So, you’ve created a lovely online store and are hoping to launch it soon. What do you do next?
Many people are of the belief that once their site is live, they can sit back and wait for people to find them. However, this is not the case and, as with any business, you need to promote it, so people become aware of you.
Traditional bricks and mortar shops rely on being in areas where lots of people are passing. But with online content, no one knows you are there, so they won’t visit your store unless you entice them.
The best starting point online is to create virtual footfall to your site with PR and Search Engine Optimisation (SEO) via blog activity. You need to generate as many backlinks as possible to your site from press coverage and mentions online.
Even when you do start to make sales, you still need to keep this momentum up.
Having clear lines of communication with your customers is also vital. When there is a problem most customers will prefer to have someone they can talk to, so putting a phone number in a visible place on your site is a good idea and having an interactive online chat option is essential too. This is where PR and customer service overlaps.
Having good customer service policies and strategies in place ensures you will maintain your reputation and protect it from damage. This is essential for PR too.
Studies suggest that consumers feel more confident knowing you’re just a phone call or message away if they have a question or there’s a problem.
Consider also creating a GDPR compliant opt-in for an e-newsletter on your site (and ensure you have an up-to-date privacy policy too), so you can keep in touch with your existing customers and give them opportunities to take advantage of your latest offers before everyone else.
And, of course, don’t forget to use all the socials, but remember not to be too salesy all the time and to keep it sociable!
