Starting a business in the modern era isn’t all that difficult. Much of your initial struggle depends on the industry you’re jumping into. You also determine your overhead costs, the local market, funding opportunities, etc.
Yet, it was only the beginning, no matter how challenging it was for you to get started. The real challenge lies ahead. We are, of course, talking about building a successful brand.
Your best bet is to embrace the modern world and lean heavily on online platforms for most entrepreneurs. So, the main question we need to answer is which platforms will be most effective for increasing traffic to your eCommerce website and improving brand awareness.
Keep reading for everything you need to know.
First and foremost, you must invest time and energy into your digital storefront and website. Your website is, essentially, the home base of your e-commerce business. Every social media platform, ad, email, and other online content will lead users here.
Therefore, this is one of the most important online platforms for success. But how do you drive traffic to your site?
Search Engine Optimization
We briefly mentioned linking your social media accounts and other online sources to your website. However, this is only a small piece of the puzzle. Most of your organic traffic will come from search engine sites like Google.
As such, you need to focus on maximizing your search engine optimization. SEO is the coding embedded in websites and read by search engines to direct users to the most appropriate content. So, for example, when you search for “hardware stores near me,” the local hardware businesses’ SEO will dictate what you find.
Similarly, your SEO will determine whether or not your target market finds your website when searching for things related to your business. This could be your products, services, information, etc.
To improve your SEO ranking:
- Create a blog for your website
- Consistently update your blog with new, relevant articles
- Research and implement effective keywords for your niche and industry
- Use link-building to increase your website credibility (internal links, external links, backlinks)
- Register your website with Google My Business
- Write appropriate meta descriptions for each web page
- And more
Search engine optimization can be a difficult field to navigate. However, it is essential to increase organic traffic to your eCommerce website. We recommend contacting a professional SEO agency to jumpstart your online presence and learn more about the process.
Because your website is one of the most important online platforms for a successful eCommerce business, you must also consider customer experience. What impression are you giving your website visitors? What type of experience do they have using your site?
Your website needs to be professionally designed. It must be visually appealing, clean, and engaging.
Furthermore, it needs to run smoothly. This means quick load times and intuitive navigation.
Lastly, make sure your website is optimized for mobile devices. ConsumerAffairs recently published an article on cell phone statistics in 2023 and found that 92% of Americans own a smartphone. If your website isn’t optimized for these types of devices, your pages will load in an improper format, resulting in a negative user experience.
Next, talk about a titan among online platforms and social media. Social media platforms like Instagram, Pinterest, Facebook, Linked In, TikTok, YouTube, and Twitter are major brand-building tools.
There is no singular best eCommerce platform for individual social media apps. Ultimately, it depends on your brand, your target market, and the industry you operate in.
For example, YouTube can be a phenomenal source for showing off your latest products, demonstrating your services, or creating informative and instructive content. However, Facebook and Instagram are easier platforms to use to gain followers (depending on your content creation).
Regardless, one thing remains constant: a social media presence is paramount for building a brand. This is because the vast majority of us use these online platforms daily.
The key is understanding the habits of your target market and how to use each platform. Each social media app has different algorithms, policies, and styles of content creation. For example, look at this article for more information on the future of Instagram.
As an online retailer, you must, of course, consider the option of using well-known and highly popular eCommerce sites like Amazon, eBay, and Etsy. These online platforms can help you get your products out in front of larger markets. In addition, these types of sites attract millions of online shoppers.
While sites like Amazon have stricter qualifications, creating a profile and getting your products listed on Etsy is easy. The major hurdle with these online platforms is getting your items to appear in the right searches.
Much like SEO, these eCommerce websites operate with a unique algorithm. The more popular your store (on the site) is, the faster you develop the appropriate search results. You can also pay to promote your products.
Finally, let’s discuss building a successful eCommerce brand using email campaigns. Email campaigns are successful for multiple reasons.
First, when you get someone’s email address, you’re procuring a direct line of communication with that consumer. Second, you can send emails with content, promotions, discounts, and more for almost nothing.
Secondly, if a consumer has subscribed to your email list, they’re already interested in what you have to sell. So, you’re marketing to a primed audience, which should result in higher conversion rates.
The real challenge with email campaigns is building up your email list. You can do this via your website and social media profiles. Generally, offering something valuable to give users a reason to subscribe would be best.
For example, they could be entered into a raffle to win free products. Or maybe every subscriber can gain access to exclusive online content or high-value discounts.
Which Online Platforms Are You Taking Advantage Of?
It’s easy to get overwhelmed when starting a business. As the owner, you always look at your numbers to ensure you stay in the black. But, unfortunately, the success of your eCommerce website falls on you and you alone.
However, using the online platforms listed above is a fantastic way to ensure your business stays relevant among consumers. And remember, it’s okay to reach out for help. For more business advice and marketing tips, please read some of our other articles.