The main aim for any business large or small is to generate more sales. As a business owner if you can see your sales consistently growing month on month then you know there is a reward for all the hard work and effort you have put into your business. The majority of small businesses will hit a point where sales level off, your business reaches a certain level and it just can’t seem to pass it. Well the aim of this guide is to provide you with some great business growth strategies to help your business kick on and reach that next level.
There are a lot of simple strategies which can help take your business to the next level and generate the sales needed to help grow your business. This article will look at how SEO, PPC and Social Media can help you to generate the extra traffic and sales which will allow you to grow your business.
Performing SEO on your site is a fantastic way to increase both rankings and traffic which will in turn increase sales on your site. SEO is a great tool for small ecommerce businesses as the main cost incurred from performing SEO is time. The more time you can put into the SEO of your site, the greater the benefit will be.
Having the correct keyword strategy for your ecommerce website is crucial to the site succeeding. If you are not targeting traffic generating keywords then your site will never be found on the internet and as you will already be aware no traffic = no sales.
Research is key when building you keyword strategy, finding as much information as you can about what your target audience is search for gives you everything you need to know to create a traffic generating keyword strategy.
As Google is the biggest search engine on the internet using the tools and resources that it provides are perfect for find this information. Google’s Adword’s Keyword Planner is a strong tool to use. It is important to remember that this tool show data from paid search only but is a great indicator of the behaviours and patterns found in organic search.
Another great tool to use is your sites own Google Analytic’s account. This will provide information on the keywords and queries that are bringing visitors to your site. You can incorporate this information into your keyword strategy to ensure that the queries are showing visitors to the most relevant pages, giving them the greatest chance of converting.
On Page Synergy and Optimisation
This ties in with the keyword strategy previously mentioned. Once you have a keyword strategy it is important to give that strategy the best chance of performing. To do this you must program your pages to match the keyword that is assigned to the page by your keyword strategy. Having the page perfectly programmed to keyword which you want to target gives the search engines the reinforced message that this page should be shown for this keyword, removing any doubt from the search engine of what this page is about.
There are six key elements that if aligned correctly will help to push your page up the search rankings. They are the meta title, meta description, URL, alt= tags, H1-H6 tags and image titles. Having these six elements in synergy is a perfect way to target a page of a specific search term.
Creating Unique and Engaging Content to Drive Traffic
Creating unique content is great and will help your pages rank better in search engines. Creating content that is unique, engaging and targeted at specific parts of your audience will drive traffic to your site and help to increase the conversions on your site. Answering the questions that your potential audience has creates a level of trust and reputation for your site within your niche or industry.
If you can be seen as a source of knowledge for your industry more people will visit your site for the answers to the questions they have. From this you can promote your products and services to these visitors and increase the conversions on your site, as the visitor will see you as a trusted industry supplier. Also becoming this source of knowledge will increase traffic levels to your site and as we all know more traffic = more sales.
The main aim of any PPC strategy is to be cost-effective. A PPC strategy which returns a profit can be marked as a successful one. There are a lot of factors in creating a successful PPC campaign and it is almost impossible to create a successful one overnight. It will require the input of both time and money to generate a campaign that is hitting the targets you require but once your campaign starts to achieve its goals it is a great tool to expand and grow your online business.
Test Your Products With Pay Per Click
Not all products will generate a profit via PPC so testing your products to see which works best and which generate the best returns will help you achieve your PPC goals in the quickest fashion. There are so many companies out there who are wasting money advertising products which do not generate a return on their investment. This constant testing of your products is a key factor in managing any PPC campaign.
A key point to note for seasonal products is to be aware of the various changes that will occur on adwords as your product goes into season. The cost-per-click of your seasonal products will increase as they go into season because of the increased competition. Also remember that traffic levels will die down for these seasonal products when out of season so assigned budgets should be altered with this in mind.
Create Effective Landing Pages To Improve Quality Score
Quality score is a score out of 10 assigned to your adverts by Google and the higher the your adverts score the better, as they will feature higher in the listing and also cost you less per click for them to be there.
It is also great from a conversion aspect to have the most effective landing pages linked to your adverts, as you are paying for these visitors to land on your page so you want that page to give the visitor every chance possible to convert. A huge amount of your budget can be lost by having adverts going through to the wrong pages.
Social Media Strategies
Social media as a whole is an ever growing phenomenon as platforms such as Facebook and Twitter continue to grow by the second, these platforms are becoming an ever expanding opportunity to reach new potential customers. Social media is also a great way to give your business a personality and can help to give you the personal connection to your customers which will help to guarantee their custom in the future. Again the main cost of social media is time, as social media continues to grow it can become a full time job manages your social accounts. There are a multitude of tools to help with the automation of social media if you think it is a worthwhile investment. Sprout Social is a great tool to help with your social media tasks.
Have A Consistent Brand Across Platforms
Having a consistent brand presence across all your social platforms is a key element to a successful social media strategy. As different people will have different preferences to the social platforms they use they will be arriving to a variety of your social media platforms. It is key that they are met with a consistent brand image so that if they find you on different platforms they know it is the same business they are dealing with.
Don’t Be Afraid Of Dealing With Customer Complaints Via Social Profiles
As more people are using social media the growth of people using social media to complain about businesses is growing. These disgruntled with leave bad reviews and negative feedback on your social profiles for all to read. This isn’t something you should be afraid of as it is the perfect opportunity to show off your businesses customer service side, showing potential customers the level of help, support and understanding you will show them if something does happen to go wrong during their interaction with you. If one of your USP’s is your customer service then social media is a fantastic place to showcase this. Dealing with these issues in the public eye can gain you a lot of respect from potential customers and also tells them that you are willing to help with any issues they may face.
Engaging With Your Social Audience
Research again is a great help to understanding how your target audience uses social media and which platforms they use the most. For example a fashion business may find that 80% of their target market are regular Instagram uses meaning they should be focusing around engaging with this audience via Instagram using imagery and memes such as the one below.
Understanding your audience and the platforms they interact with is the best way to build a social media strategy that will be effective and help you to reach new customer. Social media is a slow building strategy as your build your social audiences over time. As your social audiences grow on each platform it will become easier to appeal to new visitors.
The key to social media is to not lose heart if a post or hashtag does not work the first time you publish it to your profile, it does not mean it was a failure. There are a lot of factors to be considered as to why a post may not have had the interaction you had hoped for.
Review Your Social Accounts Regularly
Have a regular review of what is working and what is not on your social profiles can help you increase the interaction between your profiles and your audience. You can do more of what is working and less of what maybe putting people off. These actions may change over time so regular reviews of what is going on will keep you in the picture as to what your audience what to be seeing. Social media is an ever changing world and keeping on top of it can turn into a full time job.
In conclusion all of the above strategies will help to grow your business the only constraints from these strategies is the time and money you have to invest in them. With time been the greatest attribute of most small businesses SEO is probably where you will find your greatest success early on. However having a mixture for the three is generally the best solution for growing your e-commerce business.