Eight foolproof steps to eCommerce marketing

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Eight foolproof steps to eCommerce marketing

I know how to give almost every eCommerce website owner a blank stare. I just have to ask them about their website marketing plan!

When I ask them about their website marketing plan, this is what I see. First the eyebrows raise. Then your eyes shine for a minute. And then the stuttering begins.

“Well, you know, I have my URL on my business card.”

“I, oh, I’m about to start sending out an email newsletter.”

Some of them may even mention “search engines.”

But almost no one has a plan! And you know how the old saying goes: “Failure to plan is a plan to fail.”

Most small business owners I talk to are frustrated. They think their web site is a big waste of money. An “online business card.” A “marketing expense” that doesn’t return any of its investment.

And no wonder:

You’ve spent thousands of dollars designing a beautiful website. You spend a fortune hosting your website every month. You can also pay a webmaster to update your website regularly. And month after month, year after year, sales barely decline.

Marketing your website is frustrating. That is confusing! As a result, we do what we all do when we’re frustrated and confused: we worry about it “later.” And then it never happens.

You know what? It’s not your fault! No one has ever taught you how to promote yourself on the Internet, this new medium.(This certainly wasn’t discussed in my marketing courses when I was in school). And there is so much noise on the Internet: the so-called Internet marketing gurus who have made millions on the Internet. But guess what? The only thing they sold were reports and e-books on the topic – and everything else – “how to promote yourself on the internet.” They never packed and shipped boxes or ran after UPS.

What if there was a formula to follow, a step-by-step guide to building an online selling engine?

After 10 years of online marketing and sales, I’ve boiled it down to an eight-step formula for success. This formula works for any online business and for any product, from amber jewellery to zebra-print home accessories. In short, the eight foolproof steps of this formula are:

Define your goals: Without a clearly defined goal, your website will not be successful. Describe each goal in detail and include both an amount and a deadline.
Take a photo: How is your website performing today? Know your traffic stats and your “three magic numbers.”
Define your market: Who are you targeting? Be specific about who your products are and where those customers are located.
Get Them There: Drive targeted web traffic by capturing your audience’s attention and creating an ongoing dialogue.
Convert your website visitors into customers: Once they are attracted to your website, make sure to sign the contract before they leave the website. Find out what they are looking for and what information they need to make a purchasing decision. Give it to him and ask him to sell it.
Increase your spending: Would you like some fries with your burger? Since they have an open wallet, ask for an add-on or upsell.