In Part 1, we shared research, options and best practices for E-commerce websites. In this article, we will go over some tips and tricks to track and promote your online store. For a PDF copy of the presentation, CLICK HERE.
How to promote your online store
Once you have your online store, you need to make sure that your customers know you are Open for Business!
- Social Media
- Email Marketing (MailChimp or Constant Contact)
- Chambers of Commerce and Other Organizations
- Advertising & Marketing (print collateral, TV, radio, print, outdoor, digital, etc.)
With everyone going digital, what makes you special or unique? Can you offer anything special to your customers?
- Limited time offers/promotions
- Refer a Friend promotion
- Free shipping
Regardless of how you get customers to your online store, two things are important:
- Make it personal: whenever possible, try to engage with your customers on a personal level such as using their name in an email, or share relevant products to specific customers.
- Track: You want to know how that customer came to your store. Make sure that you use a tracking/promotion code on any offers and use UTM codes when landing on your website. That way you will know what works and what doesn’t.
How to track your online store
Every business should have a Google My Business account if they don’t already. As the world’s largest search engine, you need to tell Google that you not only exist, but also make it easier for your customers to find you. This will allow you to:
- Create a business listing.
- Engage and connect with customers across Google search and maps.
- Post photos and offers to show your business is unique.
- More ways to connect with you via phone, website, messaging, directions, and reviews.
- See how your customers are engaging with your business profiles from clicks, calls, bookings, etc.
Whether you are building a new website or already have one, you should be tracking your website’s analytics. Put simply, how many users are on your website and what are they doing while they are there? By understanding your website visitors, you can work to get more:
- Acquisition: how did a user get to your website?
- Behavior: which pages (or products) are your users looking at?
- Conversions: you can set up goal for everything from signing up for your email newsletter to making a purchase.
Put all of the information together, and you learn things about what your customers want. I.e. if this promo offer on Facebook leads directly to 10 sales, do it again!
We are all struggling through this time together, and no one wants to be “salesy”. Instead, show how your sales keep small business alive in our community!
- Can you offer a discount to first responders/healthcare workers?
- Can you give a portion of your proceeds to a food bank or other charity?
- Can you share your involvement in the community? #CoachellaValleyStrong
- How are you supporting your employees and their families?
- Do you have an employee that you could showcase going above and beyond?
For more information on setting up your E-commerce website, or help with any advertising/marketing needs, please contact us below.