Scaling eCommerce for the first time can be daunting. Intimidating. Frustrating.
However, it doesn’t need to be that way.
Once you have made the outstanding decision to jump into the eCommerce arena, it’s now time to roll up your sleeves and get started.
Yet, where do you start?
For example, how do you make a great first impression with your website?
Additionally, once your eCommerce store is complete, now what?
You are still a needle in a haystack. Possibly even less.
Today, let’s explore a strategic 3 Step Approach to Scaling eCommerce for manufacturers.
#1) Scaling eCommerce: Make an Outstanding 1st Webpression
First, when working with your web designer to build your eCommerce store, laser focus on your customer’s experience.
You only have one chance to make a great first impression.
Creating and launching your new eCommerce store falls under making that great first WEPRESSION.
You know, the WOW factor.
Allow your website to become a powerful and effective 24 hour sales tool.
Bad website, that customer is gone.
A few questions to consider when Scaling eCommerce and striving to make an outstanding 1st Webpression (especially for those just starting out):
- Is your current web designer a good fit and delivering desired results?
- Does your website make it easy as possible for customers to purchase from you?
- Do you offer easy access on your website to connect with you? (Phone, Email, Social Media)
- Do you offer finished goods that can easily be purchased through an efficient eCommerce store?
- Is your website built on responsive design?
- Do you have your SSL certificate?
- Do you offer multiple payment options?
- Does your eCommerce store show a clear and concise Call to Action on landing pages?
- Does your eCommerce store offer a quick and simplistic check out process?
Related Article: eCommerce Checklist: Manufacturing eCommerce Strategies
Establish a Budget
Determine a comfortable financial commitment when entering the eCommerce market.
For example, it might be best to start with an annual budget.
To avoid frustration with your web designer, establish a healthy line of communication.
Ask plenty of questions!
If there is ANYTHING that you don’t understand or that doesn’t make sense, ask.
There are no dumb questions.
Go through the quote thoroughly with your web designer to make sure you understand every task that they are performing.
Stick to a strict budget.
Keep in mind, if items get added to the website throughout the project, the quote will go up.
Project creep hits website design the exact same as a construction project.
Stop Being the Best Kept Secret
A common question once the new website is complete: “We have a new website, why aren’t we getting orders?”
Unfortunately, you are still the best kept secret and less than a needle in a haystack. Just with a phenomenal new website.
How do we change this problem?
Where do you start?
Have a conversation with your web designer on what best steps to take once your new eCommerce store is launched.
If they strictly only do web design, ask for a referral to an Inbound Marketing firm.
You need an aggressive marketing game plan and a solid strategy.
John Wanamaker, 19th century retailer, famously stated that “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Well, you face the same concerns.
If you have an internal guerilla marketer, that’s fantastic news.
If not, you need to partner with a marketing team that you TRUST.
With Scaling eCommerce, communication is essential.
Find someone who speaks your language. Who sees your vision. Aligns with your goals. Understands your culture.
A solid marketing person or team is critical.
#2)Scaling eCommerce: Dominate Search
Keep in mind, the process does not end once the eCommerce store is launched.
Once your new website is complete, now the party starts.
It’s actually just the beginning.
There is plenty of work ahead of you.
However, speaking from first-hand experience, Scaling eCommerce will hopefully be one of the absolute best business decisions that you have ever made.
Create an aggressive online marketing strategy to show off your new eCommerce store.
Especially since the benefits of Scaling eCommerce are truly endless.
I have encountered numerous entrepreneurs who spent thousands upon thousands of dollars launching a brand new eCommerce store. Only to experience immediate frustration.
Unfortunately, they expected to receive an instant flood of orders once the site went live.
They mistakenly thought that the new website represented a spigot that was turned on with orders ready to pour in.
Scaling eCommerce requires an aggressive game plan as well as a deep commitment
The goal is to start attacking your keywords. Get your name out there.
Create an environment where you “own” the keywords that your customers are searching for.
In other words, “Dominate Search” for your products, processes, and solutions.
You want to be front and center for your strengths and core capabilities.
However, much easier said than done.
Yet, with many manufacturers, incredible keyword opportunities exist simply due to residing in a narrow niche.
Related Article: Top 13 Reasons Why Manufacturers Struggle with eCommerce
Hit the Treadmill Hard & Consistent
A new website without a concrete marketing strategy is a recipe for a big disappointment.
It’s like purchasing a treadmill, never using it and then being mad at the treadmill doesn’t deliver results.
A treadmill being used to hang clothes is probably not a good idea.
No use = No results
Hit the treadmill hard and consistent.
Creating content plays a critical role with any B2B marketing strategy.
For example, Blogging delivers powerful results for those on a quest to Dominate Search.
Blogging benefits include:
- Tremendous SEO Value
- Customer engagement
- Educate customers
- Inform potential prospects on your company, products and services
- Convert content from blogs into social media post.
Related Article: 25 Blog Topics for Manufacturers Eager to Start Blogging
Since we need your website to appear where prospects are searching, below includes additional strategies to dominate search:
- Google Ads
- Google Shopping
- Images on Google
- YouTube videos
- SEO: Fighting your way to gain first-page Google organic listings
- Trade websites
- Social media
- Online Marketplaces such as Amazon, eBay, or Zoro
The bottom line, be relentless.
#3)Scaling eCommerce: Get Offensive
Once you create a strong Webpression and start dominating your keywords, let’s get offensive.
In other words, go on the offensive to broadcast your products, processes, services, and solutions.
Catch the defense (competition) off guard.
Slide under the radar. You have been the “best-kept secret” for way too long.
The time is now for you to put yourself out there.
Let the market know the incredible products that you produce.
Introduce a broader market to the amazing products that your team produces on a daily basis.
Dominating search and making a strong first Webpression also helps establish authority and credibility.
You are blanketing the search engines by putting yourself out there.
Start contacting companies that would benefit from your products and solutions.
So Who is Your Customer Anyway?
Think about all of the potential customers that could use your products.
Who are your potential customers and where are they hanging out?
As a business, many channels exist to consider:
B2B = Business to Business
B2C = Business to Consumer
M2M = Manufacturer to Manufacturer
M2B = Manufacturer to Business
M2C = Manufacturer to Consumer
M2G = Manufacturer to Government
B2G = Business to Government
Identify top industries and targets and go on the offensive.
Remember you are Scaling eCommerce and killing your category.
With the treadmill analogy, Scaling eCommerce requires lots of sweat and hard work. Hit it hard and consistent.
Wrapping It Up
Thanks for taking the time to read this post.
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