Small Biz Success Tips – Since 2012

Tag: ecommerce marketing tips

Common Mistakes Online Sellers Keep Making

I do many many phone consultations every day, and a lot of the same problems tend to come up. Therefore, I thought I would address a few of them, in case you are making the same ones. 

1. Thinking Traffic is Always the Problem: Many times online businesses come to me saying they are not getting sales, and they blame lack of traffic. However, when I look at their stats, I typically see that their traffic has actually increased, and it is their conversion rate that is low. If your sales conversion rate is below 1%, this is your problem. If you can double your conversion rate, you will likely double your sales without having to increase traffic. What you need to determine is what is causing your low conversion rate (and I can help you with that) and fix it. 

2. Pricing Too Low: Don’t be fooled into thinking people buy solely based on price. I have written about this so many times. Too low a price and people will think the quality is low as well. Also, too low a price and you might have priced yourself out of the gift market. For example, the average price spent on a wedding gift is $115, $200 for an anniversary gift, and $120 for a Mother’s Day gift. 

3. Not Zooming in on the Product in Photos: I can’t tell you how many times I see product photos where it looks like the person shot the photo from miles away. You want to crop in close on the product so that it stands out better in search results, and so customers can see the details. 

4. Not Including Store URL in Instagram Profile: Again, I will see an interesting product on Instagram, click over to the profile and there is no link to the store. The very last line in your Instagram profile is for you to add a direct link to your business, yet many sellers leave this blank. How do you expect anyone to find your shop?

5. No About Page: When buying online, especially from a small seller, people want to know who they are buying from. You need to have an About page with contact information (email, social media sites, etc.) and information on you and your background / experience. You have to use this section to connect with potential customers and tell your story, so that they trust buying from you.

6. Relying Solely on SEO: An SEO strategy should definitely be part of your overall marketing strategy, but not the sole strategy. Whether you are trying to optimize for Google, Etsy or Amazon, SEO is so competitive and greatly slanted towards advertisers. You want to have a marketing mix of SEO, advertising, content marketing, social media, publicity and promotions in order to drive the most traffic, and never be dependent on just one source. Something as simple as doing a giveaway on Instagram can bring you way more traffic and new customers than SEO.

More to Know
  • I was happy to be quoted in an article on Shopify’s blog called, How to Sell on Etsy.
  • While Etsy’s new collaboration with AirBnB is great, but it is actually an idea that I have been promoting in my 12-Month Marketing Plans for home goods and beauty products for a while now. Your local AirBnB market is a great opportunity for product sales or at very least, a potential free promotional opportunity to display your products in those AirBnBs who wish to do their part to support local.

 

 

 

© 2021 Gail Oliver. All rights reserved. Common Mistakes Online Sellers Make.

My Marketing Tips for Your Online Shop Post Black Friday

If you are looking to drive traffic and sales to your online shop, here are a few things to try this week.

Marketing To Do List for December 1 to 7

  1. Thank all customers who bought from you on Black Friday, Small Business Saturday and Cyber Monday by emailing them a coupon for use in January.
  2. Pantone introduces their color of the year on Wednesday and it always trends big on social media. Be ready on social media with any products you offer that match the color they announce.
  3. Send out pitches to print media now for Easter editorial (for fashion, decorating, entertaining, etc.)
  4. Follow all new customers on their social media sites and add them to your email list.
  5. Run a one-day $25 Facebook ad for gift ideas based on products in your shop.
  6. Respond to any relevant Help a Reporter Out (HARO) media requests.
  7. Submit an entry in Instagram’s Weekend HashTag Project and comment on all entries.
  8. Kindly ask friends and family to post a favorite product from your shop to their social media pages.
  9. Trending hash tags to capitalize on this week: #NationalPieDay (Dec 1), #GivingTuesday (Dec 1), #NationalCookieDay (Dec 4), #SantasListDay (Dec 4), #Hanukkah (Dec 6), #MondayMotivation, #ThursdayThoughts, #FridayFeeling, #gifts, #gift, #giftideas.
Also to Read:
©2015 Gail Oliver, Attention Getting Marketing. All rights reserved.

3 Awesome E-commerce Tips of the Week

By Gail Oliver, Online Marketing Consultant

I found some really effective tactics being used at some online shops that I thought I would share, that may add value to your e-commerce site.

Make Your Email Sign Up More Attention Getting

The Palm Tree Boutique did something smart. When I land on a home page of an online shop, I typically get an annoying box asking me to sign up for their newsletter that I almost immediately click shut. But Palm Tree did something different and put up a very large photo image instead, plus offering 20%, which is quite generous. It was much more effective.

effective marketing

Let Customers Make Their Own Product Bundles

I love this idea by the makeup company, Benefit, of allowing customers to create their own bundle of products. The price is set at $79, but customers get to choose three products from three different options, plus they also receive free gifts. Great way to up-sell more products.

ecommerce tips

 Give Previews of Your Social Media & Incentives to Follow

I have long recommended to clients to instead of just say, “follow us on social media” to give an incentive to do so, as well as a preview of what you post. The online store Furbish Studios does a nice job of both. letting people know that if they follow on Instagram they will get exclusive discounts, Furbish favorites and design inspiration.

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May Marketing Calendar

Online Shops May Calendar CoverThe May version of my very popular Marketing Calendar for Online Shops is available now. I also have a version for Etsy shops available here.

© 2015 GAIL OLIVER ALL RIGHTS RESERVED