Grow Your Small Business with an e-Commerce Strategy
by bridgetwpollack, Contributor
- Created: December 12, 2013, 3:03 pm
- Updated: December 12, 2013, 3:47 pm
As we ramp-up to the gift-giving holiday season, I wanted to take a minute to focus our efforts on retail businesses and specifically how they can maximize their returns. Nearly every type of retail business can benefit from the increased exposure and audience size afforded by an e-commerce site, so we’ve compiled our top resources for adding or improving your e-commerce site.
If you’re currently using your website as a marketing tool or to give customers valuable information, the next obvious step is to add e-commerce capabilities. Selling products or services online isn’t as hard as you might think and creates a new source of cash flow for your business.
SCORE’s guide, “How to Add eCommerce to Your Website,” will walk you through how to:
- Brainstorm ideas of what you should offer online
- Choose your payment solutions
- Choose a shopping cart solution
- Investigate e-commerce software
Next, you’ll want to have a plan for how to draw customers in. Having a solid domain name strategy can play a big role in helping your online business to succeed. It all starts with choosing the right domain name, or Web address, to represent your business on the Web. Have you considered the strategy of having multiple domain names pointing to your single website? Dan Beldowicz, creator of Social Media BS, recommends tools and strategies for establishing your main domain name and helping you brainstorm additional domain names that will benefit your business. Dan says, “Think about purchasing domain names that represent different aspects of your business, such as product names or taglines.”
Finally, get your web visitors to click that “purchase” button. Filling shopping carts is about “building relationships with your customers and your potential customers.” says Shawn Pfunder, Go Daddy Web Expert and small business guru. “The hard part about that is: how do you do that with just a computer? Websites have gotten a bad rap for being very de-personalized.” In preparation for the upcoming retail surge, Shawn shared his 10 tips to fill holiday shopping carts in your e-commerce store, including:
- #1 Write remarkable descriptions
- #4 Solicit and publish reviews
- #7 Cross-sell the smart way
There’s still time to take advantage of the upcoming retail rush by getting your business started selling online or improving your current e-commerce strategy. Use these resources combined with the know-how of a SCORE mentor to get your business harnessing the selling power of the internet today.
About the Author
Bridget Weston Pollack is the Vice President of Marketing and Communications at the SCORE Association. In this role, Bridget is responsible for all branding, marketing, PR, and communication efforts. She focuses on implementing marketing plans and strategies for the organization to facilitate the growth of SCORE’s mentoring and trainings services. She collaborates with SCORE volunteers to develop channel marketing strategies and media / PSA efforts in order to acquire new clients and volunteers. Bridget develops SCORE’s online marketing strategy in order to increase clients’ consumption of SCORE services (mentoring and training). Finally, she continues to enhance and manage SCORE’s public brand and image through the development of promotional materials. Prior to SCORE, Bridget was at Mid-Atlantic Control Systems in Rockville, Maryland as Marketing Manager. There she created and implemented the company’s business-to-business marketing strategies, including redesigning a web site, developing marketing collateral and forming relationships with vertical market partners. Bridget has worked as a Marketing Coordinator at Temple University Health Systems in Philadelphia, Pennsylvania, where she focused on marketing Temple Heart & Lung Center as a center of excellence in the Philadelphia region. Bridget has her Master’s of Business Administration from Temple University and a Bachelor’s of Science in Economics from the Wharton School at the University of Pennsylvania. Outside of work, she coaches second grade girls soccer for Arlington County. She currently resides in Arlington, Virginia with her husband Rick.
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