EducationQ&A

What can businesses do to drive traffic to their eCommerce sites?

As much as I would love to report that all you have to do is build a good site and then just sit back and wait for the customers to rush in, we know that is not true. We have to actually do some things to make sure people see our site and come buy. There are plenty of methods to do this like social media ads or Google Ads, but I want to share a different strategy.

Work with influencers. I am not talking about the Kardashians—it’s not about how big the following is, but rather if they can sell. Sometimes these types of influencers are called micro-influencers because they don’t have as many followers, but they have a lot of influence in their smaller community and can motivate their community to take action and buy.

This is just another reason why you need to know who your ideal customer is as you need to make sure your brand matches up to the influencer. They could have a lot of influence, but if they don’t want what you have, it is not going to be a successful partnership.

With an influencer, I suggest setting up the partnership where you create an offer with them that is a win-win-win. Their community gets a discount, so it feels special, the influencer gets a percentage of sales to make it worth their effort, and you get a profitable sale that helps people fall in love with you.

Ultimately, the main key to a successful eCommerce integration is to focus on the entire customer experience. This is the experience your customer has from the moment they find out about the platform to the follow-up that should occur after they have the product. The more you work on this from the customer’s point of view, the more success you will have.

Things to look at with an empathetic eye, or even get feedback from actual users, are policies, procedures, and FAQs. Your site should always be designed in a way that is focused on the user experience and why you do that for your customer’s sake, not yours. This is everything, from how your website operates and the wording they see, to how responsive you are to their inquiries and how kind you are with the interactions you have with them. If someone doesn’t feel important, they might not complete the sale, and unlike a face-to-face interaction, you will have no idea that you lost it.

With the process above, you can add eCommerce to your business to help it grow. The saying goes, “When the going gets tough, the tough get going.” I know you all are tough, so get going on ways you can grow your business, with eCommerce being a centerpiece to your new contactless buying experience.

Aaron Montgomery

Aaron Montgomery is the co-founder of OurSuccessGroup.com. Its goal is to help 1,000+ businesses in 2020 reach their idea of success through training, community, and accountability. Aaron has 25+ years of experience with personalized products and small business development. You can also find Aaron co-hosting 2 Regular Guys podcast (www.2regularguys.com) He also has his own podcast channel and produces weekly live videos called Small Business Saturdays Series. New episodes are released smallbusinesssaturdayspodcast.com.

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