Marketing strategy for webshops - these options are available to you

Have you started your own webshop? Then I want to start by saying GREAT! Really well done! And then I will continue to say: Remember to market your webshop. This will be the decisive point for whether you succeed or not. Here's a brief overview of a number of different channels you can use to make your business a success.

First, we'll dive into the overall strategy. The possibilities are endless - that's why it's important to choose the right channels and build a good strategy. Not just day-to-day randomness that depends on the fact that you might remember to update your social media.

In this blog post, we look at a number of different options that you can make use of. Both online and offline. You can choose to read some of Katrine Nikolajsen and my other posts, where we go in depth with the different areas afterwards. But here you get a brief review of a mixed bag of digital sweets, and then we dive into the bag and focus on each individual option afterwards.

Online opportunities

First, I'll go through a number of online marketing opportunities. These are short presentations of different channels, so if you want to read a little more about each part, follow the blog here at ideal.shop for the next while. New posts will be added on an ongoing basis.

Social Media

If you really want to kick-start your webshop, you can't ignore social media. There are many people here - also from your target group. And what's more, you can hit your target audience down to the millimetre level if you practice a little and spend some time familiarising yourself with things.

But where are which target groups present?

Facebook is the most used social media in Denmark, while Instagram, Snapchat and YouTube come in 2nd, 3rd and 4th place. The latter 3 social media are mainly used by the young target group. On the other hand, you will find the older target group on Facebook if they are the ones you want to address.

When it comes to advertising on social media, you advertise on Facebook and Instagram viabusiness.facebook.comandbusiness.instagram.com.

If you want to know a little more about advertising on Facebook, then read on:

Facebook advertising - 7 good tips
By Katrine Nikolajsen, offbeat media

But most importantly, strategise your social media strategy. How will you use it? How will you ensure that your followers stay engaged? How do you want your followers to recognise you? This could be a logo on images, using certain emojis in each post, a certain filter on all your images or 3 fixed colours that you use in all your graphics.

If you don't have a strong visual identity, I would definitely recommend that it's something that you develop BEFORE you spend a lot of time on marketing.

Influencer MarketingYou

can hardly say SoMe without saying: influencer marketing. And with good reason. Using influencers to promote your products has become a really effective marketing channel. There are pros and cons, but like anything else, it's important to find influencers that you can work with - and who have your products and company's best interests at heart. It's not a quick fix, and it's a good idea to follow different influencers and bloggers first to see who is a good fit for your business.

If you'd like to read more about how to get started using influencers, read our blog post Influencer marketing.

Email marketingFirst

of all: YES, SENDING EMAILS TO YOUR CUSTOMERS WORKS!!!! Next, it's all about creating relevant content and sending it to people's inboxes. If it's not relevant, then you might as well not waste your own and your customers' time. But if it is relevant and well thought out, it can be a great way to upsell to your existing customers.

There are two different ways to do email marketing. One way is campaigns that are sent out to your mailing list at predetermined times during the year. For example, you might send out an email campaign 1 week before Black Friday, 3 days before Black Friday, 1 day before and on the day itself. You plan these campaigns based on when something happens during the year.

The other type of e-mail marketing is e-mail automation. Here you create a newsletter flow that people sign up for when they sign up for your newsletter. The flow can consist of a welcome letter with, for example, a discount code in it. You can set the next email to arrive a week later. Those who have used the discount code can get an email with new products in it. While those who haven't used the discount code can get an email with a small reminder of the discount code. Next, you can set up a number of automatic flows that send out automatically when people have a birthday, have shopped for x.xxx DKK on your webshop or something completely different.

We at offbeat media use HeyLoyalty for all our customers' email marketing. Simply because it is a super good system that is very visual. At the same time, it is a Danish company that is behind it - so EVERYTHING is in Danish - including the support.

If you want to dive into HeyLoyalty and all their possibilities, then I can definitely recommend that you drop by their blog. It is super good and in-depth - so there is plenty of opportunity to get a little wiser on that topic there.

On the occasion of this blog post, I have made an agreement with HeyLoyalty on a good start-up offer for your first month with them if you want to try it out. You are welcome to contact me at jane@offbeatmedia.dk to hear more.

Link buildingWhen

it comes to digital media, it is extremely important that you remember to focus on SEO (search engine optimisation). Otherwise, your customers cannot find you in Google when they search for your products - and since most people search on Google for new purchases, it is quite important that you spend time and resources on this part. You can read more about SEO here, but I will also introduce you to the concept of Linkbuilding.

Linkbuilding is also a very special discipline within seo optimisation, where other websites link to your site. To explain it as easily as possible, Google's machine is happy when other sites with many visitors link to your website. It shows Google that you are creating relevant content on your website. And Google lives by delivering relevant content to all of us who use Google. Therefore, they will see it as a seal of approval if your website gets many links / referrals from other websites.

There are many different linkbuilding options, and if you sell something that can be used by parents / families, then you can, for example, take a closer look at the linkbuilding platform Familietiden.dk. Here you can also get an article to post that tells about your business and the value you create.

I own the concept, so if you would like to enter the site with a blog post, please contact me. For those of you who have an ideal.shop webshop, it is free to have 1 blog post on familietiden.dk until 1 January.

Offline marketingWhen

we talk about marketing, most business owners are very aware of the value of social media and the other digital opportunities that exist. But most forget about the opportunities that exist offline - and that's what we're exploring here.

Press releasesMany

local newspapers often lack editorial content - and here's a golden opportunity for you. Contact the local newspaper and tell them you're starting up. Beforehand, it's a good idea to find something unique to pitch that might be interesting for the newspaper's readers to know about. It could be that you've bounced back from stress or made a career change or started out as a young entrepreneur and now want to change the world.

Your story is the key to getting press coverage in the local media. You can send a short press release and circulate it to local newspapers. Here you can also have the advantage of getting coverage in their printed newspapers and on their website if the article is posted online.

Then you can share the press release on social media and show your followers a slightly different side of you than just your webshop.

NetworkingWhen

we talk about networking, it applies to both your private and your business network. We often find that many people don't spread the word in their private networks because they're worried about other people's attitudes and reactions to the fact that they've started an online shop or store. But your network can be your best influencers and refer to you further out into their network.

So use your network - invite those closest to you and tell them that now you have started up and you really hope that they will help you and pass on the message.

In relation to your business network, you can do the same there. Tell everyone about your latest concept and what you're up to. Others almost always know someone who knows someone who knows someone who knows someone - and maybe this someone can be your future customers?

If you have the opportunity to participate in local networks, I can strongly recommend this. Both my own company and several of our clients have had great success with networking. If you would like to explore local networks, you can contact your local business centre and business promotion system.

And then to the strategy with the mixed bag of digital sweetsIt

is so important that you use many different channels if you want your webshop to be successful. It takes hard work. It takes persistence. And it takes hard work and many balls in the air all the time.

I would recommend that you choose 3-4 channels that you use - and remember to start from what your customers use and not just what you like yourself. If you are a big Facebook user, but your customers primarily use Snapchat, then there is nothing to do. Then you have to join the Snapchat wave.

We have prepared a marketing plan for you that you can use to plan your marketing activities. Remember to keep it updated, and remember to put it into practice - you've come a long way.

Have fun!

Marketing strategy for online shops - these are your options