Like Taking Candy From A Baby?

Well…not exactly.  Unfortunately, there is no magic marketing wand to wave in the wonderful world of e-commerce.  There are, however, best practices and tried-and-true techniques that can help you leverage position against your competition.

Check out how BlairCandy.com leverages Pay-per-click (PPC), Social Media, and other marketing efforts to maximize advertising budgets.  PracticalEcommerce.com interviewed the merchant to find out what has contributed to 70 years of going strong:

BlairCandy.com interview with PracticalEcommerce.com

BlairCandy.com focuses on the following strategies:

> Understand the differences between marketing a brick-and-mortar store and marketing an online store.  This can affect everything from your advertising message to the inventory that you carry.

> Keep in mind two key factors:  Customer Acquisition and Customer Retention.  You have to market prospects to convert them into customers, but you also have to market to existing customers to keep them as customers.

> Perform your marketing as a cohesive unit; if you outsource, keep your account manager updated about your changing needs, inventory, promotions, etc., and expect your account manager to help provide fresh new ideas and strategies.  Work as a team.

> Blog! You are an expert in your field, so share your knowledge and stories.  Give people a reason to want to read what you have to say.

> Network! Get involved in forums, conferences and training sessions, and share your ideas and questions with other store owners and e-commerce experts.

> Make customer service a top priority.  Truly listen to your customers and demonstrate a genuine interest in suiting their needs.

> Be patient and realistic.  Rome wasn’t built in a day, and neither were the powerhouses in e-commerce and retail.

It is your party and you can cry if you want to, but rather than throwing a temper tantrum, get out there and rear your own success!