eCommerce 101 - 4 Part Strategy
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Promotion: Once the first three “P’s” are covered this is really the key to determining online success.  You have two basic issues you need to cover in promotion.  First, how do you actually get people into your online store?  You can use online advertising like pay to click advertising, display ads on high traffic web sites, search engine optimization, affiliate programs, email marketing, or some of the emerging social marketing vehicles like My Space, Facebook, and other online communities. 

You can also use offline methods such as direct mail, radio, and TV.  You can read more detail about offline advertisng for an online venture in my blog.  Some of the offline methods driving consumers to online sites are providing very effective.  No matter what methods you choose you need to understand them and have the correct marketing mix as well as a plan and budget to be effective.  Also don’t forget how you would like to be branded as you select and implement online promotions techniques.

Branding is often given very little consideration to eCommerce sites, but it is a critical component to long term success.  Powerful brands bring customers back for repeat business, bring referrals from satisfied customers, help you defend higher prices and hence better profits, and people to seek you out for your products or services instead of you having to always go get them with some type of marketing.  Online branding is broad topic with a lot of components and outside the scope of this article, but one that should carefully planned out in advance and reinforced with your advertising and marketing efforts.

After you have answered the basic marketing questions of using online sales in your business then you have to turn your attention to the online store itself.  Building an effective store requires intuitive navigation on the site, effective copywriting, proper color and an easy check out process.  You need to answer questions about privacy, returns, loyalty programs and customer service.

Doing the right planning and work in each of these areas will be the keys to building a successful online business.  If you decide selling online is the right choice for your business then begin by developing a marketing plan and working with an experienced e-Business consultant.

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