Running a successful e-commerce business can be very rewarding, yet extremely challenging at the same time. Regardless of how great your product is, it can be difficult to get the word out, especially if you do not have a well-designed website and marketing strategy. We spoke with Don Marks with High Level Marketing, a company that specializes in designing websites and e=commerce web platforms.
Implementing the Right Content Marketing Strategy
People are consuming more and more digital content on a daily basis; on mobile phones, laptops, desktop computers at work, etc. According to the Content Marketing Institute, only 42% of B2B marketers believe they are effective with their content marketing efforts. Content marketing includes many branches such as blogging, social media, email-marketing, and so on. Entrepreneurs are challenged with understanding which branch works best for them, their brand, and most importantly, their customer.
Building Trust Simply Through a Website
Especially for e-commerce businesses, your website is your customer’s first impression…so how does it look? The design of your website is first and foremost meant to be built to attract the highest possible amount of new visitors from search results. If you have a poorly designed website, customers will not trust you and you will lose traffic. To build solid trust through your website, you need to make sure it’s visually appealing and easy to navigate (and of course, include great content about your products).
Not Mastering the Right Sales Funnel
A main challenge you will run into is understanding how your sales funnel works. You could generate a high level of traffic to your website, but often times, especially in the initial stages of an e-commerce site, your site will be delivering few or no sales. To figure out why you are losing potential sales/customers, you will need to have a clear understanding of your sales funnel. Your funnel is a directed path that your customers take from the time they first enter your site to when they make a purchase; it is simply understanding your customer’s navigation tendency. With that being said, your website should execute a given objective of the sales funnel. It must properly move your customers from page to page, leading them to a final purchase.
While the benefits of having an e-commerce website can be numerous, the challenges are visible. When it comes to ecommerce, keeping up with the pace of consumer interests and their needs is an ongoing process, with many challenges in-between in regards to how to effectively reach them.