In parts one and two of Building a Successful eCommerce site, we talked about location and design, respectively. Those two aspects of eCommerce sites and brick and mortar stores are fundamental to success throughout the life of the business, but even if both those aspects are stellar the business may not succeed long enough to matter. Enter promotion.
First off, don’t confuse promotion for marketing. Marketing is something you should be engaging in at all times, through the life of the business to build and reinforce your brand. Promotion is a specific marketing campaign, in this case, geared towards promoting your new eCommerce site. It’s one of those “all bourbon is whiskey but not all whiskey is bourbon” kind of things.
Business owners often understand the need to promote their new brick and mortar store but for some reason believe that the internet is a magical place that people instinctively know to flock to their new site. There are some familiar ways that people promote new brick and mortar stores like hanging a sign, doing a PR outreach to local publications, and hosted events. Each one of those promotional tactics has an eCommerce equivalent that is easy to do.
Signage = Electronic ad space or splash page
A Nordstrom Rack recently opened in Columbus. Everyone knew it was coming months in advance because Nordstrom bought significant amounts of ad space on billboards and park benches downtown and elsewhere (some of which are still up). It sparked high levels of anticipation and word-of-mouth marketing. The same thing can be done online. Do your research to find out where people would be excited to hear about your store. Check specific facebook (or other social media) groups, search terms applicable to your product or service, and popular blogs.
Since most ads on the internet are pay-per-click you need to give them somewhere to go. That is going to be your splash page. It’s the equivalent of hanging your banner on the fence outside your brick and mortar store that is containing the construction going on. Make sure your splash page has some information about an opening and a place to opt for an e-mail communication.
PR Outreach = Blogger & eMagazine Campaign
A press release is often sent out to local print publications about an upcoming brick and mortar store generating curiosity and buzz in the local community. On the web, you want to focus on bloggers, podcasters, and eMagazines to do much of the same thing. Reach out to them and offer a sample of an early product. See what it take to be a part of their content. Keep in mind most bloggers and magazines plan their content out very far in advance so you may not get in right away but planting that seed for a traffic pop down the line could pay off dividends for you.
Parties & Events = Social Media Contests or Give Aways
Brick and mortar stores usually have some sort of grand kick-off party, sale, or giveaway. It is a great way to open your store to big crowds and generate word of mouth. These things usually include an offer of some kind although it doesn’t have to. Restaurants do it with practice nights where they give away free food to friends and family. Some stores offer big savings to their first customers. You can achieve the same thing with eCommerce stores with a focus on social media. Try doing a social media contest. Raffle Copter can be a great tool. Or maybe put an opening day discount code and share it on some Facebook ads. Social media can be a very powerful tool, but if you are waiting until opening day to start building your audience you have planned very poorly.
Building a successful eCommerce shop is a complex undertaking but the rewards for doing it right are infinite. If most people approach their eCommerce shop with the same considerations as building a brick and mortar store; good location, great design, and efficient promotion the chances of success are in your favor.