You’ve taken your business online, but what’s next? This is a common question for many entrepreneurs. You might already have the basics in place—an operational website is a good starting point. However, merely existing on the web isn’t sufficient. Your online presence should be a powerful marketing tool. Not all website builders or landing-page platforms are created equal, so choose wisely. Opt for one that seamlessly integrates essential tools for email marketing, conversion tracking, digital advertising, analytics, and other indispensable functions.
Here are some important questions to consider when evaluating your online presence:
1. Does every piece of content on your site guide visitors toward a clear “next step” or conversion point?
2. Is your branding consistent across all touchpoints, ensuring a cohesive brand identity?
3. Does your messaging communicate your value proposition clearly and concisely to even the most casual browser?
4. Have you experimented with different content variations or have you relied on assumptions alone?
Consistency is the key to success.
If your business has a physical store, don’t neglect the needs of your omni-channel customers. These customers seamlessly transition between your online and in-store offerings. However, consider a broader definition that encompasses anyone who interacts with your brand through various touchpoints: in-store, website, social media, mobile apps, emails, or newsletters.
From an omni-channel consumer’s standpoint, transitions between these touchpoints should be seamless. Your e-commerce platform should mirror your physical store, offering a similar experience that conveniently happens on the web.
Maintaining brand consistency doesn’t mean you can’t target specific customer segments with tailored ads linked to different landing pages. Just remember, never promise what you can’t deliver. Few things frustrate customers more than discovering a different online price when they reach the store or finding an out-of-stock product that was advertised online.
Satisfied customers become brand advocates, and word-of-mouth recommendations remain a potent marketing force in our digital age. These recommendations may manifest as social media posts, online reviews, or even blog entries.
To encourage referrals, you can offer one-time discounts or rewards for customer referrals. However, the most effective method is timeless: Be exceptional at what you do.
Meet your customers’ needs and provide outstanding service. Address any complaints or hiccups, such as glitches in the online payment process, promptly and to their satisfaction. Honesty, reliability, and trust-building are key values that drive referrals, both online and offline.
A robust marketing strategy and an optimized landing page for conversions are pivotal, but nothing beats the influence of delighted customers. They are your best brand ambassadors.
Here’s the great news: transitioning to an online business is more manageable than you might think. While digital and physical worlds may appear distinct, they share more similarities than differences.
Once you find the right tools, running an online business is akin to managing an in-person one. Prioritize customer experiences, maintain consistent branding, and offer irresistible products—these timeless principles will propel your business forward.
Now, with your business online, customers can shop with you at their convenience, wherever and whenever they please. This newfound accessibility can be a game-changer for your brand’s growth.
