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6 Fundamentals For Online Marketing Success

6 Fundamentals For Online Marketing Success

We have gotten incredibly used to- even addicted to, in some cases- buying stuff online. I mean, who bothers to call up fast food joints when you can simply use their website to place your order? It took some time for people to get used to this though, and there are still more than a few people who don’t feel safe paying for anything in the online environment. But as time passes, this number is going down significantly.

Hence, conditions for online sales are optimal and everyone is attempting to make a profit. What the majority of people do not realize is that eCommerce isn’t easy. Quite the contrary, the fact that the conditions for online sales are so good can make it difficult to get spotted in the crowd.

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The vast majority of websites out there are attempting to sell something to the people that land on their pages, whether directly, through an affiliate, or banners. Regardless, the prevalence of these kinds of techniques leaves customers reluctant to pay attention, making marketing an integral component of achieving eCommerce success.

1. Keep in mind that you are marketing to people

A lot of people who are new to online marketing might be confused by this first point- but it’s no joke. After a couple of years of active participation in online marketing endeavors without seeing a single face, you may start to grow detached from reality. People start perceiving their traffic as just stats that need to be improved through taking mechanical, predefined steps. This is a hole you need to get out of since no real eCommerce business success story ever came from disregarding the wishes of the audience. In an era where the strongest online empires, like Google, are doing their best to cater to the needs of users, doing the opposite makes absolutely no sense. This is especially important for eCommerce marketing since the only way you can sell anything effectively online is to truly engage your customers.

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2. Content is a necessity- regardless of what you sell

The phrase “content is king” has been dragged around the web for so long that it has started to losing its impact. This doesn’t make content’s crown shine any less, though. Its role in the online marketing environment has become crucial for businesses of all profiles and sizes. So many good things come from great content if you know how to use it. Here are some of the benefits that great content can provide:

  • SEO visibility
  • Enhanced customer engagement
  • Social media signals
  • Enhanced traffic
  • Referral links

Wondering if you have produced great content? Once you have your final version of the content in front of you, ask yourself if you would read it- or even better, put yourself in your target audiences’ shoes, and ask the same question. If the answer is no, you are still not there yet. Don’t allow yourself to start coming up with excuses for your content’s shortcomings.

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3. Social media presence needs to be more than just a bot

If you want a prime example of this go to Twitter and start adding people who are promoting a commercial interest and have somewhere between 500 and 5,000 followers. The only interaction you will manage to get from them is a bot response: an automated message with a call-to-action twist or a simple introduction message. Since everyone is using this approach the whole interaction boils down to bots communicating with each other, ultimately benefiting no one.

4. Proper targeting is essential for conversion

Regardless of what combination of online advertising approaches you decide to use, in order to be able to sell anything online you have to find the people who have the biggest chance of being interested in what you have to offer. By doing some market research you can easily optimize your marketing budget and increase your sales. It is a good idea to see what others are doing to reach their customers and optimize their targeting, in order to implement the approaches that fit your needs best. Don’t get set in your ways once you’ve done your first round of market research. Test things all the time and continue honing your scope. This is a process that includes continuous testing; it’s not just a matter of applying a mathematical formula.

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5. Pay-per-click is not enough

A lot of people start out their journey into eCommerce by hypothesizing that they can invest in a decent website and boost it through pay-per-click (PPC), in the process earning a profit. Sadly, this almost never works and they subsequently realize that they need to modify their approach or sink completely. The problem is that as an approach PPC doesn’t give you optimal conversion rates on it’s own. To succeed you need natural traffic, people that are really searching for a solution to a problem that you are able to help them address.

6. Product photos sell

Shabby, amateur product photography is OK for selling used products, clothing, and other stuff on eBay or Amazon, but if you want to foster a legit, strong eCommerce presence, you really need to use professional product photography. As a form of content, good photography has a lot of engagement potential and is in second place, right behind video content, when it comes to social media shareability. Furthermore, when deciding to buy a product online the photos mean the world to the customer. He or she don’t get to hold the product in their hands; charts, specifications, and text descriptions are great, but without photos they don’t have enough information to make a final decision. The pricier the product, the better the photos need to be.

Making yourself visible is a top priority when trying to achieve eCommerce success. But you don’t want to just be another person in the crowd. Taking a step further and actually engaging your customers, instead of hoping that they will randomly decide to click on your advertisement is the difference in attitude you need in order to achieve success.

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Ivan Dimitrijevic

Ivan is the CEO and founder of a digital marketing company. He has years of experiences in team management, entrepreneurship and productivity.

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Published on March 25, 2019

How to Find New Growth Opportunities at Work

How to Find New Growth Opportunities at Work

Career advancement is an enticement that today’s companies use to lure job candidates. But to truly uncover growth opportunities within a company, it’s up to you to take the initiative to move up. You can’t rely on recruiter promises that your company will largely hire from within. Even assurances you heard from your direct supervisor during the interviewing process may not pan out.

But if you begin a job knowing that you’re ultimately responsible for getting yourself noticed, you will be starting one step ahead.

Accomplished entrepreneur and LinkedIn Co-Founder Reid Hoffman said,

“If you’re not moving forward, you’re moving backward.”

It’s important to recognize that taking charge of your own career advancement, and then mapping out the steps you need to succeed, is key to moving forward on your trajectory.

Make a Point of Positioning Yourself as a Rising Star

As an employee looking for growth opportunities within your current company, you have many avenues to position yourself as a rising star.

As an insider, you’re able to glean insights on company strategies and apply your expertise where it’s most needed. Scout out any skills gaps, then make a point to acquire and apply them. And, when you have creative ideas to offer, make it your mission to gain the ear of those in the organization who can put your ideas to the test.

Valiant shows of commitment and enterprise make managers perk up and take notice, keeping you ahead of both internal and external competitors.

Employ these other useful tips to let your rising star qualities shine:

1. Promote Your Successes to Your Higher-Ups

When your boss casually asks how you’re doing, use this valuable moment to position yourself as indispensable: “I’m floating on clouds because three clients have already commented on how well they like my redesign of the company website.”

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Tell your supervisors about any and all successes. Securing a new contract or signing a new customer should be a cause for celebration. Be sure to let your bosses know.

2. Cultivate Excellent Listening Skills

Listen well, and ask great questions. Realize that people love to talk about themselves.

But if you’re a superb listener, others will confide in you, and you’ll learn from what they share. You may even find out something valuable about your own prospects in the company.

If others view you as even-minded and thoughtful, they’ll respect your ideas and, in turn, listen to what you have to say.

3. Go to All Office Networking Events

Never skip the office Christmas party, your coworker’s retirement party, or any office birthday parties, wedding showers, or congratulatory parties for colleagues.

If others see you as a team player, it will help you rise in your company. These on-site parties will also help you mingle with co-workers whom you might not ordinarily have the chance to see. For special points, help organize one or two of these get-togethers.

Take the Extra Step to Show Your Value to the Company

Managers and HR staff know that it can be less risky – and a lot less costly — to promote from within. As internal staff, you likely have a good grasp of the authority structure and talent pool in the company, and know how to best navigate these networks in achieving both the company’s goals and your own.

The late Nobel-Prize winning economist, Gary Becker, coined the term “firm-specific,” which describes the unique skills required to excel in an individual organization. You, as a current employee, have likely tapped into these specific skills, while external hires may take a year or more to master their nuances.

Know that your experience within the company already provides value, then find ways to add even more value, using these tips:

4. Show Initiative

Commit yourself to whatever task you’re given, and make a point of going above and beyond.

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Position yourself so that you’re ready to take on any growth opportunities that present themselves. If you believe you have skills that have gone untapped, find a manager who will give you a chance to prove your worth.

Accept any stretch assignment that showcases your readiness for advancement. Stay late, and arrive early. Half of getting the best assignments is sticking around long enough to receive them.

5. Set Yourself Apart by Staying up on Everything There Is to Know About Your Company and Its Competitors

Subscribe to and read the online trade journals. Become an active member in your industry’s network of professionals. Go to industry conferences, and learn your competitors’ strategies.

Be the on-the-ground eyes and ears for your organization to stay on top of industry trends.

6. Go to Every Company Meeting Prepared and Ready to Learn

A lot of workers feel meetings are an utter waste of time. They’re not, though, because they provide face-time with higher-ups and those in a position to give you the growth opportunities you need.

Go with the intention of absorbing information and using it to your advantage — including the goals and work styles of your superiors. Respect the agenda, listen more than you speak, and never beleaguer a point.

Accelerate Your Career Growth Opportunities

A recent study found that the five predictors of employees with executive potential were: the right motivation, curiosity, insight, engagement, and determination. These qualities help you stand out, but it’s also important to establish a track record of success and to not appear to be over-reaching in your drive to move up in your company.

Try to see yourself from your boss’s position and evaluate your promote-ability.

Do you display a passion and commitment toward meeting the collective goals of the company? Do you have a motivating influence with team members and show insight and excellence in all your work?

These qualities will place you front and center when growth opportunities arise.

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Use these strategic tips to escalate your opportunities for growth:

7. Find a Mentor

With mentorship programs fast disappearing, this isn’t always easy. But you need to look for someone in the company who has been promoted several times and who also cares about your progress.

Maybe it’s the person who recommended you for the job. Or maybe it’s your direct supervisor. It could even be someone across the hall or in a completely different department.

Talk to her or him about growth opportunities within your company. Maybe she or he can recommend you for a promotion.

8. Map out Your Own Growth Opportunity Chart

After you’ve worked at the company for a few months, work out a realistic growth chart for your own development. This should be a reasonable, practical chart — not a pie-in-the-sky wish list of demands.

What’s reasonable? Do you think being promoted within two years is reasonable? What about raises? Try to inform your own growth chart with what you’ve heard about other workers’ raises and promotions.

Once you’ve rigorously charted a realistic path for your personal development within the company, try to talk to your mentor about it.

Keep refining your chart until it seems to work with your skills and proven talents. Then, arrange a time to discuss it with your boss.

You may want to time the discussion around the time of your performance review. Then your boss can weigh in with what he feels is reasonable, too.

9. Set Your Professional Bar High

Research shows that more than two-thirds of workers are just putting in their time. But through your active engagement in the organization and commitment to giving your best, you can provide the contrast against others giving lackluster performances.

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Cultivate the hard skills that keep you on the cutting edge of your profession, while also refining your soft skills. These are the attributes that make you better at embracing diverse perspectives, engendering trust, and harnessing the power of synergy.

Even if you have an unquestionably left-brain career — a financial analyst or biotechnical engineer, for example — you’re always better off when you can form kind, courteous, quality relationships with colleagues.

Let integrity be the cornerstone of all your interactions with clients and co-workers.

The Bottom Line

Growth opportunities are available for those willing to purposely and adeptly manage their own professional growth. As the old adage says,

“Half of life is showing up.”

The other half is sticking around so that when your boss is looking for someone to take on a more significant role, you are among the first who come to mind.

Remember, your career is your business!

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Featured photo credit: Zach Lucero via unsplash.com

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