Who doesn’t love to buy goods and services right from the comfort of their home? E-commerce has become quite popular over the past few years as people can shop at their own convenience, with total comfort, without the headache of beating the traffic and standing in long queues. If you too have decided to launch an e-commerce site or have already done so, to cash in on this trend, you need to promote it well to rake in the moolah.
The key to every site’s success is through good marketing and promotion. Even if you have really good and substantial content on your site, you still need to promote it to avoid getting left behind the competition. In the internet community, the best way to achieve an increase in website traffic and revenue is to take advantage of social media. When used correctly, this tool can provide a platform for brand awareness, exposure, networking, and a huge boost in traffic & sales.
Since there are so many different definitions of social media, let’s clarify what we’re talking about here. Social media are primarily Internet- and mobile-based tools for sharing and discussing information. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories and experiences.
Listening: Gathering intelligence on your market and your customer
- Build sentiment measurements – “showing how people feel about a subject and how those feelings are changing over time.” Listen on the web for people talking about your customers.
- Research into those bloggers that might care about your customer and their needs.
- Build conversation maps for your customers using Technorati.com, Google, Blogsearch, Summize, and FriendFeed.
- Search and collect bookmark statistics on social media success stories. Label them “social media stats”.
- Scan Summize.com for data listed in Twitter pertaining to your product, your space and your competition.
- Use WebsiteGrader.com as the first stop to understanding the SEO dynamics and on-page SEO quality of your website.
- Stop by Compete.com to help understand your site’s traffic. Then, compare it to your competitors’.
- Don't ask for too much information from your customers when giving away a freebie. Instead, spread it out and collect little bits of info over time.
- Track inbound links to your site. When they come from others blogs, be sure to comment on a few posts to develop a relationship with that blogger.
- Seek out those in your field and ask their opinions on your social media efforts. This is a great way to network and build relationships.
Talking: Engaging in a two-way discussion to get your message out (and get messages in)
- Build blogs and teach techniques for conversational marketing and business relationship building.
- Check out Twitter as a way to show a company’s personality. (Don’t fabricate this).
- Couple your email newsletter content with additional website content on a blog for improved commenting.
- Try out a short series of audio podcasts or video podcasts as content marketing and see how they draw.
- Experiment with the value of live video like via YouTube or Facebook on a cell phone.
- Don’t forget early social sites like Yahoo groups and Craigslist. They still work remarkably well.
- Practice delivering quality content on your blogs, so that customers feel educated, equipped, and informed.
- Turn your blog into a mobile blog site with Mofuse.
- Ensure you offer the basics on your site, like an email alternative to an RSS subscription. In fact, the more ways you can spread and distribute your content, the better.
- Research how NOT to pitch to bloggers. A great source of info: Susan Getgood.
- Try your hand at video interviews, video press releases and podcasts to build more intimate relationships.
- Use your creative vision (or enlist someone to help you) experiment with different lengths and formats for you video. Is a brief and entertaining video better than a longer but more informative one? Test features in more than one hosting platform, browser, OS, etc.
Energizing: Letting your customers give testimonials on your behalf (viral, word of mouth)
- Add social bookmark links to your most important web pages and/or blog posts to improve sharing.
- For every video project purchased, ensure there’s an embeddable web version for improved sharing.
- Learn how tagging and other metadata improve your ability to search and measure the spread of information. (http://en.wikipedia.org/wiki/Metadata)
- Download the Social Media Press Release (pdf) and see what parts you want to use in your traditional press releases.
- Help customers and prospects connect with you on your various networks. Consider a Lijit Wijit or another aggregator widget.
- Help spread good tips, articles, solutions for customers; Retweet, Digg, or Bookmark them. Others will thank you.
Supporting: Getting your customers to support each other
- Build community platforms around real communities of shared interest.
- Help companies participate in existing social networks, and build relationships on their turf.
- Experiment with Flickr and/or YouTube groups to build media for specific events.
- Start a community group on Facebook or Ning or MySpace or LinkedIn around the space where your customer does business. Good source of information is, Jeremiah Owyang.
- Learn what other free tools might work for community building, like MyBlogLog.
- Remember that the people on social networks are all people, have likely been there a while, might know each other, and know that you’re new. It’s important to try new territories, but tread gently.
- Voting mechanisms like those used on Digg.com show your customers you care about which information is useful to them.
Embracing: Building better products and services through collaboration with clients
- Investigate whether your product sells better by recommendation versus education. Use wikis and widgets to help recommend, or use videos and podcasts for education.
- Try using the same tools internally that your already using externally and learn how this social media can impact your business.
The bottom line is that you want to have a clear objective, be a valuable resource, and use the social media services in the ways they intend to be used. Anything else will get you filtered out, unfollowed, banned or blacklisted and ultimately be a complete waste of your time.
Social networks are a hot topic. With over 70% of consumers using online resources to find what they are looking for, it makes sense to step up your online presence. Many business owners have a website, an email address, and may have even started blogging. Networking is an important step to opening up your true professional potential.
Which site should I use?
What is the goal or problem you are trying to solve? The answer to this question may even mean that you completely change which social networks you take a look at. It may make more sense to create your own social media site or network (check back later for information on how to build your own social network). But for those of you interested in joining the pre-existing ones, here are a few of the more popular SNS, to serve your business well:
- Reddit - Upload stories and articles on reddit to drive traffic to your site or blog. Submit items often so that you'll gain a more loyal following and increase your presence on the site.
- Digg - Digg has a huge following online because of its optimum usability. Visitors can submit and browse articles in categories like technology, business, entertainment, sports and more.
- Technorati - If you want to increase your blog's readership, consider registering it with Technorati, a network of blogs and writers that lists top stories in categories like Business, Entertainment and Technology.
- WikiHow - Create a how-to guide or tutorial on wikiHow to share your company's services with the public for free.
- LinkedIn - LinkedIn is a popular networking site where alumni, business associates, recent graduates and other professionals connect online.
- Facebook - Facebook is no longer just for college kids who want to post their party pics. Businesses vie for advertising opportunities, event promotion and more on this social-networking site.
- Xing - An account with networking site Xing can open doors to thousands of companies. Use the professional contact manager to organize your new friends and colleagues, and take advantage of the Business Accelerator application to find experts at the click of a button. Market yourself in a professional context and open up new sales channels.
Image-Based Networking Sites
- Pinterest - Pin content from your website and repin others pins! Network by requesting others add to your boards, follow others and comment on pins.
- Instagram - If your business can deliver consistenly exciting imagery and content, Instagram will love you!
Set up your profile
Communicating works better when you have a good idea who it is you're talking to. Make it a point to add logos, company information, a bio or “about me” piece that identifies what your company does. Remember, social networking requires dedication. Most people set up a profile and then forget to go back to the site, to add friends, or to make use of it at all. Social networks are effective when you utilize them to the fullest. Your first objective in making your profile work for your business is to add friends; this virtual intro may take a little time but is well worth it if you are looking to grow your network. The second order of business is to use the site as your marketing resource. You should be active in posting blogs, commenting on profiles, and advertising your business.
Now that you know which sites to use, and understand what to do once you set up your site, keep in mind, that if you just jump into an established community with messages about how great you are, it can have exactly the opposite effect of what you’re saying. People inherently trust their peers more than messages from companies, so you’ll need to take the time to understand the community and the people who frequent it.
Google Analytics is the most comprehensive tracking tool available on the market. It gives you detailed data about your website visitors and the actions they take on your site. You’ll be able to see what people are doing on your site after they click on an email you send them and beyond.
By effectively using Google Analytics, you can stop making blind guesses and start making data-driven marketing decisions to boost your bottom line.
If you’re looking to get a head start to improve your website, we’ll walk you through how to make data-driven decisions using Google Analytics.
Add Google Analytics to your site
Before you dive in to access the data, you need to make sure that Google Analytics is properly set up on your website. Wrongly implemented tracking will skew your tracking data, leading you to take wrong decisions.
To implement Google Analytics, all you need to do is to create an account, connect your website with Analytics and add the tracking code snippet to the section of your website.
If you’re on WordPress, you can use this simple guide to help you get set up with Google Analytics.
Upon the setup, it may take a few hours to start gathering your website data. Let’s take a look at a few different aspects of using Google Analytics to improve your site.
Focus on your goals
To make informed decisions, you’ll need to have a clear focus on your goals and need to figure out how to accomplish them by setting objectives.
For example, in this new year, if your goal is to drive more conversions from your blog, it is vital to know what type of content resonates best with your audience.
One way to review your content is by going to your Pages report in Google Analytics. There you can identify which blog posts and pages drive the most conversions. It may not be worth your time to focus on content that drives tons of traffic without conversions.
Now that doesn’t mean every blog post needs to drive conversions. Instead, every piece of content you produce should meet your objectives.
For example, if you monetize your blog with AdSense, you might want to track AdSense clicks on your blog posts to figure out the type of content that generates the most revenue. This way you can create more similar content on your blog that is likely to generate more revenue.
After finding the type of content that brings positive results, come up with more content ideas for your blog and add them to your editorial calendar.
Study bounce rate
One of the most important metrics to keep an eye on is bounce rate. In simple terms, bounce rate is the percentage of single-page visits on your site. It tells you whether your visitors stick to your site or leave after their first-page visit.
Generally speaking, the lower your bounce rate, the more engaging your site is, the better for your business.
If a large number of visitors navigate away from your site after viewing only one page, this means you need to optimize your content or use better calls to action that intrigue visitors to dive deeper into your offering.
Some ways to improve your bounce rate are:
- Make your content enticing and consumable in short span of time.
- Reduce the loading time of your site and make your landing pages visually appealing.
- Create an exit-intent popup that shows visitors another useful resource on your site. Using OptinMonster, you can show targeted pop-up campaigns throughout your site at the precise moment your visitors are about to leave.
Study behavior flow
Aside from showing you valuable metrics, Google Analytics allows you to conduct user flow analysis to understand how your visitors explore your site to take action that you deem to be of value.
By studying behavior flow of your users, you can figure out leaky spots in your sales funnel. Once you identified those areas, you can take measures to reduce the drop-off and boost sales and revenue.
For tracking conversions, be sure to set up Google Analytics goals in the first place. And to track sales and revenue, you’ll have to enable e-commerce tracking in Google Analytics.
Conduct an annual content audit
If you’re investing in content marketing, you’ll need to focus on a few different metrics to determine your content marketing return on investment (ROI). Calculating your content marketing ROI enables you to identify whether your content marketing investment is paying off.
For most websites, the primary goal of content marketing is to attract quality leads and turn them into customers.
However, you can’t expect to convert every website visitor that lands on your site into customers. That means besides conversions, you’ll have to focus on other key metrics, like lead quality, traffic, and onsite engagement.
When conducting a yearly content audit on your site, below are a few things you need to consider.
- Find keywords that attract the most traffic to your site. Understand the intention of your organic visitors and figure out whether your articles deliver what your visitors want.
- Identify your past content marketing pieces that have performed best in terms of driving traffic and engagement. Be sure to add similar article ideas to your editorial calendar.
- Eliminate content that no longer reflects your business.
I hope the above tips give you some insights into using Google Analytics to improve your website’s bottom line.
It only takes a few minutes to get going, and you’ll be on your way to creating marketing strategies that will help you improve your website.