5 Quick Tips on Selling More Through Your Business Website

When lockdowns and stay-at-home orders were first being put into place, savvy business owners moved to institute ecommerce features on to their websites. They recognized that if buyers couldn’t visit them in person, they’d have to find new ways to generate revenue. That forethought has paid off, with some estimates suggesting online sales have doubled compared to the same quarter last year.

However, while some business owners took immediate action, others decided to take a wait-and-see approach. That was understandable, but customers are largely deciding to stay home. That means that this is the perfect time to upgrade the ecommerce features on your website.

If you don’t currently have the ability to sell online, this should be your cue to start. Alternatively, if you can already make money through your web pages you might want to expand your capabilities and attract more revenue.

No matter which of those categories your business falls into, we want to give you some actionable advice that will help. Let’s look at five ways you can start to sell more through your business website starting today

1. Add a Shopping Cart

You can’t sell anything through your website without some mechanism to process transactions and collect money. In most instances, that’s going to mean installing some kind of shopping cart that pairs with a merchant account.

These solutions are easy to find and implementing them is not complex from a technical or programming standpoint. At the same time, just deciding to sell things online isn’t necessarily as simple as it might seem. You definitely want to take care in choosing the right shopping cart and merchant solution for your business. Getting things wrong could cost you a lot of money, create a great deal of hassle for your customers, and even lead to other disruptions in your business or website.

For example, it goes without saying that you want your shopping cart software to be as secure as possible. You’ll also want to know that it’s easy to use, both for yourself and your customers. It has to be compatible with the content management system you’re using, and it always helps if the product is inexpensive. 

On top of that, there may be certain features you require, like custom specifications or discounts for various order sizes. You might not find those in the simplest shopping cart solutions, or you might need a web developer to help you put the right settings into place.

As a rule of thumb, we always recommend you work with an experienced web team when choosing and installing merchant features on your small business website. It’s not an expensive or time-consuming process, but it’s one you can’t afford to get wrong.

2. Create Online Demos Customers Can View

It’s one thing to have the ability to sell products and services online, and another thing to actually generate orders. Often, what’s truly important to a small business isn’t the technical tools needed to accept payments but the skill and expertise of a master salesperson.

You’re never going to be able to completely duplicate face-to-face contact online, but you can get a lot closer with online demo videos or interactive presentations. These allow you, or a member of your team, to walk a potential buyer through the features and benefits of a product before making a decision.

In some ways an online video presentation can be even better than a live demo. In person you might forget to mention something crucial or struggle with a difficult question. When you’re working from a script, and with ideal lighting and backdrops, you can put your very best foot forward. Even better, you can film a presentation once and then have it seen by dozens or hundreds of buyers. You can even share it on your social profiles and in an email newsletter.

Putting together online sales presentations does take a bit of work, but most of our clients can batch the task into a single day. Then, they not only have the tools they need to sell more products and services online, but also a way to pre-qualify buyers and reduce complaints or returns.

The cost of video production and editing has gone down steadily over the past decade as broadband-speed connections have come to rural areas and mobile devices. Video is much more powerful as a sales tool than plain text and images, so why not make the most of it?

3. Integrate Live Chat Features

While you can use online video to intrigue and motivate buyers, your business might be one where customers are going to have lots of questions. They might need to consider specific use cases, or simply get more information before making a final decision.

In those cases, having live chat features on your website can be a game-changer. When you or your employees are standing by, ready to address specific issues as needed, a major obstacle to closing the sale is removed. Prospects no longer have to go without the details or interaction they might need to make them feel comfortable taking the next step.

Online chat features are easy to install, although (as in shopping carts) you’ll want to make sure they are safe, compatible, and convenient. Some will allow customers to contact you or a team member directly; others can be programmed to automatically answer simple and frequent queries.

No matter how straightforward or complex you want to go, however, there is a lot of value in letting a potential buyer see that someone is standing by to assist them with their order or to tackle a quick question. That’s especially true when you consider that someone who is interested right now might not necessarily return to your website to get the answer they need later.

4. Create Upsell Opportunities

In the real world, you and your employees probably look for upsell and add-on opportunities so often it has become second nature. From asking someone “do you want fries with that?” to suggesting a maintenance plan, businesses are always finding ways to increase revenueand value for their customers—by putting more into each sale.

If you have a simple shopping cart on your website, though, you might not be able to do the same. That would mean you’re probably missing out on huge amounts of revenue because your average sale price is going to be a lot lower than normal. It could also mean buyers aren’t getting the little “extras” that would make them happier with their decision later.

The answer, of course, is to integrate smart ecommerce features into your business website that correlate certain products and services with one another. As an example, if someone were purchasing a shirt from you, they might be interested in another similar item the same size. Or, if they were booking a service to clean up leaves in the Fall, they might also be interested in snow removal this Winter.

These are just simple examples, but you get the idea. If there is something you would normally sell to a customer at the time you check them out or write up an invoice, they need to be offered the same product or service (at a minimum) when they finish a transaction on your website. That’s not hard to set up with your web design team, and you’ll definitely see the difference in your bottom line.

5. Don’t Forget About Inventory and Fulfillment  

To this point we’ve looked at a few tools and solutions that can increase your sales, but don’t forget about everything that happens after an order has been placed.

Buyers are always impatient to know when their items will be shipped and delivered, but that’s particularly true this year when so many industries and supply lines have been disrupted. If you’re going to add merchant features to your website, or improve the ones you have, it makes sense to address inventory and fulfillment.

You can put automated systems in place that notify customers about the status of their orders and help them keep track of shipping. You can even combine inventory and ecommerce platforms so shoppers can see what’s available on your website in real time.

These sorts of add-ons can increase sales, but more importantly they lower your customer service burden. When buyers can get the information they need about their transactions directly from your website, they don’t have to call or email your team.

As with the other improvements we suggested, adding inventory and fulfillment tools to your website doesn’t have to be a huge, expensive project. If you’re already thinking about raising your ecommerce capabilities this might be a good time to consider it.

Valley Power Systems Case Study

Since teaming up with Marcom, our SEO, Google Ads, and social media presence have experienced significant increases in traffic that have helped us attract new customers.” – Valley Power Systems, June 2020

Valley Power Systems partnered with us in November 2018 to boost their online advertising campaign. Utilizing a variety of marketing strategies, we’ve been able to improve their online presence, resulting in better web traffic and higher conversions.

Want to view the full report for detailed information? Fill out the form below for a .pdf copy of the case study!

4 Things Customers Want from You When the Economy Reopens

While the coronavirus pandemic is still unfolding in many ways, business owners are being confronted with new challenges and decisions as we move forward. 

In some states, the economic reopening process has already begun. In others, official start dates are still weeks away. But, regardless of where you work and live, you’re probably thinking about what you can do to hit the ground running when customers start to return in bigger numbers.

The best ideas and practices are going to vary from one industry or situation to the next, but it’s always a good idea to start by thinking of things from your customers’ point of view. With that in mind, let’s look at four things buyers are going to want from you when the economy reopens…

1. Clear Updates about Your Businesses’ Availability

As we’ve already seen in some areas, “open for business” can be a guideline rather than a practice. In other words, some companies are opening, while others are choosing to remain closed. For that reason, it’s crucial that you communicate to your customers what your policies and availability will look like. Let them know if they can take advantage of your products or services as your state reopens. And if they can’t, let them know when they can expect to see you in the future.

2. Information about Availability and Fulfillment

In the same way, being open doesn’t necessarily translate into “business as usual.” It may be that you are able to operate in an altered or limited capacity, or that some regular products or services aren’t available because of disruptions to your supply chain. Be clearon your website, and emails, and through your social accountsabout what you can and can’t provide in the coming weeks. That will save yourself, your team, and your customers from disruptions.

3. Safety Guidelines and Risk Management Procedures

In industries where person-to-person contact is the norm, you might want to communicate to buyers how your policies have changed in light of the continued coronavirus threat. If you’re taking extra precautions, or practicing social distancing measures, highlight those steps in your communications. Doing so will let buyers know what they can expect when they visit you or meet with a member of your team. It might even increase sales if it can help you draw in customers who would otherwise stay away.

4. Marketing That Speaks to Customer Needs

In many cases, business owners are going to find that what customers wanted from them a couple of months ago isn’t necessarily relevant today. Lots of people don’t have as much money to spend as they did at the start of the year, or they have different needs because of changes to their own businesses or careers. Recognize that and emphasize products or services in your marketing that speak to immediate concerns. You’ll know when things are back to normal, but most of your customer base probably isn’t there yet.

7 Urgent Steps for Marketers in the Covid Economy

As the coronavirus has taken over first the news, then our attention, and finally the economy, clients have come to us again and again with one question: “what now?”

The answer depends of course on the situation a business owner or executive is facing. For some, a Covid recession is a major event. For others, it’s a sad reality but not a huge business concern.

If you have the kind of company that is relatively unaffected by the current pandemic, then you might not be concerned with changing strategies or tactics. For all the rest of us, though, here are seven urgent steps you might want to take today if you haven’t already:

1. Don’t Panic or Make Rash Decisions You Might Regret

One of the worst things you can do, in this crisis or any other, is complicate matters by enacting quick decisions that compound the issue. This is a time to think clearly about what’s possible, what’s likely, and which opportunities or obstacles lie ahead. Take some time to get clear about what you’re facing and what you want to accomplish. Only then should you make strategic decisions.

2. Start Using Your Email Newsletter to Communicate

This is no time to be quiet or leave your customers wondering what you can or can’t do for them. While we would encourage you to reuse any outreach tools you have at your disposal; email is particularly well-suited for fast and effective communication. Let buyers know what’s happening with your business, even if nothing has changed. That way you won’t miss out on business because they have assumed you are cutting back.

3. Reach Out to Your Best Customers through Social Media

While email will probably be the preferred method of communication for the moment, don’t overlook the power of social media to connect with your best customers, clients, vendors, or partners. Some of them may prefer to communicate through these channels. And, sending a note through Facebook or LinkedIn (as examples) is more personal than reaching them through an email blast.

4. Look for Opportunities to Sell and Serve Your Market

Don’t assume there isn’t any business to be found in your industry, or that you know exactly what your customers want. Reach out to some of them and see if there are new opportunities to make your company a more valuable partner or resource. It might be that there are lots of ways you can serve buyers, or the community, that aren’t immediately obvious.

5. Investigate New Customers and Sales Opportunities

If your customers and clients are slowing down, don’t simply take it as a given that you will have to do the same. It may be that you are able to serve other markets (for instance, hospitals or delivery companies) who are doing a thriving business right now. Often, it just takes a bit of creative thinking and investigation to identify new sales opportunities, even in a downturn.

6. Cut Off Any Non-Performing Ads or Campaigns

We started our tips by advising you not to make any rash decisions. However, that’s not the same as saying you should stay still. If there are marketing campaigns or activities that just aren’t going to work in the current economy, then this is the time to pause or discontinue them. Don’t let your money go towards projects that aren’t going to benefit your business for many months to come.

7. Take Advantage of the Downtime to Get Better

One of the things that makes marketing hard is that most business owners and executives don’t have time to read books, take courses, or think about projects like a website overhaul. If there is any small silver lining to what’s going on in the world it’s that we have the opportunity to step back and be more intentional about our plans. Where do you want to be in a few months, and what can you do to make it happen?

Are You Following an Old Approach to SEO?

Most business owners understand how important search engine optimization (or SEO) is to generating leads and sales from a website. Unfortunately, many are following old tips and best practices that no longer do them much good.

These include stuffing keywords on pages, buying junk links from overseas vendors, and using awkward phrases in marketing copy as a way to draw attention from search spiders. Not only are these techniques outdated, but they can actually work against you and keep customers away from your website, because Google will see them and consider your website to be a low-quality result.

If you worry that you might be following an approach to SEO that no longer works, here are a few things you should know going into 2019…

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How to Get Your 2019 Marketing Off to a Hot Start

Did you make big plans for your 2018 marketing, and feel like the year got away from you? Are you tired of watching your competitors get more search engine visits or social media engagement?

Successful digital strategies are planned in advance and executed with precision to generate new revenue. If you are ready to make 2019 your best year, here is what you can do to get off to a hot start in January.

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Are Online Reviews Helping or Hurting Your Sales?

Business owners often scrutinize every corner of their websites. They look for anything that can give them an advantage over their online competitors. However, they often overlook a crucial part of the online marketing mix. One that makes a huge difference between new sales and missed opportunities. This “hidden” component of the online marketing puzzle is a company’s online reviews(reputation).

Surveys show that 90% of all buyers will check a business’s online reviews before they ever convert into a customer. If what they find on Google, Yelp, and industry websites is positive, they can move forward confidently. However, if they see lots of complaints and bad reviews they may take their business elsewhere. Then, you’ll have lost the opportunity to win a customer without ever knowing why.

With stakes so high, let’s dive into three stages to make online reviews a positive part of your selling strategy.

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Making the Most of Your Local Business Profiles

Online business profiles—particularly on Google and Yelp—can have a profound impact on your ability to pull in customers from your geographic area. That’s because buyers tend to search the web first when they need to find a new company or vendor, especially if they’re using their phone while on the go.

However, while understanding the importance of local business profiles is a good first step, that’s not enough to actually make the most of them. If you want to see a consistent flow of customers going from your business descriptions on the internet into your company’s accounts, here are a few things you have to do…

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Kick Start 2017 With a Website Audit

In the past week or so, I’ve gotten a lot of questions from business owners and executives who want to know one thing: How can they get the new year started on the right foot from an internet marketing perspective?

The answer I give sometimes surprises them. While many think they’re going to hear about the latest SEO trick or pay-per-click advertising gimmick, my number one recommendation is to begin the new year with a website audit. That’s a comprehensive look at your existing site that can point to problems and opportunities.

A thorough website audit is like having a mechanic take a good look at your car before along road trip, in that it can help you deal with headaches and hassles before they become something to worry about. What might we find if we look under the hood on your pages? Here are just some of the things we look for during the website audit process…

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