Marketing tips for Small Eco-Friendly businesses
You may be a small home-based business, but you need to think
like a LARGE business to compete. Often small businesses are able
to offer personalized service, but when it comes to delivery, cost
and technical issues, they drop the ball. Here are some tips to
improve your small business TODAY.
Make it EASY and FAST for your consumers to get their products
Your Website
Animated flashy things need to go. Simple, informative, easy to
navigate websites are most effective. Don't make customers hunt
for your products. Items should be accessed in less than two clicks.
If a user has to navigate more than 3 clicks to get to a product,
you've lost them.
Have your product in hand
Unless you
are making custom products, like clothing, web consumers want
their product within a week. In Canada and the United States,
regular shipping is very quick, outside of major holidays.
Some sites promise product delivered in 2-3 weeks. In webland,
that
is
too long.
Often
people searching
for things, especially consumables, want that product right
away.
Let's say
I want to buy some organic soap. I really want to support a
web-home-based business, but when I see that soap is 1.) expensive
with high priced shipping
and 2.) I have to wait 3 weeks for it, I'm going to pass. I'll
go down to my local co-op and get it instead.
Make sure your Shopping Cart Works
This can
is a deal killer. A user will add their products up, go to
check out, and then there is an error that prevents the user
from actually checking out. This user will most likely get
frustrated and never return. Test your shopping cart inside
and out, then have family go test your cart inside and out.
Make sure EVERY product shows up, and has correct pricing.
Shipping
Make your
shipping reasonable. Far too often I see notices that there
are 'minimum orders' and flat rate expensive shipping. In
the U.S., flat rate priority shipping is now veryaffordable,
and in most instances, they will pick up right outside your
door
- no
need to drive anywhere to do business.
Also, re-use
your boxes. Customers shopping green already expect recycled
packaging.
Stuff boxes with shredded paper, or reuse popcorn peanuts.
Leave a note
encouraging the consumer to do the same with packaging.
Encourage the use of Paypal, as it has an automatic feature that
prints addresses out, and buys a USPS priority label.
Perks
Offer coupon
codes, or combo deal specials. For example: Buy 2, get one
Free. Or, use coupon code HIPPIE and get 10% off. Then,
make sure these coupon codes WORK, or give explicit instructions
on how that web user will get that special. Don't advertise
a deal, and then not follow though. Also, make sure to update
your specials not only on your own website, but in places where
you advertise as well.
Thank You Notes
About a week after a product has been shipped, send your new customer
a Thank You note. Email is FREE and eco-friendly, and it's now
time to 1.) Make sure your customer is happy 2.) Let your customer
know about upcoming specials and 3.) Just the effort of a Thank
You email will resonate with your new customer - and they will
be more likely to visit again, and refer you.
