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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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Last Updated on December 10, 2019

7 Strategies to Keep Employee Motivation High

7 Strategies to Keep Employee Motivation High

Highly motivated employees are essential to the success of any business. Most people spend a third of their lives at work.[1] That’s a significant amount of time away from home, apart from the people who make us happy and the things we love to do. So keeping employee motivation high is essential for creating an office environment that gets the best out of our people.

But do you know what motivates your people?

It’s simple:

  • Is their work stimulating?
  • Does it challenge them?
  • Is there room to grow, a promotion perhaps?
  • Do you encourage creativity?
  • Can they speak openly and honestly with you?
  • Do you praise them?
  • Do you trust your staff to take ownership of their work?
  • Do they feel safe in their work environment?
  • And more importantly, do you pay them properly?

Every one of these factors contributes to the general happiness of your employees. It’s what motivates them to come into the office each day and work hard, hit goals, and get results.

In contrast, an unmotivated employee is typically unhappy. They take more sick days, they’re not invested in seeing your business succeed, and they’re always on the lookout for something better.

Stats show that 81 percent of employees would consider leaving their jobs today if the right opportunity presented itself.[2] So it’s up to you to set aside time and energy to create a work environment that benefits every one of your employees.

These seven strategies will help you motivate your people to consistently deliver quality work and, more importantly, to stick around for the long term.

1. Be Someone They Can Rely On

You rely on your people to turn up to work each day, to come to you when they have a problem they can’t solve, to be honest, and to always engage professionally with customers.

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But this is not a one-way street. You, too, need to be someone your team can rely on. They trust you to have their backs when a client is unreasonable, to know that the decisions they make are in your best interest, and to make good on your promises.

If you say you’ll attend an important meeting, be there. If your company makes a profit and you’ve said you’ll pay a bonus, pay it. The goodwill of your people is something you never want to test, let alone lose.

Be reliable; it’s astounding how much this motivates your people.

2. Create an Awesome Company Culture

There’s no denying that company culture trickles down from the top. Your leadership and attitude massively influences the attitudes, work ethic, and happiness of your staff. If you’re always stressed-out, overly demanding, and unreasonable, it’ll create tension in your office which will adversely affect your employees’ motivation levels.

In fact, the HAYS “US What People Want Survey” found that 47 percent of staff who are actively looking for a new job, pinpoint company culture as the driving force behind their reason to leave.

So if you have high staff turnover, you need to determine whether your company culture might be the motivating factor behind your churn rate.

Here are four ways to build a culture that keeps your employees highly motivated.

  • Be conscious of the image you present. Your body language and attitude can positively or negatively impact your employees. So come to work energized. Be optimistic, friendly, and engaging—this enthusiasm will spill over to your people and motivate them to be more productive and efficient.
  • Appreciate your people and be reasonable. Celebrate your team’s achievements. If they’re doing a good job, tell them. Encourage them to challenge themselves and try new things. And reward when deserved. If they’re struggling, help them. Work together to find solutions and be a sounding board for their ideas.
  • Be flexible. Give your people opportunities to work remotely—this is highly motivating to staff, particularly millennials. They don’t want to be battling traffic each day on their way to work. They don’t want to miss their kids’ baseball games or ballet rehearsals. Stats show that companies that offer flextime and the ability to work from home or a coffee shop have happier and more productive employees.
  • Create employee-friendly work environments. These are spaces that inspire and ignite the imagination. Have you ever been to Google’s offices? No headquarter is the same. From indoor slides and food trucks, to hammocks, and funky work pods on the wall, gaming rooms, and tranquil interior gardens, there’s something for everyone. It’s a space where people want to be, catering to their need for creativity, quiet, or team building; you name it.

So take a look at your company culture and ask yourself, Is my business an attractive workplace for talented professionals? Does it inspire commitment and motivate my people? What could I do to improve my company culture?

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3. Touch Base with Your Team Weekly

Make time for your people, whether you run a remote business or work in an office, set aside time each week to talk to your people one-on-one. It’s non-negotiable.

When there’s an open line of communication between staff members, work gets done. Don’t believe me? A study by Gallup found that 26 percent of employees said feedback from their leaders helps them to do a better job.[3]

Your people want to feel trusted. They want to take ownership of their work, but they also need to know that when they have a question, they can reach out and get answers. If you’re unwilling to make yourself available, your team will quickly become unmotivated, work will stagnate, and your business will stop growing.

So block off time on your calendar each week to touch base with your people, even if only to let them know that what they’re working on matters.

4. Give Them the Tools They Need to Do Their Jobs Well

Imagine trying to run your business without electricity. How would you contact your clients? What would happen when your phone or computer battery died?

Technology is super critical to the success of your businesses. It allows you to work more efficiently, to be more productive, and to handle matters on-the-go. That’s why you need to give your people tools that will make their jobs easier.

Make sure their equipment is in good working condition. There’s nothing more frustrating than a laptop that takes ages to boot up. It’s got to go. Replace outdated software with new software. Don’t make your designer work in Coreldraw; give them access to the most up-to-date version of Adobe Creative Suite. Take it a step further and buy them a subscription to Shutterstock or Getty Images.

Make working for you a pleasure, not a pain; and watch your employees’ motivation levels rise.

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5. Provide Opportunities to Learn and Upskill

Would you believe me if I told you that 33 percent of people cite boredom and a need for new challenges as the top reason for leaving their job?[4] If you want to retain your talent, you need to upskill.

Thanks to technology, we live in a rapidly evolving world that demands we change with it. A copywriter is no longer just a writer; they now need to be experts in SEO, Google Adwords, CRMs, and so much more.

A pastry chef needs to be a food stylist, photographer, and social media manager. An entrepreneur needs to be a marketer—or at least take ownership of the marketing message for their business—if they hope to scale.

Technology makes all of this possible. No matter your location, your people can continuously expand their knowledge and gain new skill sets—something that’s highly motivating to employees. They want to know that there are opportunities to grow and develop themselves.

If you won’t invest in your people, then your business becomes just another job to tide them over until they find where they truly belong. So be the company that sees value in developing its people.

6. Monitor Their Workload

Overworked employees tend to be unproductive and unhappy. Your people cannot be at full capacity every day, month to month. Something’s got to give. They’ll become deflated and their work will eventually suffer, which will negatively impact your business.

What I like to do is implement a traffic light system. It helps me to keep a finger on the pulse of my business. So there’s red, yellow, and green:

  • Red means they’re fully loaded.
  • Yellow means they’re busy, but they can potentially take on more.
  • Green means they haven’t got enough to do.

I use this traffic light system because I don’t want my team members to be stressed out of their brains all the time. If they are, they won’t make good decisions and they won’t do good work.

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If my people are regularly overloaded, I have things to think about. Perhaps I need to hire a new person to help ease the load or take a closer look at what projects are good to go, and which can take a back seat.

And this is why #3 is essential. If I’m regularly engaging with my people, I’ll know that while they’re coping with their workload, it is impacting their performance and health, and I’ll take action.

7. Don’t Mess Around with Your Employees’ Pay

Never mess around with your people’s salary. As a business owner or high-level manager, it’s easy to forget that most people live from paycheck to paycheck. Delayed compensation can mean a missed bill payment, which could result in costly penalties they can’t afford or hits to their credit score.

So it’s your job to ensure that you pay your people on time.

The Bottom Line

A motivated team is an asset to any business. These people never give up. They get excited about coming to work each day and can’t wait to test a new theory or tackle a particularly tricky challenge. They’re proud of the work they do. And more importantly, they have no reason to leave.

Wouldn’t you rather be part of their success story than the business that drove them away?

More to Motivate Your Team

Featured photo credit: Emma Dau via unsplash.com

Reference

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