The Internet is a powerful selling medium. Never before has it been easier to start a business, reach out to literally millions of potential customers and operate Internationally in a worldwide marketplace.
The Internet also offers new tools and ways of marketing to succeed. E-mail allows instant communications whether across the street or across the globe. Websites act as virtual storefronts, staying open 24/7. Newsletters, blogs and RSS feeds inform, educate and provide the latest thoughts, ideas and information quickly.
There is much more to success than simply having a website or using these tools. The fundamentals of marketing and selling are changing. The consumers are getting bombarded with information and processing this information much faster. You must get your message across quickly, in some instances in less than a minute. Next you must instantly separate yourself from the competition plus create a unique selling proposition.
While Internet usage along with the new tools may change the WAY people buy, it hasn't really changed WHY people buy. Here are factors that will help you with your E-commerce efforts:
1. People aren't ON the Internet. They ARE the Internet. Is your site marketing oriented and easy to navigate? Does your site state in clear terms what you sell, what is the benefit of your products and services and why they should buy from you?
2. You need an immediate “call to action!” People buy online just like they buy offline. If they are buying an impulse item, they'll click thru and spend a buck if you properly entice them with an offer they can’t refuse. If it's a bigger ticket item, they'll shop around. You need to offer incentives so they will come back to buy from you. What is your unique selling proposition? What can your customers expect to get that they can’t get anywhere else: free shipping, lower price, volume discounts, larger selections, buy one get one free, etc.
3. People buy what they need and want, when they need it and want it, plus can afford it. The key is to give people information that connects with what their desires. Establish clear cut benefits of using your product and service to meet their demands. People require the same things they have always needed, but now they are also searching for the new, the latest, something different and/or unique. Which of us doesn't long for more time, more money, better relationships with family and friends? But now many want the latest, new high tech gadgets, toys and devices. Also the latest versions of products and programs are always being launched. The more your message is aligned with the marketplace’s needs and wants, the better you will do.
4. People buy because they believe that your product or service will work to fulfill their needs and wants better than anything else no matter what the price (as long as they can afford it)!
5. Separate yourself from the competition! If they cannot see why your product or service is different and/or better they will make a buying decision solely on price.
6. Marketing is everything!
“You can fool all the people all the time if the advertising budget is big enough”
- Ed Rollins
7. Create happy customers. An old marketing rule of thumb stated that a happy customer would tell three people, an unhappy customer would proclaim disgust to 11 others. With the advent of the Internet, a single unhappy customer can tell the world!
The Internet also offers new tools and ways of marketing to succeed. E-mail allows instant communications whether across the street or across the globe. Websites act as virtual storefronts, staying open 24/7. Newsletters, blogs and RSS feeds inform, educate and provide the latest thoughts, ideas and information quickly.
There is much more to success than simply having a website or using these tools. The fundamentals of marketing and selling are changing. The consumers are getting bombarded with information and processing this information much faster. You must get your message across quickly, in some instances in less than a minute. Next you must instantly separate yourself from the competition plus create a unique selling proposition.
While Internet usage along with the new tools may change the WAY people buy, it hasn't really changed WHY people buy. Here are factors that will help you with your E-commerce efforts:
1. People aren't ON the Internet. They ARE the Internet. Is your site marketing oriented and easy to navigate? Does your site state in clear terms what you sell, what is the benefit of your products and services and why they should buy from you?
2. You need an immediate “call to action!” People buy online just like they buy offline. If they are buying an impulse item, they'll click thru and spend a buck if you properly entice them with an offer they can’t refuse. If it's a bigger ticket item, they'll shop around. You need to offer incentives so they will come back to buy from you. What is your unique selling proposition? What can your customers expect to get that they can’t get anywhere else: free shipping, lower price, volume discounts, larger selections, buy one get one free, etc.
3. People buy what they need and want, when they need it and want it, plus can afford it. The key is to give people information that connects with what their desires. Establish clear cut benefits of using your product and service to meet their demands. People require the same things they have always needed, but now they are also searching for the new, the latest, something different and/or unique. Which of us doesn't long for more time, more money, better relationships with family and friends? But now many want the latest, new high tech gadgets, toys and devices. Also the latest versions of products and programs are always being launched. The more your message is aligned with the marketplace’s needs and wants, the better you will do.
4. People buy because they believe that your product or service will work to fulfill their needs and wants better than anything else no matter what the price (as long as they can afford it)!
5. Separate yourself from the competition! If they cannot see why your product or service is different and/or better they will make a buying decision solely on price.
6. Marketing is everything!
“You can fool all the people all the time if the advertising budget is big enough”
- Ed Rollins
7. Create happy customers. An old marketing rule of thumb stated that a happy customer would tell three people, an unhappy customer would proclaim disgust to 11 others. With the advent of the Internet, a single unhappy customer can tell the world!
8. Create repeat customers. Repeat customers have significantly higher conversion rates and average purchase amounts than one-time buyers. Offer incentives to come back to your site and buy plus keep in touch with first time customers by E-mail.
Note: Keep track of the latest buying trends as to times when people usually want to buy cars, jewelry, travel packages, music, books, etc. The timing is critical such as vacation time, holiday shopping, major events occurring including sporting events. Don't buck the trend. Understand and USE people's existing buying habits to your advantage, and kick your online efforts into high gear during those peak times.
Become “Wired for Success!”
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