Sometimes, the space on the market exists because, even if the product is already offered by others, the information contents are lacking. By taking advantage of this opportunity and doing the necessary research, you may be able to manage an ecommerce successfully making it an important information resource for the public.
Of course, the information will also be available elsewhere, but you could present it in a clear and useful way for visitors. In this type of operation, it is essential to follow the best practices for SEO , which allows you to generate traffic even in very competitive sectors.
Focusing on information content is the simplest solution to carve out a space on the market. No exorbitant investments are needed. And, if you opt for this solution, the value of your company will no longer be represented only by products and customers, but also by contents.
Error # 3: be dispersive in the choice of products
frequent mistakes in managing an ecommerce being dispersive with products
Often, in an attempt to increase the revenue of an ecommerce store, the products on sale are increased .
The possible mistake is being dispersive, creating an assortment of uneven products. Worse still, you may end up selling unsuitable items for your brand.
In these cases, sales from paid traffic may not be directly affected; but it becomes difficult to target a specific target or be able to increase visibility among organic search results.
This is a mistake related more to branding than to investment itself. Still, the choices about building the brand are as important as those about investing. After all, it is the strength of the brand that determines the value of a company.
Error # 4: don’t have a content strategy
frequent mistakes in managing an ecommerce not having a content strategy
Leaving content marketing almost completely is another mistake that many make in managing an ecommerce, with the consequence of making it difficult to increase the traffic coming from search results and social media.
It is difficult to write content for a boring sector.
The problem is that, especially in relation to some types of product, it is difficult to imagine writing content that could arouse interest in the public. For example, if we were selling ecological bags, the argument could seem insignificant.
Do content marketing around customers
In reality, the key is to do content marketing around customers and not around the product.
Continuing in the same example as before, which type of person is potentially interested in ecological bags? An environmentally conscious person, right? This person is also likely to eat healthy, train and do yoga, thinking about their natural well-being. These are all initial insights, but a little research will confirm them.
If you build your content marketing strategy around an ideal customer rather than a product, you will have many more topics to write about and many more ways to connect with the audience.
Even if yours was a technical sector and you managed to write 50-100 articles only on the nuances of your product, it would be details in themselves. Instead, to make your efforts productive, you need to create a harmony with your customers that extends beyond the scope of products.
Error # 5: don’t think deeply about gifts
frequent mistakes in managing an ecommerce not having a strategy for free products
Some companies that offer free products are very successful. And, in running an ecommerce, you will probably also consider such an opportunity.
Giveaways, competitions and offers can be an effective way to market products, but they are not suitable for every sector. Complimentary samples usually work in the case of perishable or consumable products: skin care, food, supplements, etc. On the contrary, it is unlikely that this mechanism will work for all other products, even if it is something that people could go back to buying, like a piece of clothing.
In fact, the free samples are not gimmicks to promote sales, but to help build the brand . And to build a brand you need a specific plan.
Error # 6: organize a contest without a specific plan
frequent mistakes in managing an ecommerce not having a strategy for contests
In managing an ecommerce, it is normal to always look for new methods to market your business. One of these methods is to organize contests, perhaps with the help of a blogger, to get links and shares on social networks, new followers and newsletter subscribers .
If you could double or triple your followers in exchange for a prize such as a gift certificate, the competition may appear to be a real success.
But be careful: it could be only a temporary or apparent success. Especially if you have already made the mistake number 4 and you have not planned the creation of content to continue to cultivate the relationship with your audience.
After the momentary attention aroused by the contest and after the efforts made on Facebook and Twitter, the public could forget about you.
The trick with social media is to engage your followers from the start. Look for content to share every day. Publish your content regularly. Start conversations and make yourself useful.
In short, don’t just plan the contest, but make sure you have a precise plan to apply later. In fact, the plan may end up being much more important than the contest itself.