Как создать маркетинговую стратегию для нового сайта электронной коммерции
So step one, I want you to focus on a niche or a segment.
You don’t want to create an eCommerce store that sells everything like Amazon. You’re going to get crushed. Be an expert. It’s too hard to be a big eCommerce store that does everything, reason being is the bigger companies are going to outdo you on pricing, you won’t be an expert on anything so you don’t really have an advantage over them, plus they’re going to offer faster shipping than you.
So when you pick a niche, you can be an expert on that niche and have the best product within that category. People will get to know you for that, even if your product’s a bit more expensive than the competitors, you can still do well and win.
Step two, create a killer, unique selling proposition.
Why should people buy from you? For example, one of my friends sells insoles, like those Dr. Scholl insoles, but she sells custom ones just for high heels, and her brand isn’t Dr. Scholl’s, but she makes over six figures a month in profit just through Facebook ads going to her eCommerce store.
Why, because she created amazing video that breaks down her life in high heels, how she loves these high-end luxury high heels, and they’re all uncomfortable, and she broke down how she created the best insole to make it comfortable for women of all shapes, all sizes, to be able to walk in these high heels, feel amazing, and be comfortable 24/7.
So when you have a killer, unique selling proposition, you’re more likely to get sales. So specialize and have your unique selling proposition to be all about that specialty.
Step three, create a fantastic user experience.
I love Shopify. If you’re going to be in the eCommerce world, use Shopify. Now, even though Shopify is amazing when you ship a product to someone, you want to make sure it’s an amazing experience, as well, from the design of the product, the way you make people feel. All of this will help you generate more sales, as well.
Step four, pick one traffic source.
Look, you want to do SEO, great, it’s a long-term gain, or if you want to do ads, you can do Google Product Ads, Amazon Product Ads, Facebook Lookalike Audiences, or you can even do the same thing on Google AdWords. Either way, pick one ad source and go all in.
For example, if you’re in eCommerce, I would recommend that you start off with Facebook ads. That tends to convert really well for Shopify stores selling one or two products only. Then from there, after you do well, you can expand into Google AdWords and other channels. But first I would recommend that you start off with Facebook ads.
Step number five, maximize your value per visitor.
Do you have upsells, do you have downsells? All that will help you generate more money so the ads are more profitable, or even your SEO’s more profitable. You could also use Hello Bar to collect email addresses when people are about to leave your eCommerce store, so that way you can market to them afterward and email them and convince them, hey, here’s why you need to buy from us, or here’s $15 off, or here’s why we’re special and you can tell your story or your unique selling proposition.
It’ll all help, that’s why you should collect emails. You should also do the same with push notifications. You can use tools like subscribers.com to maximize your eCommerce sales because when someone goes to your checkout page but they don’t buy, you can use push notifications to get them back and then get them to convert.