So. You have a product that you want to sell. A great product and you NOW want more people to see your gorgeous things.
But it’s not just about getting traffic – sure, that’s a big part of it. But it’s also about making sure that the people who DO see your stuff fall in love with it and buy it.
With this guide, you’ll learn how to get more people to your site and more importantly, learn how to increase sales. YAY!
Step 1: Create your characters
Now, I know that you want to go full steam ahead, but trust me on this.
This is THE most important thing you can do for your business, whether on Etsy, Folksy, Ebay or any other eCommerce platform.
A character is the person that you want to sell to. I want you to think about your products or services and come up with at least one character for who would buy it. You can have as many as you like, but start off with one or two.
Answer the following questions about them:
- Interests – do they have children, pets? Where do they live? UK? What type of house do they live in? Do they have a job, stay at home parent?
- What frustrates them? Poor service? Slow delivery? Bad quality?
- What devices do they use? Mobile, tablet, PC?
- What other brands do they like? What newspapers, or websites do they read?
The chances are, if you have more than one range of products, you may have a small number of characters to build. Give them name and if you can – picture them and give them a name.
Just make sure that they’re specific. You can’t have a character that’s Male or Female between 18-80 – it’s just not specific enough.
If you aren’t specific – you won’t sell half as much as you could as you’d end out selling to nobody rather than a somebody.
It’s also important to understand that a character isn’t going to fit ALL your customers. What it will help you to do is to improve how you answer the questions they have. How you sell your products to them.
Step 2: Answer their frustrations on your site
Using the above information about your characters, think about the products or services you’re offering.
How can you answer their frustrations with your products and USPs?
If they are concerned about the quality of products, you could make sure you have customer reviews easily accessible.
If you’re really new to the game, make sure that your product photography is top notch to show that you’ve got a great product.
For all of their concerns, make sure that you can address them with your products or services and make sure this information is easily seen on your product page.
Check out my guide to better writing for how you can format it in the best way possible.
Doing this will decrease the barriers that they have to buying from you.
Step 3: SEO your product name and any landing pages
Now you’re ready to get more people to see your product. To do that, you need to think of a great name.
That doesn’t mean that you need to think of something original or make up random funkulous words.
No. Absotively not.
Instead, you’ll need your keywords (which are not actually single words, but more a phrase that best describes what you do). Think about how people would search for your product. For most online retailers such as Etsy, these will be your ‘tags’ that will be used to drive their internal search function to make sure you’re found.
Take a look at shops that are doing really well and see what they are doing. Obviously don’t copy them, but it’s a great source of inspiration to see SEO in practice.
Check out my guide on keyword research if you need some more help.
Step 4: Get people talking about your stuff!
It’s no great magic trick. Getting more people to talk about your stuff will help more people find your stuff.
In the biz’, this part is called ‘link building’, but to be honest, that’s a bit too clinical sounding for what you want to do.
Thinking back to your characters and the sorts of sites that they’re on and reading, you’ll want to try and make connections with these sites. After all, it’s a great way of finding the people you’re looking for.
Forge collaborations, get people to write about your stuff and share the love.
For the love of bloggers, please don’t ask bloggers to do things for you for free for a link. Don’t go all clinical on them. Bloggers LOVE small brands. But I can assure you, bloggers are asked ALL the time to do things for free. Those trying to earn an income from blogging won’t take too kindly as let’s face it – what’s in it for them?
Sure, everybody understands that businesses have to start somewhere and you may not have a budget. That’s fine. Instead think of what you can offer. Product reviews, discounts, ambassador programmes. Be honest. Be upfront. Just don’t expect something for nothing.
I’m not saying it’s easy (apologies if I’ve unceremoniously popped that bubble) – because it’s not.
If it were, then we’d all be superstars.
That doesn’t mean that you shouldn’t or can’t do it.