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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 February 19, 2020

11 Hard Skills That Will Land You More Career Opportunities

11 Hard Skills That Will Land You More Career Opportunities

Are you looking to move up the career ladder? Or maybe you’re tired of having a “job” and want to start looking for a more permanent career?

Whatever your motivation, you are going to have to learn some new and different hard skills to broaden your opportunities. After all, there’s a very famous quote that says:

“The definition of insanity is doing the same thing over and over again, but expecting different results.” – Albert Einstein

While the insanity part doesn’t really fit here, the overall message is a good one. If you are looking for a different result (career advancement, more money or even a career instead of a job), it’s up to you to make it happen. This is both the good news and bad news!

The good news is that because it’s up to you, you have complete control over it happening. The bad news is that change is hard. Humans are creatures of habit, that’s why we develop routines, and anything that disrupts that routine causes us anxiety. And we will do almost anything to get rid of that anxiety. The overweight person will calm their anxiety by eating that doughnut, the smoker will light up a cigarette to avoid anxiety.

What we want to do with this article is to give you the hard skills you’ll need to reduce that anxiety so you can move up that corporate ladder, make more money or have career instead of just a “job.”

The following hard skills are essential to learn if you want to advance your career. They may not be easy to take up, but definitely worth your effort of learning:

1. Cloud Computing

“Simply put, cloud computing is the delivery of computing services—servers, storage, databases, networking, software, analytics, intelligence and more—over the Internet “the cloud” to offer faster innovation, flexible resources, and economies of scale. You typically pay only for cloud services you use, helping lower your operating costs, run your infrastructure more efficiently, and scale as your business needs change.” Microsoft[1]

There are many different jobs available in the cloud computing world today. They range from architects and developers to data scientists, security pros. Each job is its own specialty and requires a high level of specification for advancement.

This is definitely a hard skill that requires education. But if the tech world and computers are your thing you can make cloud computing a lucrative career.

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2. Data Mining and Statistical Analysis

Again, these are highly specialized fields. Data mining is defined as using large sets of data to look for anomalies and other patterns that can be used to predict future behavior.

Amazon is probably the best known company to use data mining. Have you ever noticed that when you buy something at Amazon, you’ll see a little ad at the bottom that says “customers who bought this also bought…”and it lists 2-3 other items? All of that information comes from data mining, by examining the millions of sales amazon makes they can predict that if you buy item #1 there is a high likelihood that you will buy one of the other items too. T

his not only increases sales for Amazon, but it also serves as a reminder for you that you may need these additional items for your project. This is very valuable information and has a wide range of uses. Although it has a bad reputation and evil sounding name, it is a very useful tool for maximizing productivity and sales.

3. Data Management

All companies today deal with a ton of data! Being able to manage that data in an efficient manor is not only highly prized, but a necessity.

We all have these things on our desks called computers. Unless there is a need for a paper copy, almost all of our data is computerized. Meaning that, in theory it is all at our fingertips. Being able to organize that data so that it’s easily and quickly retrievable is why computers are replacing filing cabinets!

However, just like the old fashion filing cabinet, data management on a computer is only good if it’s well organized. You want to make sure that you are keeping your data well organized so that it’s easy to find when needed. This is a skill that comes easily to some people (are you a person that makes lists? Good!) but with others it will be a skill that needs to be practices. Make sure that this is a discipline you master.

4. Scheduling

Being able to make and keep to a schedule is a very useful tool in both business and life. Effective scheduling means that you can prioritize projects, understand the tools needed to get the job done on time and that you are organized enough to lead people.

An important point here is to write things down! Whether it’s in an old fashion daily or weekly organizer or in a PDA. Have a copy of your schedule available at your fingertips at all times.

5. Financial Skills

These are especially important when looking for that promotion. The higher up the ladder you go, the more you’ll have to deal with things like accounting, budgeting, financial planning and cash flow management.

While you may not need to be an expert at all of these, you should have a good grasp of all of them. This is where taking a few night classes at your local community college is a good idea. You don’t need to become an expert, but brushing up on these skills will help you tremendously.

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6. Research Skills

These are important in all aspects of life, but especially in your work-life.

Are you looking for that first job out of school? Nothing impresses a boss or hiring manager more than someone who has researched the company. Trust me, they deal with people walking in off the street everyday looking for a job, but managers and owners need to see the value in hiring (or promoting) you.

So do your research and have some company specific questions ready to ask. Show that you are interested in working for that company or that position and not just “a” job or the “promotion” because you have seniority or need the money.

If it’s a promotion that you are after, never bad mouth the previous occupant. Instead pick out an example that he/she was good at and explain how you would like to use or expand that policy and how it would enhance the policy changes you’d like to make.

If it’s a new job you’re going for, then make sure to have some company specific questions ready to show that you have done your homework for the new position.

7. Marketing Skills

While marketing a companies products or services has always been a highly sought after skill. In today’s world, it can take on several different forms.

Some of the marketing skills that are highly sought after today include, SEO, Search Engine Optimization, SEM, Search Engine Marketing and marketing campaign management. Familiarity with Google Analytics as well as Word Press are also valuable.

While traditional marketing and branding were focused on advertising and selling. Almost all marketing efforts now a days are focused on the internet.

8. Network Security Specialist

Again, this is a highly skilled position that requires specialized training. But the amount of data that all companies store is significant, and if that data is leaked or stolen, it can costs them millions of dollars in both lost revenue and lawsuits.

So, if you have an interest in network security you will find the field both lucrative and stable.

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9. Communication Skills

At first glance, communication skills may not look like it fits into the category of “Hard Skills” that can help you succeed. But in this ever shrinking world where companies can do business from almost anywhere, communication is more and more important.

Are you bilingual? It really doesn’t matter what language you speak, there’s a company out there looking for someone who speaks that language.

10. Computer Programming

I don’t know about you, but I’m pretty sure that computers are going to be around for a while! As both the hardware and software get more advanced, the need for computer programming is only going to increase.

11. Graphic Design

As of 2018, there were 4.37 million new websites launched.[2] A good number of them will fail because they just aren’t interesting enough visually. The use of templates and replicated websites is only making the problem worse.

Part of the way Google ranks sites is through originality, this almost ensures that replicated sites will never get ranked through Google. So the more original your site is, the more likely people will visit and actually spend time there.

That is what a good graphic designer does. Takes your basic idea and turns it into a website that people actually want to visit.

Embrace the Anxiety That Comes with Change

You know it’s going to be there, you know that you’ll want to give up as you’re learning these new skills but, you’ll also know that the end result is worth the journey.

Here’s a little trick when you’re feeling overwhelmed:

Have you ever met an ex-smoker who was sorry they quit? An ex-drinker or drug user that said life was much better before they quit? These people have gone through some of the most difficult challenges humans can go through including weeks, if not, months of intense physical withdrawal symptoms. They did it because they knew that the pain and anxiety they would experience would ultimately get them to a much better life.

Now what was that complaint you had about attending night-school?

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This is the part everyone hates, everyone thinks night-school, adult education and just generally giving up family and/or spare time. While those are certainly possible ways to develop the necessary skills, they aren’t the only way.

You’ll want to check with your human resources department because depending on the company, a certain degree maybe required in order to even be considered for a position. In those cases, night-school, on-line or some other form of adult education maybe your best route.

But as long as a degree isn’t required, then your options are wide open.

Let’s just say that you’re a sales person interested in becoming the sales manager but, the territory you’ve been given will never produce the sales figures that would make you stand out as a good candidate for sales manager. So how about you start your own side business (don’t compete with your company), but let’s say you enjoy golf.

In this day and age, there are plenty of places that will teach you how to sell products on-line and even set you up with your own website. So you start a site selling golf equipment and accessories (don’t worry, you won’t even have to carry inventory or worry about shipping).

Now, when that sales manager spot opens up, you can explain that even though other salespeople had better numbers than you, it had nothing to do with your sales ability, it was more of a consequence of the territory your were given.

And to prove it, you brought in some information about a side business, you started showing that you’re on target for a sales growth rate of 30% this year. And because you had to do all of the marketing for the business, you came up with some marketing strategies that you can bring to the new job (built-in experience).

The Bottom Line

We’ve put together these 11 hard skills as a way to give yourself a “leg up” on the competition. We’ve tried to make this a mixture of both skills that require a great deal of training, and also ones that you can work on and develop by yourself.

We know that not everyone is cut out to be a cloud computing expert, but we also know that working on and having good scheduling skills will make you a much more desirable candidate for the position!

We also don’t want you to discount the idea of a “side hustle“. Especially for people new to the workforce, having a business that you have started and run successfully shows potential employers that you have initiative, scheduling skills and ambition which can put you well ahead of your competition!

As usual, we hope you found this article both enjoyable and informative. If you did, may we ask that you share it with your family and friends through social media. It really does help us and is greatly appreciated!

More Skill to Help Advance Your Career

Featured photo credit: Kyle Sterk via unsplash.com

Reference

[1] Microsoft Azure: Cloud Computing
[2] Netcraft: December 2018 Web Server Survey

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