Apr 6, 2007

Turning traffic into sales

“If you build it, they will come”. Unless you can go back in time to the 90’s, this is flat out wrong. For an e-business to succeed in today’s competitive business environment; you need to have more than just a laundry list of products listed in virtual space. You need products that fulfill a need – your marketing must add value. Easier said than done, right? Actually, it is nearly impossible to add value to a product through marketing alone. That is because there can be no distinction between sales and marketing in today’s e-commerce website.

The most common faux pas I see is when entrepreneurs design an online store, write great (or horrible) copy for each product, and then implement ppc advertising while hoping they will be the next Amazon.com. This is backwards marketing – both literally and figuratively.

Want to know what separates the boy’s from the men? Here is the secret. You figure out your advertising angles first, then you write relevant copy in the form of landing pages. While this is really just bringing relevancy, your most beloved Google will measure each landing page by quality score – so don’t skimp on any of the details.

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