Running an eCommerce site can be challenging especially with the rising number of competition from other online stores.
If you do not differentiate yourself from the competition and effectively market your business, failure is almost guaranteed.
You should, therefore, take your eCommerce business seriously and start executing the strategies that have propelled successful eCommerce sites to the top.
You should also avoid the mistakes that make most eCommerce sites fail.
Here are some of the mistakes to avoid:
No Defined Target Audience
In the current business environment where tastes and preferences determine what consumer purchase and not by needs, not identifying your target audience can be fatal to business success.
Not everyone is your customer. You need to know the demographic and psychographic profile of your ideal client.
Without clearly defining your audience, your marketing campaigns will be a hit or miss affair as they will be aimed at the general population and not a predetermined prospect.
Understanding your audience begins with creating a buyer persona. You can do this by setting up a customer avatar.
A customer avatar is a detailed description of the audience whom you want to buy from your online store You wish to capture as many details about this person as you can:
- What is his/her name?
- How old is he/she?
- What does he do for a living?
- Is he/she single or married?
- What are his/her hopes, fears and dreams?
Once you have this person figured out, tailor all your marketing to him/her.
You Are Selling Products People Do Not Need
It is important that you understand exactly what your customers need and develop a unique selling proposition.
A unique selling proposition is what differentiates your brand and offerings from your competition.
Without a USP, you do not have anything to cultivate differentiation.
“A business owner who struggles to define their unique selling point is a business owner who won’t be in business very long,” says Ascensor about developing a USP. “Customer needs and buying habits change over time. Always stay abreast of the dialogue they are carrying on social media and beyond. Never make an assumption that you know what they need,”
Lack of a Well-Defined Brand
Your customers are bombarded with thousands of marketing messages everyday.
Succeeding in such a noisy environment requires that you achieve ”top of mind” status with your customers and prospective customers.
This requires a robust branding strategy. Branding is critical because it influences how your customers view you and your products or services.
A good brand separates you from the competition and tells your customers what to expect when dealing with your company. It is a promise of your ideals and standards.
Branding begins with being able to communicate your value propositions effectively. Of course, you have to have something of value to offer.
You should give how you communicate your value proposition much thought. It should be done consistently and in a way that connects with your audience.
Focusing on Just a Single Platform
Hosting your eCommerce site on just one platform is ideal. You can choose a platform like Shopify, Volusion or BigCommerce.
What you should not do is rely on one platform to promote your products.
You can use social media platforms to promote your products and to push your brand. Social media is huge, and you can quickly build a following of people who are interested in your products.
You can also use strategies like content marketing, email marketing, engaging in industry discussion boards and forums as well as paid advertising to push your products and brand.
Not Building an Email List
E-commerce sites are online businesses and email marketing now runs the web. Companies that have mastered email marketing are killing it.
Email marketing allows you to send targeted marketing messages to your audience at the right time. It is cheap and very convenient.
The first thing to do is to start building an email list. The easiest way to start collecting email addresses is to promote a free offer and give the valuable offer for free to your leads in exchange for the email addresses.
Email marketing involves building relationships with your customers. You must be responsible and only send messages that provide some value to your list.
You can supercharge your eCommerce site’s sales by implementing these strategies.
The one thing that separates successful businesses from their struggling counterparts is the ability to execute on winning strategies.
These strategies work for almost all eCommerce sites. Try them out and you’ll start seeing some results.