Want to start e-business? Start from the beginning! Our marketing guide

Lots and lots...

I'm sure that that amount of canals comes to your mind when you think about it, where you can promote your brand. So what you do? You blindly post something on Facebook, tweet something about your product and take a picture which you put on Instagram. And you think with satisfaction "great!". Oh, and of course you know that SEO is really important (but wait...is it still so significant? After all you heard that now content is king... but what it really is?) and Google AdWords advertising the same. OK, so you do trial campaign and add some descriptions to pics on your website, because you heard that site reach better position thanks to that. Yep, this is all. Everything and nothing. Because the lack of regularity, a specific strategy and plan step-by-step is your enemy, isn't it? Yes, it is and it can cause more harm than good. And what now? Don't wring your hands in despair, but sit with pencil in your hand (is good to begin with oldschool pencil because you can write anything you like on paper, even the most crazy ideas)!

Follow the thread to the...audience

At firt, you should set goals. There's a lot of guidebooks, articles ang blogs on this, so it's no need to write about that. All the experts always rely on SMART idea.I agree with them, because in my opinion it's good concept.

You have the aim, so think now who you want to reach in order to achieve this goal. Define your target. The worst thing you can do is to skip this point and specify your target as "everybody!". I'm serious - dwell on this matter and consider who is your audience: what amuses them, what they talking about. Because as Piotr Urbaniak said there are 4 groups of customers: the unconscious, the curious, the willing, and the loyal. Depending on which of them you want to reach, you need to choose the right tools.

The unconscious customer is one who don't know yet that he wants buy something from you. For example, person who have just started diet. You should make this person realised of your blender which is exactly what he/she need. How to reach out to your audience? The answer is Social Media (targeted in proper way!), your own blog or sponsoring (for example - when we talk about person who want to loss some weight - sponsoring the run marathon).

The curious customer. It's a type of client who almost did it, but something went wrong and he/she needs additional encouragement from you. In this case, you should advice how to do it (blog), let him/her find you (positioning yourself using the most popular keywords) or write articles and send it to magazines and portals on which your customer can looking for some information (external content marketing).

The willing customer. This type we like the most, right? They know that they want product and they are looking for this. It's your role to show this product, and thus win the market competition using Google Shopping or positioning with long tail keywords etc.

The loyal customer is one who bought and can buy in a future again. During the conference I could learn that it's about customers who bought something at least 2 times. Only then we can talk about loyality. How to take care of them? Send newsletters, e-mails to them and try to reach them through social media. Don't forget about them! Remember that they have friends who can recommend your shop, so you can kill two birds with one stone.

Piotr Urbaniak during Traffic Day 2015

How impatient are you?

As you can see when you want to reach all 4 groups of customers, you have to use varius marketing tools. As Piotr Urbaniak argued, even think about using only one social canal! It is imporant to diversify sources of traffic. As a result, your bussiness will be safe, because even if some source stop to generate income, you'll have the others. Juggling in e-marketing is a very useful skill. 

If you still don't know what to do, think about what you care the most: whether it is quick sales or long-term building of audience and profit.

If you are at the beginning of the way, you have a small budget, want to make money fast and you have new product on market, focus on tools that bring fast, though fleeting effects. What you can do in this case is AdWords campaign, activities with price comparison or promotion for purchasing platform.

If you care about long-term relationships with yours customers and you want your clients to get you to know slowly (like lovebirds who are eventually like white on rice), try old good SEO, social media or content marketing.

Do you have enough money? 

The eternal question: do you have, or rather do you need a budget for that. Facebook is for free, you'll say. And you're right. You can set up fanpage, you can post regulary (at the conference been recommended to do it 5 times a week!), you can even organise events and competitions, but that's all for nothing if one in a while you don't boost your site or post. In another case, according to Jacek Basiński, only 2 to 10% of posts reach to your audience. Everything cost, but by creating well-structured AdWords campaign or by ability to read Google Analytics reports you can make a lot of money.

Jacek Basiński told us about social media

Google Analytics is a topic for an another article. This is a tool which can tell you everything about yours customer and your sales if only you've mastered it well. Paweł Jóźwik convinced us that the most important are three reports that we can find in Google Analytics: Advanced Segments, Conversion and Multi-Channel Funnels. What is that?

Advanced Segments allows us separate smaller group and compare them with each other. The gropus can be different, for example customers that didn't make purchases vs. customers that bought more than twice. During using Analytics always ask yourself the question "Why?" and try to looking for the answer.

Conversion is the basic funcionality of GA and every user should know it. However, it is worth to set up conversion for a specific goal, for example opening of a specific number of pages during visit at webiste. And ask again, and check again.

Multi-Channel Funnels is an interesting feature, which isn't well-known. Thanks to that you can learn how various marketing channels complement each other: you can trace how many canals (eg. Facebook, AdWords, newsletter) users had had to visit before they bought product. It confirms what Peter Urbaniak said about diversify of sources. The more channels you have, the more likely you'll encourage customer to buy. It's simple but used rarely.

Everybody are good for Youtube

The entire conference was a big conversation about modern social media marketing. New portals springs up like mushrooms. One disappear and others appear gaining popularity. The most popular are: Facebook, Twitter, Instagram and more recently Snapchat. According to Jacek Basiński each industry should join to social media. Even when you sell toilet paper or elements of lawnmower, you can build community. Moreover, research shows that 70% of Internet users believe that social media interfere with their purchasing decisions. Of course nobody believe you if you won't be authentic on Facebook and you will present the rigid boss on Youtube channel. You need to have a knack for this or although can choose the right channel. If you have gardening company, you may want to think about gardening guide. Invest in expert channel on Youtube if you sell training services.

You can also focus on getting human face to your brand like CEO at Cupsell (who was also a speakers at the conference) did it. The face of his company is his own face. And it works! His controvesial and crazy videos have millions of views on Youtube and his T-shirts sells like hot cakes. Marcin Majzner recommended videoblogs as good tool for everybody. The reason is the possibility of using: film can be product, instructional or any other. What is important is that it should be original, interesting, real and funny. This is how you should sell nowadays.

Marcin Majzner, CEO at Cupsell

Maciej Budzich, who is a blogger of Mediafun, agrees with Marcin. He added that it is worth to join to social campaigns. Are people calling for pouring a bucket of ice water over your head? Boom! You're doing it! You shouldn't forget that in addition you should create a story around your brand, be able to seize the moment and observe trends. There are plenty of ideas again. In social media the limit is the sky.

When you've already had blog, videoblog or fanpage, you should think about working with influencers. I mean people who are currently popular on the Web. Coworking with them will help you to promote you own brand.

A lot can be written o this subject, but it had to be only short coverage from Traffic Day conference. To sum up: don't start build your website without the strategy. When you have once, be consistent and creative. Remember to diversifies channels and don't be afriad of little madness - play this game! Above all, go to different conferences, because you can learn a lot there.