ECommerce: An Overnight Success?
We often run across a new trend online and immediately assume that this new 'great idea' sprung up out of nowhere. I hate to break it to you, but there is no such thing as an overnight success. Sure, it may appear that they suddenly showed up on your radar but I can assure you that it was a LOOOOOOONGGGGGG night.
Similarly, often retailers think that by suddenly creating an online presence for themselves they are automatically going to begin generating more revenue. They have visions of heading to the computer with their morning coffee and the paper, leaning back in their chair, propping those fluffy slippers up on the desk and reading through their "sales" from the day before. Sadly, this puff of smoke imagination does not happen when your business suddenly launches into the unknown territory otherwise known as eCommerce.
What does it take to make an eCommerce site successful? Well, in short, hard work. It's true, online media does not eliminate the fundamental need for hard work in any business venture.
Perhaps the single biggest mistake a new eCommerce venture makes is letting people KNOW they are THERE. Unless folks that are looking for your product know where to find you, your site will become a virtual ghost town.
Without delving into each of these ideas in detail, let's look briefly at avenues you can use to let others know you are there. Many of these things are explored in depth in other articles on this site.
Traditional Print: Be sure to promote your new eCommerce store (URL) in all your traditional print advertising pieces:
- Business Card
- Direct Mail
Social Media: Using your social media accounts is a great way to drive steady traffic to your eCommerce site. You will be able to offer incentives and pump out your information steadily to those with whom you've connected socially:
- Linked In
Email Marketing: Don't forget those email addresses you've been collecting for such a time as this. Make full use of those active on your email list and send out updates about your eCommerce site:
- Grand Opening Email
- Specials on Products
- Promotional Giveaways
In Store: If your eCommerce business also has an in-store counterpart don't forget to cross market these two locations. Inside your store have posters/flyers etc that announce deals and specials found on your site and vice versa. Occasionally on your site you can also promote an in-store special, this serves as a great way to remind your consumers that you have both!