ONLINE CUSTOMERS
HOW TO ATTRACT
ONLINE CUSTOMERS TO YOUR
E-COMMERCE STORE IN FIVE STEPS
BY: SCOTT MACINTOSH
Now that you’ve entered the online marketplace, you’ll need to
attract customers to your online storefront. This is the foundation of
your new sales and marketing strategy, so approach it with care.
Attracting online customers will require a revised marketing
persona for your new selling environment. The online buyer’s
persona is the foundation around which your e-commerce strategy
will grow. Once you understand who it is you’re trying to serve, you
can create a digital landscape that will best suit the needs of your
target market and generate content that will effectively drive traffic
to your e-commerce store.
To make this process simple, I’ve refined it down to five key steps.
STEP #1 - UNDERSTAND WHO YOUR ONLINE
CUSTOMER IS
The first, most basic step toward securing an online customer base is
understanding who your target customer is. In order to best serve
the needs of your online clientele, you will need to pinpoint exactly
what it is that distinguishes your market from the consumer public.
This should be done for each market segment you intend to serve
online.
To get a clear picture, map out a buyer’s persona that encapsulates
key traits that the majority of consumers in your market share. A
persona is the foundation of any effective marketing strategy, so it’s
important to think critically while drafting.
Your marketing persona should highlight specifically the influential
traits of each of your market segments. Evaluate the lifestyles,
buying processes, and decision-making factors within each segment
as they relate to interacting with your brand.
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