Having a simple, standard process can guarantee the success of your e-commerce or online selling business.
A genuine passion for your product(s) is essential for e-commerce and online selling. However, having passion alone doesn't guarantee long-term success. It's necessary to look beyond your admiration for a particular product and understand its value to the consumer.
This means you must know your customer. Developing a process that effectively answers the "who, what, when, where, why, and how" can help evaluate a product's potential and predict a measurable outcome. It can also help identify a product's target audience. By the way, if you love your products and online selling, you have already discovered the "why."
Discovering the "what" means "what is the product's potential" using data. This step requires research, research, and (you guessed it) more research to evaluate whether it is viable in the current marketplace (that customers will buy it). It's critical to know the following before you launch (this will also help with the "when," as in when the product is the most marketable):
· Does your product solve a problem, or will it enhance buyers' lives or make it easier?
· The product's history (where it is made, quality, features, etc.).
· A sales history. Do you see a pattern of consistency? Is the item seasonal? When are sales the highest?
· Compare competitor's pricing. This will help you decide whether selling the product will prove profitable for you (don't forget to consider the time it will take to list, promote, and ship the product when evaluating)
· Can you stand out from other competitors? How?
Moving on to the "who," as in "who will buy my product?" means uncovering your potential buyers' interests, preferences, and budget. This step can also help identify the best methods to attract customers to your online store. Target market research is sometimes dismissed as insignificant (of course, customers will love this as much as I do!), but it is crucial information for online sellers. Start with these questions:
· Will it resonate with a particular group of people?
· Will consumers quickly recognize the product's value?
· Don't make assumptions about age or economic status; let the data tell the story of who purchases items like the one you want to offer.
· Does the product coincide with your business and personal values? How about those of the consumer?
It's important to note that this article provides an overview of target audience research, not an in-depth guide. Nonetheless, the information gathered by following these steps will provide a good foundation for further exploration.
After verifying the viability of your product and determining your target customer base, you can now choose the "where." Research which platforms buyers use to purchase items like your product. For example, we found the audience (demographic of people who buy vintage Christmas items) for online store Reinventing Secondhand frequents eBay the most, with Etsy as a close second. Hence, we decided those would be the optimum platforms for selling our vintage Christmas items.
Tip: when researching different selling platforms, also evaluate their marketing capabilities and answer these questions:
· Can you connect your social media accounts to share your listings easily?
· What item descriptors does it allow you to use when listing?
· How does the platform perform if you require AI (artificial intelligence) to help you formulate content?
· Does it have a function to enter searchable keywords besides the listing? Does the platform provide any analytics?
Last is the "how." This means creating a listing that presents your product in a way that captivates a buyer's attention and compels them to purchase from you. We'll start with the photos: these are the visual part of the description and probably the most critical aspect of a successful listing. Here are a few key things to remember about product photos:
· Do not rely solely on stock photos; buyers want to see the item they will receive.
· The more photos, the better (if the platform allows 15 pictures of an item, upload 15 photos of the product).
· Take shots from different angles and perspectives; photos should tell the story of your product without needing words.
· Use proper lighting and a compatible backdrop to capture the item's best features while showing any flaws or special character marks. Eliminate distracting elements by removing irrelevant items from the shot (like your favorite college football team's poster, for example).
· Optimize your photos for SEO (search engine optimization) by renaming them using a few keywords in their title.
Tip: include a video demonstration of the product (if the platform allows); this shows customers exactly how the product works (it's like giving them directions) but also helps to build trust, increases the likelihood of a sale, and decreases the chances of a return in the future.
The written portion of the description is a critical, yet often overlooked, part of customer communication. Providing a truthful, objective written representation that supports your product images is imperative. Here, you can include relevant research to help educate the customer about its uniqueness and stand out. Remember to:
· Mention all flaws or wear, even those that may seem insignificant to you (they might be significant to the buyer), especially if you are a reseller.
· Note any wear or damage to the product's packaging.
· Gear your description to encourage trust: customers will feel more confident purchasing from you and becoming repeat buyers if they think you are up-front with them in your listings.
· Writing a longer, more detailed description helps boost your overall SEO (search engine optimization) and shows you care about the consumer's overall satisfaction. It can also help avoid unnecessary misunderstandings.
Tip: Go the extra mile and include verbiage in your listing inviting customers to contact you with any questions.
In addition to being thorough, your written description should contain product keywords for SEO. You'll want to use words your customer would most likely type in the platform's search bar and Google. Doing this consistently will help your listing hit the top of the search results, where shoppers will see your product first (not your competitor's). The only way to know which "magic" keywords to include is to know your customer and research keywords applicable to your product and audience.
Tip: don't "stuff" your listing with irrelevant or unnecessary keywords; the Algorithm Gods will not like that. They should fit naturally, like telling a story; make them flow like a conversational river.
Now, let's address the listing title (I thought I forgot, didn't you?). The title is the customer's first impression of you and your product (aside from the product photos). It should be a simple synopsis of the information in your listing that entices customers to want to find out more. Your title should include specific keywords—those a potential customer would use to search for the item (remember, no stuffing!).
Tip: Write your description before finalizing the title. This helps organize the words in the title so that they flow naturally and are easy for the buyer to read.
Using this simple, repeatable process, you should have no problem finding and marketing your e-commerce product to the right audience, thus becoming profitable while delivering excellent customer service. And, if all the research required has you feeling somewhat intimidated, just think of yourself as a "product scientist." You can even wear a white lab coat if you'd like!
"The standard is the standard." - Mike Tomlin, NFL Coach, Pittsburgh Steelers.