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Setting up a new shop is a multi-stage process. First, a business owner creates an attractive storefront and fills it with products. Once that part is complete, that same business owner ensures the business’s signage entices people to come in. Even if a shop is in a good location, though, savvy business owners realize they must still find ways to get the word out about the products they’re selling.
For e-commerce shop owners, street traffic isn’t an option. Often that means the only way to let customers know they’re around is to work hard to get the word out about the products they sell. Here are a few ways e-commerce shops can build their customer bases quickly.
For small businesses, marketplaces are a great way to take advantage of a built-in audience for their products. Sites like Amazon allow businesses to list products that will come up in searches.
However, stores can enjoy lower transaction fees and more storage with Shopify, which also has a large and growing customer base. Plus with Shopify, you’ll be able to set up an attractive storefront that compels customers to buy. Once you decide to set up your own website, you can send coupons to your existing customers that encourage them to buy directly from you.
There are people online who have the ability to get a message to a large number of people at once. Known as “influencers,” these bloggers and social media users can help you get the word out. Offer freebies to those who have large audiences on the social media platform that attracts your target audience, with the understanding that getting the item for free does not obligate them to say good things about your product.
Don’t forget video-based social media. Quite a few popular YouTube members will gladly try out free products and tell their audiences about them. This is especially useful if you sell products that customers prefer to see in action before they buy, such as electronics or new cosmetics.
Before handing over their credit card number, online shoppers like to know they’re dealing with an established business. If your website is amateurish, you’ll likely find customers leave without making a purchase. Put an effort into creating a high-quality website, with professional photos of your products and you’ll have the foundation necessary to start attracting sales.
Make sure your website addresses your return policy and answers common customer questions via a FAQ page. You don’t have to hire an expensive web developer to create your site. There are now enough do-it-yourself tools that can walk you through the setup process.
One way to get quick visibility for any business is to host a contest. Thanks to social media, word can spread to thousands of customers in a matter of days. Make sure part of the entry criteria involves sharing on a platform like Instagram or Twitter where you can easily track entries using an established hashtag.
The end result should be a large number of posts that generate curiosity about your brand. If you can make images a part of the contest, you’ll likely get better results, since customers tend to notice image-based posts more than those that are text-based.
Price-savvy customers now use various comparison tools to make sure they’re getting the best deal on the items they buy. If you sell the same products as competitors, make sure your products are in line with those competitors on various comparison sites. You’ll likely find that customers who have never heard of your business find you through those sites.
One negative of these sites is that they can tend to attract large companies that can afford to cut their prices and make up the difference somewhere else. Remain competitive, but don’t feel pressured to lower your prices so much that you’re losing money.
E-commerce businesses face ongoing challenges when it comes to winning new customers. Setting up a blog and social media accounts can be the great ways to get visibility, but often loyal customers are the best resources for getting the word out. Provide great customer service and reliable, high-quality products, and you’ll likely find that your own buyers are happy to tell everyone they know about your store.
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Dan Steiner is a professional writer, author, and marketing influencer. He is an active mentor in the California startup community, and has helped numerous brands grow over the years. Currently he serves as CEO at Elite Legal Marketing, a law firm marketing agency. Dan's published work has been featured in dozens of media outlets, including Entrepreneur, Inc, HuffingtonPost, GoDaddy, among many others. When he’s not writing or speaking, you can find Dan at the gym, backpacking, or volunteering at his local animal shelter.
