Marketing your business and ecommerce store
In this article we look at four main channels for marketing your business and your ecommerce store. We look at Google Adwords, Google Display Network, Facebook and SEO.
Marketing began during the Industrial Revolution when purchasing of goods started and become easier for the people at the time rather than making them for themselves. Alongside the growth of mass production, the need to serve the demands of the growing number of consumers had begun for form. Thus, the concept of marketing was born.
Fast forward to the present day, marketing has become an integral part of selling in the business world in order to stay competitive. Channels for marketing include billboards, flyers and adverts in local newspapers. However, the advent of the Internet has changed the marketing industry by adding more marketing channels and means of reaching consumers.
Websites began as a means to advertise a company and its products. These have advanced as scripting and new technologies have evolved them into the likes of Ebay, Amazon and almost every website for our beloved high street stores.
The arrival of Google and its subsequent domination of the search engine pecking order have brought us even new marketing tools such as Adwords, Google My Business, and Google Analytics to analyse consumer behaviour. In addition, the rise of social media has added a newer channel to marketing. The rise and fall of popular social media websites, for example mySpace, has made that industry itself very competitive.
Marketing for your business and ecommerce
Google Adwords is a system where advertisers pay to display a brief advertisement, service offerings, product listings, and video content within Google's ad network to web users. It is based partly on cookies and partly on keywords advertisers are paying money to bid on and show their advert when relevant. Paid adverts are not unique to Google and other search engines and similar services exist. So if you’re thinking of using this channel as a route to market, you’re going to need to do some keyword research based off what you think your visitors would search for to find your products.
Google Display Network
This is an image-based sytem of adverts rather than plain text-based ones. Display adverts are the visual banner adverts you may see dotted about the Internet as you browse This channel can have multiple purposes from retargeting to brand awareness which both very effective.
Retargeting is where a small cookie follows your visitor around the web after they’ve visited your website, and retargets them with perhaps an advert for an item they were looking at. Examples include looking at products on Ebay briefly and then going to the John Lewis website and seeing an advert for the Ebay product. Using retargeting in this way can help to keep the product fresh in their mind and encourage them to come back to the site to complete their purchase.
The benefits of this method include:
- Has a broader reach than the search network and allows you to reach users across the millions of Google partners websites
- Helps to gain analysis of effective keyword terms and your target audience.
- A more visual approach and more engaging because of the use of images.
Facebook Advertising and Retargeting
Facebook advertising began in 2004 and what features we use today began in 2007. Facebook advertising is a great tool to use and has met with success. Retargeting in particular keeps product ideas fresh and encourages consumers to revisit a website.
Search Engine Optimisation
Search Engine Optimisation will never be the quick win it used to be in the early days when many have tried to abuse the search results using clever tactics, all of which have been made extinct. When it comes to marketing your business and products, Search Engine Optimisation is all about a long-term strategy like marketing itself. You want to optimise your website and its pages and content to be ranked organically and as high as possible for the correct keywords and phrases your audience will use to find your website.
What channels you choose depend on your business, your customers, which platform they are most active on and how budget is best spent.