How to organise an online store promotion
Online store promotion is a complex task involving much trial and error. Success depends on many factors, including the niche’s competitiveness, the online store’s specifics, its target audience and other nuances. In general, the e-commerce segment is extremely popular but difficult due to strong competition and a huge number of similar sites.
In general, the promotion of the resource includes the following components:
- developing a preliminary structure for the site;
- creating a resource that is useful to users and has well-thought-out contextual content;
- working on intuitive design and improving usability;
- regular traffic tracking;
- implementing SEO tools to optimise the site for search engines;
- creating a link profile, enhancing the efficiency of functionality, linking.
This is just a small part of what you must do to make your online store profitable.
How to choose an advertising channel
The basis of search engine optimisation of a website is the selection of keywords. This takes into account the queries people use to search for a particular product in an online store. In addition, you should analyse your competitors, their approach to SEO and the tricks that make them popular with users. In this way, you can create an effective strategy for promoting an online store based on the experience of other companies. However, when evaluating your competitors, you need to consider how long they have been in the market. Search engines are more loyal to older resources, making it difficult for newcomers to reach the top positions immediately.
SEO is not the only way to make your site profitable. In addition to optimisation, online stores also use:
- contextual advertising;
- SMM;
- email marketing;
- media advertising;
- content marketing.
It is necessary to choose the most effective channels for a particular business and use them to promote it. The choice should depend on the competitiveness of the niche in which the online store operates. It is also essential to consider the specifics of the goods and the extent to which they are affected by seasonality. To increase traffic, it is also necessary to consider the geography of activity and the company’s level of awareness.
The size of the advertising budget will determine the scale of the advertising campaign and the channels through which it will be delivered. For example, if a company does not have much money to spend on marketing, it is better not to use contextual advertising. In this case, you can achieve good results with the help of SEO.
To increase conversion, the optimal solution is to use several advertising channels at the same time. For example, SEO helps promote the online store in the search engine, and SMM tools help increase social network awareness. It is also possible to use different advertising networks and send emails.
