Dennis Consorte: 5 Things You Need To Know To Create A Highly Successful E-commerce B

  1. Work on your messaging and express it in everything you do. When you sell online, you’re competing against Amazon and a virtually unlimited number of sellers. It’s hard to compete on price, and if you’re a reseller then it’s also hard to compete on the various brands that you carry. But you can compete by projecting your brand in a way that makes people want to be a part of your community, and that means sales. Take a deep dive into your mission, vision, and core values. Make sure they align with the company you aspire to become. Then, work those beliefs into everything you do. Think about your customers’ needs when you work on your messaging, and make sure that your values align with theirs. You really know your customers and their needs. Once you do, you can use emotional communications to connect with them. You’d be amazed by how much depth you can create in your ads on Google, Facebook, and elsewhere once you start thinking beyond CTR. You’d be amazed by how much you can grow your audience when your values show through on every blog post, product page, and other content you create. People love a strong message and if it resonates with them, they’ll come back for more. One company that I help is Majestic Awning & Outdoor Structures. They install awnings and pergolas to increase outdoor space for consumers and businesses. We thrived when restaurants struggled to make ends meet when they were forced to limit their seating, and I believe that we did a tremendous amount of good by helping them to serve more customers. Emotional language about outcomes is the crux of our campaign. Every consumer landing page and email sequence talks about spending time with family, and their B2B equivalents talk about the importance of a person’s business in serving the community and leaving a legacy.
  2. Know what you don’t know. If you’re a small business owner or start-up entrepreneur, then you no doubt wear many hats. Every day, you’re doing something that you never did before. That’s normal. But don’t be afraid to ask for help when you need it. You may find that you’re pretty good at crafting ads that drive clicks. But maybe you’re not the best at landing page optimization, where those clicks turn into cart-adds. Or maybe you can get people to your site, but you don’t know how to build a marketing funnel that keeps them engaged until they’re ready to buy. Fortunately, there is an endless supply of experts who are ready to help you with your company. If you can afford it, hire some experts who will focus their time and energy on delivering results. If not, then reach out to your network. You’d be surprised how many people will help you out of kindness. Just make sure that you pay it forward if you’re receiving free help. Keep a list of people who have contributed their time to your cause, and what they do for a living. Whenever you come across an opportunity to refer business to someone, start with this list. In my world, I’m a great digital marketer, and I know enough about coding to be able to solve problems as they come up. When I had my DVD rental company, I wrote the code myself. This helped us to bootstrap our company. Had I to do it over again, my time would have produced significantly more value had I instead hired software developers while I focused on marketing.
  3. Be fiscally responsible, but don’t be cheap. Work out your budget and spend money on the tools you need. Anything that saves you time or helps you make better decisions has value. The right tools can free up hours each day that can be used to strategize on how to drive the sustainable growth of your business, or to spend time on other enjoyable activities. Recently, I was tinkering with Google Forms for a small lead gen campaign because I wanted to save my client $50 a month. But it lacks the functionality to redirect to a new platform, like a calendar booker. I came around to spending the money on a Typeform subscription, got almost exactly what I wanted, and saved myself hours of tinkering.
  4. Make sure that your business brings you joy. You will likely spend more of your time working on your business than anything else you do in your life. So, if you don’t love spending 12 to 16 hours per day on it, then consider reframing how you think about your business, or find a new path forward. The easiest way to do this is by choosing a product or niche that you would invest in for your own use. If you love taking pictures, then consider selling cameras online. If you’re addicted to handbags, then consider selling those. A good litmus test is to ask yourself whether you would spend your time researching this product in your free time, for pleasure and not for work. If the answer is yes, then you might have a winner. Of course, if you can spend less time on your business, to free up time for other things you enjoy more, and can still earn the income that you want, then do that. Just keep in mind that if you’re a brand-new start-up, you will likely spend a great deal more time on your business than you originally anticipated.

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