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.