The COVID-19 pandemic has altered the very structure of the market. But this doesn’t have to be a bad thing; As Seneca had once said: “Each new beginning starts from some other beginning’s end.” As the traditional retail sector collapses, new profit producing opportunities soon arise, and one of those opportunities is “e-commerce”. Instead of using a storefront to peddle one’s wares, e-commerce involves the online purchase of goods and services by customers on their smart devices.
If consumers aren’t allowed to leave the four walls of their own home, e-commerce is the only means for them to scratch that retail-itch! In fact, reports suggest that COVID-19 has accelerated its growth by 4-6 years! That’s more than enough reason for mom-and-pop stores to make the transition! With reactive lockdowns becoming increasingly likely, e-commerce is the escape-from-jail free card for struggling businesses.
However, the nature of the e-commerce marketplace is akin to a Roman Colosseum, with each company (gladiator) clamouring for large chunks of market share; it’s a dog-eat-dog environment, where only the strongest survives. Therefore, knowing the tricks of the trade is vital prior to making the transition to this competitive digital space! Today, this feature discusses the fundamentals of e-commerce for optimal performance, and the benefits of employing a Virtual Assistant (VA).
| Secrets: | Do’s | Don’ts | Benefits of VA |
| Know your Audience! | Ask yourself: What niche are you targeting? Identifying a specific target audience allows you to effectively market your product or service to them. It pays more to focus on one group, versus trying to satisfy everyone. The internet is large as is! There’s a customer for almost anything. | Don’t spread yourself thinly by trying to accommodate to everyone’s needs. Doing so dilutes your brand, and your product or service. | A Virtual Assistant can assist you in the research of the “what, whens, wheres, whys and hows” of your target audience. By studying one’s target audience via focus groups or surveys, the agglomerated data offers key insights into what makes your customers tick. |
| Let your Audience Speak | Companies enjoy espousing the merits of its products and business services. However, what your customers have to say about your business matters more! Essentially, your customers are perceived to be honest, indirect brand ambassadors. Ensure that the entire sales process and the quality of your core offerings exceed their expectations. The natural word-of-mouth (sharing their experiences on social media, user-submitted reviews etc.) which follows subtly reinforces your brand’s image and reputation. Remember: it isn’t just about selling a product, but rather an experience! | Don’t exclude what your customers have to say. Neglecting their word-of-mouth reflects a company that is out of touch with its target audience. | Hiring a VA allows you to systemize the entire process of reaching out to your customers, so that they can reach out to you! A highly trained VA in digital-marketing could organize email-marketing campaigns chasing for feedback, user reviews and shares across social media (Instagram and Facebook). The larger their digital footprint (and if all of their experiences are overwhelmingly positive), the more social capital your brand accrues! |
| Communicate with your Audience | Engaging and managing ongoing customer relations is an important facet of every business. Who doesn’t want new, or repeat customers? But how and where you choose to engage with them matters. For example, bespoke products such as luxury bags are often marketed, and sold on social media (Facebook, Instagram etc.) in the form of sponsored ads on their respective feeds. Moreover, different users across the globe communicate on these platforms at various times. Depending on where your customers choose to congregate, conduct any customer correspondence via their platform, or platforms of choice. All enquiries should be answered within 2-3 business days. Remain in touch with their core audience, and they will respond in kind! | Don’t settle for a platform that your target audience actively avoids. For example, Facebook is seen as an ageing platform for an “older” audience. Don’t downplay the importance of communicating with your customers; non-responses would simply reinforce your brand’s nonchalant attitude towards them. | Social media marketing, research, and management are ongoing tasks that demands both time and attention. Hiring a VA systemises those foreground tasks, saving your precious time and attention for other profit producing opportunities. |
| Simplify check-out | According to research statistics, over 65% of consumers abandon their online shopping carts. Complaints cited include: “the lack of a guest checkout option,” “requiring too much information,” and, “a complex checkout process.” Eliminate all the barriers that may hinder the final sales process. Ask yourself these few questions: Is the checkout process consistently smooth across all electronic devices (phones, computers etc.)? Is the checkout process asking for far too much information? Are the shipping timeframes and prices reasonable to the consumer and across the market? Are there enough payment options available to your customers? These are some of the many impediments that discourage consumers from completing the final purchase. | Don’t settle with what you have. If you’re receiving feedback that consistently cites issues with the check-out process, they are not to be ignored. Similar to engaging with your customers, refusing to acknowledge their responses to your e-commerce presence won’t endear you to them and will lower the chances of them returning. | A VA could conduct systemic reviews and checks to streamline the entire sales process for the customer. Moreover, a VA could seek tangible feedback from previous customers via social media/email campaigns, identifying any flaws that require immediate correction. Given the technical nature required to manage an e-commerce platform, having a specialised VA to expedite the process lightens the burdens on your shoulders. |
It is worth noting that these suggestions are not set in stone. There’s plenty more pointers that will help you thrive online, but the tips outlined above will nudge you in the right direction. You are now readily equipped to enter the wonderful world of e-commerce!
However, it is resoundingly clear that hiring a VA pays more than it costs. As a business owner, your role is to envision the future, while your employees work to fully realise it; hiring a VA is no different. Systemise any future e-commerce operations with a VA today! What are you waiting for? Give our team at Hippo Business Services a call!
