With ever-increasing competition online and the demand to deliver a multi-channel shopping experience, online retailers have a never ending list of actions they need to take in implementing a successful digital marketing strategy.
Add to that the growing sophistication in how search engines display their results; the introduction of blended search, personalised search, social search and real-time search demand a much more holistic approach to search engine optimisation (SEO); an approach that combines traditional activities, such as keyword selection and link building, with more contemporary tactics in social media and content marketing.
A successful online retail strategy is therefore made up of many parts that are continually growing and repeating throughout the customer buying cycle. This can at times be overwhelming as retailers struggle to find the resource, time and skills to succeed in every necessary area.
Understanding this, we thought we would lend a helping hand to online retailers by creating the infographic to end all infographics; the online retail wheel of fortune. This is a graphical representation of the main elements to be incorporated into your online strategy to maximise success.
And here it is! Now being rather large, and very detailed, you will need to download the pdf version to digest it fully, which you can access by clicking here.
As you will see we have split our graphic into four main sections, representing key stages of the customer buying cycle as follows:
Covering the top line projects and tactics aimed at maximising your online exposure, therefore enabling you to connect with as many prospects as possible, which in turn drives more of the right traffic to your website.
The tools and techniques you can use to ‘talk’ to your audience once you have found them.
How to turn those engaged prospects into customers by optimising the user experience on your site, for example.
The actions you need to take to encourage repeat sales and develop advocates of your brand.
For each key stage of the buying cycle, we have detailed areas of attack, top level projects, specific actions within those projects and some of the key benefits you will experience. Start with ‘reach’ before working your way out and then around to the next stage.
We realise it is a lot to take in…but this should also highlight just how much is involved in researching, planning and implementing an integrated digital marketing strategy for retailers.
We’d love to hear from you with your comments.