Positioning online stores is a difficult task, and the misconception is that a positioner will do everything for you, no, a positioner will be able to increase traffic in your online store, positions of key words in Google search engine but a positioner will not force your potential customers to put your product into the basket and pay for it – this is the role of the online store owner, that is you.
You have to do this work at home, i.e. negotiate with your supplier the best purchase terms so that the price of your products is competitive and does not discourage from the start, your task is to take care of the quality of the products, it’s your job to build promotions in the store, a system of discounts, coupons, creating attractive packages, cross-selling and up-selling. The positioner will not do this for you because it is not his job.
I know cases of online store owners who decided on positioning services, traffic increased and it was for key words related to products but sales did not move, sometimes decreased, sometimes increased slightly and they blamed the positioner as if one could expect a TV station owner whose advertising was bought for hundreds or millions of zlotys that nothing was sold… sounds absurd, doesn’t it? (: and yet.
What differentiates a TV station from a positioner?
The fact that the positioner effectively reaches your target customers because he positions the online store so that the positions of key words related to your products in Google results increase, i.e. so that traffic to people who actively search for your products in Google increases in your store.
Advertising on television is like buying any non-targeted advertising that reaches everyone, not necessarily those potentially interested in your products, but due to the range of TV advertising its impact is much greater therefore it works best for B2C products widely used by everyone which does not change the fact that the TV station owner cannot in any way peek into the heads of people watching the ad and persuade them to buy something from you.
It’s the same with a positioner’s work, he can bring as much traffic as he wants and it will be more valuable than TV advertising because it is highly targeted on niches that interest you.
But neither a positioner nor any other service provider can force people to put your product into the basket and pay for it, this is your job!
You have to do everything so as not to waste this potential, i.e. so that a person who comes to your online store from Google after searching for a key word related to your products feels a strong need to buy exactly this product from you and not from your competitors.
This is your task, not the positioner’s.
It would be extremely foolish to give up on a positioner who brings results and delivering results means delivering your products in front of potential customers which is their job. A positioner will not make people buy these products, it’s your job to make sure that such a person puts this product into the basket and buys it from you and not from your competitors.
Don’t blame the positioner just because sales do not grow despite increased traffic from Google only that should be an alarm bell for you that something is wrong with your offer and it’s very wrong if organic traffic increases but your sales stay at the same level. Maybe you should invest more in merchandise so that the supplier gives you better discounts to lower prices or create attractive packages so that customers buy more cheaply from you.
Think about this.
We have been operating in the SEO industry for 20 years, we have clients whose sales increased by thousands of percent thanks to us, unfortunately, we also have those who despite an increase in traffic do not grow their sales. Unfortunately, the problem is that sometimes customers do not want to take the risk and buy more just so they can get lower prices from the supplier and this is most often because of the fact that they cannot effectively compete with other stores on price.
In such a case, no expensive advertising or positioning will help, you won’t achieve anything if you don’t sacrifice something, work hard yourself to earn more money for merchandise and negotiate better discounts from suppliers.
