Steps to increase sales online for SMEs
Small and medium businesses (SMEs) which have build a professional online presence through their own websites or registering to a B2B portal often complain that they have never seen much return on their investment, nor even enough queries. Does it mean that online business should be avoided? If you are a small or medium business engaged in export, it is a tough thing to do. Nothing can be more cost-effective than going online to reach potential customers in the global market.
But how to succeed online? Why many SMEs fail while only a few of them see considerable increases in sales through their online activities? How a SME can sell more online?
Build a foundation for your business website
The first and foremost thing you need to do is to create a strong online foundation for your business. While creating your website, consider it as a very important investment. Your business website should contain A to Z about your company, products or services, your competitive edge, infrastructural strength, and sales and service network. The website content should be well written, relevant, information-rich and up-to-date.
Look for B2B portals, choose carefully
If you don't have your own website, you can look for a B2B service provider. Get your web page designed as you want. Tell them what you want to be there in your website; also imagine yourself as a buyer and check the website content once and again.
But be careful in choosing one. Check what are the services offered, how much a membership costs, and how much reliability you can expect.
How to build credibility online
In online business, the most important and toughest part is to create credibility and trustworthiness. No matter whether you go online creating your own website or just by subscribing to a B2B portal, for you, as a SME, it is always very difficult to influence potential customers online without meeting them face to face. So, as an online seller, you must be able to build credibility to persuade potential customers about your honesty.
The secret to on-line success is building credibility. Find out how you can start:
* Put a photograph of your office building or of stalls in trade fairs you participated.
* Show a scanned copy of your membership certificate you received from a professional
Organization.
* Give email addresses of your satisfied customers, make a 'post testimonials' section.
* Give physical address in detail; give your office phone number on the contact details page.
Add value to your website
What is more important is to add value to your website for your current and potential customers. How can you do that? It depends on what you sell. For example, if you are a manufacturer of traditional jewellery, you may consider publishing content in your website history of traditional jewellery, how the art of jewellery making has evolved throughout the years, etc.
If you are considering subscribing to a B2B portal, it is better to look for one which offers a range of services to its clients - both buyers and sellers.
Compete online, analyze competition
To succeed online, you must compete; online promotion is one of the elements of effective online marketing. If you have your own business website, it is better to learn some online promotional methods like SEO (Site Engine Optimization), SEM (Site Engine Marketing) and different aspects of online marketing.
While doing business online, you need to be smart about online to analyze your competitors, their online presence, how much market share they garner from their online operations, etc. It will give you insight into how and where you need improvements.
Put efforts offline for your online business
Researchers have revealed that online search activity is often affected by offline advertising. It is most likely that target customers, who are already aware of your offline presence, would search for your products online. Include your website URL on product packaging, print your business cards with details of the web address on it, put the web address on each page of your corporate presentations, include it in any employment ads, and brand your product brochures and every promotional item with your web address.
In online business, people come to your website and are exposed to your message. It is a one-way communication process where you do not get the opportunity for a natural two-way dialogue. Therefore, to be successful in online marketing, you need to have the right approach and the right tools. It is the only way for SMEs to increase their online sales.
But how to succeed online? Why many SMEs fail while only a few of them see considerable increases in sales through their online activities? How a SME can sell more online?
Build a foundation for your business website
The first and foremost thing you need to do is to create a strong online foundation for your business. While creating your website, consider it as a very important investment. Your business website should contain A to Z about your company, products or services, your competitive edge, infrastructural strength, and sales and service network. The website content should be well written, relevant, information-rich and up-to-date.
Look for B2B portals, choose carefully
If you don't have your own website, you can look for a B2B service provider. Get your web page designed as you want. Tell them what you want to be there in your website; also imagine yourself as a buyer and check the website content once and again.
But be careful in choosing one. Check what are the services offered, how much a membership costs, and how much reliability you can expect.
How to build credibility online
In online business, the most important and toughest part is to create credibility and trustworthiness. No matter whether you go online creating your own website or just by subscribing to a B2B portal, for you, as a SME, it is always very difficult to influence potential customers online without meeting them face to face. So, as an online seller, you must be able to build credibility to persuade potential customers about your honesty.
The secret to on-line success is building credibility. Find out how you can start:
* Put a photograph of your office building or of stalls in trade fairs you participated.
* Show a scanned copy of your membership certificate you received from a professional
Organization.
* Give email addresses of your satisfied customers, make a 'post testimonials' section.
* Give physical address in detail; give your office phone number on the contact details page.
Add value to your website
What is more important is to add value to your website for your current and potential customers. How can you do that? It depends on what you sell. For example, if you are a manufacturer of traditional jewellery, you may consider publishing content in your website history of traditional jewellery, how the art of jewellery making has evolved throughout the years, etc.
If you are considering subscribing to a B2B portal, it is better to look for one which offers a range of services to its clients - both buyers and sellers.
Compete online, analyze competition
To succeed online, you must compete; online promotion is one of the elements of effective online marketing. If you have your own business website, it is better to learn some online promotional methods like SEO (Site Engine Optimization), SEM (Site Engine Marketing) and different aspects of online marketing.
While doing business online, you need to be smart about online to analyze your competitors, their online presence, how much market share they garner from their online operations, etc. It will give you insight into how and where you need improvements.
Put efforts offline for your online business
Researchers have revealed that online search activity is often affected by offline advertising. It is most likely that target customers, who are already aware of your offline presence, would search for your products online. Include your website URL on product packaging, print your business cards with details of the web address on it, put the web address on each page of your corporate presentations, include it in any employment ads, and brand your product brochures and every promotional item with your web address.
In online business, people come to your website and are exposed to your message. It is a one-way communication process where you do not get the opportunity for a natural two-way dialogue. Therefore, to be successful in online marketing, you need to have the right approach and the right tools. It is the only way for SMEs to increase their online sales.