SEM for recruitment and short term

[subornaakter20]

— When the core business is e-commerce (e.g. a virtual store), how do you recommend allocating the marketing budget?
It is a decision that depends on the product being sold, its price, where your target market is, the timing of your objectives and what your competition is doing. Oh, and you shouldn't just focus on online actions.

I generally always recommend spreading your budget across multiple acquisition channels:


SEO and content for medium-long term acquisition.
Branding to achieve top of mind , direct traffic pharmacy database and SEO to focus on branded keywords , which always have less competition. It can include online advertising, press releases, sponsorships or events.
Social networks for launching offers/information and customer service.
Emailing : for loyalty and upselling.
And others such as affiliation , marketplaces , etc., depending on the product and sector in which the client operates.
However, what clients ask for the most (in Spain) are SEO and SEM, because that is what they are most familiar with.



—And when it isn't? What would be the best strategy to direct customers to your website?
The most appropriate one depends, as always, on the product/market/competition/target audience.
The most common methods used at physical points of sale to divert traffic to the online store are informing customers that a store exists (explaining its advantages in the physical store itself) and showrooming ( seeing the products in the store and trying them on and buying them online).


— Can you comment on any cases where the design of the purchase process has hindered or, on the contrary, boosted conversions?
There are many cases where this has been hindered. The main reason is that the end user is not considered. The customer is given a purchasing process that is the one the company wants or the one it believes is easiest, but it is not tested with real users nor is it thought about before its implementation.
I have come across 5, 8 and even 12-step purchasing processes that obviously have a high abandonment rate and others, better planned, in which with changes to 3 steps or 1 step, conversions have increased by up to 30% . The problem is the same as always. A purchasing process is planned under the premise of “I think this is what my clients need” instead of launching the purchasing process after having checked with real users what they need. There is a page with many examples in this sense that I recommend so you can see how doing things well or badly can affect the sales funnel.