Join Patrick Rauland for an in-depth discussion in this video Using marketing to increase site traffic, part of WordPress: Ecommerce.
- It's not uncommon for someone to build a store only to get lost in the sea of other ecommerce stores. Just because you have a website, doesn't mean you'll magically start making money. Getting people to your store so they can buy something from you is hard work. There are plenty of ways to get people to your site, but none of them are both cheap and easy. You'll either have to invest Time or Money or both. One of the easiest ways to get people to come to your store is with Advertising. The upside of Advertising is that you can hit the ground running.
You can build and launch your store today, set up some advertising, and have hundreds or even thousands of visitors tomorrow. There are a lot of options when it comes to Advertising, two of the biggest players are Google AdWords and Facebook Advertising. There are also plenty of smaller advertisers you can work with that have a more targeted audience. There's a bit of a Learning curve when it comes to advertising, you have to learn how to target the right people. If you're a brand new store you probably can't afford to target the word t-shirt, but you may be able to cheaply target something like button-down shirts.
Ads are very effective and fast to set up. The main downside of Advertising is that you have to spend money to get people to your site, and if you don't have any money, you can't get started and you have to use other mediums. If you don't want to pay advertisers to send people your way, you'll have to rank well in search engines. Optimizing your search engine ranking is called Search engine optimization, or SEO. A strategy related to SEO is Content Marketing. Content Marketing is creating valuable content on your site to educate you audience.
Over the past several years, my blog has gone from zero visits a month to 30,000, all by sharing my knowledge on my blog. However, Content Marketing is a Slow process, it may take months, or even years, to see a payoff. The good news is that once the content is written, it can continuously bring people to your site and it's incredibly cost effective compared to advertising. Content Marketing works really well with search engines, but that's only one way people can find you. Social Media is a great way to share your message with a brand new audience. For the most part, Social Media is all about building and maintaining relationships.
If you are giving out useful or interesting information, people will follow you and when you have a product or sale to announce, they'll see that message, too. These potential customers would have otherwise been hard to reach, as they weren't searching for a product. This organic approach is one of the advantages of Social Media. Every industry is different, so you'll have to see which Social Media channels work well for you. You should always frame your message to the medium. Beautiful imagery won't be as compelling on Twitter as it is on Pinterest. In the ecommerce world, the effort and money you put into getting users to your site is called the Cost of Acquisition.
We'll be discussing the Cost of Acquisition later in this course. In the end, it doesn't matter how you get people to your site, as long as they get there. If you do nothing, you won't have any traffic. You need to put some effort into building an audience.
To start, you need to understand the market for your product or service so you can build your website around it. So Patrick Rauland kicks off with some key questions that will help you define your audience and organize your products. He'll then help you set up a payment gateway with PayPal or Stripe, ship orders, collect taxes, and secure sensitive data. And if you weren't convinced already, Patrick reviews the benefits of WordPress ecommerce tools as well as a selection of third-party tools that integrate beautifully with WordPress. Plus, get bonus tips on marketing your new website: attracting and retaining customers and increasing the value of the average order.
- Defining your audience
- Organizing your products
- Marketing your WordPress site
- Increasing average order value
- Getting paid
- Checking out with PayPal or Stripe
- Managing and shipping orders
- Collecting tax
- Protecting sensitive data
- Using WordPress or third-party platforms for ecommerce