The shift toward an E-economy arrived with bewildering speed during the past decade. While it did not catch businesses off guard, E-marketing surprised many with the speed by which it overtook traditional marketing processes.
Now, with the entrenched presence of the COVID pandemic for the next year or so, E-commerce has become not just another adjunct to your marketing program, but, for many, the primary means of reaching customers.
It’s important to recognize that E-commerce has advanced well beyond simply initiating a Search Engine Optimization program and hoping you show up in generic Google searches. It’s an ever-changing process that is the marketing program for many businesses.
E-commerce, however, is not a one-trick pony.
It requires marketing agility, the necessary resources required to gain a foothold in the E-commerce battleground, and the know-how to present one’s values and benefits to customers so the business can jump off the page and become recognizable…and wanted.
E-commerce success demands more than digital outflow
Successful digital marketing requires a mix of activities, not all of them online. You need communications that will reach and attract your potential customers before they head to their computer screen.
We’re talking about the kind of activity that will build online interest in your brand, products or services and draw people to your site. This could be special events, attention-getting visuals, storytelling in a compelling fashion, news, information only you can deliver, or best of all, having the story told by someone who already has an online following.
Next, your digital marketing needs to make customers want to continue to return to your site.
But it can’t end there.
Your online marketing needs to engage prospective customers so they not only recognize what you do and what you stand for but want to buy your product or service.
Is your E-commerce approach still fresh…or is it getting tired?
Even if you are an E-commerce veteran, you need to constantly review how you are doing things to ensure your E-commerce marketing is firing on all cylinders.
Your approach to E-commerce marketing and communications cannot remain static.
You have to maintain a balancing act of familiarity, like your logo and your headline, along with something fresh and new that signals that you are in tune with whatever changes your industry is experiencing and reflective of your ability to remain in touch with what’s around the next corner.
Amplify your E-commerce marketing with a strong PR program
Most often, our clients call on us to develop and implement aggressive media relations programs to support their keyword strategy and boost their site’s performance on search engines.
We rely on building a focused, multi-faceted communications program that calls attention to their keywords and aggressively addresses those niches where those keywords have the most potential to augment someone’s message…like appearing in an influential blog or a magazine article.
But there’s a lot more to PR than simply reinforcing keywords.
We seek out and create opportunities for others to present you in a credible, favorable manner people will want to view … and Google will rank. And, when we capitalize on these opportunities, there’s the added benefit of of countering Google’s changing ever-changing algorithms.
No black hat nonsense, or SEO “experts” seeding your content onto poor websites to chase backlinks.
We are talking simple, easy-to-understand, practical distribution of information and ideas to sources like bloggers, vloggers, traditional media and influence leaders who will understand the value and importance of your message at a glance and want to share it with their audiences.
Messaging and communications are where PR comes into the picture
From employment of visualization using photos and video to special events, PR can serve as a springboard to generate attention both inside and outside of E-commerce channels of communication.
PR can reinforce what you are all about and amplify your messaging through news and communications outlets beyond your normal scope. PR can serve as a different kind of driving force to direct people to your website so they can learn more about you and see what you can offer them.
The cost is relatively inexpensive, particularly when it compares with paid advertising, which online readers recognize and often bypass, to get to whatever subject is most important to them.
Look at your E-commerce marketing with a fresh set of eyes
Even if you are well-versed in E-commerce, it doesn’t hurt to take another look at what you’re doing.
E-commerce has advanced and will only continue to do so. The pandemic has brought that to light more clearly than ever before.
Our approach? Developing and executing awareness-building programs that encourage online readers to put your company straight into their search bar.
We maximize E-commerce marketing efforts by clearly identifying and establishing those qualities that what make you special: your expertise, authority, personality and ability to deliver. And, once we attract reader attention, we aim toward making your potential customers feel completely confident in buying from you—and in recommending you to others.
Find out more about how we can help you energize your E-marketing.
Email me at will@wellonscommunications.com (or call me… 407-339-0879) and let’s talk about how we can add new life to your digital marketing.