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4 Ways Startups Can Boost Sales

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Archives, Commentary, Global Trade Daily, Special Reports

4 Ways Startups Can Boost Sales

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As a small business owner, finding ways to increase profit and your audience reach efficiently is key. Entrepreneurs need to understand the sales process and know the ways to manipulate it in their favor. 

Luckily, there are ways that small businesses can generate leads and boost sales on a budget, to grow and achieve business targets. In this article, we look at four ways you can boost sales for your new startup.

Create a detailed content marketing strategy

Developing an engaging content strategy will help you generate leads and also build authority in your industry, whether it’s an informative eBook, regular blog content or user-generated videos or images that can be shared easily. But beyond creating great content, you need to know how and where to distribute that content to ensure it gets seen by a wider audience. 

To get more out of the content you develop, you can find ways to repurpose it for social or email to promote it to new and existing audiences. A blog post, for example, can be turned into graphics for Instagram or made into a video for your YouTube channel.

Having a detailed content marketing strategy that has been designed with distribution in mind will make sure your brand draws the attention of the right customers and directs them back to your business.

Provide convenient payment options

The logistics of accepting card machine payments can be a hurdle for startups, but if you want your business to be a success and increase revenue, you need to provide convenient payment methods for your customers. The payment process for your business needs to be easy to use, so as not to alienate customers, and should also be multifaceted for convenience – you want to capture every sale possible, which requires choice for your audience.

Today, most consumers take it for granted that businesses will offer card payments, whether it’s in-store or online. In fact, the UK is the world’s third most cashless country, so neglecting to offer card payments could negatively impact your bottom line and result in you capturing a smaller percentage of potential sales. Being able to accept card payments is vital in order to avoid risking lost sales. 

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Cultivate a positive reputation

The internet enables us to be more informed than ever before, and this can be both a blessing and a curse for businesses trying to generate sales. Startups have the opportunity to foster a positive brand image and reputation from day one, which can be put to good use in influencing future customers. 

In prioritizing a great customer experience and encouraging customers to leave feedback and reviews, businesses can cultivate a great reputation that will serve them well in terms of sales and customer loyalty. 

There are various ways that small businesses can make a good impression, from asking customers for feedback and then taking appropriate action to improve where necessary, to asking for testimonials when a customer has a positive experience or when their expectations were exceeded. 

Entrepreneurs should take the time to respond to online reviews too, which demonstrates that the business cares about its customers and their experience with the brand. 

As consumers, we rely on reviews and testimonials to forge our own decisions when it comes to making a purchase or using a new service, so in taking the time to cultivate these types of social proof, you can increase the likelihood of bringing new customers to your business. 

Utilize social media

Social media can’t be ignored, for its ability to build a community to the different avenues it provides, and for businesses to reach a wider audience. For startups, however, the main appeal of social media is how cost-effective it is for such big rewards. So many consumers are spending a lot of their time on these channels, so it can be an enormous boost to sales when it’s used correctly. 

Most social media sites have a wealth of data on their users, which businesses can use to get their messaging in front of the right eyes. And while not everyone uses social media to buy, it can be a highly effective way to promote products and services, especially if you can offer giveaways, discounts or special deals to grab your customers’ attention for more sales. 

For startups, developing a social media marketing strategy early on can be a great way of marketing the business on a budget while still enjoying great results. 

Final thoughts

Startups often need to get creative with their strategies in order to keep budgets low while still enjoying growth as a business. Focusing on finding high-impact yet cost-effective methods to build brand awareness, and consequently, sales should be the aim. 

Startups should use a combination of these tips and then analyze how each impacts sales to determine where efforts should be placed for better results in the future. 

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Harvey Holloway is a digital marketing specialist, with a 1st class honours degree in Digital Media Design. Harvey is now looking to connect with leading publications and share his experience with a wider audience. Connect with Harvey on Twitter: @HarveyTweetsSEO.

social commerce
Archives, Global Trade Daily, Special Reports

Like, Follow, Buy Now: Harnessing the Power of Local Payments in Social Commerce

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A staggering 3.8 billion people use social media, around half the internet users worldwide. With these figures in mind, social media giants are eager to reach digitally connected consumers and monetize their userbases. Gone are the days where social media was simply a place to see what friends were doing and give them a ‘like.’ With the likes of TikTok, Facebook, and Instagram leading the charge, purchasing products online is now as easy as liking a friend’s post. In fact, with over one in three global shoppers having made a purchase on social media in the past year – social media is rapidly becoming the new online marketplace of choice.

However, whilst a good tool for attracting customers, social commerce must work hand in hand with digital payments to truly unlock success. Converting browsers to buyers on social media will rely heavily on a brand’s ability to offer a range of local payment methods at the checkout.

A growing opportunity for merchants

In the US, by the age of 12, most children have access to a social media account, but that’s not to say that this is the only audience social media is appealing to. Senior citizens in the US are the fastest-growing group of Facebook users, with numbers doubling between 2019 and 2021, indicating a lucrative opportunity for merchants appealing to a broad range of demographics.

In fact, Facebook is certainly leading the pack when it comes to social media – with over 2.7 billion monthly active users worldwide. For European regions such as Italy, the pandemic has also contributed to the explosion of social media usage. Time spent on Facebook’s suite of apps rose 70% in March 2020 – indicating the potential for social commerce uptake as people acclimatize to using these platforms to access shopping, entertainment, and communication.

For China, however, a country where the likes of Facebook, YouTube, and Twitter are blocked to consumers, sites such as Tencent, WeChat, and Weibo have been attracting millions of users, making China one of the biggest social media markets in the world. With multiple demographics across the globe now engaged with social media channels and more than comfortable with shopping online, the opportunity for merchants to trade on these platforms is greater than ever before.

Unlocking the power of social commerce

Because of the extensive reach and the power social media holds, brands embracing social commerce can scale rapidly. Everyone can do it, from international companies to individuals selling their goods on Instagram. But, it’s much more than just adding a ‘Buy Now’ button. Whilst social media platforms certainly have the power to unlock online and cross-border growth, the process will not be successful if merchants do not operate with consumer payment preferences in mind.

To enable a seamless transaction through social media channels, merchants and payment service providers (PSPs) need to take a highly customized and localized approach to digital payments. Consumers have become accustomed to choice when it comes to online payments – from buy now, pay later (BNPL) offerings such as Klarna to increasingly popular bank transfer payments such as Pay by Bank App or Trustly. Because of this, expectations around payment preferences have skyrocketed in recent years. So much so that 44% of UK consumers will abandon a purchase if their favourite payment method isn’t available. To ignore this when selling through social channels would be a huge mistake and a missed opportunity for retailers operating on these platforms.

A global strategy with local payments at its core

Whilst digital payments have the power to unlock the true power of social commerce, integrating a diverse portfolio of payment methods is no easy task. Although merchants are becoming increasingly aware of the need for a social strategy with local payments at its core, the cost and complexities associated with such integrations are acting as a major barrier for businesses. In fact, for smaller e-commerce players especially, local payment options may feel completely out of reach.

To overcome this, merchants and payment service providers are increasingly turning to infrastructure providers to meet the demands of global consumers. Partnerships of this kind mean that merchants and PSPs can take advantage of payments technology and on-the-ground local market knowledge.

Speed to market is everything in today’s digital-first retail era and merchants that are able to get up and running with a diverse acceptance of the right local payment methods quickly will be able to take strides ahead of the competition.

Those that neglect to consider the importance of local payments will see themselves fall short ahead of their competitors and lose access to thousands of potential customers.

e-commerce
Archives, Global Logistics, Global Trade Daily

8 TRENDS DRIVING E-COMMERCE INNOVATION—AND THE PLAYERS DRIVING THEM

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The world of e-commerce has undergone quite a year. And with everything going on in the world, chances are that growth, innovation, and change are what we can expect this new year as well.

Global growth or no global growth, you do have to stay on top of the latest trends if you want to stay on top in the world of e-commerce–otherwise, you will find yourself at the bottom of the heap. Let’s take a look at eight trends that are set to continue driving innovation in 2021 and beyond.

Mobile Continues to Be on the Rise

Even though mobile search overtook desktop a long time ago, mobile is still on the rise in every sense of the word. Focusing on the experience your users have when accessing your store via their mobile phones is certainly a trend that will not disappear soon.

Elements to focus on include:

-Speed

-Ease of access

-Ease of navigation

-Safety

-Personalization

A good example of the kind of mobile-first website design we are referring to is the LMNT Essential Labs website (drinklmnt.com). It is super-fast, it is responsive, and it has retained that mobile-friendly design on the desktop version as well, providing more cohesion.

Voice Search Is Also Important

By 2025, it is predicted that 75 percent of U.S. homes will have a set of smart speakers. And while voice search is currently still a bit of a dark horse for some users, Alexa, Siri and Amazon Echo are slowly becoming a daily part of many lives.

What you as an e-commerce store owner can do is optimize for voice search, and enable your visitors to execute voice-based search commands and navigation on the website (or at least on its mobile version).

This will be a significant investment, and you may be able to hold off on it for a while. However, if your target market is among the population that is already heavily relying on voice commands, the time is now.

Personalization as the New King of Marketing

Shoppers have always responded better to offers that were tailor-made for them. Think of personalized letters in the snail mail, or calls from sales assistants who have reviewed your loyalty card with a brand and know what kinds of products you like to purchase.

Today, with the rise of AI, e-commerce is heavily relying on data-driven personalization. You can now know more about your visitors and their behavior online than they themselves know about themselves. This leads to a bit of a safety and trust issue, but also provides an incredible shopping experience.

The more you can tailor your ads, offers and other marketing assets to a specific visitor, the better you will fare. Especially since other e-commerce brands are already doing it, and doing it well.

Social Commerce Making an Impact

As modern shoppers are spending more and more time on social media, it was only a matter of time before social media and e-commerce merged into one big happy experience.

Social media platforms are mini search engines themselves, and 55 percent of shoppers are making purchases from a brand’s own social media posts. As plenty of these platforms now allow shopping straight from the post, impulse purchases are on the rise–as are conversion rates.

A brand that has embraced social commerce is Zoma Sleep. This company has enabled their Instagram shop, allowing you to purchase one of their mattresses directly from the image posted on their feed. Never has it been this easy to get something delivered straight to your door.

More Payment Options are Becoming Available

Not too long ago, there was the option of paying for an online purchase via credit card, when PayPal and Stripe were still distrusted as a scam. Today, we have hundreds of ways to pay online, from cryptocurrency to wire transfer.

Customers are expecting different payment options more and more–especially since all the biggest e-commerce names have allowed for them (think Amazon).

If you are insisting on one (or two) ways to pay, you are likely missing out on some serious traffic, and you’ll need to consider adding more options as soon as possible. However, remember that you should first focus on the security of your store, and only then allow new payment options–they will not matter one bit if your data storage is hacked.

Dynamic Pricing is Here to Help

It can be very difficult to keep track of all the fluctuating prices in your niche and industry. After all, in order to remain competitive, you need to be able to adjust your prices when and if needed–and to be able to do that, you need to keep track of the prices of your competition.

Tools like Aura are here to help you out–if you are using Amazon as a marketplace. On the other hand, if you are using Shopify, you can also benefit from a dynamic repricing tool that will automatically keep track of the prices you set and alert you when a change needs to be made (or make the change for you).

The Importance of Order, Purchase and Inventory Management Automation

In the world of e-commerce, automating as much as you can is sometimes what sets you apart from your competition. And while they are busying themselves with the tasks you have automated, you have the time and resources to devote your energies elsewhere.

One of the key processes you should be automating is the management of your orders, purchases and inventory. This can easily be done with a tool like InFlow that will keep an eye on your orders and inventory, alerting you to every important change–while you grow your business.

B2B is Also on the Rise–Again

The B2B e-commerce market is expected to reach $1.1 trillion in 2021. As more of these businesses are moving online, you need to consider how B2B buyers like to be charmed. Working in a B2B environment is different from working in B2C–at least in the world of e-commerce.

What you need to consider is that millennials are becoming the new B2B buyers–so marketing for them is key. You also need to remember that Gen Z is also starting to make their mark on the workplace, and they do need to be treated differently.

Think in terms of simpler solutions, better user experience, more self-serve options and providing all the information they need to make a purchase without them having to contact your sales team.

Trying to stay on top of all of these e-commerce trends might prove to be a challenge. However, if you manage to focus on the ones that pertain to your target audience the most, you’ll be able to greet the coming year well-prepared.

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Karl Kangur is the CEO of Result Compass, a marketing agency specializing in SEO, social media advertising and lead generation, with offices in Tallinn, Estonia, Hong Kong and London.