Error # 8: don’t know your ideal customer

Frequent mistakes in managing an ecommerce do not outline a buyer person

Failure to define your ideal customer is a very frequent mistake for those who start managing an ecommerce.

Ideally, preparing to manage an ecommerce requires two-step research: finding a product to sell and getting to know customers. If you already know the customers, it is not difficult to find the right product for them. Conversely, it is very difficult to find customers for a predetermined product.

Common sense suggests analyzing figures and analytical data in looking for a sector in which to operate, and this is absolutely necessary. But a crucial step is to define your ideal customer by creating a buyer person .

Even if there is sufficient demand for your sector and a good selection of products, not knowing your ideal customer will make everything more difficult. You can also go through very favorable periods, but without targeting a specific target you will probably lose a lot of sales.

If you dig deep enough, you will realize that each sector also contains other small niche sectors. The more precisely you define the target, the better you will understand the needs of your customers.

Consequences of an indefinite target

Not defining your target is a mistake. Suppose we sell electronic equipment for three different groups of users: with basic, intermediate and expert knowledge. It is a situation “too professional for beginners and too new for professionals”. With such a large target, it will be difficult to target a certain type of customer in a targeted way and find the  right influencers .

Rather, it would be more profitable to focus on only one type of target. This would allow you to really connect with your customers, nor would it be difficult to find the right influencers to promote the business.

Error # 9: don’t have a good marketing plan

frequent mistakes in managing an ecommerce not having a marketing plan

“Not planning is tantamount to planning your own failure,” says the proverb.

When you set up an ecommerce site knowing who your customers are and where to find them, setting up your marketing plan is pretty simple.

But for those unfamiliar with these aspects, creating an effective marketing plan is impossible. The mistake that you risk making is to act without a specific plan, following one direction today and tomorrow another. Of course, this is not the best way to proceed.

Every ecommerce store should have a complete marketing plan that covers every fundamental aspect.

After that, some channels will be more effective than others; some companies will have more results with pay per click (PPC) advertising, while others will have more success with SEO or social media; emails are also a constant sales channel.

Whatever your plan is, be sure to implement it from the moment you start the business. Along the way, new opportunities will arise, but having a solid foundation will guarantee you continuous and scalable growth.

Error # 10: believe in the enticements of pay per click companies

frequent mistakes in managing an ecommerce believe in promises too good to be true

When your business is starting out, it’s easy to see each service and software as the miraculous answer to your problems. Those who start managing an ecommerce often spend a lot of time on various websites, looking for a solution to acquire customers.

It can happen that a company catches your attention. In reality, it may be any company, but for you it is the right one. Of course it requires an investment and, if it doesn’t work, this expense would weigh heavily on your budget. But the appeal of their marketing videos and the extraordinary results they show for other customers attract you.

When you talk to these companies, they can tell you that they will upset your business by managing it automatically.

But trying can prove to be a serious mistake. Especially if you sign a contract that binds you to bear expenses for a certain period of time, even in the absence of sales.

Even an excellent company may not bring you sales, because maybe your sector is not suitable for the type of advertising proposed.

Pay per click companies have two payment methods: a) they charge you a commission and outside of this commission they apply a fixed amount to your advertisements; b) you can spend as much as you want (above a fixed minimum) for the advertisements and give them a percentage of the revenues.

With scheme (a) small businesses invest capital in paying for the service, without getting much in return, and with scheme (b) you need to have a high budget to get started.

If you sell in drophipping, your profit margins may not be enough to use this solution. Instead, if you manufacture your products or buy them with very high margins, then you can consider going this way. Many companies have great success with the PPC: it’s just a matter of making ends meet.

Tips to manage an ecommerce successfully

After reading this list of errors, you will probably ask yourself: how do I know I’m on the right track?

We cannot predict the future, but to help you, here is a list of tips to manage an ecommerce successfully:

Do the necessary research: is there demand  in your sector?

Get to know your customers: who are you solving a problem for?

Find a space on the market: can you give added value?

Create a specific marketing plan.

Avoid wasting time in distractions.

Be careful and carefully check any company you work with, avoiding to collaborate with those who make great promises to you.

For the site, choose a beautiful and linear design , which does not require adjustments.

Last point, but not least: persevere!