How to start selling online more effectively

Calling these “tough times” may be a bit of an understatement for you, or maybe you have changed your marketing strategy in a nice way and are not negatively affected by the COVID-19 crisis.

There is no doubt that this pandemic has led to an increase in Internet traffic as people work, socialize and entertain themselves online.

Distributel, a company that buys wholesale access to the Internet backbone from Rogers Communications Inc., has seen a traffic increase of about 50%.

But an increase in Internet use doesn’t necessarily translate into increased sales for your small business.

Many consumers hesitate to buy, either because they are not sure when they will be able to use the service you sell, or because they have been laid off or have had their hours reduced.

This is why I share 3 Ecommerce Challenges and Solutions to help you stay and even grow as an entrepreneur during this crisis.

The challenge: make your (ecommerce) business essential

Many entrepreneurs are panicking because they don’t have a traditional e-commerce business model or e-commerce website.

And many worry that they don’t have a “essential” enough product or service to offer online, as grocery stores do. (According to Apptopia, Instacart, Walmart Grocery and Shipt app downloads are up 218%, 160%, and 124% compared to a year ago.)

Okay, you most likely don’t sell groceries. But it can still be essential for your customers.

Are there certain products or services that you can focus on that best serve your target audience? For example:

• If you have a clothing store: cloth face masks, casual outfits to work from home

• If you offer financial, life or other counseling services: 30- or 60-minute mental health sessions; many people feel lonely and isolated due to COVID-19

• If you sell entertainment-related items: Create short videos highlighting games, crafts, or puzzles that will be fun for bored kids or adults.

While it is not possible for all small businesses to rotate this way, the reality is that if you don’t adjust to this “new normal” as much as possible, your small business will suffer.

Changing your marketing strategy can be difficult, but it’s amazing how a little creative thinking can transform your situation and increase your web presence.

The challenge: more questions and complaints from customers

While having a phone number on your website and in your Google My Business results may have been enough before the pandemic, your customers need your support now more than ever.

More people online means that more questions, comments and complaints could arise.

I’m sure you’ve been incredibly frustrated at some point after being on hold for years or not getting an email when you asked about something. Don’t let your customers have a similar experience on your website.

If you don’t have the ability to manage customer service, consider implementing a chatbot to increase your web presence. A chatbot enables business owners to provide answers and solutions, and even generate leads and sales, 24/7 through automated customer service live chat.

According to IBM, a chatbot could answer up to 80% of routine customer service questions. While not every query can be addressed by a chatbot, it could answer the easiest, but time-consuming, questions your customers may have.

The challenge: website technology issues

Let’s say you already have an e-commerce site for your small business. If you have a broken link, a 404 page, or slow load times, your visitors will go elsewhere. (This is true all the time, not just during COVID-19.)

Even a smart 404 page can’t save you from losing visitors (and potentially sales).

Also, you won’t build trust among your audience with a bad user experience. No one is going to enter your contact or credit card information if they don’t trust your website.

Not to mention that a sloppy website is a target for hackers.

Remember: you are not only responsible for protecting your own data, but also that of your visitors. Security requirements are constantly changing, and no large or small business is safe.

This is why it is essential to monitor for failures, update your software, and back up your site regularly for an optimal user experience.

Now what if you have to start selling online in response to COVID-19? While there are sites that allow you to start an e-commerce website yourself, remember that your website is your number one marketing tool.

From the calls-to-action to the font type to the images on your pages, the way you present your small business to the world makes a huge difference in how you are perceived.

Plus, you won’t have the same customization options if you go the DIY route.

A professional web development company will understand not only the technical aspects of construction, but also the best ways to get your message across to your target audience.

READ: “17 Strategic Business Pillars to Do in the Time of COVID-19” on our website.

So we wake up in a different world! The coronavirus epidemic has completely changed our lives and transformed the way we do business.

For many, this can be an incredibly scary time to be a business owner. You worry about the health of your employees and the business, the bills that keep coming in, your income and family obligations.

But rather than letting worry overwhelm them, smart small business owners can take advantage of this opportunity to plan and prepare for future growth and success. We have created a COVID-19 checklist to help you make the most of this uncertain time.

Whether you have to start an ecommerce website from scratch or adjust your existing marketing strategy to increase your web presence, now is not the time to sit back and wait for the pandemic to pass.

Right now, your target audience “lives” online, so you’ll need to tackle the business challenges of e-commerce as quickly and easily as possible. Be proactive, turn your marketing strategy around, and learn from this journey.

For the success of your business

Susan