With continuing U.S. economic concerns expectations were that eCommerce sales would remain flat or even decrease in 2010. Instead, total U.S eCommerce spending increased by 9 percent from 2009, reaching 227.6 billion last year. So, despite a struggling economy, how can this dramatic rise be explained? Some would hypothesize that the growth can be attributed to a rise in participation and spending in social media, search engine optimization, and search engine marketing.
Search engines provide smaller eCommerce stores their biggest opportunity to draw in prospective shoppers. With an increased understanding that blogging and long-tail focused keyword strategies can bring in very qualified visitors from searches that more directly match their product offerings. By ditching manufacturers descriptions and labeling of products smaller eCommerce websites can avoid being engulfed by giants like eBay and Amazon by competing on longer, more specific keyword phrases i.e. “white clay court tennis shoes” as opposed to “tennis shoes”.
Furthermore, eCommerce websites can frequently collect visitor data from non-transactional shoppers by promoting their various deals and discounts to take advantage of later. By collecting email address and other relevant information from visitors, eCommerce websites can use email marketing to reach out to potential customers and provide them direct access to their site and even specific product pages once they’re ready to buy.
By implementing inbound marketing tactics small to mid-sized eCommerce companies can attract more qualified visitors to their websites and increase sales. Learn more about how your eCommerce store can benefit from investing in inbound marketing through our “eCommerce and Inbound Marketing Webinar” .