There are many ways to market an online store. From search engine optimization to launching promotions on social media, pay per click ads or sponsored ads to hosting events and myriad types of campaigns, online as well as offline; an online store can be marketed in numerous ways. But there are a few preset purposes that all such marketing initiatives must attend to. The eventual objective is to generate revenue but the interim purposes are what one must focus on.
Here is what marketing an online store is all about.
Authenticity is the first objective. When any company launches an online store, it has to establish itself as a serious player in the ecommerce business. It must present itself as a brand. It should be trustworthy. Customers should not have to think twice before browsing the site or before making a purchase. A store must present itself in a manner that instills confidence in consumers that the products being sold are genuine, that the products would be delivered and that there would be enough options to choose from. An online store cannot be successful if there are only three or half a dozen options in a given product category. Likewise, no one wants to buy fake or counterfeit products. So marketing has to iterate that an online store is trustworthy and credible.
People should be certain that their online shopping would be safe, secured and discreet. An online store must be able to assure the customers that their payment gateways are safe, that the personal details will be kept secret and that the privacy of the customers must not be compromised. There is a reason why there are so few companies like Amazon and eBay. These companies have managed to offer unending categories of products and an impeccably safe shopping experience.
Another reason why major global marketplaces have succeeded is because they deliver on their promises. An online store should deliver in a day or two as promised. Else, the store must promise a five day or seven day delivery. Companies like www.courierpoint.com have been helping ecommerce stores around the world to send courier to India at phenomenal speed. But if the online store delays processing an order or doesn’t have the product in stock then no courier can do anything. Delivering on promises would be a marketing strategy in itself, and a very effective one at that.
An online store must have friendly policies. The refund and return policies must be easy and customer friendly. The terms and conditions and the privacy policies should favor the customers as well. Such policies must be marketed as well, just as much the offers or discounts.