Simple steps to a successful launch of your e-commerce business
Explore new sales channels with an online business
Successful people tend to focus their energy primarily on things that they can actively influence. Protecting oneself from any potential negative effects, as a result of factors that cannot be influenced is equally as important. This applies to entrepreneurs as well as athletes, artists and employees.
Enter the year2021…
We have seen the effects of the Corona pandemic with our own eyes. We know first-hand how quickly and drastically a crisis like this can change everything. Moving into e-commerce was once an option and a luxury, now it’s a necessity. For a business to survive they will have to rely on more than just one sales channel – especially if you are traditionally a brick-and-mortar store.
But where do you start? And how do you do it successfully? To help you get started, we have summarised the most important steps for anyone looking at starting or scaling an e-commerce business.
- Preparation of Online Marketing / Build a foundation : Prepare for a pre-launch
No matter how good the product or offer, it won’t sell if it’s not found. That’s why it’s extremely important to develop more reach and build a hype before the launch of your own online offers. Social media is one of the best ways to achieve this. Create accounts for the name of your business as soon as possible on relevant platforms such as Facebook or Instagram.
Make sure that your appearance on these platforms maintains a sense of consistency. This means that the way the target group is addressed should be just as consistent as the visual appearance. You should use the same logos on every platform and make sure that the design and photos have a pleasant, uniform design.
In addition, the organic reach that you achieve via social media and with your own landing page (more on this later), online advertising offers you the possibility of even more reach with a focused use of your budget. This is possible through sponsored postings on social media platforms aimed specifically at your target audience as well as through campaigns on Google Ads, with which you can target pre-selected keywords. Since you can set your planned budget in advance for both social media and Google Ads, you also have complete control of the costs.
Search engine optimisation (SEO)
To stand out on Google by more than just paid advertising, focus on search engine optimisation. By working with SEO you can achieve a good organic reach and might be able to reduce your spending on ads since you will appear at a good position in the search results for the matching terms anyway.
Before the creation of your online offer, think about which keywords are important and relevant to your offer. Put yourself in the position of your customers and consider which words or phrases they would most likely search for if they were trying to find something that you offer. These pre-defined keywords are necessary for carrying out the next steps.
It doesn't matter if you have customers on file or are in the process of building up clientele, the contacts you have already made need to be addressed. Email marketing has established itself as a cost-effective and practical form of doing so. There are different tools to implement this type of marketing. Please take care which email marketing tools you choose so that you can combine your existing customer data with the creation of target groups and can easily create and send newsletters.
In the Premium Partner Program from Cashback World Retail, you receive the practical Newsletter Module, with which you can quickly define your target audience, easily create newsletters from various templates and send them out to your desired target audience in just a few steps. By using email marketing, you can keep your customers updated about your offers and specials promotions, these will be important to drive sales and not just traffic.
However, be mindful to abide by the privacy law prevalent in your respective country and strictly practise ‘Permission based marketing’. To deploy an effective email marketing campaign, ensure your touch strategy is on point.
- Create a landing page / Develop added interest by propogating your USPs
Before you go all in, create a landing page to spark interest, provide information and get customers to sign up. The landing page also gives you a site that you can direct your social media traffic to. Share your upcoming offers and start building your business an online presence. It is especially important that you give those interested the possibility to sign up for newsletters with further information and updates via email. This way you can expand your clientele and have more recipients for your email marketing when you launch your online offer.
Landing page is effective source of delivering all relevant value proposition your offering can provide on a single page to your target segment. It facilitates quick conversion. However please be sure of what you’d like to attain from it: Offer redemption or Leads and build the page , content and its CTAs accordingly.
After completing the preparations, it is now time to start building our online shop. When it comes to look and feel, ask yourself these questions:
- Which colours or what theme would be appropriate for my business? Are they aligned to my corporate identity ?
- How should the shop be designed? Is it in-keeping UX in mind?
- Which photos should I use to illustrate my products?
- How should the product descriptions be presented?
- How do I make the shop accessible to customers with mobile devices?
There are a few things to consider but it doesn't have to be complicated. There are numerous providers such as Shopware, plentymarkets or Shopify who sell finished shop systems. There you are provided with pre-made templates that have professional themes and designs and you only have to decide on the right one for you. With growing % of population today accessing internet via. Mobile a responsive design is pivotal. Therefore, be mindful that you opt for a Responsive Design, so that your store presents well on smartphones.
Another advantage of out-of-the-box shop systems is that they allow you to connect to larger marketplaces, which means that you can integrate your products with established providers. With Shopware and plentymarkets, for example, you can easily implement your offers on myWorld.com via a plugin and list your offers across Europe on this marketplace. With the Premium Partner Program from Cashback World Retail, you also have the opportunity to connect your online shop to Cashback World and reach millions of shoppers worldwide.
An efficient delivery system is essential in ensuring that your customers get the best customer experience. This doesn't just concern acceptable delivery times and costs, but also appropriate packaging. That is why you should be careful about which packaging options and materials you use and choose a logistics partner that will deliver your products to your customers on time and at a reasonable cost. To anchor your brand firmly in the minds of your customers, you could also consider creating your own packaging and, if you would like your business to be perceived as sustainable, choose appropriate materials. Don't forget to also consider how returns will be handled when choosing your logistics partner.
You have successfully completed all preparations so now is the time to open the doors of your new online shop to the world with a big launch. Get positive attention right off the bat by offering special starter discounts or free shipping. A raffle also helps to increase interest and you can collect more customer contacts. Existing contacts should be informed of your launch via newsletter and others in your community via social media. In addition, you can inform various publications about your start and, if it is appropriate, a partnership with influencers can also be worth looking into.
We wish you all the best with your new sales channel.