An important question for business owners who plan to start an e-commerce

With the acquisition of Whole Foods, Amazon is really positioning to become the biggest retailer company in the world. I wouldn’t be surprised if it beats Wallmart soon.  E-commerce is such a big thing that it will probably happen. In fact, Warren Buffett showed the world that he believes that Wallmart is not the future of the retail industry anymore.

With many retailers that are failing to start e-commerce or to have a successful venture with it, a big part of it is because they aren’t surrounded by the right experts. Direct marketing experts and Digital Marketing experts are 2 different kinds of experts.

I was recently talking to a business owner who told me that he was instructed by a marketing firm that he needed to change his business image and his website so that his e-commerce will be more successful… While this will help his branding and maybe its website conversion, will it really help? After checking at his traffic stats which were low, I knew that he had taken a bad decision.

I have an important question to ask. Obviously, the answer is both but if you had to prioritize one over the other, what would be your priority? 1)Have a nice looking website, 2) Attract a lot of traffic to your operational website.  While this question might give emotional answers, let’s ask the question with a mathematical approach. Would you prefer to have 100 % of 5 $ or 1 % of 1000 $? Obviously, you would prefer the second option because it brings 50% more income!

So, my answer is to attract a lot of traffic to your functional website that offers your great products and or services with an ok presentation. Then,  when you make enough money out of your website, you invest in its look and design so that the conversion rate might increase higher than it is.

How do you increase traffic to your website? Here are a few options.

Why do I ask this crazy question? Because right now, the problem with a lot of small business owners is that they want to compete with giants and”old school” businesses like Sears and many others on the web.

These situations are totally different. With big old school companies, they already have good visibility because their website has a lot of trust and credibility in the eyes of Google. These sites need to be super well designed to match the expectations and they need to put the emphasis on the relationship with the client.

With small businesses, if the marketing job is well done, the connection should be strong with your clients because they will probably know you personally. If not, you need to create trust with the clients. You will do so by presenting you as an entrepreneur and by being shown in search engine results. If the product or service that you offer is great and you seem to be a great guy, people will buy from you.

Then, you might re-invest in your website so that the design and look will be even better. Obviously, if you can do both at the same time, it’s the best option but oftentimes, business owners operate with smaller budgets than companies like Sears or many other big companies that are struggling right now due to a lack of success in their e-commerce venture.

 

 

The right way to start selling online for business owners

Selling products or services online is a great idea for every business owner. However, a lot of them make a big mistake. They invest 100% of their budget in website creation and expect to be successful. While this might happen, it’s really unlikely to happen except if you are extremely lucky.

To succeed with e-commerce or any other type of internet business, you need 2 things. First of all, you need to have a website that is crafted meticulously so that it will trigger a powerful desire to buy for the visitors. To do so, your website has to have good funnels, great copy, and other important criteria so that it will convert to the call to action that you want the visitors to do.

The second thing is that your website needs to attract visitors. How many websites are very expensive and look great but they attract few visitors? It happens quite often that websites are like a drop in the ocean and the web surfer doesn’t pay attention to these drops. Many marketing strategies will attract visitors to your website. However, search engine optimization is very interesting because it’s one of the few marketing technique that isn’t interruptive marketing because people who find your website in search engine results were proactively looking for you with specific keywords.

In fact, a colleague from an SEO agency in Montreal or « référencement web Montréal SEO » like they say it in French told me that he doesn’t do SEM. He only does SEO because he likes his clients to be safe with digital marketing. He thinks that SEM isn’t as safe as SEO for different interesting reasons.

Once you attract visitors with a digital marketing technique like SEO or SEM, then you need to keep them so that you can have recurrent income with them. To do so, you must build a list with a list building tool.

So distributing your digital marketing budget between these 3 aspects will give you way more results in your online venture than investing 100 % of your budget in website creation.

1)website creation

2)copywriting and funnel creation

3)search engine optimization and or search engine marketing

I wish that every business owner could read this article so that their vision of a good online business marketing campaign would include these 3 aspects and their expectations would be high for all of them. Right now, we hear horror stories of business owners who didn’t succeed in this venture because of this.

5 SEO trends for 2018

Search engine optimization is constantly changing. What will be the trends of SEO in 2018? Six months from 2018, here are a few of the things that I think will be strong. I’m looking forward to seeing how I will be right or wrong.

Voice SEO

Asking questions to a mobile device has been adopted by teenagers since 2014. However, 4 years later, these early adopters will attract the rest of the population just like it happened with Facebook and now Snapchat. Can your business be found by the voice algorithm?

 

AMP (Accelerated Mobile pages)

The AMP project was created by Google who wanted to compete with Facebook Instant Articles (IA) seeing that articles loaded much faster for mobile devices with  Facebook IA. The problem with Facebook IA is that it keeps people on Facebook instead of going on your website. This is why AMP is very interesting.

 

Click Fraud prevention to improve conversion ratio in digital marketing campaigns

There are more and more click farms that harm SEM campaigns (Facebook Ads or Adwords campaigns) or take all the host’s bandwidth of some websites like parasites. Can Google help you to analyze or stop those click farms? Not for now and it’s unlikely that it will take care of this problem in a near future for different reasons.

Youtube Video SEO

Youtube is the second biggest search engine after Google. Yet, this search engine is much easier to rank a video than it is to rank a website in Google. Youtube videos reach a lot of people because a lot of them prefer to watch videos over reading, especially with mobile devices.

 

Google SEO

Of course, Google SEO is great because there are so many people who use Google to find what they are looking for. The challenge with Google SEO is that it takes a longer period to rank so business owners need to be patient about this investment. Moreover, with the recent Fred algorithm, SEO agencies must use white hat SEO  techniques only so that the website targeted won’t be penalized. The best way to check if an SEO agency ranks well is to check for it by typing in Google, your « city+ SEO ». For example, “Houston SEO” or “Houston search engine optimization agency” in Google will give you a good idea of the best SEO agencies. Then, contact them and ask questions to do your due diligence.

If an SEO agency offers all of these 5 services, you have good cues that it’s probably one of those who follows very well what’s going on in this industry. If you own an SEO agency, I suggest that you put your attention on those aspects.

 

Welcome to my new blog

Welcome to my new blog. I will soon write a lot of great articles about SEO so that you will have great insight about what is coming on in this field. Search engine optimization is still very in demand in 2017 and it will increase a lot in the future. In fact, it is estimated that SEO spending will reach 80 billion dollars by year 2020.

In 2017, SEO is in the top 10 of the most wanted skills for businesses. Here’s a video proving it.

I’m looking forward to contributing to this blog to present information, debates about hot topics and techniques.