What’s the Best eCommerce Plan?

January 10th, 2014

We’re not going to tell you how important it is to have a solid eCommerce strategy. If you didn’t know that already, you wouldn’t be visiting our site. But what you may not be aware of is how many different types of eCommerce plans are out there, and how well they work. These range from models that manage social media with the hope that it will lead to higher search engine rankings to models that actually purchase website traffic directly and let you see how many hits you’re getting for your buck. In what follows, we detail a few of the most common eCommerce strategies – including the most passive option of just plain having a website somewhere on the internet – and their relative benefits. We hope that this information helps you make an informed decision when you’re getting ready to put together an internet marketing plan.

Probably the most intuitive of eCommerce business models, the merchant model involves using a website as a virtual storefront from which to sell products and services. It’s basically an extension of a real storefront that already exists and is presumably well-known. The customers picked up by this method are those who know about the company but are too lazy to travel to the physical location to make their purchases. If you are running a business that already has significant name-recognition power, then this model will probably work for you. If your business is relatively new and doesn’t have a strong consumer base yet, the merchant model makes little sense. You’ll need to do quite a bit more in order to increase your visibility.

If your business doesn’t have the sort of extensive name recognition that would prompt consumers to search for your exact business name rather than a generalized keyword, you’re going to need to pay attention to your rankings in the search results for any relevant keyword or keyword phrase. Given the number of people using the internet to find businesses, search engine optimization (abbreviated as SEO) is relevant for everyone. Although paying attention to SEO is a wise mode of conduct, it is also a very time-consuming process. It involves regularly updating the content of your website, soliciting reviews from satisfied customers, maintaining a social media presence, and more. If you try to do it all yourself, you won’t have time to get done what your business specializes in. Since you can’t spend all your time promoting your business, it’s a good idea to hand off this task to someone else.

Fortunately, SEO has spawned a thriving industry. There is plenty of expertise to be had in this area of internet marketing, and plenty of people make their living as SEO experts. However, you need to keep in mind that SEO is a diverse field of knowledge and different companies specialize in different aspects of the field. Some are better at helping you get reviews, while others can do a better job at managing your company Facebook page. Since there’s so much involved, and so many other people using the exact same strategies, it might be a while before you see any results. And once you do start getting a bit of a boost in your rankings, you may wonder whether that was really the result of the marketing effort. With SEO, it can be extremely difficult to analyze how well your marketing investments are paying off.

Enter affiliate marketing. With this eCommerce strategy, results are easy to quantify. It involves entering into a partnership with someone who has access to one or more websites where advertisements can be placed. You can have your advertisements placed in various locations on the internet in exchange for certain fees. Some of the most common affiliate marketing arrangements include Cost Per Click (CPC), wherein you will pay if someone clicks on your ad; Cost Per Action (CPA), in which the marketing company or owner of the affiliate website will charge you for each purchase that results from the arrangement; and Cost Per Thousand (CPM, with the “M” standing for “mille”, the Latin word for thousand), which involves payment on your part for every thousand advertisements that are exhibited to internet surfers.

You can enter into a lucrative affiliate marketing partnership with internet marketing companies that have access to a wide array of pages on various topics. At Revisitors, we are able to offer ad placement on more than 21,000 sites in our network. We make sure that the quality of these sites is always top-notch and that they are getting the attention of web surfers who are interested in playing games, watching videos, reading sports headlines, and more. By means of advertisements placed on these thousands of websites, we can drive so much traffic to your website that you would be hard pressed to replicate the results on your own. What’s more, you will have the luxury of paying for concrete events that each indicate someone’s interest in your products and services.

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