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Building an ecommerce brand is getting easier as time goes on. We’ve seen in recent years an explosion in terms of what software can do, and it’s not news to anyone that ecommerce businesses can be set up for comparatively little money. For anyone running such a business, the question isn’t really about how to get it off the ground – there’s plenty of information on that already – now, it is more about how to build around it and make it really fly.
As part of this process, it is worth thinking about how to promote an ecommerce business offline. Your business is never, realistically, going to compete with Amazon, who cornered the market early and have the power to dominate any threat to their existing primacy. So offline marketing is a significant tool in your armoury when it comes to carving out your area and increasing your reach where possible. The following are essential aspects of any offline marketing plan:
Direct mail, including catalogues
Okay, let’s not pull any punches here. Yes, a lot of direct-mailed catalogues go right into the recycling, especially when they are sent to residential customers. Nonetheless, direct mailing is an effective way to drive traffic to your ecommerce site. It’s particularly effective if you find a way to target it – give some thought to who needs what you’re selling, and try to get to them directly. For example, if you sell healthy supplements, try marketing directly to sports clubs, gyms and spa retreats. Potential customer can leaf through a catalogue idly in a way that is harder on a digital interface.
Networking events
It’s perfectly understandable if you’re a little gunshy about attending indoor events and mixers right now. However, conferences, trade fairs and talks are beginning to spring up again, and if you’re of a mind to get out there it could be to your advantage. A lot of business owners have missed the chance to speak directly to potential partners, and by turning up to an event with a few double sided business cards to hand out, you could benefit from the enthusiasm that’s out there. Don’t forget that there are still Zoom events being held too, so you can reach people online and off. Never have just the one string to your bow.
Pop-up shops
A major reason that people have taken so readily to home ecommerce has, undoubtedly, been the fact that you don’t have to pay the sky-high commercial rents that a standard store would. With that said, a physical presence can be to your benefit, especially if you don’t have to pay for it long-term. A pop-up shop is very much what you make it, so you can turn it into an event. Make it dramatic and attention-grabbing, offer free food and drink, and even hand out goodie-bags. Make sure those bags, and the things within them, are branded heavily with your store URL, and the (substantial) sales you make on the day can be added to with repeat online business.
