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Importance of marketing

In order to drive customers to your website and take notice of your business' offering, you'll need to consider an effective marketing strategy. Retailers are navigating an extremely cluttered and competitive marketplace, so it's important to cultivate meaningful engagement with customers and increase your brand awareness.

The crux of marketing is to connect the right product with the right customer. With the recent growth in eCommerce, that connection is more frequently online via a website. There are many ways to promote a website and all come at a cost. Whether it be in money or time, learning how promote your website is an investment and one that should be taken seriously.

Below we've shortlisted some of the key elements that make a good foundation for marketing your website.

XTRO by Iconography
XTRO by Iconography

Did you know that our XTRO platform features a comprehensive suite of leading edge features, including personalisation and intelligent merchandising to drive performance and deliver higher levels of user engagement and conversions.

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Your overall goal here is to always use your website as a way of representing your business online.

  • Does your website's imagery represent the quality of your brand?
  • Are the images high resolution and sized appropriately for their location?

It's easy to upload supplier images directly to the site for ease, but often they’re quite small and can compromise your design. When you run campaigns, are you thinking about your brands colour pallet? Choose colours that compliment it and be consistent with in-store campaign colours. This helps to instil confidence in the customer, as it makes your site and more importantly, your business look more credible.


Your website should always be a work in progress. When a site first goes live, it can feel like a finished project. However, as the internet evolves it’s essential to revisit your sites content regularly, to keep up with web trends. It’s also important that you keep your customers up to date with things like promotions and new product ranges.

Keep it engaging, so that when your customers visit your site they aren't presented with the same content time and time again. This keeps them interested and gives them more reason to return. Your homepage should reflect the promotions you're currently running, as it's the first place your customers land. Think about the banners you upload and what they do. You should link them to informative landing pages or particular products.

Social Media

Not everyone is a social media whizz, which is why we suggest doing your homework first. Ensure you’re looking into the right platforms for your business and start small. Juggling too many social platforms will demand more of your time, which can be off-putting, especially if its new to you. Instagram would be a good place to start, as it’s very popular. With the release of their new product tagging feed, it's now easier than ever to sell through social media. We can also help by including their feed onto the homepage of your website, which works really well if your account is kept updated with relevant content. 


We have previously written about the importance of capturing customer's emails because we know the biggest struggle with email is getting the interest, but it’s just as important to see beyond that. If your customers have actively opted into hearing from you, make sure they do!

Whether you’re sending out regular company updates, promotional discount codes or new product launches, it's consistency and engagement that counts. We’re seeing more and more web pop-ups now, all offering customers a sweetener for opting in, but what comes next?

  • Have you thought about your goals for email long-term?
  • What are you really hoping to achieve from sending them out?
  • Is your list segmented? Does it need to be?
  • Do you have a well-branded email template?
  • Are you tracking your emails to help plan out the next?

Building an email marketing strategy is one of the easiest ways to market your website. Taking the time to draft a plan can not only help to structure the backbone of your emails but also help to get you engaged in your business again. It's easy to fall into the habit of running the obvious campaigns around your busiest periods, but what about the rest of the year?

If you’re keen to learn more about this, get in touch to discuss email marketing management with us. You’ll use your account and reach out to your customers, whilst we assist with the planning, inspiration and construction of the email.

Time of year

Whether it’s National Coffee Ice Cream Day or Black Friday there is always something happening that you can put a marketing spin on if you’re at a loss for inspiration.

Considering the time of year in marketing your website is the easiest way to drum up ideas for email campaigns, web promotions, landing pages and so much more!

Make sure you’re thinking ahead, so dates like this don’t slip your diary! 

Paid Marketing

Before exploring paid marketing, it's wise to set up an analytics account. Google Analytics will enable you to track your site traffic and understand your audience's journey a little better.

If you’re new to paid marketing, we’d suggest getting acquainted with Google Adwords. They offer many helpful guides, to ensure you get the best from their platform. Whether you plan to outsource a paid campaign or keep things in-house, its advisable to get to know why things like keyword research, geographic location and bidding strategies are so important to your business. 

If you have any questions, or would like to learn more about the above, get in touch.

XTRO is optimised for managing your business with workflow automation tools that enable you and your team to get things done. Working to optimise product category pages to drive higher sales by arranging products with a simple drag-and drop interface or applying intelligently automated merchandising rules.

Our enterprise level eCommerce platform offers enhanced navigation and search make it easy for your customers to find your products. XTRO can deliver personalised shopping experiences that boost conversion rates by dynamically displaying content, promotions, and pricing to specific customers. Deploying schedualable site-wide promotional configurations removes the restrictions of old retail technology and software.

With XTRO, retailers can create intelligent rule-based product cross-sells to increase average order values. You can work efficiently with a modern and intuitive user interface.  Crucially, XTRO allows you to monitor your business with quick access to sales reporting and order exports. Management screens can be customised and saved to speed up day-to-day tasks. Granular administration permissions and CMS user action logging provide peace of mind and accountability.

Consumer eCommerce
Consumer eCommerce

This is enterprise level eCommerce, tailored and crafted to meet your requirements. Lean efficient code, intelligently written and deployed. Offering a wealth of features and functions and provides the flexibility, personalisation, intelligent merchandising, time saving workflow automation and conversion rate optimisation tools that those in the know expect as standard.

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