Inbound Marketing is the way to drive visitor and customer numbers to your online store

If you run an online store then you probably generate or have generated a significant volume of your customers from pay-per-click advertising. But, the keywords you depend on are secured in competitive auctions and the prices to secure them just keep getting more expensive.

Add to that the fact that the marketing world has changed dramatically recently. Many traditional advertising and marketing approaches produce reduced response rates; reaching less prospects and generating fewer enquiries. The ROI generated is not good enough and deteriorating further. The big question is: How do I grow my online business when marketing doesn't seem to work as well as it did?

A new approach to consider...

Inbound marketing - otherwise known as content marketing - becomes the means by which you use your online store at the centre of your marketing activity. The inbound marketing approach is to drive more organic search to your store, converting more visitors into leads, and keeping customers engaged and happier.

Why is your online store and associated content footprint so important to this whole approach?

That is simple to answer: because your prospective customers will read content about your store and products long before they ever contact you. Typical customer behaviour has changed and we tend to research new products online long before we go to see them in store or buy them online.

The objective with inbound marketing is to harness this behaviour and use it to your advantage. By providing customers with information on your website which helps inform them and decide which product or solution is best for them. And all the while, you appear higher and higher in the search rankings because you are building a bigger content footprint which search engines recognise and thus advance your site up the rankings.

What do you do with all these new visitors?

You will have a much larger email list as it will contain not only those who have purchased from your online shop but also those who have browsed and accessed helpful content about your products. So you can then use smart lists (dynamic lists which are constructed using various attributes you choose) to segment and target sub-groups with specific interests. It means you can talk to specific groups within your base and nurture them until they are ready to buy and become customers. This more accurate targeting removes the idea of 'spamming' customers because you provide them with targeted information.

And if they are already customers, then they can be encouraged to make repeat purchases.

The last part of inbound marketing is very important too...

The last part of inbound marketing is the analytics. There is a wealth of information generated and it can be used to clearly see what works and what does not. You will know which communication channels work best for you (and which don't). This means you are not wasting budget doing things that aren't effective. Our tool, HubSpot, collects visitor intelligence from your website visitors after they fill out simple forms to access useful information.

If you need help starting an inbound marketing programme for your E-Commerce site or are rebuilding your site and want to know how to do this with better organic search strategies then inbound marketing may be suited to your business.

If this approach excites you then click the Get in Touch button below to arrange a call with an ITQ inbound and E-Commerce specialist.

Talk to ITQ about inbound for E-Commerce