Opening your store and listing your first items on the BitBoost Marketplace is just the start. Now you’ll need to attract your first customers. Fortunately, there are some well established digital marketing techniques to drive traffic to your store.
Once you’ve established your store on the marketplace, it’s time to advertise it and drum up some interest. In principle, this isn’t much different from any other form of digital marketing, with the difference that this will only work with the web browser version of the BitBoost marketplace as you’ll need a URL. You can find an extensive overview of different forms of digital and offline marketing here: https://neilpatel.com/what-is-digital-marketing/. As an overview, here are some of the most popular techniques for generating leads online.
One of the most simple but effective methods, some estimates put ROI from effective email outreach at 4,300%. Your message is delivered right to your potential customer’s inbox, so perhaps it’s not surprising the conversion rate can be so high.
First you’ll need to create a list of contacts – though this will become an ongoing task as you grow your email database. You will also need to practice crafting compelling messages that resonate with your audience, which is no mean feat. You can find some helpful tips and examples of effective email campaigns here: https://www.shopify.com/blog/14107733-7-ecommerce-email-campaigns-you-should-steal-today.
One of the most powerful ways of reaching customers is to build up a social media presence. Get it right and your customers themselves will become your advocates and marketing team. It will take some legwork, but it’s well worth the effort.
Your website, emails and anything else that makes up your online presence should include links to your social media pages and profiles – including Facebook and Twitter at a minimum, though platforms like Pinterest and Instagram work well for online stores due to their emphasis on images – and you should be encouraging people to Like, Follow and Share your posts. This will also become a key way in which you engage with your customers, answer their questions and collect their feedback. Satisfied customers will become brand ambassadors for you, so treat them well and they will treat you well. It may be worth running promotions and giveaways for your social media community to attract more followers and reward them for their efforts.
Another powerful and easy way to attract customers is by using click ads, such as those provided by Google AdSense. These appear at the top of the search results, and on third-party websites that fit your overall demographic. You can also promote posts on social media to increase your reach for a small fee. You will need to pay for your ads, of course, but they can be very successful. Additionally, you can adopt a ‘pay as you go’ approach, trialling ads with a small amount of money to see whether they work or not and then scaling things up if they are successful.
Establishing yourself as an authority in your niche via helpful content – articles, blogs, videos, images, social media posts and so on – is a great idea. If you can provide something useful to people searching for products like yours, they will come to your site and hopefully keep coming back when they like what they see.
Prospective customers and those interested in your product more generally will search the web and find material that you have produced, via a search engine or other marketing activities you have undertaken. Your content will link back to your site and your blog, and whether they’re after the product or more information, they will find it there. You can use Google Analytics to track how successful different pieces of content are in driving traffic to you. Try out a few different approaches, learn what works best and keep at it! For some inspiration about what makes for good content, read https://wemakewebsites.com/blog/6-Proven-marketing-strategies-for-e-commerce-companies.
Putting it all together: Themed campaigns
Now that you have a toolkit of different approaches, you can use it to put together a focused campaign. This might be for a particular product, a short-term promotion, or a special occasion like Christmas or Thanksgiving. Make sure you start far enough in advance to give people time to respond (but not too far – no one likes getting Christmas emails in June). Then, build up your campaign with a concerted push that involves a combination of emails, extra social media presence, content (you can refer back to relevant existing content as well as publishing new material) and ideally a promotion or competition. Having a discount or other offer as well as keeping it within a defined timescale helps to build a sense of urgency and keeps people focused. For an example of what this might look like in practice, take a look at https://ecommercetrainingacademy.com/mothers-day-marketing-ideas-for-ecommerce/.