How to make money in e-commerce?
If some e-merchants start with only a few euros in their pocket, many brands explode after using the most suitable levers. Because the goal of your online business will be to recruit new visitors who will be interested in your products and services.
Online advertising, social networks, search engines, customer recruitment ... There is not a single ideal way but several techniques to use to generate traffic and income.
Organic or paid, your strategy must allow your activity to be visible and recognized by as many people as possible. Your work will be rewarded if you follow specific rules for making money through the recruitment of new prospects.
The multiplication of channels will be one of the keys: the more visible you are, the greater your influence will be and the more you will be considered among the most indispensable websites. And this applies to all forms of e-commerce!
Numerous online success stories prove that the recipe for success is, for many, through an effective strategy, in addition to offering qualitative products with a correct margin to generate interesting income.
Generating traffic, but qualified traffic, this is your first mission and it must follow you through all the stages of your entrepreneurial life. How to set up the best plans to be able to make money in e-commerce?
Marketing strategies to generate traffic.
To be able to earn money in e-commerce, you need to be able to adapt your products, your services, your offer to the targeted potential customers. The customer should be at the heart of your action plan.
The strategies you choose to use to promote your e-commerce may depend on several aspects. Most of these strategies are related to a specific audience, a target. Thus, your marketing techniques employed will allow you to achieve these goals.
For many e-commerce companies, a comprehensive plan making use of multiple channels will yield excellent results.
Here are several common levers used by e-commerce companies to attract more visitors to their Internet pages and, hopefully, start selling more products and therefore making money!
1. Natural referencing.
Search engines should be the cornerstone of most e-commerce campaigns: thanks to a good SEO, your business will be able to be highlighted and therefore find potential customers faster. Indeed, many buyers start looking for a specific product on the Internet using a platform like Google.
Your website should be easy to find for these buyers when they do their research. Although you can pay to be placed at the top of the results pages (SEA), organic traffic from optimizing your website (SEO) must be a top priority!
Organic traffic from a site is preferable because it is free and it can be more sustainable than paying to get more visitors. The disadvantage of SEO, however, is that you have to be patient to start seeing the first results.
Patience and a thoughtful strategy are essential. For this to bear fruit, the keywords must be well targeted as well as the content present in your Internet pages, your blog posts or the description of your products.
To go further, you must write each content of your e-commerce respecting precise codes: Hn markup, target keywords, photo optimization ... SEO rules are strict but the results assured!
2. Email marketing.
Periodically sending your customers newsletters, promotion announcements and links to your blog via email is a cost-effective, direct and easy-to-implement strategy.
This type of campaign usually develops slowly over time, as you collect email addresses from various registration methods.
For example, your customers can sign up to receive promotional information from you when they make a purchase. They can also register through a popup window when they arrive on your homepage.
As the size of your email distribution list increases, the reach of these campaigns expands significantly. Your emails will be immediately placed in the inbox of your customers, so they can take advantage of limited-time offers, read blog posts and perform other desired actions.
The return on investment of this type of practice is often significantly higher than that of other levers that sometimes pay off. However, you will need to have a fairly large list of email addresses for this technique to have a visible impact on your traffic.
Note that when you create your online store with WiziShop, your emailing strategy will be made much easier with the help of Auto-Mail Booster!
You will be able to send newsletters, customize the content of your emails, and even schedule automatic follow-up emails, such as for abandoned cart scenarios for example.
3. The social media marketing.
Social networks can be both paid and free. All forms of shared content are great ways to stay in touch with your audience.
At the same time, they can drive traffic to your blog or product pages. They can easily be shared by your followers to extend the reach of these campaigns.
The major social media platforms also offer paid marketing solutions. Facebook Instagram, Pinterest, etc. for example, you can create a promotion for a post on Facebook, Instagram, Pinterest, etc.
Also, thanks to the features of social shopping, you can add your e-commerce presence directly on social networks. You just have to enter your products, prices in euros or in other currencies on the adapted section in order to develop your business on other platforms, a way to reach more customers worldwide.
Thanks to promotions on Facebook and other platforms, you can establish a firm budget and set dates for the course of a campaign. You can even specify the demographic characteristics of your target audience so that your funds are spent really profitably.
As is the case with emails, your reach with free social media marketing will increase as the number of your followers increases. However, paid social media marketing is dependent on the price you are going to set for your campaigns, and therefore the resulting reach.
4. Advertising at the CPC.
Cost-per-click (CPC) marketing is another effective way to encourage visitors to visit your business website and take an interest in your product sheets.
Two of the most popular platforms for a CPC campaign are Facebook and Google.
If you pay for ad space on Facebook, the ad will usually be shown in the sidebar, next to the main feed. Google ads often occupy the first places on the results pages, an additional but temporary way to be able to reach more people.
Product sales go a lot through these platforms that attract more and more customers and allow visibility to professionals or suppliers. The customer will then be attracted by product suggestions related to his search keywords.
There is a noticeable difference between these two CPC channels. Facebook allows you to set demographic data parameters of the people who view your ad. With Google, you can view these demographics after your campaign is over.
However, regardless of the platform you choose, you can adjust your CPC settings over time to fine-tune the reach of each campaign. Thus, the revenue reserved for this service and your advertising activity can be optimized so as not to lose money on your campaigns.
5. Content marketing.
One of the most common types used by online stores is blogging. Through blogging, you create valuable content that your customers can appreciate.
These can be pages with seasonal fashion tips, how to use your products, various topics related to your store, etc.
Some people hire writers to prepare the blog posts, but you can eliminate this cost by creating these contents yourself. Blog promotion can be paid or free, for example by creating a post on your Facebook page to share your latest article.
The true value is revealed over a longer period of time. Indeed, the content created on websites plays an important role in natural referencing.
If you regularly publish content, especially on a blog linked to your Internet sales site, you will improve the positioning of your pages in search engine results.
Remember that some of your content may remain relevant for several months or even years, and therefore it may continue to attract traffic to your website.
The same goes for seasonal and recurring pages: Christmas, Mother's Day, Valentine's Day, etc. Invest in these themes to have the chance to reach as many users as possible during these key moments.
6. Affiliate marketing.
Affiliate specialists are paid to promote the products of an online store. Some affiliates run advertisements on their own blog and on social networks to promote a product in particular.
For example, an affiliate marketer can write a blog post about the outstanding quality of a specific product.
Affiliates can be compensated for every click they generate to your e-commerce. They can also receive a percentage on every sale generated through their work. Affiliation can also be profitable when you establish competitive conditions.
In many cases, visitors can be tracked by cookies for a given period of time. If these visitors return to the website within a predetermined period, affiliate specialists can still receive a commission thanks to their initial work.
7. Investing on marketplaces
The strength of marketplaces is no longer to be proven. Amazon, Fnac, Darty, La Redoute ... As an e-merchant, using such a service, you will then have every chance to take advantage of the customer database of these giants.
By paying a subscription per month, you then invest in your future and in a tenfold visibility. The creation of your account on these platforms will then allow you to place your company on important growth levers.
In addition, you will be able to benefit from the strength of these platforms in the logistics areas as for shipping and delivery.
Imagine: with Amazon, 24-hour delivery will stretch out your arms. Great advantages for your service, for the customer experience and for the image of your brand!
8. What about traditional marketing?
Although your company is present on the Internet, why not invest the physical domain for your communication?
Street marketing, distribution of flyers on the street to present your company, radio advertising, in the local press ... In addition to your online efforts, animating your presence through traditional channels could well set you apart from the competition!
9. Training to perform.
Training becomes essential to go further in your mission as an e-merchant. Because wanting to create a communication plan and manage your e-commerce business at the same time can be a puzzle of difficult tasks to combine.
With WiziShop, you will be able to benefit from a training offered in your subscription in order to know everything about the levers necessary for your performance.
Marketing, communication, traffic, SEO ... Everything you need to know to generate your first sales and succeed in e-commerce.
These courses will accompany you step by step in order to perform in your activity because your business deserves to be known to as many people as possible!
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Making a profit: the ultimate goal.
The profit of your e-commerce is calculated by subtracting all expenses from the gross income of the store. These expenses include communication costs, administrative costs, the cost of goods sold, etc.
But before you can rely on a company that is rolling, steps are necessary: focus on success by being inspired by concrete examples!
Examples of business success stories
Let's take the buzzing examples, especially of these brands that have emerged on the Internet and social networks to finally become indispensable. The digital native vertical brands (DNVB) have succeeded in their bet of success thanks to many communication levers.
Le Slip Français, Jimmy Fairly, Sézane... All these big houses have launched online. With precise targeting and a well-defined brand identity, they are now giants, the best sites of the moment!
In 2018 according to Le Figaro, Sézane achieved a turnover of 80 million euros, 92% thanks to online sales. A figure that makes you dream, right?
Before reaching these summits, the path traveled by the entrepreneurs at the head of these companies was long, then fraught with meetings and often external investments once the project was viable. Patience and perseverance will be your allies!
Your marketing to-do list
In many cases, increasing your communication budget can help increase profits. However, it makes sense to gradually increase your campaigns. By doing so, you will be able to better manage your profit margin and refine your campaigns to improve your return on investment.
After determining and establishing a budget, proceed to the next step, which is to research your target audience and the keywords to target.
These first steps will get your campaign off to a solid start. As the number of your sales increases and your budget grows, you will be able to comfortably expand your influence on your target market!
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