You’ll be able to use what you’ve learned to refine your web presence. Once you start getting traffic to your site and social media, it is important to set goals for your online marketing efforts and then measure how you’re doing using analytics. The beauty of online business is that you can very quickly see whether your actions are working. Similarly it is important to think about communications sequencing in your social media platforms, by creating a calendar of content that is relevant based on how your potential customers use each platform. It is also important to consider your current customer base, and treat those differently than email contacts who aren’t yet customers. For instance, your first welcome email could introduce your suite of products and services, and your follow-up email could feature one or two products or services in more detail, with a “Buy Now” call-to-action. When thinking about an email marketing program, including newsletters, group your customers by defining characteristics and send different types of emails to each group (or segment).Īlso, think about future emails as a sequence of communications.
Paid and unpaid search represents the largest part of website traffic for most companies, but email and social media can also be strong contributors. Your goal is to appear near the top of results when a web user is searching for information, a product or a service, this should be one of your top priorities. Most online customer journeys begin with a search on these portals. When building out your site, be sure to always consider how it will interact with search engines, such as Google and Bing. For longer-form content, consider blogs as they can contribute significatively to your position in search results pages. The information you present to clients should be short, punchy and relevant. Next, it is important to consider your website’s content. Also consider multiple platforms and devices your customers will use when shopping. Your website should be clean and focused, with only relevant content and functionality.
To succeed, you will need to properly design promote your website, and put in place the right tools and methods to analyze its performance. It is important to consider how and where people will purchase from your company.įor most businesses, the key sales channel will be a website that attracts users and converts them into customers. For example, you can structure you product catalogue according to your key segments’ interests. If one of the benefits of your products is most suited to your high-value customer segments, make sure that it is well communicated for them. It is important to consider your value proposition for each segment to tailor your e-commerce website to their shopping habits.Ĭonsider the information that is required for each segment and ensure that it is a key part of their shopping experience. The ways in which your company provides value to each segment is understood as the value proposition why customers of each segment buy from you and continue to do business with you. Once you understand the trends that set apart your highest value customers, you will be in a better position to develop strategies that meet their needs. Think about that group of customers and ask what shopping and purchase experience they require. Then go a step deeper and understand what makes them unique.įor instance, you might create a high-value commercial segment for business customers with an average order value of over $10,000 and further segment it for a product line. It is important to identify who are your key customers and segment them by defining characteristics such as: In the first building block we are going to look at customer segmentation. I am going to explain how you can use this tool to examine every aspect of your business in the context of e-commerce. To enable this reflection, our team often use Strategyzer’s Business Model Canvas (or BMC). There are several things to consider when thinking about expanding your business online. Customers could be forming habits that will last long after the pandemic has passed, whether your company sells to other businesses, directly to customers or to both, as e-commerce behavior is similar. E-commerce sales have more than doubled for basically every type of merchant since the beginning of the crisis, according to Absolunet, a Montreal-based e-commerce consultancy.įor entrepreneurs who want to develop their e-commerce business, the time to act is now. The COVID-19 crisis has created an unprecedented rise in online purchasing by Canadian consumers. Growth & Transition Capital financing solutions Kauffman Fellows Program Partial Scholarship Venture Capital Catalyst Initiative (VCCI) Industrial, Clean and Energy Technology (ICE) Venture Fund
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