Monthly Archives: February 2017

This Ultimate Guide to Attracting More Customers

Every business works on a sole objective of alluring more and more customers and thereby adding to their baseline revenues. With changing scenario in the industry, focus is shifting to more of user engagement through online avenues. Whether a business is a startup or an established one, having a strong online presence is must today to meet this objective. A good SEO agency can help you gain higher visibility on the online platforms through its strategic digital marketing services. The agency can also help you do your customer analysis based on different criteria, which can further help you build your marketing strategies to attract more of them.

There’s certainly more ways to attract customers and widen the base. Segmenting is the most important aspect in identifying your potential customers. You may have the ones who are the best and then there are those who are difficult. Segregation will help you focus better and design your marketing approach.

Here are a few things you can do –

Client And Marketing Personas:
Identifying your customer base depending upon their habits, influential factors, demographics etc. This will help to create a better understanding of the desires and needs, purchasing habits, dreams, problems and essential things in the life of the customers. Thus, creative and interesting content would be required according to influence them.

Getting Information About The Clients:
Well, finding the client information is really important and at the same time much difficult. You can make use of the information that you have earlier analyzed about your ideal customers. Choose the information wisely as there is also much information about the unwanted clients. Take the help of analytical data from the website, have a talk with the team members of your SEO agency who does thorough research on customers’ behaviors in terms buying choices they make and fetch the required information.

Interview The Existing Customers:
If you are thinking of interviewing your existing customers, then you are on the right path. This way you can do a good research of the customer’s personal data. But the question here is, how can you do that? Internet marketing services can be used to reach out to potential and ex-customers. Try to encourage them to get back to you again by offering a voucher and getting a feedback on the services. You can also go on talking to the people who haven’t heard of you yet, leave aside buying anything.

Find Out The Customer Problems And Try To Solve Them:
Process the interview data to understand what the customers want and how best you can address their needs. Interview and research would provide you with the base to do a root cause analysis of the issues and whether or not it would be feasible to look at the problem resolution. It may also occur to you that a new solution can actually solve the issue. The exercise can be take online through a well thought through strategic digital marketing plan for your business.

Search Engine Optimization:
Search Engine Optimization (SEO) offered by SEO agencies in India and across the globe helps business expand their reach to a wider base of consumers online. Using SEO link building services and many other SEO strategies, your website can get a higher ranking on search engines like Google. Which means your business gets higher visibility and more customers.

Content Marketing:
Content Marketing is an important aspect of SEO. Content helps you position your business online. Fresh, relevant, original and high quality content is must for our business online profile. Ensure that you keep updating your profile and provide the users with the latest information on your business. It is also equally important that your online content is free of plagiarism.

Social Media:
Social Media is by far the most effective platform today to get connected to your existing customers as well as the new ones. Through social media marketing, you can engage your customers positively, keep them updated with your business information and manage customer grievances. If you are not on the social media, then you are really missing out a huge number of viewers. However, it is also important to understand which social media platform you are using to promote your brand and business. Not all may be relevant or effective for your business. A digital marketing agency can help you strategize on this.

This Why Most eCommerce Stores Don’t Succeed

In today’s fast world, most of the people (who uses the Internet) buy products/services from eCommerce websites in order to save their valuable time and energy. This trend has prompted entrepreneurs to set up their eCommerce websites so that they can reach out to maximum number of people within a short duration of time & accelerate their sales.

Running an eCommerce business can be an exciting feeling. But, apart from several benefits, there are various fatal challenges that can lead eCommerce business owners to a complete fiasco. Many passionate chaps in eCommerce field pursue their own entrepreneurial dreams with great zeal, but their long-awaited dream (of having a recognized eCommerce brand) gets shattered within a few years. In this article, we will analyze why so many eCommerce business organizations fail miserably. Just go through the below-mentioned points carefully.

1. Inappropriate Website Design

It’s a fact that customers are more receptive to a website which is visually appealing, easy to navigate and offers the exact information (quality content). If your website is complicated and has clutters (such as lots of advertisements, too much visual content-several sliders & popups, cookie warnings, complex navigation etc.), visitors swiftly lose their passion to browse your website and leave immediately without taking any action. Such disappointed customers never come back to your site in future. This causes a sharp decline in website traffic, leads, sales, email subscriptions, etc.

●    Solution

Keep the structure of your eCommerce website simple and straightforward. Make sure that it is visually appealing and has all necessary elements that help visitors to buy products/services quickly and easily.

Get your eCommerce website designed from expert web developers/firms that have expertise in eCommerce site design and development. You should always renovate your website design & its layout as per the changing taste of buyers. Make sure that visitors have pleasant browsing and shopping experience on your eCommerce website. It works a lot for your business. A happy customer not only buys frequently from you but also recommends your eCommerce portal to others as well.

2. Flawed Content Marketing Strategy

Having a pre-defined content marketing and its timely execution is vital to gain success in the eCommerce business. You must be aware of the fact that customers don’t get any chance to inspect the products physically when they are about to buy from your eCommerce portal. So, it is your content presentation style, which lets them have a basic idea of the product and encourage them to buy.

The problem is, most of the eCommerce website owners don’t have a well-defined content marketing strategy. As a result, they use unfair practices (such as copying content from other’s website, using the same product description, again and again, spinning the content which is already live on other websites, etc,) to meet their growing demands for website content. A flawed content marketing plan can be a complete disaster for any eCommerce website as it doesn’t drive customers to buy products and services.

●    Solution

Just create fresh, user-centric & meaningful content and update your eCommerce website regularly. It will encourage buyers to visit your site, read out the content and buy the products they need. Always keep in mind that content development is a time-taking process. So, if you face the shortage of the quality content, avail the services of digital marketing agencies that offer content development services. You can discuss your specific needs (in terms of content) with the content marketing agency and get your desired content created easily and effortlessly for gaining the ultimate goal of your eCommerce business.

3. No Customer Retention Policy

Today’s eCommerce business is full of competition. There are many e-retailers who try to grow their eCommerce sales and increase their market share. So, for serious entrepreneurs, every customer is important from whom they get business.

From time-to-time, shoppers encounter issues in your eCommerce operation such as finding a faulty product, request for product replacement, money back, product not delivered on the due date, etc.

If you fail to address the legitimate concerns of customers, it will make them unhappy. This may affect your business negatively as disappointed customers not only stop buying from you but also dissuade others not to buy from your website.

●    Solution

To avoid such hassles, you should display the product replacement, return, money back policy clearly on your website. Also, you must have a clear-cut customer retention policy as how will you address the concerns of customers and get them back.

4. Low Visibility In Search Engines

It is one of the main reasons why eCommerce businesses fail in just a few days, weeks, months or years after their commencement. When you launch an eCommerce website, it should be placed well in the SERPs. When visitors look for products/services using their preferred search engines, they may find your website or its pages in results (depending on its ranking) and buy from your site eventually.

If your website has lower placement in search engine results, it is possible that visitors may not reach your site through search engines. If your site ranked low in SERPs, then you will miss-out on various business opportunities from organic search.

●    Solution

When you operate eCommerce websites, make sure you implement the best practices of SEO to improve its ranking in search results. A decent ranking in search engines means more traffic to your site.

However, eCommerce website optimization is not an easy task to do. If you don’t understand the ifs and buts of eCommerce SEO, it will be better for you to hire digital marketing experts/companies to perform that action. They will optimize your eCommerce site as per the latest trends in SEO and give you the desired output. You must have a separate budget and strategy for this.

5. Use of Outdated Technology

There are many eCommerce websites that fail to sustain long owing to the use of flawed or outdated technologies such as a poor selection of eCommerce software platform, CMS, server, OS, internet technology, etc. while you make blunders in this context, you face numerous issues related to the security, usability, scalability and performance of your eCommerce.

●    Solution

Be smart and make sure you are making no mistake when it comes to the use of various technologies to operate your website.

Use the best quality and robust operating system, server, website builders or CMS, antivirus, extension, plugins, Internet security technology, etc, and make your website user-friendly as far as possible.

6. No scrutiny

When you operate eCommerce business, you need to monitor, test and analyze the performance of your eCommerce website regularly so that you may face different challenges with a high level of confidence while handling day-to-day operations, customer queries, request for product’s purchase, etc.

If you don’t analyze the performance of your website, it will jeopardize your eCommerce business sooner than later.

●    Solution

You should check the performance of your eCommerce website at regular interval. If you can’t do that due to some reasons, you can use website monitoring services easily. This will help you to trace flaws in your eCommerce website and eliminate them in time.

7. Staff Dissatisfaction

When you leap into the world of eCommerce business, you have to compete against several established eCommerce business brands. In order to attract the customers (while facing tough competition from your rivals), you need to have a team of highly motivated staff so that you can operate your website smoothly and cater the needs of customers.

To operate an eCommerce website and keep it live 24*7/365 days, various professionals have to work for prolonged hours. It is observed that entrepreneurs with limited monetary resources fail to compensate benefits to their working staff and provide them pleasant and amicable working environment. This results in great dissatisfaction in working professionals which ultimately reflects in the performance of eCommerce websites.

●    Solution

Make sure that you have enough budget and business plans to finance your eCommerce website and motivate your staff for the development of your eCommerce business. A team of passionate and innovative professionals can go extra miles to develop or expand your eCommerce business and provide you the maximum returns with a little investment.

8. Credibility issue

There are millions of people who want to buy online, but they hesitate to do so because of their fear of leaking their sensitive information or online frauds. If your eCommerce website has security issues (such as frequent online attacks, data breach, several down times, etc, ), then customers will not deal with your business.

●    Solution

Handle website security issues with the utmost care and ensure that your website is safe for transactions. You can do the following in this case:

  • Add an SSL certificate to your eCommerce website. It makes online transactions safe and prevents online bully elements from accessing the sensitive data stored on your site’s database.
  • Add several payment options to your website.
  • Display reviews and testimonials.
  • Conduct security audit from time- to- time and eliminate security holes and
  • Ensure a strong social media presence.

Take Away Idea

These are many reasons that assert why eCommerce business ventures fail despite their fabulous launch. If you planning to try your luck in eCommerce business and be successful, implementing these recommendations will help you to prolong your business without any fail.

Some Reasons Successful Personalization Is So Important

When you walk into your local store and the person behind the counter knows your name, what you need and why you need it that makes you feel special. It makes that business suddenly feel like not just another place, but like a part of your social circle.

Personalization can do the same thing. It can create a personal connection between you and your customers. And it doesn’t even just have to be the handful that come in regularly. It can be nearly anybody that’s visited your store before. You can greet them by name, make them feel welcome and give them exactly what they’re looking for – like offers on the products that they are interested in. In this way you can create a personal connection and in the process turn occasional visitors into loyal customers.

But be careful

The thing is, you do have to make sure that your attempts to market are actually successful, because – like is always the case when you know private information about your customers – it can get creepy pretty quickly if dealt with incorrectly. For example, when you know things about people before their closest family does, that can provoke some pretty angry reactions.

So let’s look at some of the things to look out for when you’re personalizing your message.

Garbage In Garbage Out

The above phrase is well known to all statisticians and data scientists, but often not considered carefully enough by those not familiar with the field. GIGO means that data science is not magic. Instead, the quality of your conclusions can only ever be as good as the data that you put in.

If you put in incorrect data, then you’re going to get the incorrect answer. So, when personalizing make sure that you focus here first. Otherwise, you might end up sending a message offering entirely the wrong services to a customer, or even worse, calling one of you customers a slut. That really does not show that people are managing their data very well, does it?

Focus on the right customers

Modern businesses are obsessed with new clients. I honestly can’t understand why, as return customers are far more valuable than new one – with them on average spending 67% more on follow up visits. Also, you already know a great deal about them (and they’re fine with you knowing that).

Then there’s the fact that as they’ve already visited your site once, the chance that they’ll come back for even more consequent visits is much higher – thereby creating a loyal customer, rather than one that will buy your product once and who you’ll thereafter never see again.

Even better, loyal customers can give you some of the most valuable marketing you can possible have. And that is word-of-mouth advertising. After all, these people have already demonstrated that they like you brand. What more do you need to do to get them to actually advocate it?

So, as the saying goes, focus on the customers you already have and they’ll take care of the new ones. This is particularly true in the case of personalization. Also, remember to offer them plenty of discounts. After all, it can be incredibly upsetting to long-term customers to realize that other people are being offered better deals than they are.

Trigger marketing

Another thing that personalization allows you to do is trigger marketing. This is where you set up certain marketing campaigns not for certain times of the month, but for certain actions. For example, if somebody demonstrates an interest in a certain product, then you can hit them with vouchers for more of that product, or loyalty cards.

Alternatively, if certain shoppers show up regularly on your site and then you notice a drop off, then you can send them offers and deals that entice them to come back.

The great thing about trigger marketing is that if done correctly, you don’t end up cannibalizing existing sales, as you provoke sales that otherwise might not have happened. In this way, you get to have your cake and eat it too.

Here 10 Crucial Online Metrics and How to Use Them

If you’re running a business, you’re going to want to know as much about your customers as possible; customers equal sales, sales lead to profit.

And whereas it was once quite difficult to accurately gauge the success of a marketing campaign, with the induction of online metrics, business owners now have immense amounts of data at their disposal that provides them with all sorts of feedback as to how well they’re connecting with their targeted consumer base.

The key though is knowing which metrics are relevant and which ones aren’t so useful.  Checking out tools such as Google Analytics and attempting to discern what you should be focusing on and which metrics you should be ignoring, can be a trick task and implementing the  wrong numbers into your marketing strategy can not only be a waste of time, but cause your sales to sink like a stone.

But don’t worry, I’m here to help you know what’s what.  Here’s a list of 10 crucial online metrics and how to use them.

1)  Website Traffic

Right off the bat, it’s knowing the level of overall traffic your site is receiving.  Monitor the ups and downs in site visits as they relate to any particular campaigns, the time of the year, or special events either your business holds or are just occurring in day-to-day life.  For example, when you put a product on sale, promote the sale through some online advertising and watch how it affects traffic to your site.  If traffic goes up, you know the approach worked, if not, move on to something else.

2)  Traffic Sources

While overall traffic is king, for marketing purposes it’s important to know where it’s actually coming from.  Is your traffic primarily coming through Google searches, is more of it being driven by people coming directly to your site by typing in its web address, or are people bouncing onto your site from referral sites?  Knowing what’s coming from where is a good way to understand which types of marketing strategies are working for you and which ones aren’t.  For example, if most of your traffic is coming through a URL, then visitors know who you are before they get there which means you’re effectively getting your name out there, while on the other hand, if people are mainly discovering you through related sites or general searches, you might want to look into an ad campaign to word of your business directly to consumers.

A key aspect regarding sources of traffic metrics is knowing the percentages.  If less than 40% of your traffic is coming through searches you’re website probably isn’t ranking well on the search engines.  You want your referrals to make up about 20-30% of total site traffic, with the rest being from people reaching you directly through your site’s URL.  The goal being to create a well-rounded customer base to that you’re not putting all your eggs in one basket.

3)  New Visitors/Returning Visitors

An important distinction between types of visitors to your site is how many are coming to your site for the first time vs how many have been there before.  Typically these metrics will show more first timers than those returning, but if the ratio leans to much towards newbies it can be a sign that you’re not doing enough to encourage people to come back after their first visit.

While the reasons for a low return rate can vary, a good thing to examine first is the quality of the content your site provides.  If it’s not useful, easily accessible and interesting you’ll probably want to start making some improvements.

4)  Conversions

You can have awesome levels of traffic, but in the end, it’s the conversions that matter most.  With the various online analytics tools like KISSMetrics or Mastergrades, you can do such things as track how many potential customers begin but fail to complete the purchasing process, view the number of people who’ve downloaded content such as a free eBook, then left the site never to return, or check how many visitors had a shopping cart ready to go and then abandoned them.  By studying the conversion metric, you gain insight as to why your visitors aren’t going all the way through with their purchases.  Is it that your site lacks a clear, simple checkout process?  Should you be providing more detailed information about your products?  Or is it simply a case of your prices being too high?

By monitoring this metric, you can start to ask yourself the right questions – only then will you know what adjustments to make in order to boost sales.

5)  Which Pages Draw the Most Traffic and Lead to the Most Conversions

While the homepage is where visitors usually wind up first, it’s not necessarily the page that leads to the most conversions.

Often times the most popular pages are the ones that provide the most relevant and useful information – something that writing services can provide – such as blog posts and case studies or even ones that offer fun competitions.   These are the pages where you want to spend the most time optimizing with effective SEO since they can be used not only as a gateway to other pages on your site, but also as a place to highlight your product.

Methods of SEO include inserting keywords into your content, incorporating add links and adding links and banners.

6)  Interactions

Besides seeing how many visitors are landing on your site and where they’re coming from, it’s important to monitor how many interactions your average visitor is performing.  From subscribing to your email to signing up for your newsletter to clicking the “like” or “share” button, the more key interactions you can generate the greater the chance you’ll get conversions.  You don’t have to be passive with regards to the interactions either, by asking visitors to review products, putting together a social media group or hosting a competition, you can leverage your interactions into increased engagement which often leads to more sales.

7)  Cost/Conversion

It’s great to get sales, but you need to know what you’re spending to get them.  By studying the cost per conversion metric, you’ll be able to see if your pay-per-click marketing campaign on AdWords is paying off.  Knowing what the cost of each click is and how often they result in conversions is crucial to determining whether or not you should stick with the current strategy.  If things don’t make financial sense, it’s time to switch it up.  One way to stay in the black is to create a budget that’s set around the value of each conversion and then compare it to how much better you could be doing.

8)  Exit Pages

Figuring out which pages visitors are most frequently jumping off your site from is a great way to optimize your site users experience and keep them until they convert.  Does the layout of a particular page make it difficult to navigate, causing frustration and a higher exit rate?  Is there a page within the conversion process that becomes confusing?  Understanding where and why your visitors are leaving your site early is the key to making the necessary adjustments to increase sales.

9)  Keyword Effectiveness

Keywords are key and you need to be constantly monitoring them.  By altering and adapting your keywords you will stay in tune with what consumers are typing into the search engines, allowing you to track your site’s ranking for keyword usage.

10)  Bounce Rate

Bounce rate, the rate at which a visitor lands on your site and then takes off immediately.  Sometimes the visitor just wound up at the wrong site, but often it’s because you’re not offering the info they’re looking for or that the page is simply taking too long to load.  The key is to balance minimizing bounce rate without drawing in a lot of traffic that doesn’t belong there in the first place.

By implementing site optimization and testing, you can determine what it is that leading to a high bounce rate.  Split testing is an effective method of figuring out what works and what doesn’t.  Trying out various calls-to-action, creating different or fresh content or inserting different keywords can lead making your site more attractive to your targeted visitors, thus lowering your bounce rate and leading to more conversions.