This is a continuation of our Blog Series for online sellers. Check out the previous post for tips for selling using a 3rd party cart here.
If you’ve started making sales on eBay and Amazon I can guarantee you’re hungry for more. Getting traffic to your website from these venues can prove to be a challenge. The key to success on these venues, and not just limited to them is pure sales and eCommerce marketing. There’s so many sellers that are selling very similar, and in many cases the exact same product. What makes one successful while the other fails? It’s branding.
Ecommerce Marketing Is About Building Your Brand
If you’re a small time seller, it’s common to question why customers might purchase from you instead of large retail sellers listing their products on eBay and Amazon. Most importantly, it’s your ability to connect with them on a personal scale that large chain seller’s lack the ability to do. Providing great and relatable branding while giving customers the best and most personal service you can manage means repeat business over the other guy sending out generic automated replies and emails. By doing so, you get your customers thinking of your personal store and branding, rather than just being an “eBay seller” or an unknown Amazon seller. From here it’s not too difficult to get them to transition to buying from your site.
Using eBay and Amazon to leverage organic growth like this can be great, albeit slow most of the time. The true key to getting sustainable growth on your website is through paid ads. Using Facebook ads and Google Adwords (done right) can provide tremendous exposure to people who are looking for exactly what you sell. Keeping your website and online selling channels at the top of google when customers are searching for your products is key. Doing this organically takes large amounts of time and that’s where paid advertising comes top.
Marketing Your eBay and Amazon Store On Facebook
In the case of Facebook ads, creating a customer persona will ensure you’re doing the best you can to get a good return on your investment.When creating a customer persona, you’ll need to identify what interests your ideal customers may have, what groups they may be part of and where they may shop already. If you’ve figured these things out, you’re off to a great start. Facebook ads works in a way that you deliver your ads to people who like specific things. Knowing these details thus will allow you to direct your ads right to the people who are most likely to buy.
Often times, you may not know all of your customers interests. When running ads on Facebook, it’s great practice to run two different ads at the same time. Try changing the copy and interests and run them for a set period of time. At the end, choose the winner and create a new ad to run against this winner. Continually refining ads like this will make the most out of your Facebook ads experience and help enhance your ROI. After all, eCommerce marketing is an infinite learning process.
The Magic Of Google Adwords
Where do your potential customers go the majority of time when starting their search for a specific product? That’s right, Google. Even when not 100% sure of what their looking for they will still go to Google. Think of how many times you’ve gone to Google and typed something like “product that does x” or “x supplies”, or “x gear” of the sort. You have the chance to be among the top results in Google if you know what keywords your customers are typing in to get reach your products.
Adwords can get much more complicated than Facebook Ads so you’ll really want to do your research here. Google provides exam study guides which can help you learn the fundamentals to get learn Adwords. Check it out here: https://support.google.com/partners/topic/3204437?hl=en&ref_topic=3111012
Another really great guide for mastering Adwords is the book Ultimate Guide to Google Adwords by Perry Marshall. Advertising on Google is something you really don’t want to take lightly. If you’re not careful, it can be relatively easy to rack up quite a bit of charges and get no results. Arm yourself with knowledge here before proceeding.
Free Ways To Market Your Webstores
We get it, sometimes you can be strapped for extra cash and need to find free or low cost ways to market your business. Eventually you’ll want to make your way to paid ads if you want to see real return by free methods can still be effective. The only thing you’ll need to invest here is time.
- Simply ask for recommendation from your existing customers: Your existing customers can be some of the best ways to market. Every customer they refer will come to you practically already convinced of your products worth.
- Start a blog: Creating a blog on your site where you post relevant content containing keywords that your customers search for can help drive traffic to your existing storefronts.
- Grow Your Email List: There’s many ways to do this. Often it’s recommended the best ways include running occasional giveaways and running webinars. Guest posting can also help increase your list and is a great alternative to traditional ecommerce marketing methods.
- Run Mail Campaigns: With your newfound (and hopefully large) list, try running a drip campaign. A drip campaign is essentially sending marketing information over a relatively longer period of time to nurture your leads and lead them through the sales process. It’s good practice to include special offers and promotions in these campaigns to further encourage buyers.
- Answer questions in your niche: Typing in your keywords in Google and posting relevant content and helpful information (please don’t spam) on blogs can be a good way to increase exposure. Try even reaching out to some bloggers to organize some mutual guest posts.
Wrapping It Up
In this day and age, marketing your stores is absolutely necessary. Paid ads is the golden standard to getting the best return on your investment but the free methods listed above can definitely work. The most important thing in marketing your webstores is patience. Ecommerce marketing, even paid marketing can take time and money to figure out the best method that works for you. Until then, don’t lose sight of your goal while continuing to refine your ads and marketing methods to achieve results.