts use these profiles and insights (with the help of AI) to deliver personalized recommendations and relevant content, based on an intelligent algorithm.

Although AI handles much of the analytical processes, market research analysts apply their own insights and understanding of consumer behaviour to make recommendations and spearhead the continued optimization of e-commerce.

Online Shopping Is Going Mobile

The retail industry has been significantly impacted by the increasing use of mobile devices. Market data providers predict that in 2021, online purchases made from smartphones will account for more than $345 billion in retail sales. With mobile e-commerce, shopping happens everywhere, no brick-and-mortar storefront or laptop required. So, what does mobile mean for the future of online shopping?

Smart brands are creating a mobile-friendly e-commerce experience. A retailer’s website and online store should not only be accessible by computer, but also optimized with a design or application that makes it easy to browse and buy from a smartphone, tablet, or other mobile device.

The mobile e-commerce experience provides customers with customized products, more competitive pricing, and increased accessibility. Analysts and business professionals must consider the user journey across multiple devices (including mobile, desktop, and in-store) and integrate a multi-channel strategy to optimize sales conversions. For example, if a customer places items in a cart on mobile, and then moves to desktop, the information should update in real time to create a seamless shopping experience across platforms.

Voice Technology Leads to Automated Commerce

While not everyone uses their smart speakers to make online purchases, a sizable number of device owners rely one them to help make purchasing decisions and start product searches. For example, an Adobe Digital Insights report found that 32% of smart speaker owners use their devices to compare product prices. This can have a big influence on consumers’ purchasing decisions.

In light of this, business leaders must consider how to take full advantage of this growing channel for selling their products and services. By strategizing how to incorporate voice technology into their marketing, companies can connect with more customers and tap into automated commerce as well.

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Shopping on Social Media Platforms Expands the Online Storefront

Billions of people use social media platforms daily. While many businesses appreciate the need for a robust presence on social media for marketing purposes, more and more see these platforms as effective places to make direct sales.

More than half of Instagram users utilize the platform to find products. Many online shoppers look to Pinterest, Facebook, and others for ideas about what to buy. Giving social media users a chance to make purchases within the networks they already use provides for a quicker, easier purchasing process with fewer steps.

Additionally, social media platforms are well positioned to implement augmented reality (AR) experiences. Having the ability to test or try out products builds confidence in a purchase. The growing use of social e-commerce, and the opportunities it presents for more interactive and personalized buying experiences, suggests more businesses should explore the possibility of using social media platforms to expand their online storefronts.

The e-commerce shopping experience is more personal, accessible, and data-driven than ever before. As the industry evolves, there is opportunity for business professionals to make a profound impact on the future of online shopping. You can count on the experts behind Deliver by Linkeo to apply their knowledge and insights to help shape the ongoing evolution of e-commerce.

There’s no doubting the importance of an Internet presence for retailers. Even if you have a brick-and-mortar site, having a virtual space allows you to keep selling even after-hours and generate high volumes of profit while avoiding massive inventory and capital costs. Nonetheless, the added competition from retailers around the world, all of whom only have to visit your website in order to scope out your prices, selection, quality and branding means that you need an effective marketing plan. In this article, we will look at steps you can implement to build your strategies.

1. Include Product Reviews

Consumers want to know what a product offers, but they also want to know that it lives up to the promise made in the product copy. You can talk up the product all you want, but the real measure of usefulness and quality comes from past buyers. Ask them to share their thoughts and opinions—even the bad ones—right on the product page. Studies have shown that reviews from past buyers will increase the chances of future sales of those products.

Encourage buyers to post their own reviews, and if this is a new feature on your site, consider offering rewards points or another incentive for sharing their opinions. However, don’t attempt to incentivize positive reviews—simply encourage them to share honest opinions.

2. Optimize Your Site

Although some online shoppers have favorite stores that they visit directly, most prefer to use search engines like Google to find specific products. With search engine optimization (SEO), you can help your pages rank higher in search results, and reach more of these shoppers as a result. If you’re not that tech-savvy, there are plenty of companies like Linkeo Ltd that can handle this side of things for you.

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3. Use pay-per-click (PPC) advertising

Depending on how competitive your industry is, it can be difficult to rank well organically for certain keywords—especially in the first few months of your strategy. However, you can use PPC platforms like Google AdWords to place advertisements beside or above the results for specific keywords.

Placing ads for these keywords can be a great way to reach customers while you build your SEO strategy, and even after you rank organically. You can also use AdWords to advertise on other sites within Google’s Display network.

4. Focus on Benefits, Not Features

While describing what a product can do is important, most people want to know what that product can do FOR THEM. When describing your products, focus less on the features and more on the benefits. For instance, what makes your winter coat better than any other coat that is designed to keep you warm in winter. It could be that the fabric is easier to clean, or that it can be worn to formal and casual events. Whatever it is, make that benefit a selling point in your copy.

5. Enable Mobile Shopping

More and more everyday activities are getting done using mobile devices, including shopping. According to one study, 40 percent of online sales are now made on mobile devices. This means that if your site isn’t already responsive to mobile shopping, now’s the time to change that. Responsive design ensures that your site displays and functions properly on all browsers and screen sizes.

In addition to that, you may also choose to run mobile-specific ads on certain platforms. Facebook, in particular, offers the option to only show ads to mobile users, which can be helpful in directing them to apps and product pages.

Want to Increase Your Online Retail Store’s Revenue?

Whether you’re an e-commerce business or a brick-and-mortar store with an online component, Internet marketing can be extremely effective in generating sales and revenue. If you’re ready to start using SEO, PPC, social media, and other strategies to grow your business, we can help with our Deliver by Linkeo platform.

Our experienced team of Internet marketers can use all of the above strategies and more to help your business reach more customers. Contact us today to speak with an expert!

Welcome back to our 2-part series on how to improve your promo code business strategy. In the previous section, we talked about what promo codes are and how they work. This article will cover 6 tips on how to maximize the potential of your promo codes. Used sensibly, promo codes are not only a way to acquire new customers but also a great way of showing gratitude to your existing customers.

1. Keep your Customers Guessing

Promo codes can be a great addition to cart abandonment emails and can play a key part in driving conversions. They essentially add an extra incentive to entice customers back to complete their purchase. To avoid falling into the trap whereby shoppers purposefully abandon their basket to receive a discount, promo code emails should be used over a short period of time. If promo codes are used sporadically, customers shouldn’t become accustomed to them and overall sales targets should not be too deeply affected.

2. Don’t Make It Obvious

Making promo boxes less prominent on the checkout page ensures visitors without a promo code are less likely to feel like they are ‘missing out’ on a discount that everyone else could be getting. Instead of using a loud and colourful ‘Promo Box’, a subtle expandable link with less visibility throughout the checkout experience works a treat. A subtler promo box allows visitors to flow through the customer checkout without having any second thoughts on leaving the site in search for a code.

Synonyms of promo code such as ‘gift cards’ and ‘vouchers’ are also a great way to make the promo code call to action more understated. With good strategic placement, shoppers with a promo code should easily be able to locate the slightly more hidden promo box without too much difficulty, while shoppers who don’t have a code won’t be unnecessarily alerted of the potential for a discount.

3. Use Customer Behaviour Metrics to Set Targets

To prevent promo codes eating into your revenue, only authorize promo codes when customers reach a specified spending target. It acts as a little encouragement for customers to reach a certain value to benefit from that awesome deal. Consequently, those customers adding more items to their basket, will also be adding to your average order value (AOV). It’s a win-win. It’s important to know your customers in terms of how much they are willing to spend before they are disheartened by an unachievable target to benefit from a discount.

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4. Promo Codes For Existing Customers

Loyal customers are gold. If you can retain just 5% more of your existing customers, you could potentially increase a company’s profitability by 75% more revenue. It’s no secret that shoppers love special access and one way to keep your loyal customers coming back is to give them the VIP treatment. From a marketing standpoint, this is simply segmentation. But creating exclusive promo codes made just for your most loyal customers will instill a sense of loyalty that is unique, making them feel like they are receiving a meaningful advantage. For best results offer loyalty promo codes for a limited time to create urgency.

5. Make It Fun

Another great way to keep customers loyal and coming back for more is to make things fun. Gamifying the loyalty experience helps companies keep at the front of shoppers minds. Giving shoppers a reward (i.e. promo code) once they have purchased so many times is a great little way of saying thank you. It can often be the little push they need to go ahead and make that purchase they’ve been contemplating.

6. Personalise Codes for Client Special Days

Birthday and anniversary emails are increasingly popular as brands become more savvy in using their data. With open rates and redemptions 2.5 times higher than average across all email campaigns, these events really are something worth celebrating. Birthday emails provide the perfect opportunity to create a highly targeted and personalized email to show your customers just how much you care. Most importantly it can actually be used to spur customers on to spend their spare birthday cash when you include a special promo code. Exclusive promo codes are the perfect way to wish your customers a happy birthday. To make sure your birthday emails have a high conversion rate, give customers a reasonable amount of time to redeem their offer.

Though it may seem small, little celebrations like these reinforce positive vibes with the customer while also driving customer loyalty.

For more tips on how to improve customer loyalty for your business, be sure to keep reading our articles. Alternatively, be sure to contact Linkeo Ltd directly, here.

Small business owners understand the importance of increasing brand awareness and attracting new clients. Your business may be small, but that doesn’t mean your client base has to be. No matter your industry, lead generation is essential for your overall success, and it can help you attract the clients that will allow your company to grow.

Customers may not be ready to make a decision when they first come across your business, and not all web searchers are going to be interested in your products or services. Lead generation helps to narrow down your pool of potential clients to ensure that you’re spending your time and money on marketing strategies that attract qualified leads—people who are interested in what your small business has to offer.

Without digital lead generation, you could waste time and money attracting leads that won’t help you reach your goals. Let’s take a look at some lead generation strategies that can help your small business attract more customers.

1. Host a Livestream or Webinar

Events are a great way for people to learn more about your company, but not all of your potential clients will have time to attend in-person functions. Livestreams and webinars allow you to cover a variety of topics, and people can choose to attend your event in real-time or at a later time that is more convenient for them.

You can even offer free downloads of webinars on your website. This is a great way to improve your content marketing strategy, and offering webinars consistently will help to grow your audience and increase leads online.

2. Local Search Engine Optimization (SEO)

Search engine optimization (SEO) refers to the process by which websites are optimized in order to rank higher in search results for targeted keywords and phrases. You can start by researching some of the terms people use when searching for the services you offer online. Then, you can incorporate those keywords in your page titles and develop copy that contains targeted phrases.

In addition, you can claim your Google My Business listing to improve your local rankings. When people search for related products or services in their area, you want your business to appear in the top results, and local SEO can help.

You can also connect with local bloggers and offer to provide content for their sites. This will give you access to their audience and help you increase brand awareness for your business.

If you don’t have time to do SEO, you can also look into SEO plans for small businesses, as well as midsized- and enterprise-level organizations. With an SEO service plan, an experienced small business SEO agency like Linkeo Ltd takes care of optimizing your site for search and users.

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3. Offer Premium Content

Premium content can include everything from infographics to e-books and downloads, as long as it provides potential customers with important information as they search online.

You can choose to “gate” your most valuable content, and require site visitors to enter their email addresses to receive access. This will not only allow them to read valuable information for free, but it will also help you grow your email list—a win-win situation.

4. Email Marketing

Once you’ve assembled an email list with gated content, you can follow up by sending prospects tailored information based on what they downloaded. Potential clients may not be ready to buy when they first come into contact with your small business, but with email marketing, you can keep them in your sales funnel by providing them with targeted, helpful content that addresses their questions and encourages them to learn more.

Then, when they’re ready to buy, your business will be at the top of their list. Email marketing helps you reach potential clients and move them into your sales funnel without coming across as spammy and intrusive.

We hope the tips in this article have given you a few lead generation ideas to try out. If you feel like learning more from the experts, be sure to get in touch with Linkeo Ltd today. We’ve helped to generate leads for hundreds of businesses in a variety of industries, and we would love to work with you!

Welcome back to part 2 of our e-commerce search engine optimization crash course. As we mentioned in part one, this article was developed with help from our friends at Linkeo Ltd. Today, we’ll be looking at detailed instructions for an effective e-commerce SEO strategy, starting with:

Use the Right Keywords

Yes, keywords still matter. While you don’t want to overload your product titles and descriptions with these keywords, they do still need to be present in the copy.

Mention your primary keyword in your product headline, description, meta description, image alternate attributes, and sub-headers. Sprinkle latent semantic index (LSI) keywords throughout. These are related keywords that help Google understand your page in context.

Before you use a keyword, do some research on it. Know how often people search for it (keyword search volume), how competitive it is in the paid advertising space (cost-per-click, or CPC) and what people are looking for when they use that keyword. Why are these factors important? Let’s analyze this further.

Search volume tells you how much interest a particular keyword inspires in consumers. A high search volume indicates greater popularity, which means you’ll get more active searches for that keyword.

CPC tells you how much people pay per click when they buy advertising based on a specific keyword. A high CPC indicates increased competition. If your target keyword is extremely competitive, consider finding an alternative.

Finally, user intent describes what people want to find when they type a specific keyword into Google’s search bar. Let’s say, for instance, that someone looks up showers – does that person want information about shower installation, shower repair, baby showers, bridal showers or something else entirely? If you can’t determine the user intent behind a keyword, add other words to the search string for clarity.

Conduct Competitor Research

If you have no clue where to start with on-site optimization for your e-commerce site, then your competitors are your best bet. Larger competitors, in particular, have probably already put in the legwork for optimizing their websites, and you can learn many of their secrets on their websites themselves.

Keywords are the thing you need to focus on. Particularly, you’ll want to analyze the keywords on their homepages as well as their top product pages.

How can you tell if a website is optimizing for a particular keyword? There are many free browser extensions you can use to see the SEO title and description your competitors use in their title tags. You can also use these tools to see what keywords your competitors are ranking for on both organic and paid searches.

Don’t stop your research with keywords. Check out your competitors’ landing pages too, so you can see how they use the specified keywords to optimize those pages.

Focus on Homepage SEO

The homepage is typically where most businesses focus their SEO budget and energy. While it is definitely one of the top pages of your website to optimize, it is by no means the only one you should focus on. That said, you do want to optimize your homepage well.

This will include focusing on:

Homepage Title Tag: The SEO title tag is one of the most important elements of on-site search optimization. It should include your business name along with the main keyword phrase you are targeting. You should write this title tag in less than 70 characters and in a way that is appealing to search visitors, as they will see it in search results.

Homepage Meta Description: While this is not important as far as keyword rankings, the meta description for your homepage is a 160-character description of your business that will also show up in search beneath the title tag. Write it in a way that encourages people to want to visit your website.

Homepage Content: The content on your homepage should help visitors learn more about your business and the products you have to offer in a clear and concise way. Avoid overloading visitors with too much information. Consider featuring your top few products on the homepage and your unique selling proposition.

Cluttered homepages can confuse visitors as well as search engines. For instance, maybe you sell products in many different categories. Google will struggle to identify what you sell and who you’re targeting with your products, so get specific about what your site offers.

That’s all we have time for today. In our next article, we’ll delve into how internal links and simplifying your site architecture can go a long way to improving your overall SEO. As always, be sure to leave your thoughts, opinions and questions in the comments section below.

If you want to get more traffic and sales to your e-commerce website, then on-page SEO is a critical first step.

There’s a multitude of how-to articles and tutorials on the web offering general SEO advice, but far fewer that specifically address the needs of e-commerce entrepreneurs the same way that the experts at Linkeo Ltd do through their innovative Deliver By Linkeo platform.

Today, we’ve partnered with the Linkeo team to bring you a series of articles that aim to give you a basic understanding of on-site search engine optimization for e-commerce. It will be enough to get you started, make sure you’re sending all the right signals to Google, and set you up for SEO success.

First off…

What is E-Commerce SEO?

E-commerce SEO is the process of making your online store more visible in the search engine results pages (SERPs). When people search for products that you sell, you want to rank as highly as possible so you get more traffic. You can get traffic from paid search, but SEO costs much less. Plus, ad blockers and ad blindness can reduce the effectiveness of paid search, so you’ll want to optimize for search regardless.

E-commerce SEO usually involves optimizing your headlines, product descriptions, metadata, internal link structure, and navigational structure for search and user experience. Each product you sell should have a dedicated page designed to draw traffic from search engines.

However, you don’t want to forget about static, non-product-oriented pages on your site, such as the following:

  • Homepage

  • About page

  • F.A.Q. page

  • Blog articles

  • Help center answers

  • Contact page

Create a list of keywords for those pages as well as related keywords. There are several online resources that make it easy to search for one long-tail keyword and find semantic keywords that go well with it.

Why SEO For E-Commerce Matters

What do consumers do when they need a product or service? Many perform Google searches. They’re looking for options, tips, comparisons, and other information to help them make informed decisions.

If your website doesn’t appear in the SERPs, you lose critical access to qualified and interested e-commerce customers. Your products might have a space on the web, but are they visible?

That’s where e-commerce SEO comes in. It provides you with a way to reach your target audience without paying for ads. Once you get people to your site, you can delight them with your high-quality products, intriguing copy, and motivating calls to action.

How to Develop an E-Commerce SEO Strategy

E-commerce SEO might seem like a huge task, especially if you already have a website populated with tons of products. Yes, it might take time, but you can speed up the process with a solid strategy.

Prioritize pages: Which pages on your site get the most traffic? Start with them. Additionally, if you want people to focus on a specific or flagship product, optimize for that product first.

Create a workflow: SEO requires you to meet lots of specific requirements. Choosing keywords, adding metadata, naming your images correctly, adding image alternate attributes, and incorporating related keywords all fall under this category.

Check out the competition: Your e-commerce SEO strategy should be designed to outwit the competition. Look at your top competitors’ sites and check out their SEO efforts. Identify ways to make yours better.

Follow through with CRO: Conversion rate optimization (CRO) should follow SEO. We’ll be returning to this topic in more detail later on in the series, so just keep this term in mind for the time being.

That’s all for the first part of our e-commerce SEO series. In the next part, we’ll be looking at the most important aspects to consider when developing your SEO strategy. In the meantime, be sure to leave your thoughts, opinions and questions in the comments below.

Hello one and all, welcome to part three of our ongoing series on advertising your online platform. We’ve already covered content marketing and influencer marketing in previous articles, and this time, our friendly experts at Linkeo Ltd. will be covering the basics of a few techniques.

How to Promote a New Online Store with Email Marketing

Analysts have noted that email marketing generates a higher ROI than any other acquisition channel, since the algorithms that power social media, Facebook and Google have resulted in an ever-rising cost of doing business and reaching customers for online retailers. Email allows retailers to intimately connect with and address their most loyal customers while enabling budding startups to develop armies of influencers. Something all experts advise is to focus on your database. Emails are the only thing without an algorithm at play.

Even if you don’t focus on social media marketing alongside email marketing, you can start building your email list on day one. Building a database of emails is as simple as including an email subscriptions form somewhere on your website. Capturing the contact information of your earliest visitors lets you engage with those visitors over time and leverage that engagement to drive conversions. It’s a great way to maximize value on a sustainable basis.

How to Promote a New Online Store on Social Media

Right from the beginning, it’s important to go live with your social media marketing efforts. This includes building a following and also making sure you have a presence on all major global platforms. The genius behind social media marketing is that it is designed to spread ideas and news like wildfire. As a result, it should be one of the first channels for new companies to get exposure and bring traffic to their stores.

And while it’s possible to grow your social following organically, you may also want to consider running paid ads.

Tips for Succeeding with Paid Ads on Social Media Channels

Below is a curated selection of tips for succeeding with paid ads on social media.

  • The key to social media advertising is the accuracy of your demographic targeting. You can use interests, hobbies, followed pages, ages, job titles, etc. to get incredibly granular with who you show your ads to.
  • Create an engaging video that educates or entertains your audience. This will allow you to get a gauge for your potential strongest supporters.
  • Retarget the portion of the audience who watched the video past the halfway mark with a promo ad.
  • Retarget the users who didn’t make a purchase with a special offer. Make them enter their email addresses to claim the offer.
  • Send out an email blast towards the end of the campaign with a follow-up message that sends out a separate promo built around social proof and an emotion-tugging CTA.

Even if you don’t hit your sales target after the campaign, you will have developed long-term content resources and generated an email list of interested users to target again in the future.”

However, you may need different approaches for organic and paid social campaigns. For instance, most customers will treat your social media feed like a brochure, going through your wide range of options before inquiring or going to your site. The content for this purpose is very much traditionally styled shoots and flat lays.

However, for paid acquisition campaigns, the content needs to be much more emotive. Re-marketing content, including video and stills, must be more focused on conversion messages regarding your unique selling propositions.

So Which Promotion Tactic Should You Choose?

After exploring the many options presented in our last three articles, you should now hopefully have tons of ideas for new ways to promote your online store. But where should you start?

Building your email list is a great place to start because you can do it on a tight budget, and you can use the email addresses you gather in every other campaign you run in the future.

Plus, email marketing is effective no matter what you’re selling. And that’s key because the best way to promote a new store really depends on your audience and your product—more specifically the cost.

On a budget, we recommend influencers, blogging, and email. Once you’ve hit comfortable numbers and you have the funds to really invest, the best long-term strategy will be dialing into advertising profitability.

Welcome back to our series on advertising your online platform. Our first look was at Content Marketing, where we explored the benefits of creating blog posts and other content to raise awareness for your e-shop. This article looks at a second marketing technique that might help you connect with the younger crowds.

How to Promote a New Online Store with Influencer Marketing

Influencer marketing is one of the most powerful ways to promote a new online store, according to the experts at Linkeo Ltd. The best part of influencer marketing is that it’s easy and inexpensive to get started. All you need to do is identify relevant influencers and send them your product to test and review.

Sending your products to influencers leads to two big benefits. First, it helps you gain exposure through the influencer’s audience. Second, it acts as quality assurance for consumers who like to study reviews before making a purchase – as most people do.

This second point is key. In order to start producing online revenue, the most important thing is to build trust with your audience. Having a relevant influencer promote your product not only increases your traffic, but it also helps you start to build a relationship of trust with your audience.

However, when it comes to influencer marketing, bigger isn’t always better. Don’t work with influencers with millions of followers right from the get-go. Start small, with what certain market analysts like to call macro-influencers—those who have between 10,000 and 100,000 followers—in your niche. Make sure their followers are engaged and correspond to your target audience.

Then, build a relationship with the influencer and start building and promoting content together. After that, analyze your campaigns and optimize. Remember, sending your product to a few Instagram influencers isn’t going to be enough. There are three things all successful entrepreneurs do that make their influencer collaborations successful:

  • They have a great product that was unique and new in the market. Influencers were excited to try it out.
  • They emphasize the need for ‘real’ responses from these influencers. All they asked for was feedback and a share on their Instagram page if the product resonates, which it hopefully will. This shows a trend away from ‘polished’ influencer posts and towards a more authentic sharing of our experience with a product.”
  • They combine their influencer campaigns with a customer-focused, user-generated content campaign, leveraging the same hashtags and style for the imagery. This ramps up the believability of the influencer posts.

So, what’s the actionable takeaway? In a nutshell, don’t just aimlessly send out products to influencers and expect to go viral. Focus on those who have influence over your narrow customer group, emphasize the ‘one thing’ that you do better than anyone else, and make the whole experience believable by backing the quality of your product.

How To Choose Influencers to Partner With?

While this in itself will be a subject for a later article in our overarching series on digital marketing and building an effective online presence, there are a few tips we can share about how to choose the right social media influencer for your purposes. The biggest one being: Do your research. Remember that these influencers are individuals, not faceless corporations with PR gurus on speed-dial. Review their existing content to see if they have ever produced content that might affect your own image. Also, check how they interact with their community – do you have a similar approach to your own customers?

Influencer marketing can be an effective method of building a buzz around your products, and also provides you with a relatively constant customer base. We hope the information in this, and future posts will help you harness the power of these techniques to grow your business. Be sure to check back for part 3, where we will look at more methods of online advertising.

I read a statistic recently that said 90 percent of new online businesses fail in the first four months. Four months! The reasons for this? There are many. Having spoken to the experts at Linkeo Ltd recently, here are the top 7 reasons people seem to fail at starting their own online business, and how you can overcome each one.

Lack of commitment

You talk about how much you want to start your own business with your family or friends, but you never really commit to getting started. You keep waiting for the ‘right time’ or continue to ‘think about it’ without ever getting started. The solution to this one is quite simple: decide to do it and commit to doing it.

Poor planning

You finally get started but you didn’t plan well enough for the financial, emotional, mental and physical implications. You didn’t save enough money, you didn’t do enough research. As a result, you run out of money and ideas very quickly with no plan of how to get yourself back on track. Dealing with this issue boils down to planning ahead and doing your research. Connect with other entrepreneurs in the same field and ask them for advice.

Lack of action

You simply don’t take enough (or any) action. Or if you do, because you’re new at business your actions aren’t properly aligned to your business so you waste a lot of time. What you should be doing is taking consistent action that is aligned with your business. Who is your ideal client? Where can you find them? What problem are you trying to solve for them? How can you monetize what you are doing?

Not having an idea who you are marketing to

Feeding off the point about lack of action, if you don’t know who your target clients are, or where to find them, setting up a shiny new website, Facebook page and business cards won’t solve your complete baffled as to why new customers aren’t queuing up out the door (so to speak)). Solving this issue is not that complicated however. You simply need to get clear on who you want to help before you do anything else. Choose your audience, research it and promote yourself accordingly.

No Marketing Skills

If you have no idea about copy, SEO or sales, no matter how fantastic you are at what you do, you won’t be able to sell yourself, and you’ll get very little business. So either learn sales, or partner with people who do. You’ll soon find that marketing and promotions will attract clients to you. Sales is all about matching their problem with a solution. Your solution.

Trying to do it all alone

You decide not to enlist the help of professionals and instead try to figure out everything on your own. You spend hours each week on non-money making tasks, such as fixing annoying tech issues with your website or mailing list. You end up scared, overwhelmed and lost, and frustrated at your lack of results. Don’t be afraid to seek professional advice and support with anything you are struggling with. Sure, money can be tight when you’re in your first year of business, but you can still shop around. Just get started with some sort of support and upgrade things as you can afford to.

Comparison to others

Looking at what everyone else is doing and getting overwhelmed by their results can spell new online business disaster. Comparison crushes your creativity and feeds self-doubt, worry and concern. In the words of that famous Disney song, let it go. Avoid getting caught up in the hype of others peoples success and results. Everyone is on their own path, stay focused on your own journey and keep yourself moving forward step by step.

Being an entrepreneur is tough, mentally and emotionally, especially when the results in the first year are often inconsistent. But you can do it. Learn from your mistakes, try new approaches, and most importantly keep showing up. Sometimes obstacles can slow your progress (sometimes a whole lot at once can really throw you off track) but you’ve just got to deal with each one as it arises, keep coming back and showing up. You can do it. You can make your new online business a success.

As we all know, there are numerous ways that you can spend time and effort trying to promote and grow your online business. However, for more small e-commerces, trying out every method at the same time is a guaranteed waste of resources. After all, it’s hard to do anything really well when you’ve spread yourself too thin.

Instead, you should pick a few methods to focus on at the beginning, then gradually work your way down the list, eliminating the methods that aren’t producing results, and finessing the ones that are proving to drive your sales figures. The question is, where should you start?

In this series of articles, we’ll be exploring various means of promoting an online store, as recommended by the experts at Linkeo Ltd., starting with:

How to Promote a New Online Store with Content Marketing

When it comes to online store success stories, you’ll find that content marketing has the biggest impact, since it gives you the chance to explain what sets you apart from your competition. Also publishing regularly builds a body of content that fuels a stronger social media presence as well. How? Well, producing free, valuable content creates trust in your brand, keeps people informed, and helps you rank in search engines. You’ll see the power of content marketing via social shares, increased visibility in search engines, and increased traffic.

Here are a few tactics you should start with:

Publish More Than Just Blog Posts

While running a blog is one of the best ways to create a loyal fanbase and build your brand awareness, you can and should take it further. Consider producing and giving away valuable and in-depth content pieces like e-books and courses. Another underrated, yet valuable promotion mediums is to create high-quality video content that shows what a certain product does and how it benefits its users. And once you’ve published the video, promote it heavily on social media.

Don’t Neglect SEO

Combining content marketing and SEO is particularly effective when you’re marketing a product that has high search volume for generic terms (e.g. “wedding invitations”).

Here are a few strategies with a proven track record of driving traffic with content and SEO:

Foundational Content: Many customers that come to your site are in the very early stages of the buying process and may need further education on the product or how to use it. Having good foundational content will lead to better time on site and better engagement is one of the signals used by search engines to validate keyword accuracy.

Remarketing: This works like a charm if you have a blog that is geared towards the early-stage researcher. When someone visits your blog, you can track them using remarketing cookies, then serve specific content and messages to them over the following weeks as they browse the web and social. Remarketing is much cheaper than buying the acquisition and offers a return on investment to a factor of 8 – 15 times more.

Outreach: Outreach using content marketing is all about creating brand awareness. If we take the wedding card example from before, contact all the major wedding blogs and magazines with fresh content you’ve produced. Often, sending unsolicited content works, but at other times you need to go further. For example, if you’re contacting a major outlet, you may need to tailor your content to their creative direction.

Rich Snippets: Rich snippets allow search engines to better understand what information is contained on each web page. However, many miss the content marketing opportunity of using snippets. You need to include a clear, concise description of a product, not a keyword-laden signal to the search engines.

Consider Paid Search for Short-Term Growth

It’s important to remember that while the tips above are proven to work, they are still medium to long-term solutions. You still need to create that initial boost, which is where paid advertising comes in. Consider getting Google Ads—Google Shopping ads and some display/video branding ads—set up for the new store immediately to help get the new business name out there.

Then, have these running while implementing ongoing SEO. This strategy will draw attention straight away while also laying the foundations for long-term organic growth. The added benefit of PPC advertising through search engines is that you can choose what specific keywords your ads—and therefore your content—display for.

We hope the information in this article has proven useful to you developing a marketing strategy for your new online store. Be sure to check back soon for the second part of this series.

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