Running a successful business is no easy feat, and for those that are entering into the evolving terrain of eCommerce, it can feel even more challenging.
New technologies, fierce competition and changing consumer behaviour are all influencing the eCommerce space by the day. However, as the old saying goes, ‘Rome wasn’t built in a day’.
To grow and thrive in the competitive digital marketplace, eCommerce brands need to establish a strong support network. If you feel like you are balancing many plates on your own, you may benefit by learning some crucial strategies to build a stronger eCommerce support network. This short guide outlines some key tips for building relationships that will help propel your eCommerce business forward.
7 Tips for Building eCommerce Support Networks
1. Join relevant local business networks
Getting immersed into the habit of regular business networking meetings is an excellent way to build relationships with local firms and get your business name out there. Whether this is structured networking groups, trade associations, or chamber of commerce organisations, you will quickly get acquainted with many like-minded business owners in your area.
Often these groups host events, workshops, seminars, conferences, or social occasions that enable you to connect with fellow entrepreneurs, who may, in turn, be able to refer high-quality leads and prospects your way. They may even be prospects themselves, or they may be looking for a trusted eCommerce brand that supplies the products they need for their business. Sharing insights from your eCommerce experience, highlighting your challenges, and outlining your solutions and USPs will increase your visibility and stature within the local business community.
2. Leverage social media to connect with customers
Utilising social media platforms like LinkedIn, Facebook and others is great for advertising and marketing, as well as engaging with current and potential customers. Facebook might seem like a relic of days past, but it is still the most widely-used social network globally, and you can find plenty of relevant eCommerce groups, pages and communities. It also has native eCommerce functionality for you to take advantage of, if needed.
LinkedIn is a household name when it comes to professional networking, support groups and engaging with other eCommerce brands. Offering your insights and expertise will inspire and educate other ambitious professionals while giving your followers a window into your brand. Over time, you can monitor and analyse comments, messages and poll answers to understand how your marketing efforts are being perceived.
Ultimately, the end goal is to foster conversations and open lines of communication to bring your prospective and existing customers closer to your brand.
3. Create an SEO-optimised website
Your website is arguably the most important eCommerce support pillar your business can have in its repertoire. By creating a fast-loading and easy-to-use website that works on desktops and mobile devices, that offers an immersive look into your product features and benefits, with high-quality content and product descriptions, you’ll be creating a reputable resource that your customers can continually refer back to.
Optimising site structure and content for maximum organic traffic visibility and SEO rankings, whilst blogging regularly and integrating user reviews, FAQs, and helpful resources, will also go a long way in creating a positive user experience. Whether you are in the B2C or B2B eCommerce space, your website needs to be well-designed and conversion-focused when it comes to your buyer acquisition and retention.
It doesn’t matter how sophisticated your products are, whether they’re intricate computer hardware accessories or medical antigen or antibody tests, if you can capture the search intent of your audience and use that as the basis for your site design and content, you’ll be establishing your eCommerce brand as professional and trustworthy.
4. Attend industry events
eCommerce covers a broad spectrum of niches, but you’ll be presented with potential conferences, expos, summits and meetups happening regionally, nationally, or even virtually via videoconferencing. Industry events like these bring key eCommerce names together, from retailers to marketers to digital vendors. Maximise your attendance at these sessions and network with other like-minded professionals to absorb as much knowledge as you can.
Over time, you may find that your business could benefit from exhibiting at events like these and thus raising even more awareness of your brand and products. Surrounding yourself with other eCommerce enthusiasts will inspire fresh and innovative ideas to improve your own company.
5. Form strategic, mutually-beneficial partnerships
Going at it alone will often feel overwhelming and stressful, which is where strategic eCommerce partnerships with local or regional businesses can help. For instance, collaborate with a local photographer to create high-quality product images, partner with a local web design and development firm to sharpen your online presence, and foster alliances with logistics providers and fleet managers to streamline and optimise your product deliveries. Where appropriate, you can refer potential customers to each other to expand your reach and give back to your local business community, while giving your eCommerce brand a monetary boost.
6. Monitor and respond to reviews
Product reviews, ratings and testimonials offer unfiltered customer feedback that gives your eCommerce brand a huge boost. Using sites like Trustpilot, Glassdoor and Google Business Profile (GBP) and integrating them within the fabric of your website and social media graphics will solidify further trust in your brand. ReviewTrackers recently reported that 90% of online shoppers will read at least one review before deciding to visit a business.
Respond thoughtfully and transparently to positive and negative reviews to demonstrate that you are taking comments seriously. You can thank satisfied customers, address concerns or feedback directly, and use that to influence how you can improve your eCommerce products. With the right approach, your detractors can become advocates in time.
An excellent way to incentivise reviews is to offer discounts, coupons or vouchers for a customer’s next purchase. If they can dedicate their valuable time to giving your business a review, they’re more likely to do so if there’s an incentive for them.
7. Subscribe to newsletters and publications
Insider information can be a valuable asset in your eCommerce journey. Check to see if influential eCommerce brands, influencers, news outlets, or reporters have newsletters, publications or brochures that you can receive regularly. High-quality reading material is usually stocked full of valuable information, referral links, recommendations, testimonials, and other useful eCommerce outlets.
Setting your eCommerce business on the right path towards growth and success relies heavily on local and online support. Having a strong support network is crucial for building a prosperous eCommerce business, and by following these tips you will be able to create a reliable and robust foundation for a support network that will be instrumental in helping your business succeed. Cultivating a broad network of partners, customers, influencers, and advocates will allow you to tackle the competitive and evolving eCommerce landscape with confidence.
