Manufacturers Use eCommerce Websites to Gain Business with more Efficiency

Today, the benefits of using ecommerce as a way to establish an online presence, attract customers, and drive conversions and sales have transformed ecommerce from a rare luxury to a necessity for today’s businesses.

With the Internet becoming ever more saturated by the day with ecommerce websites and options for buying, the challenge of capturing the attention of consumers arises. Giants like Amazon and eBay are able to compete by using algorithms to shift prices based on customer demand and competitors’ prices. What can small(er) businesses do to compete?

  • Bring something new and innovative to the table. This one’s a no-brainer. In an over-saturated market, an exclusive product is your best bet for increased online visibility. If your product isn’t available on Amazon, then potential customers are encouraged to visit your website instead. Rather than relying on an established marketplace, “serve the vacuum” and provide a product that is truly needed.
  • Make customer service a key strength. You have an advantage over big business: you’re not big business. Your business is likely small enough to be able to provide personalized, one-on-one service and for your customer service staff—whether you or your employees—to build relationships with customers. It’s simple—and it should be—it’s a relief to frazzled customers accustomed to being on hold and trying to express their needs to automated voices, and it’s one of the best ways to build brand loyalty.
  • Do the work in narrowing down key words. Try using specific phrases (“Rose Gold Hoop Earrings”) instead of more general ones (“Gold Earrings”). Generic keywords are more expensive and produce less sales, whereas more specific phrasing directs customers directly to what they need. Try different combinations of key words and use Google Adwords to track which generate the most sales.
  • Add a personal touch. It sounds like a well-worn cliché, but, again, this is an opportunity for you to take advantage of your position as a smaller, lesser-known business. People buy at Amazon, for example, and receive what they order. Perhaps customers who buy at your store receive something extra: decorative stickers, postcards, a tool to clean the product. The delight of receiving something unexpected goes a long way in capturing consumers’ attention.
  • Think sustainable. Once you have acquired a customer, don’t lose them. Keep them in the loop on new products, sales, or suggestions for additional items they might find useful. Make your customers loyal, returning customers. Customer retention is as important as capturing the attention of new customers.

The last quarter of2016 has begun, and eCommerce continues to grow.

Manufacturers with established brands and loyal customers are rapidly shifting dollars in their online marketing budgets to focusing on getting products and services to customers as directly as possible. eBooks materialize on tablets within seconds of purchase. Online stores boast wider selections than companies offer on location. A “shopping cart” has become a tab on a website. Currently, ecommerce sales grow at a rate of 9-10% each year in the U.S., and 18-19% a year worldwide according to industry trackers. Take advantage of this booming marketplace—and don’t be discouraged by the big, bad corporate giants.

About Matt Ross

Matt Ross is the President and Founder of DigitalHipster Inc. est. 2009.  Matt and his Wife Wendy have two adult sons. He's a Goldman Sachs 10,000 Small Business Alumni, a member of The Society of Martin Scholars at The University of Akron, and an active member in a few book clubs. When he's not deep in code and cranking music, or trying to keep up with the latest Google Algorithm, Matt is gardening, mountain biking, off-roading in his Jeep, writing for fun or being a guinea pig for his wife's yoga instruction. He lives and works in Highland Square Akron, Ohio. For the 15 years prior to launching DigitalHipster Inc.  Matt worked as a Senior Advertising Account Executive and Integrated Sales Director for major television stations and newspapers in the Akron, Cleveland, Phoenix and Las Vegas markets. He has successfully planned, sold and executed millions of dollars in innovative multi-platform advertising campaigns consisting of television commercials, web video, content integration, multi-carrier mobile WAP sites, print ads, and radio. Matt says, "During my years working in broadcast and print media, I learned how to gather real-time advertising response rates and develop cost-effect creative that works for my clients.  By working for over a decade on the sales side with millions of dollars of advertising revenue, I learned how to spot bargains for my clients and see what worked and what didn't. We're not just a team of graphic designers, or artists that take chances with your ad budget. We have real advertising experience across all the major advertising channels."