As an online business owner, marketing can be your best friend or your biggest roadblock. Every bit of your eventual success will start with a successful approach to marketing. There are a variety of ways to promote your online business, and you should definitely be dabbling in more than one. But, there are a few common errors that people make when first starting out with an e-commerce business. In case you’re a new business owner and you want to prevent some headaches before they manifest, here are 5 of the most common E-commerce marketing mistakes.
1. Putting Too Much Faith in Facebook Marketing
Facebook is a great place to begin marketing your products. It’s opt-in advertising platform and ultra-targeted audience parameters means your messaging has the potential to reach exactly the right people. But, depending on what you sell and what your main customer base is, it might not be the end all be all when it comes to marketing. Assuming that the leads will roll in, though, will only lead to fewer conversions. Facebook is great if you have already tested your messaging, refined your audience and optimized your visuals. However, if you dive in headfirst without any evidence to back up where your money is going, it’s almost guaranteed that you will waste your budget and begin to nosedive.
2. Implementing the Wrong CMS
The temptation to go with a cheaper CMS platform is a good way to save money, especially for new business owners. Going with a more affordable CMS, though, can actually worsen the customer’s buying experience and cause your business to lose money rather than save it.
To avoid this mistake, pick a CMS that is user-friendly, scalable, data-driven, and able to integrate with different backend software like ERP, shipping, inventory, customer service, and CRM tools. The right CMS system can vary based on what type of business you are in, whether you are offering a service or a product, and whether you have a large inventory or not. Be sure to do some research and take careful consideration into selecting the right CMS platform.
3. Not Automating Emails
If you aren’t automating emails, you better have somebody on your payroll who is exclusively typing them up, personalizing them, and sending them at recurring times. From SEO link building to promotional discounts and sales pitches, email automation is the number one marketing tactic that new e-commerce enterprises need to capitalize on.
Doing so will free up a huge chunk of your time. Don’t worry about the quality of them suffering, either. There are services out there right now that can send your customers emails based on their behavior and speed up the production of your recurring emails, as well as effectively target your messages in real-time and personalize them for each individual. Once you’ve scraped a list of appropriate contacts and set up an email script, you’re just waiting for the responses and sales to roll in.
4. Not Testing Enough
This one comes down to impatience. But, if you’re building an online business from the ground up, you have no room for impatience because you’re playing a long-game. It’s a marathon, not a sprint, so be sure to test everything from images, tone of voice, length of copy, audience targeting, location-based targeting, and any other relevant metric under the sun before you recognize what works and scale up. The most important places to A/B test are website and landing page copy, email outreach scripts, and advertising on Facebook and Google. Discover what works for you, then perfect it.
Avoiding These Mistakes Will Help You Soar to Success
The mistakes covered in this article are pretty basic, yet somehow quite common. If you want to take the fast-track to success and profit, you should avoid all of them like the plague. Building a profitable online business involves learning from mistakes. Luckily, many people have already made them for you.
Marla DiCarlo is an accomplished business consultant with more than 28 years of professional accounting experience. As co-owner and CEO of Raincatcher, she helps business owners learn to sell a business so they can get paid the maximum value for their company.