Your Online Shop - Part 3
Promoting Your Shop
18 August 2019
You’ve put in the investment, and now it’s time to put in the work. You will need to apply appropriate and useful marketing strategies prior to your website’s launch. It has become a much more crowded arena, and failure to market your site effectively will waste your time, effort & the investment you put into it.
Word of mouth is a critical aspect of spreading ideas and information. Getting the "word” out there has become a lot easier than ever before. You can start by advising everyone you know, including family, friends, co-workers and groups that you take part in. The more people you tell, the more likely they are to tell people they know, who might benefit from what you are offering on your website.
Social-networking is a powerful resource and should be used properly. This starts prior to your website launch. Drop hints & create anticipation. Keep people informed by providing contact information or newsletter subscriptions. Provide all kinds of tips & advice related to your field. Build your visitors trust in you, and in turn, what you have coming.
It’s also important that your website is optimised for social networks. Your website pages should have optimised Open Graph (OG) tags in the head of the document. If you are unsure on how to optimise your website for social networks, contact us.
Don’t offer things like Next Day Delivery, unless you can. Many online retailers fail in this area. It doesn’t matter how cheap or how great the product is, if delivery is too late. So it’s important to check with local delivery companies and your postal service, on what are the expected delivery cutoff times & how long it will take to deliver during rush times. Notify potential customers of these cutoff times & expected delays on your website, blog or social media.
Make Sale Days work for you
Discount or Gift Promotions - Discounts are always a better alternative, because some customers may not want the gift ... whereas everyone loves to get something cheaper.
Good Discounts - The supermodel Linda Evangelista once said “I don't get out of bed for less than $10,000 a day.” The same goes for discounts. Unless it’s a worthwhile a discount of 25% or more on lower priced goods, or at least 10% discount on high priced goods, customers just won’t waste their time.
Big Brand Discounts - Many people are brand fanbois & would love a big discount on their favourite brand.
Sales Events - Don’t just have a sale, or a ‘Countdown to Xmas sale’, ‘Show Mum you love her on Mother's Day”, ‘Chocolate Indulgence for Easter’. Offer things like free gift wrapping, personalized gifts, or some other kind of holiday cheer added to their purchase.
Email / Social Media Marketing - In spite of social media's viral potential, email still wins as the most effective means of targeting your sale promotions. Email marketing can be up to three times more effective than social media. But don’t just limit it to one email marketing campaign. Spread the campaign out over event months. If your clients purchase the same types of products on a regular basis, you can try spreading the variety of products over daily emails. Alternatively you could try once per month on a series of products. The important thing is to court them personally & inject the warmth of the celebration.
Window / Website Displays - Bricks and mortar stores often attract customers in with beautiful window displays and music. Just because your store is online, it doesn’t mean that you can’t make your online storefront more festive with a nice festive theme, or some holiday animations like falling snow or other festive themed motion. It’s important not to just decorate your page, but to grab buyers attention and entice people to buy the products your are promoting. You can also look at gift bundling as event promotions, gift baskets are very popular.
Brick & Click - If you have a brick & mortar store as well as an online store, you can use sales as a perfect opportunity to get customers that normally only buy from you online, into your offline store. Offer online codes that they can bring into your store for discounts or free offers. If they live locally, you might find you have a recurring customer.
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