Sure, ecommerce platforms work fine for the large retailers who already have a built-in customer base and following. But what about the small business or new startup? How can you establish an online foothold in an increasingly more complex and difficult sales environment?
We’ve got you covered. Here are our five tips to jumpstart your online sales.
Set Up a Website
If you haven’t done that yet, stop reading and get one set up!
Okay, that wasn’t much of a first tip. Let’s call that one a freebie.
Mobile is the wave of the future, and it’s either time to ride that wave or get out of the way. According to StatCounter.com, mobile web usage is at approximately 30 percent, up from just 3 percent in 2010. If your online presence only caters to desktop users, you’re missing a huge—and growing—part of your audience.
Always optimize your site for mobile users, and consider launching your own app. Engage this growing section of your customer base.
Recently, we talked about how you could use Facebook to drive sales. This just underscores the need for your business to have a social media presence. It doesn’t have to be every single social media network, but you should know which networks your target audience is using and make sure you’re active and engaged there.
Focus on the Customer
Companies like Zappos have become legendary for their devotion to customer service. And in a world where everyone has a story about being routed to a call center halfway around the world, only to wait on hold for what seems like hours, this Business 101 staple should not be overlooked.
No matter your platform, you should have clear means for the customer to contact you with any issues, and a plan in place to satisfy customer returns, complains and questions as quickly and effectively as possible. Buying from an online store is one thing – knowing what to do when that item is returned is another. A lot of companies spend all their time on the buying part of the equation, and not the post-sale customer service aspect. Don’t be like a lot of companies.
Identify Trends, then Jump on Them
You should always have an ear to the ground for “the next big thing.” The Internet is a fast-changing place, and new ideas, memes and methods are popping up every day. The now overly-clichéd Wayne Gretzky quote is nonetheless apt here: “Go to where the puck is going, not where it’s been.”
What are some of the trends that might affect your small business? Digital couponing, for one – this sales tactic jumped 141 percent in 2013 to 66 million digital coupons redeemed. Retailers with a strong digital coupon strategy are the ones reaping the rewards. Another is video, which is projected to generate more than two thirds of all Internet traffic by 2018. While not all businesses need to utilize video, those that do are opening themselves up to a much larger potential audience.
Come on, you didn’t think we wouldn’t put this in, did you?
What are your online selling strategies? Has your small business had success selling online? We invite you to share your stories with us in the comments below.