By Laurren McAtamney
Last edition, I wrote about the growing popularity in the ‘brick and click’ option, where increasingly our favourite retailers are complementing their physical shop space with an online store, offering consumers the best of both worlds. So for those of you who can see beneficial synergies in adding online shopping into the mix or perhaps you are looking to start your own online business, I have pulled together some tips to you might find useful.
1. Research and plan!
You will hear me say it again and again, but it really is the most critical step in starting an online business. Once you have a clear understanding about the goods or services you would like to offer, find out who your competitors are and identify how you can make what you’re offering better or different.
2. Know who your customers are.
Knowing who is going to buy from you and why they’re purchasing can be the key to your success. Knowing this should also influence your website design ensuring it appeals to them and it’s easy for them to use.
3. Establish your identity.
The right domain name can make the difference between a memorable e-commerce identity and disappearing into cyber space. Your domain name should also be reflective of your brand. For example, at Chilli we have used chilligroup.com.au as opposed to a domain name that says what we do, i.e. marketing&design.com.au. This helps to build brand equity and will also increase your chances of actually securing the domain... many of those generic names are long gone.
4. Creating your website design, structure & e-commence platform.
This can be a little tricky, but with some expert advice you can get it right from the beginning. Working with a reputable web developer, you can identify what special features you need, the overall look and feel, what system to build in and selecting the best e-commerce platform for your business. Remember the three-click rule here: you want your customer to get to what they are looking for in three or less clicks - anymore and you have lost them for good.
5. Hosting.
Your web nerd (as we affectionately call our web developers at Chilli) can give you the right advice on this. Basically web hosting provides the infrastructure for your website to be available on the internet, very important stuff!
6. Content.
Content is king right? Right! Don’t write wafty paragraphs, keep it short, snappy and to the point. Tell them the benefits as opposed to features of your product. In can be a little tricky to distinguish but tell them how you are going to make them happier, sexier, wealthier etc by owning your product or using your service! Ongoing, make sure your copy is updated and you are providing them with a reason to return - consider the use of blogs, tips or educational articles. And be sure to ediit!
7. Revision, testing and rollout.
Make sure you proofread and iron out any technical problems before taking the site live. Click on every link, try every interactive feature etc
8. Ongoing maintenance.
This is certainly not a set and forget business just because it is online. You will need a sales and marketing plan in place if you are serious about running your own online business. You will need to set goals and the objectives and tactics you need to achieve those! You will need tools like a search engine optimisation and engagement strategies, and a plan in place to ensure your customers will become loyal purchasers keen to return to your site and keep that check-out ticking over!
Laurren is the Strategic Marketing Planner for Chilli. If you’d like to see how Laurren and the Chilli team can help you grow your business call 5437 7788
