LH AGENDA > e-commerce

e-commerce

While the charm of a cute local boutique will always exist, couch-shopping sprees in pajamas are more the norm these days.

No longer do you need to have a brick and mortar storefront to be a successful business, which can either be a blessing or a curse, it’s your call. There’s a certain advantage to having a place where you can interact with your customers face-to-face, but those relationships are now being taken to the world of social media and simply having an option for your customers to buy online just isn’t enough.

In the world of e-commerce you have to have it all, which sounds a lot like what we aim to do as women every day. Now’s the time to make plans, take action and step it up in the game of e-commerce, or else be left behind in the dust. By keeping these strategies in mind while laying out the groundwork, I have no doubt that your business will not only survive, but thrive too.

5 e-commerce survival strategies:

1. Have a blog and a refined voice

Your blog is the ideal space for replacing the typical in-store experience. You can go into further detail about your products or services, provide advice and opinions and use it as a launching point for conversations with your customers. When someone can’t physically pick up your product or see how your service works (unless you have a sample or free trial option) it’s important to showcase it through your blog so customers don’t feel like any part of the shopping experience is missing.

In addition to boosting your site’s SEO, your blog gives you the opportunity to share your voice via social media channels with ease. The more original content you post, the more people will find your site. Additionally, putting yourself out there on your blog helps your customers to feel more connected to you and to your business.

2. Make a great first impression and invest in a well-designed website

Have you ever been to a store that had shelves stuffed to the brim, or things piled on the floor, up high and everywhere in between? It’s a bit overwhelming and often results in a customer leaving empty-handed. In that aspect, websites aren’t dissimilar.

Although nearly every business has a website, the difference is a website that is easy-to-navigate, visually appealing and functional will bring in the money, whereas a bad website will just allow you to say “Yeah, of course we have a website.”

Having a website with a clear layout and an easy navigation system will keep customers on your site and more inclined to buy. If you’re not savvy enough to design your own site, work a designer’s services into your budget. Also, don’t be afraid of white space—with more white space comes less frustration and a better first impression.

3. Set yourself apart from other retailers with an authentic brand voice

Be original, post frequently and respond timely. These are three simple tips that will gain you a solid following on social media, which should be a big part of your marketing plan.

Not only does social media allow for immediate interaction with your customer base, it’s also free and an easy way to drive users directly to your website and blog. Make the most of the platforms you choose to take advantage of, respond to customer inquiries and gather feedback to show you’re accessible and transparent.

Additionally, by crafting a schedule of social media posts, you can shape your voice to fit your target audience’s wants and needs. By giving the people what they want, interest will be piqued and engagement will be increased.

4. Have a secure site; ensure no Heartbleed bug for your customers

Online shoppers know they’re going to fork over their personal information and credit card numbers if they want to make a purchase. And although we are much more comfortable paying for things with a couple clicks of a mouse (thanks for making it so easy, PayPal), if a site looks fishy, customers will opt to play on the safe side and not make the purchase.

It’s the same idea as driving through unfamiliar territory and choosing not to go into the poorly lit store on the desolate corner to get a snack and use the restroom. I don’t know about you, but I’ll usually just wait until the next brightly lit exit.

However, in the case of the Heartbleed bug, it took a long time to be discovered and sites that seemed secure really weren’t. Have a professional look into the security of your site, and if a breach does happen, communicate with and protect your customers immediately.

5. Be mobile-friendly

Not only are shoppers choosing to buy online more and more each year, the number of online shoppers using mobile devices has also soared. With information right at their fingertips, shoppers can turn into buyers anywhere with a Wi-Fi signal, but only if you have a mobile-friendly site.

A mobile-responsive site ensures that all of the qualities from your main site, like easy navigation and functionality, don’t get lost in translation when the desire to buy strikes your customers.

Now that you’ve taken a good hard look at your e-commerce site, determine what you’re currently working with and what needs to be worked on next. Maybe you already have a blog and social media channels set up and you post occasionally. Take your efforts a step further with an online overhaul, bringing your site completely on par with what customers expect.

If you’re starting from a blank canvas and your online business hasn’t debuted, go back to your plan and put these ideas into action for a strong start. Regardless of where you’re at in your online business adventure, use these strategies to see your traffic climb, and your revenue will be soon to follow.

Elaine Ngo

Elaine Ngo is the VP of Marketing for HIDExtra, a leading e-commerce site helping customers with the most reliable HID kits on the market. With more than 5 years of experience in marketing, customer service and proving that girls can have fun with cars too, Elaine always takes a creative approach which shows through her innovative ideas. Graduating from the University of California Riverside in 2009, Elaine loves the sun in southern California and taking her golden retriever to the beach.

Setting up a Business Page on Facebook is a very quick and simple process, however setting up your Page correctly to maximise your impact takes a little bit more time. I see so many Pages on Facebook who are missing out on sales leads, engagement opportunities and search traffic as they haven’t optimised their Page. Below I’ve shared some of the main areas of your Facebook Business Page.

Setting up a Business Page on Facebook is a very quick and simple process, however setting up your Page correctly to maximise your impact takes a little bit more time.

Page Name

Your Page name should be your company or business name – “your trading name” – this is the one that most people would know). For example NAB vs National Australia Bank or VLT vs Varsity Lakes Travel. While the longer name will help with keyword searching (if people put the word travel into the search bar), most of your existing customers who know you as VLT will never find you. If your business name doesn’t describe what your business does – like Kikki K – you may like to add a descriptive word – such as ‘classic stationery’. If you have under 200 fans you can change your Page name as many times as you like, after 200 fans you have to apply to Facebook.

Page Category

When setting up your Facebook Page you can select from one of six categories. You never want to set up a “cause or community” if you are running a business. If your page gets over 10,000 fans Facebook can take over management. I see many local business owners select the “local business or place” category and many are missing out by doing this. This category should only be selected if you have a physical location where people must come to, to do business with you. For example a hairdresser or restaurant. Selecting this option allows people to ‘check in’ to your location via Facebook and help the viral spread of your Page. If you have an office but don’t need people to be there, like an accountant or business consultant then select the other categories. This way in your about section (as pictured below) you have the option to personalise your information.

Example of About & Info section

About and Info Section

The about section (as pictured above) is located directly under your Profile image. Facebook give you 250 characters to attract your audience. As it’s at the top of the page many people view this section to find out if you are both a good fit. Use this section to let people know what you’re about and how you can help them. I recommend including a call to action and a link to your website. The idea is to encourage people to take the next step with your business. If you have selected the local business or place category you can’t change the information in this section.

When people click on the “About” link below this section they are taken to your Info Page. The info page is similar to your About Page on your website and is often one of the most viewed pages. Sadly many Page owners just leave this area blank. I recommend completing as much information as possible. This way you can connect with your audience, build credibility and it also helps to increase your search rankings (i.e. more people will find your Page when searching on Google and Facebook).

Profile and Cover Image

Your Profile and Cover Image are the two main areas for branding on your business Page. It’s vitally important that you include an image in both of these areas. An image that reflects you, your business and is attractive to your market. Your profile image it your identifier and follows you around Facebook when you interact on other Pages. For this reason it shouldn’t be changed often and should be an image of you as the business owner. On the other hand, your cover image should be changed regularly. The cover image is an image, not a billboard, so make sure there is less than 20% text and is enticing to your target market.

Example of Facebook user ‘Liking’ a business page

When someone likes your Page a story is created in their news feed which includes your cover image. Due to the visual nature people will decide if they also want to like your Page based on the cover image they see.

Content

Your content is probably the most important element of your Facebook Page. Your content is how you attract, connect and convert your fans into customers. And you must show up every day (or at least 5 days per week). Posting content consistently will help you grow your fans, engagement and sales. Facebook Marketing is not a set and forget strategy. Share content with the aim to educate and inspire your audience. Mix it up and include information about your business plus information on other topics your market is interested in. If you run a hairdressing salon then you could also share information on fashion, local events, latest hair trends, quotes and stories about kids, etc.

How is your Facebook Page looking? Have you covered off everything listed above?

Natalie Alaimo

Natalie Alaimo is a social media marketing expert who teaches business owners how to build their brand via online marketing to create an avalanche of clients ready to buy from you. She helps clients via custom workshops, the Ask Natalie Academy and private coaching. Natalie is the creator of The Social Media Blueprint – Managing Your Social Media in 10 Minutes per Day.

A Gold Coast, Australian local she enjoys, tap dancing, painting and spending time with her family.

Natalie is an international speaker and blogger who has been involved with companies such as; Telstra, Ray White, BNI, BWI, WNA, Keune, Babor, Self Storage Association and Starshot Photography.

E-commerce veteran Kate Morris started Adorebeauty.com.au in 2000 due to a lack of compelling beauty experiences online. As a self confessed “beauty junkie” growing up in Tasmania, Kate was frustrated at not being able to purchase the latest brands locally. Starting your own business is scary. Anything worth doing is scary.Feel the fear and do it anyway. She created Adorebeauty.com.au to make beauty accessible to Australian women. After starting with just two brands, Adorebeauty.com.au now stocks 118 brands, including the likes of Aesop, SK-II, Lancôme, Clarins and Benefit.

Continue reading →

For bricks-and-mortar retailers this is a killer time: phone and tablet apps that allow checking the prize on the go, taxes from which online retailers from overseas are exempted, onerous costs of a physical stores, boom of online sale. Mobile technology for retail is no longer a trend, but a necessary way of doing business.

Kathleen Ho, who runs both physical and online store Matilda Jane Lingerie, shares her knowledge on how to survive in the tough economic times for retailers.

Continue reading →

This is the second article from the E-Commerce series (the first one is here). Today you will learn why it could be vital to your business to have both physical location and an online e-shop, what you should know before you plan your launch and what’s next.

VELLA NERO is a business founded and run by three women – three sisters to boot! It is an award-winning boutique coffee brand with a beautiful flagship retail store, café and the only on-site coffee roastery located in the heart of the Sydney CBD. The ‘one stop shop for all things coffee’ is also available for delivery nationwide through their sleek website www.vellanero.com.au.

Here are Gina, Aileen and Vicky Young’s tips:
Continue reading →

If you are dreaming of having an online store but you are not sure where to start, you are in the right place. This month I am going to have a series of articles on how to start and run E-commerce. The first interview will focus on creating an online store.

Krissy Crawford is the founder of Uncommon Ground, an online shoe store for women’s larger size shoes. As a size 11 shoe herself, she decided to turn her shoe shopping frustrations into a business she is passionate about (and an ever expanding shoe wardrobe). She was a finalist in the Nokia In Hindsight small business competition. Krissy summarised the lessons she learned while setting up Uncommon Ground.

Continue reading →