Many people decide to operate in the area of e-commerce, and the number of online stores is growing. However, you must be aware that strong competition also means that only the best will survive on the market. Although a good idea for a business in the virtual world is the foundation, you also need to know how to set up an e-store and how to run it. This is a serious challenge and it means a lot of work. However, if you put in enough effort (and invest your energy the right way), you’ll find a way to generate long-term and stable income.

What do you need to run an online store?

The online store is unequal to the online store. You have to be aware of this. What does this mean in practice? It’s just that the functioning mechanisms of this business are largely dependent on this:

– what do you sell,
– on what scale do you operate,
– how do you advertise?
– what is the UX of your website like,
– whether you sell only in your country or on the international market,
– do you store the offered goods yourself or do you use the dropshipping model.

However, no matter how your online store works, you need a few basic components. It will not work without them. What exactly are we talking about?

Domain

It is the name of your store, and at the same time the address that customers must reach to be able to use your services. Choose it wisely – so that it is unique, easy to remember, and at the same time related to the industry in which you operate. Contrary to appearances … it’s not as easy as it seems. This is because in almost every market niche there are a large number of online stores. Therefore, you cannot afford to follow the “obvious” path, because there are already others on it.

How to solve this problem? For example, you might think about starting your store on a non-standard domain. Alternative and unusual endings can become a characteristic part of your brand name, but they can also slightly reduce the credibility of the domain in the eyes of the recipient. You can also reach for an expressive and “flashy” word that may not seem related to the area in which you operate, but at the same time will allow you to create a strong brand.

E-commerce software

Every online store works on the basis of it. It is a kind of “machine”, which is responsible both for presenting goods on the website and for handling the ordering process. Thanks to the use of an appropriate e-commerce platform, your customers can:

– adding a product to the basket,
– placing and confirming an order,
– making the payment and selecting the form of sending the goods.

All this information reaches you in real time, and you can react efficiently and set the logistics process in motion.

Here, too, you have a choice of several solutions. The two most popular are open-source platforms and SaaS software. The first one is suitable for intermediate users who want to have full control over the functioning of the store, and at the same time are not afraid of investments related to the configuration and implementation of the system.

The second model, based on SaaS platforms, is a good solution for beginners. Following this path, you don’t have to worry about complicated configuration or the need to invest in hosting. You will get everything in the subscription package. However, such a system is less flexible – you will not adjust it perfectly to your business model, and when you stop paying for services, you will lose access to the e-store.

Which solution to choose? Both have their advantages and disadvantages. If you have no experience at all, SaaS platforms seem to be a better course of action, as they reduce the number of implementation tasks to a minimum. However, if you want to run a larger store and need a more advanced system – take a closer look at the possibilities offered by advanced software.

Products

The obvious obviousness? Apparently so, but you have to choose the model of running a warehouse for goods. Modern e-shops usually operate in two ways.

The first is to run your own product warehouse. This is a solution that you will reach for, for example, when the e-shop is an extension of your stationary activity. It also works well if you are the manufacturer of the items you offer and sell them in small quantities. In such cases, a small home warehouse that you can handle yourself is usually enough.

But what when the number of processed orders begins to increase? Then you can either hire a larger team to handle parcel shipping, or think about the fulfillment model, i.e. renting a warehouse with service that will take care of the logistics of shipping goods. You deliver products to it and supervise their flow, but the rest of the tasks rests with your contractor from the logistics industry.

The second, typically outsourcing solution is becoming more and more popular. However, you need to carefully select the subcontractor – so as not to lose control over the efficiency of sending parcels. Remember: today, the time when the shipment will be made is one of the main competitive advantages. The sooner the better!

The second solution is to run a shop in the dropshipping model. This solution is chosen by beginners in the world of e-commerce, as well as those who want to treat the e-shop as an additional source of income. How it’s working? You take care of the technical facilities of the e-shop (the page where you can order products), as well as activities related to marketing and customer service. On the other hand, you transfer orders to a wholesaler, which fulfills them with its own resources. So you de facto act like a “sales department”, but you are not physically involved in sourcing, storing or shipping products. It is a faster, cheaper and easier to implement solution. However, it should be remembered that in this business model you can count on a lower percentage of the revenues generated than when using your own warehouse.

Staff to handle

For starters, if you run a small online store in the dropshipping model, and this activity is the most important element of your professional work, you can handle the service yourself. Especially in the first few months, when you take your first steps in the world of e-commerce, this may be enough. And over time, when your website begins to gain popularity, you will be able to think about expanding your team.

However, it must be remembered that the appropriate number of employees is a guarantee of efficient customer service. You will need them, e.g. to handle customer inquiries about specific products, order fulfillment status, as well as accept any returns and complaints. Remember: some of these tasks will help a well-planned IT system that uses artificial intelligence. For example, chatbots can be a support, as well as the automation of e-mail messages sent to customers (the latter solution is provided by most e-commerce platforms).

With your own warehouse, you will also need a team for picking, packing, shipping and shipping. So measure your intentions and hire as many people as you really need. Efficient customer service at all stages is extremely important. Mistakes when sending orders or long delays in their implementation will be a clear signal to the customer that a high standard of service should be sought … from others.

Payment acceptance system

In theory, it would be enough to provide the customer with the account number to which he would make a transfer for the ordered goods. Exactly, in theory. While about 10 years ago such a solution would have “passed”, today – not necessarily. It is simply not very comfortable, and at the same time slows down the payment accounting process.

Think for yourself: how do you pay for goods ordered online? You probably prefer simple and quick methods, such as Pay Pala or Google Pay. Your customers too!

But be careful! Fast electronic payments are not all payment methods that should be implemented in your e-store. Remember that:

– there is a large group of customers who are skeptical about online shopping. They may only want to pay for the goods upon receipt, and therefore in the “cash on delivery” option. It should also be made available, in agreement with the courier company or postal operator,
– if your e-shop sells quite expensive products, it is worth giving buyers the option to purchase them in installments or by using the deferred payment option.

How to choose the best payment system for your e-shop? Take a closer look at all available options and check both the scope of service and the commissions charged by transaction websites. The lower they are, the more favorable prices you can offer your customers.

Ensuring efficient shipment of products

As with the payment method, your customers will expect flexibility when it comes to shipping method. The modern market gives it, and you, as a seller, can cooperate not only with courier companies, but also with those that deliver goods to collection points. The latter solution becomes more popular from year to year – it is often cheaper for the customer, and at the same time more convenient. By using it, you do not have to wait at home for the courier, and the package can be picked up at any time.

For you, as a seller, this will mean establishing business relationships with several suppliers. When executing large quantities of orders, you can negotiate its terms and get more favorable rates. This is another way to make your offer more attractive to buyers, for example by offering them free shipping.

How does the online store work in the dropshipping model?

The elements described above are key for a store that operates in a traditional model with its own warehouse. But what if you decide to operate in dropshipping mode? Then the functioning of the e-shop looks a bit different.

Your duties as an e-shop operator focus on:
– customer acquisition,
– providing them with a platform on which they can make a purchase,
– order handling in terms of communication with the customer and the warehouse of the warehouse.

On the part of the wholesaler, there are obligations related to the handling of the entire logistics process – i.e. with completing the order, packing it, addressing it and sending it to the buyer.

If the customer returns the products, you are again responsible for direct contact with the buyer and for sending information to the warehouse about the returned products and further steps in customer service.

In this model, the scope of your duties focuses mainly on sales.

What to do to make the e-shop work well and be popular?

The very opening of an e-shop is only the first step in a long process. You should be fully aware of this. Your store will be one of tens, hundreds or even thousands in the industry. Therefore, you need to provide it with adequate visibility and build customer trust. What elements to pay attention to in this context?

Service quality is essential
The features that influence positive opinions about your store are, first of all, the efficiency of communication with the customer and the speed of delivery. The more effectively you inform buyers about the status of their order, the greater the chance for full satisfaction with the established cooperation.

That is why it is so important to use solutions that automate the process of basic communication with the client. E-stores that opt for transparent messages tend to be perceived as more credible and customers are more likely to trust them again.

Attractive terms of cooperation
Offer your customers more than your competition. What? For example, free shipping when placing an order for a certain amount. If you develop good cooperation rules, e.g. with a courier broker, you will not incur high costs for it, and the client will perceive your offer as more attractive. You can also extend the statutory time limit for returning products – provided the product range you trade allows it.

Skillful advertising and SEO activities
Without a good advertising campaign, your offer will disappear among hundreds of others. Therefore, it is worth taking care of optimizing the e-store itself for the purposes of positioning (e.g. website responsiveness, speed of its response to online inquiries, as well as the quality of content present in the e-store), as well as the use of advertising tools are important. Which and how? There are many possibilities. However, well-targeted Google Ads are the most effective, as well as campaigns on social media.

To this should be added activities related to inbound marketing, e.g. obtaining leads, running a newsletter related to a company blog or a fanpage on FB or Instagram. There are plenty of possibilities. However, it is important that the campaign is conducted consistently and that it is aimed at achieving specific business goals.

Remember: promotional activities are an indispensable and PERMANENT element of running an online store. Marketing tools are your foundation in communicating with customers – current, past and potential. The more you invest in well-run ad campaigns, the higher ROI you can expect. However, you have to remember that you have to wait for really good results – this is understandable, because a potential customer has to go through the entire marketing funnel to make the final purchase decision.

What is a brand?

The word brand can be understood in many ways. In the past, they were identified only with the name and logo placed on the company’s products in order to distinguish them from those from other manufacturers. In the late 19th century, trade symbols began to be registered to protect them. It was then that people began to appreciate the strength of a recognizable and trusted brand. Today, this word has a much wider meaning. A modern brand consists of many aspects. It can be assumed that these are all the tools that help shape the character and identity of the company, as well as its reputation. The elements of the brand include both a characteristic logo and a specific color, sound, name, slogan and public relations activities. It must have a strong personality – something that distinguishes it from the competition, and at the same time determines which target group will be interested in it.

The concept of a brand is associated with branding, i.e. a set of tools used to create a distinctive brand. Combined with marketing techniques, this results in brand marketing, i.e. a field dealing with brand promotion.

Brand marketing – what does it mean exactly?

More specifically, brand marketing is all activities that promote a specific product or service in a way that creates a brand image. Its goal is to create a consistent communication with customers that will reflect the identity and values that describe a given brand. It also cares about acquiring new customers, reaching a specific target group. One of the main tasks of brand marketing is to increase brand visibility and recognition, of course, while taking care of a positive and intriguing image. A successful strategy in this direction should make customers want to interact with the products of a given brand. Importantly, brand building is distinguished by long-term, strategic and perspective action. Short-term goals are of little use in this context.

Why is a strong brand so important?

A strong brand gives you an amazing advantage in the business world. It is primarily an indicator of customer trust, experience and other distinguishing features. Thanks to a strong brand, you can not only reach a much larger part of the market, but also increase the value of your products. Customers are able to pay more for trustworthy, reliable or related to a certain status or lifestyle goods. By offering a unique world of experiences impossible to obtain anywhere else, you gain new customers and multiply your profits. You also create a community around the brand, or even the so-called fandom, i.e. a group of loyal customers.

Apple is a perfect example of a very strong brand with a huge crowd of committed and loyal customers. It is a combination of recognizable style, high quality and unique products positioned as those that use breakthrough technological solutions. Combined with the original style of communication and the sense of belonging and lifestyle promise Apple products seem to make, this creates an unparalleled mix. This is why the brand is not only recognizable all over the world, but also enjoys so much adoration among a large part of its recipients. In addition, other brands try to copy various aspects of its business or style. Are Apple products really the best? One could argue here. However, it is not the most important thing for its recipients – what counts is the remaining elements of the brand that encourage the purchase of new gadgets.

Branding – the most important first step

If you are building a new brand, it is worth spending a lot of time on careful branding at the beginning and then developing a long-term brand marketing strategy. These are not very easy, and at the same time time-consuming and costly processes. Their goal is to build a unique image of the company, as well as evoke emotions in consumers that will be clearly associated with it, create a bond and encourage them to get to know the brand better.

At the first stage, it is worth answering a few questions, such as:
– what is the brand identity,
– what makes it stand out, what it expresses itself,
– how it is perceived,
– what is associated with,
– how to communicate, etc.

This is a good starting point to consider defining the brand and the main aspects of the company’s operations, as well as developing a brand strategy – of course in combination with market research, target group analysis, etc. Then, you should formulate a brand mission that will be understandable and unique at the same time.

Of course, as part of branding, you need to develop a brand name, logo and slogan, which will then appear in every message related to it. In addition, you need to decide on the elements that make up the company’s visual identification system – develop a book of signs and sample graphic templates for various promotional materials. It should not be forgotten that all these elements should be consistent and create an unambiguous and characteristic message for a potential customer. Branding, however, is also highlighting the unique and distinguishing features of the brand and confronting them with the needs of the market. Its purpose is to partially “appropriate” the emotions of customers and reach their awareness.

It is worth noting that although branding is identified with new brands, the already existing ones sometimes decide to carry out this process again, refreshing their image or changing the direction of activities. Such a process is called rebranding and may include both a slight change of the logo or the company’s color scheme, as well as the entire philosophy and mission of the brand. Contrary to appearances, this is a very common practice, and even the best decide on it – this is why they stay at the top, because rebranding allows you to adapt to the current market requirements.

How to build an appropriate brand marketing strategy?

It must not be forgotten that all decisions made in connection with branding and brand marketing must fit into the company’s long-term plans. They should be based on:
– brand mission and vision,
– characteristics of the target group,
– willingness to convey emotions,
– consistency in all the company’s moves.

How to create a successful brand marketing strategy step by step?

Brand vision
Every company should know what it wants to be known for and how it is going to stand out. It is this vision that should be matched with the provisions of the marketing strategy, not the other way around. Therefore, first you should specify which field you want to dominate. Perhaps you want to be a leader in the latest technology like Apple, a source of motivation for athletes like Nike, or a leader in meeting all the immediate needs of consumers like Amazon. There are many possibilities. However, you should carefully specify the way you want to be described, recognized and remembered.

Target group
Specifying your target group is an extremely important step for any company, regardless of the industry and its scale of operation. Many budding businessmen have a problem with this, claiming that they want to hit “everyone.” It’s a straightforward path to unsuccessful and ineffective marketing efforts. Meanwhile, a strictly defined target group, at the same time divided into the so-called personas, i.e. the main types of customers, will greatly help in adapting brand communication to the needs of potential buyers. Specify the gender and age of your people, define what they are guided by when making purchasing decisions, what values they have and what are their habits in this regard, as well as where they work, who they live with and what they expect from a product like yours. Only by knowing who you are talking to can you do it well. Therefore, the stage of identifying the target group should certainly not be taken lightly.

Brand history
Every brand has a history. It can be used to build an image and create a bond with the consumer. This story does not have to be dramatic, full of emotions or twists and turns. However, it is worth ensuring that it has several elements characteristic of good film scripts or books – heroes who are easy to like and a certain progression, preferably indicating a problem or difficulty, and then solving it. This will allow customers to get involved in the history of the brand and want to be part of it.

Competition
It is also worth taking a few moments to get to know your competition. Only then will you know what you can do better. Remember to then focus on what makes you stand out and include that in your marketing message.

Coherence of actions
Effective brand building is largely based on consistent communication. You have to make sure that the interactions of the brand with customers are always characteristic and recognizable – this is how you build trust and gain consumer loyalty. The point is that the first contact with the message allows you to find out which company you are dealing with, and preferably immediately evoke pleasant associations related to a given brand. Perhaps you know the feeling when driving on the freeway, you suddenly see the characteristic golden arches in the distance and you immediately feel like a fries or a cheeseburger. This is how it should work!

However, you do not have to act with a flourish, like the biggest players on the market. All you have to do is start with consistent online communication. It is worth investing in online marketing because it can offer very good results with little financial outlay. Bet on a carefully maintained website and social media profiles, take care of the continuity and integrity of the message, interact with consumers. Provide them with valuable content, be it in the form of articles, videos, infographics, short information, etc. Use consistent language and visual elements to evoke clear associations about the nature and identity of the brand. At the same time, you will build credibility, authority and trust.

Don’t make false promises
False promises and the discrepancy between the marketing message and the facts are one of the fastest ways to sink a brand. If your emphasis is on the quality of your product, make sure it is flawless. If you create the image of a friendly brand that puts the customer’s good and satisfaction first, take care of their impeccable service both before and after the purchase. It sounds obvious, but some companies still have a huge problem with it. Of course, in order to be successful, it is important to ensure quality in all aspects of your business. However, keeping the promises you make in your marketing communication should be your highest priority.

Do you know Volkswagen? All over the world, her cars are associated with something safe, practical, reliable and trustworthy almost “always”. In 2015, however, it became known that the results of laboratory tests of exhaust emissions of diesel engines used by the brand were falsified. It found that Volkswagen had programmed the engines to reduce emissions only during testing. Within days of the scandal’s outbreak, the value of the company’s shares fell by a third, the CEO resigned and several other high-ranking employees were suspended. The scandal was also publicized in the media, and public confidence in the company has clearly decreased.

Arouse emotions
Currently, the biggest brands base their image on emotions. If you want yours to be included in this group, you need to make sure that it is desirable and associated with consumers. Creating an emotional bond between a brand and its customers is possible even without the multi-million dollar budgets at the disposal of global concerns. Creativity and grassroots work is what counts.

Effective brand marketing – what to avoid?

There are many pitfalls that you can easily fall into when developing your company’s brand marketing strategy. However, a few errors appear most often. At the same time, they are classified as the most severe. What are these mistakes?

No analysis of competitors’ activities
Imagine that you create a vision of your company and develop a complete marketing strategy. Then you start creating campaigns and promotional materials. However, during the distribution it turns out that your competitors have already done something very similar … A nightmare! Contrary to appearances, this happens quite often, and the only way to avoid this problem is thorough research. Before putting anything on the market, you need to thoroughly familiarize yourself with the past activities of companies operating in the same industry.

Inconsistent message
The so-called creation should always be consistent with the brand image and its activities so far. Using completely different treatments with each new product may seem interesting and original, but in reality it only introduces chaos and deprives consumers of the opportunity to create deep, lasting associations with your brand. Thus, her strength is weakening! Choose a uniform style for all promotional messages and make sure that they always speak with one voice. The language and tone of speech should also be unique to your brand.

Lack of a long-term vision
As mentioned at the beginning, brand marketing is all about long-term goals. Without the signposts of the brand’s mission and goals, it is very easy to blur the direction in which the strategy is headed. As a result, you create an ineffective, inconsistent message and waste the resources and time used.

Brand marketing – a way to success in business

Nowadays, the concept of brand is of great importance. It is she who sells a certain lifestyle, sets trends and creates a world to which consumers want to belong. If you want to be successful, it is worth putting special emphasis on brand marketing. Regardless of whether you want to conquer the world, the largest concerns, or you want to dominate the local market, it is a strong brand that will help you achieve these goals. The more you put into creating and developing it, the easier it will be for you to achieve new successes.

Two ways to show your products or services in Google search results

– Google Ads – immediate and clearly visible effect, but displayed only during the promotional campaign,
– SEO – an effect that you have to wait for, but the obtained results are longer than the duration of a standard Google Ads promotional campaign. In the long run, it is the cheapest method of acquiring customers from the search engine.

How long does SEO take – can I check the waiting time?

Yes and no. Paraphrase-Online.com, a group of SEO experts providing data from the Google world, analyzed search engine traffic on the basis of 23 most important industries and over 250,000 key phrases. The results of the analysis are presented in a simple table. However, although the report deals with specific numbers, it all depends on individual calculations and many variables.

What are the general conclusions of the Paraphrase-Online.com report?

No surprises, the main principle of SEO, mentioned above, has been confirmed: you have to wait for traffic from the search engine! In order for the product to be visible, it must be worked on.

Fun fact: The main problem of SEO agencies is explaining to customers who expect organic results that SEO is a process, not an immediate action.

How long does SEO take?

Various analyzes can be found on the web, depending on the industry, website, selected keywords, competition, etc. And why is this happening? Imagine you are offering a “Miami Car Service” service. What if you still offer the same service in New York. Will the customer entering the phrase “car service + given town” see your website in the same position in the search engine? No.

On the basis of numerous campaigns carried out by Paraphrase-Online.com, we join the claim that in order to position the keyword we need a minimum of:
2-3 months for less popular phrases,
4-8 months for moderately popular phrases,
over 9 months for very popular phrases.

How is the positioning process shaped depending on the industry?

The shortest time for the effects, i.e. entering the TOP10, is in the Business and Law and Politics categories – just over 2 months, and the longest in the Style & Fashion category – it takes over 5 months for the result to appear in the top 10. The average for all categories is 105 days.

It is also worth paying attention to the Career or Hobby category. Both, despite the fact that you had to wait over 4 months for the effects, the positions obtained remain in the TOP10 for about 2.5 years!

Important: Our results show us arithmetic means for given categories, which were calculated on the basis of several thousand keywords. If we look at the deviation column, we will see that in all categories, positioned sites wait much longer or much shorter for effects than the third column shows.

Let’s also look at the Sports category. The average transition from TOP50 to TOP10 of search results takes a minimum time of about 3 months, however, the high value of the standard deviation – 566 days indicates that these differences between individual phrases may differ radically from each other.

What affects standard deviations?

The waiting time for the effects of positioning may be shortened or extended by several factors which, depending on the category of the website being positioned, are more or less important. How long seo lasts consists of, among others:

– the number and position of competition,
– industry in which the company operates,
– modernity of the website – in terms of technical and content optimization,
– having good-quality content,
– changes in the Google algorithm,
– knowledge and experience of SEO specialists,
– budget,
– speed of introducing optimization changes.

How can we accelerate the appearance of positioning results?

The basic activity that must be performed before positioning an existing website is an SEO audit. On its basis, detected errors can be eliminated and the indicated shortcomings can be filled.

What is important for a properly conducted phrase positioning process:

– qualified and experienced positioners, constantly improving their qualifications and being up to date with introduced changes in algorithms,
– technical optimization of the website,
– the quality of the content and its uniqueness,
– elimination of indexing errors,
– adapting the website code to the requirements of search engines,
– internal linking,
– proper selection of keywords,
– valuable links coming from external websites,
– getting to know the target market and direct competition,
– an appropriate budget for the implementation of SEO activities,
– patience.