Tag Archive for: eCommerce Strategies

Dying to Enter the eCommerce Graveyard: Please Don’t Be Next

“Here lies a once great company that millions of consumers loved and adored which is now being laid to rest.” – Tombstone of a once great company found in the eCommerce Graveyard.

The brick and mortar “Retail Apocalypse” is upon us and shows no signs of slowing down.

To put this in perspective, the term “Retail Apocalypse” now even has its own Wikipedia page.

In particular, just think of the numerous tombstones populating the eCommerce Graveyard.

Additionally, the list of residents entering the eCommerce Graveyard keeps increasing at staggering numbers.

For example, it was recently reported that 75,000 retail stores could be facing their demise.

Unfortunately, many of these companies entered the cemetery due to their own self inflicted wounds.

Those companies that just never quite figured out how to establish a healthy eCommerce strategy for survival.

The Growing eCommerce Graveyard

Two more recent additions to the eCommerce graveyard that once seemed improbable include Toy “R” Us as well as a hundreds of Sears locations.

Both victims joined the list of companies who failed to adjust to customer buying habits.

How did this happen?

Especially with Sears. If you are a Baby Boomer or Gen X, think back to the excitement when a new Sears catalog arrived in the mail. (Of course anyone under 30 is probably asking, “what is a catalog?”)

That catalog served as an early comparison to online shopping.

The Sears catalog provided a selection of thousands of products at your finger tips. Right in the comfort of your home.

With pens or markers in hand, kids all over the country circled desirable gifts for birthdays and holidays.

How on earth did Sears miss the eCommerce wave?

Sears converting their catalog to an aggressive eCommerce strategy seems like a logical and easy decision. At least now it does anyway. Only twenty years too late though.

Well, all good things must come to an end.

Who Will Be Next in the eCommerce Graveyard? 

eCommerce Graveyard

Do you think any of us will live long enough to see Amazon, Apple or Netflix enter the eCommerce Graveyard?

What events or new technology could possibly take down these powerful companies?

It certainly seems remote at this point of time.

Yet, once again, all good things come to an end.

However, there was a time when Sears and Toys R Us were also powerful companies.

Years ago, their eminent failure seemed unfathomable as well.

It was sad and painful to watch the demise of Sears and Toys “R” Us. Didn’t both companies have ample time to adjust and change directions?

Sears and Toy “R” Us both had plenty of warning signs.

Yet, thousands of employees are now out of work. Shareholder investments have vanished. Remaining loyal customers are forced to shop elsewhere.

Why did they ignore embracing an aggressive eCommerce strategy?

So as an entrepreneur, how does your digital footprint look?

What is your eCommerce strategy?

Do you see warning signs at your business? In your industry?

History repeats itself. Learning from the past certainly offers tremendous benefits.

To avoid following the footsteps of failure from once great companies, it helps to understand what happened.

Let’s go back a few years and take a look at a few early arrivals to the eCommerce Graveyard.

Residents of the eCommerce Graveyard

eCommerce Graveyard

Think back to the 1990’s when the retail industry experienced a revolution with “Big Box” stores.

Major “category killers” were completely dominating the retail landscape.

They created economies of scale with distribution, buying power, as well as marketing with mass appeal.

During the process, they wiped out every mom and pop retail store that stood in their way. Small retailers or even regional retailers barely stood a chance.

Yet, as these brick & mortar retailers raced to eliminate the competition, they were actually driving themselves right into extinction.

Plenty of articles exist explaining how management of these corporate giants just horribly misunderstood their customers changing buying patterns.

For example, Harvard Business School issued this outstanding 2011 article, “Retailing Revolution: Category Killer on the Brink”.

In the article, the author uses a fantastic line describing many of these mass retailers simply “didn’t see the bullet coming”.

Obituaries from the eCommerce Graveyard

A few early entrants in the eCommerce graveyard that we will discuss today includes Borders Bookstores, BlockBuster, and Circuit City.

By the time the Great Recession hit in 2008, many of these “category killers” were in deep trouble. Actually, their fate was already sealed.

Let’s take a step back in time to look at the obituaries of these once powerful retailers.

Border’s Bookstore (1971-2011)

Borders Bookstore, born in 1971 to brothers Tom and Louis Borders in Ann Arbor Michigan. Borders Bookstores entered the Ann Arbor community at a time when spirits ran high. Especially since the Michigan Wolverines completed the 1971 football season undefeated eventually taking their talents to the Rose Bowl that year.

The Borders Brothers proudly watched their baby grow from toddler to young adult gaining a competitive edge with a highly sophisticated software system allowing them to better track inventory and forecast sales.

As a young adult, Borders gained national attention under the leadership and guidance under CEO Robert DiRomualdo.

Borders entered the big leagues once Kmart acquired the company in 1992. Meanwhile the company continued an aggressive brick and mortar expansion.

Borders Bookstores eventually spun off from Kmart in 1995 (the same year that Amazon started selling books online).

The book store chain, renamed Borders Group Inc., spins off from Kmart and goes public on the New York Stock Exchange (Ticker: BGP) under CEO Robert DiRomualdo. At the time, Borders’ innovative inventory management system was considered “ the envy of the industry ,” as one publisher put it, and was a catalyst in the forthcoming boom in the company’s superstore footprint.

Beginning of the End

Borders stock price reached an all-time high in 1997 at $44.88. By 2007, the stock price fell to $12.28. Eventually, the company liquidates in 2011.

Unfortunately Borders sealed their fate with two fatal moves.

First, the over expansion of their brick and mortar retail stores.

For example, In 1998 Borders expanded its brick and mortar presence by over 25% with adding 52 superstores. Hindsight makes us either a genius or a fool, right?

While Amazon relentlessly pursued online dominance, Borders focused on wiping out every little mom & pop book stores completely oblivious to the fact they were digging their own grave.

Secondly, Borders failed to ever establish any type of viable eCommerce strategy. Ignoring an online presence guaranteed a plot in the eCommerce graveyard.

In 2001, Borders turned online sales over to Amazon. At that time, Borders officials thought online sales would always be small. It invested more and more money into opening more stores, signing long-term leases for them.

The Ann Arbor News lays out a fascinating timeline revealing the growth and eventual failure of this corporate giant: “Borders’ rise and fall: a timeline of the bookstore chain’s 40-year history“.

Blockbuster (1985 – 2010)

Blockbuster Video, born to computer programmer David Cook of Dallas, Texas in 1985.

As an infant, Blockbuster experienced explosive growth expanding to four stores.

Yet, growth came at a high cost. The young company lost $3.2 million during this aggressive growth stage in 1986.

David Cook sought foster parents (investors) for his money losing youth. In 1987, Wayne Huizenga, founder of Waste Management, adopted (purchased) Blockbuster Video from David Cook for $18 million.

Wayne Huizenga visualized big things for his adopted child. Blockbuster aggressively expanded to 3400 stores by 1993.

By the time young Blockbuster hit 9 years of age in 1994, Viacom purchased the youth for a “Blockbuster” deal of $8.4 billion. Yes, BILLION!!

Could Have Purchased Netflix for $50 Million

Meanwhile, Reed Hastings founded Netflix in 1998. Why? Well……

In 1997, Hastings returned a movie rental to Blockbuster 6 weeks late enduring a significant late fee of $40.

He was completely appalled by the $40 fee. How incredibly ironic! That $40 late fee contributed to the total collapse and failure of Blockbuster.

In 2000, Blockbuster passed on several opportunities to purchase Netflix for $50 million. Yes, MILLION!

Netflix went public in 2002 with a market value of $95 million. As of this post, Netflix market value exceeds $100 billion.

On Sept. 23, 2010, Blockbuster filed for bankruptcy, a few weeks shy of its 25th birthday.

How on earth could this corporate giant fail so miserably to a start up?

Blockbuster became another addition to the eCommerce graveyard.

Technically, the Blockbuster tombstone cannot be carved out just yet. Blockbuster made national news in 2018 with the last remaining store still standing in Bend Oregon:

“There’s one Blockbuster left . . . and it’s the saddest place in America.“

Forbes lays out an interesting timeline explaining the steps towards the Blockbuster failure. Particularly each disastrous misstep from 2003 until its bankruptcy in 2010: A Timeline: The Blockbuster Life Cycle

Fast company also posted a fascinating timeline laying out the Blockbuster demise: Blockbuster Bankruptcy: A Decade of Decline

Circuit City (1949 – 2009)

Circuit City was born to Samuel Wurtzel in Richmond, Virginia in 1949.

Actually, the founding of Circuit City epitomizes the zeal and courage of a relentless entrepreneur with a big vision.

While traveling from New York to North Carolina for a family vacation, Samuel Wurtzel made a stop in Richmond, Virginia.

During the stop, Wurtzel visits a barber for a haircut. While receiving a haircut, the barber mentions that the first television station in the South opened in Richmond. Immediately his entrepreneurial instincts kick in and Wurtzel smells opportunity.

Wurtzel takes the entrepreneurial leap of faith and moves his family to Richmond to open a television store. Incredible foresight!

Households with televisions grew from 1 million in 1949 to 20 million by 1953.

Wurtzel implemented a brilliant strategy. A salesman would drop off a television at a prospect’s home, free of charge for one night while offering to pick it up the next day. More times than not, the television stayed put and the sale was closed.

The company eventually grew to 700 locations with $12 billion in revenues reaching #151 on the Fortune 500 Top Companies in 2003.

However, Circuit City filed for bankruptcy just five years later in November 2008.

Good to Great to Gone

Circuit City is a colossal failure and a textbook example of the risks a company takes by ignoring consumer buying habits and technology.

Author Jim Collins featured Circuit City in his 2001 iconic business book, “Good to Great”. Collins describes how Circuit City thrived through massive growth during the 1980’s and 1990’s which separated itself from the competition. Thus, deemed a “Great” company.

Ironically, Alan L. Wurtzel, Circuit City former CEO and son of the company founder, also wrote a fascinating book in 2016 called “Good to Great to Gone: The 60 Year Rise and Fall of Circuit City”.

In this book, Wurtzel describes how there was an internal arrogance. Furthermore, the company was so successful in the brick and mortar space that they felt eCommerce could not possibly have a profound impact on the company.

Alan Wurtel served as Circuit City CEO from 1972 to 1986. He was also Chairman of the Board from 1984 until 1994.

“Don’t think you know all the answers, because once you get complacent, you’re in trouble,” said Alan Wurtzel during a 2012 Wall Street interview.

He also stated, “The world is always changing, and you can’t rely on your past accomplishments”.

Apparently in 2018, Circuit City left the tomb to resurrect itself from the dead: Circuit City to Announce Official Company Relaunch at the 2018 Consumer Electronics Show on January 8th.

It will certainly be interesting to see how far this Circuit City can rise.

Can lightning strike twice?

Don’t Find Yourself Six Feet Under

As an entrepreneur, where do you stand?

Is this comparing apples to oranges for you?

Or is this hitting closer to home than you realize?

Are you about to fall off of the cliff and completely unaware of what is happening?

The economy seems extremely strong right now.

Unemployment continues at historically low levels.

During times of a strong business environment and healthy growth is a perfect time to self-reflect and evaluate your strategy.

How is your business doing?

Are you prepared for a downturn?

So sorry to come across as “Debbie Downer” or rain on the parade.

However, a strong economy tends to create complacency.

Alison Levine, author and leadership expert, declares that “complacency kills“.

Maintaining a healthy sense of urgency at your organization keeps the fire lit. Staying curious and hungry helps to drive your company toward new opportunities.

With the corporations mentioned above, the incentive to change just never existed.

Continuing to “do things the way we’ve always done it” exceeded the desire to adapt.

All of these companies dominated their sectors at one point in time.

Many were Wall Street darlings. Yet, they completely took their eye off the ball.

Why?

Arrogance? Fear?

A lack of understanding their customers changing needs?

Ignoring technology?

Maybe it is all of the above.

Could it possibly be that each company was so deeply ingrained and invested into their respected business process that a pivot was just unimaginable and unattainable?

Motivation for Change to Avoid the eCommerce Graveyard

Fear plays the role as a wonderful motivator.

Are you thinking, well this will never hit my company?

What if it does?

Do you have more to gain or lose by embracing eCommerce?

Are you taking a big risk doing nothing?

If you don’t embrace eCommerce, could you be the next Sears or Toys “R” Us?

Obviously watching Blockbuster, Borders and Circuit City all fail so miserably was not enough motivation for the executives at Sears and Toys “R” Us to change.

Seems like they had enough information to avoid the same fate?

The products sold on the shelves at Sears and Toys “R” Us were all identical to the products on the shelves at Walmart. Also available on Amazon.

There was no distinct competitive advantage regarding the product itself.

Walmart just maintains a stronger and healthier retail brick and mortar operation. More importantly, Walmart adjusts to customers buying habits.

Focusing on change certainly serves Walmart’s sustainability as well. Even Walmart is now calling itself, Walmart.com.

Meanwhile, Amazon makes it amazingly easy to buy. Convenience and simplicity rules. Amazon relentlessly raises the bar on creating a satisfying customer experience.

Sears was well aware of that fact with the decades long dominance they enjoyed.

So, let’s get back to your business.

What if your widgets or processes are identical to your competition?

Yet, what if your competitors are making it easier to buy from them?

Furthermore, what if your competitors are more easily found on a Google search?

In addition, what if they post more frequently on social media and engage with potential customers? Your potential customers.

What if they consistently deliver content that provides valuable information to help make a quick and easy buying decision?

If you are looking to avoid the eCommerce Graveyard, there is no better time than the present to get started.

Trust me, dying to enter the eCommerce Graveyard is not fun.

Take the leap of faith & make the plunge. You will love the thrilling eCommerce ride.

Happy eCommercing

 
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Applying The Theory of Constraints to Your eCommerce Strategy

In a recent post, we discussed the classic business book, “The Goal” which shares a fascinating story describing the powerful results utilizing the Theory of Constraints.

The Theory of Constraints applies to the practice of uncovering bottlenecks and road bumps that restrict a business from hitting goals.

In other words, identifying exactly where a constraint lives within a business that prevents the flow of production and cash.

Consequently, the Theory of Constraints (TOC) can be applied to basically any business or industry.

For example, companies that make a product or provide a service, all suffer constraints and bottlenecks of some type. Especially with manufacturing.

Yet, the Theory of Constraints is also applicable to the service sector such as the medical field, a doctor’s office, restaurants, as well as entertainment.

Ever stand in a long line at the airport or while waiting for concessions at the theater or a sporting event? Those are certainly irritating constraints. 

To take it one step further, let’s discuss applying the Theory of Constraints to your website and eCommerce strategy. 

First, this video below offers an excellent explanation of the Theory of Constraints: 

 

Self Inflicted Wounds 

Theory of Constraints

The key with the Theory of Constraints is identifying those dreaded constraints.

Exploiting the negative activities or processes within an organization that denies a company goal from being met.

Yet, discovering the sources of roadblocks and hurdles can be extremely challenging. 

In many cases, inefficiencies and constraints are self inflicted. 

In particular, when the constraint is a “sacred cow“.

You know the type, “this is how we have always done it”.

Profits and positive cash flow are absolutely essential to achieving sustainability and company success (this is my “Captain Obvious” comment of the day).

Yet, many companies fail to achieve these goals. What gets in the way?

Lack of knowledge, lack of understanding, incompetence, fear of change or possibly ego?

Could it be a deeper commitment to “this is how we have always done it” versus a relentless commitment to continuous improvement and finding a better way?

The authors use “The Goal” to describe how to “explain their understanding of manufacturing” and why maximizing throughput is essential. 

“The Goal” is about new global principles of manufacturing. Even though the book was written 34 years ago, this concept is still new for many people.

Theory of Constraints Five Focusing Steps 

Theory of Constraints

 

The Theory of Constraints offers practical and highly effective solutions to systematic problems.

Five Focusing Steps = POOGI = Process of On-Going Improvement:

  1. Identify the Constraint
  2. Exploit the Constraint
  3. Subordinate Everything to the Constraint
  4. Elevate the Constraint
  5. Prevent Inertia from Becoming the Constraint

In particular, think about your sales lead process. Your web presence. Your internet marketing strategy.

Are there constraints that prevent you from maximizing your business opportunities?

What hurdles and road blocks do you and your company face with attracting new business?

If you are a digital immigrant (born before 1980), your constraint may simply being completely overwhelmed by the whole process of eCommerce, Social Media and Inbound Marketing.

  • Do you lack the knowledge?
  • Do you lack the experience?
  • Not sure where to turn for help?
  • Additionally, who to trust for help?
  • Is it lack of funds for your marketing budget?

Applying Theory of Constraints to Your Website 

The Theory of Constraints can be applied to your website as well.

Does your website make a great first impression or as I like to call it, “Webpression”? 

For example, do you make it easy for a customer to navigate your website? 

In addition, do you provide relevant and necessary information for a buyer? 

Can a client easily submit a drawing or RFQ?

In other words, does your website provide enough information that a customer could make a buying decision at midnight on a Friday night?

Especially for those obsessed entrepreneurs that just will not wait until Monday morning when you open. They need an answer NOW!

They are trying to solve a problem and are looking for a solution at that very moment.

Is the information on your website clear and concise explaining your core competency? 

Instead of trying to be everything to everyone, deliver a focused message and explanation on what you do best.

For example, I had a client who worked tirelessly on creating a high level website for her manufacturing business. 

Soon after launching her new website, she landed a brand new account. This new customer discovered her through her new website.

Her new customer lives in Europe. The story goes, while sitting with his spouse, pretending to be interested in the romantic comedy that she had selected for the entertainment that particular evening, he started discretely searching for a new vendor while on his phone (he is quite the multitasker).

He stumbled on my client’s website that she had recently launched.

A $400,000 order followed by being available late on a Friday night while “watching” a romantic comedy. 

Eliminate those dreaded website constraints that make it difficult to do business with you. 

Applying the Theory of Constraints to Your eCommerce Strategy

Finally, let’s look at Theory of Constraints from an eCommerce stand point. 

Questions to ask yourself to help identify constraints when it comes to eCommerce (especially for those just starting out):

  • Is your current web designer a good fit and delivering results?
  • Does your website make it easy as possible for customers to purchase from you?
  • Do you offer easy access on your website to connect with you? (Phone, Email, Social Media)
  • Are you hanging out online where your buyers are hanging out?
  • Do you offer finished goods that can easily be purchased through an efficient eCommerce store?
  • Is your website built on responsive design? 
  • Do you have your SSL certificate? 
  • Do you offer multiple payment options? 
  • Does your eCommerce store show a clear and concise Call to Action on landing pages?
  • Does your eCommerce store offer a quick and simplistic check out process? 

These are just a few factors to explore with your eCommerce strategy.

Make a commitment to enable your customer to engage with you as easily as possible.

Work diligently to eliminate those dreaded constraints. 

For more helpful tips on launching your eCommerce store, click this link below:

eCommerce Checklist: Manufacturing eCommerce Strategies

Wrapping It Up

Thanks for taking the time to read this post. 

For additional information, click these links below: 

 

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Top 13 Reasons Why Manufacturers Struggle with eCommerce

Why do some Manufacturers Struggle with eCommerce? 

Struggle in the sense of wondering where to even start.

Additionally, struggling with the question if eCommerce will actually provide a return for their business. 

As the saying goes, “you don’t know what you don’t know” certainly applies here. 

If you have never experienced the powerful results that eCommerce delivers, it makes perfect sense to be reluctant to embrace an eCommerce strategy.  

Especially when there are no guarantees with results. 

However, since you “don’t know what you don’t know”, consider these questions:

What if eCommerce took your business in an entirely new direction? 

What if eCommerce led you to new markets? 

Opened doors that you never knew existed? 

Well, here is one reason that may motivate you to take the plunge into the B2B eCommerce market: 

Forrester forecasts that US B2B eCommerce will reach $1.8 trillion and account for 17% of all B2B sales in the US by 2023.

$1.8 TRILLION!!!! 

So with that piece of interesting information, let’s take a look at a number of reasons why manufacturers struggle with eCommerce. 

(See post: “Dying to Enter the eCommerce Graveyard: Please Don’t Be Next”)

Top 13 Reasons Why Manufacturers Struggle with eCommerce

After consulting with dozens of manufacturers over the years, many reasons surface as to why manufacturers Struggle with eCommerce.

Here are 13 of the most common concerns that I encounter:

  1. Skepticism: Will eCommerce help achieve goals and offer ROI?
  2. Overwhelming: Entering the unknown
  3.  Do not fully understand how eCommerce works
  4. Too busy: Lack of time, energy, and resources 
  5. Who will manage? No key employee on hand to champion the cause 
  6. Financial risk: Too expensive 
  7. Not familiar with an eCommerce web design firm that they know or trust
  8. Who will create content for the eCommerce site?  Product descriptions, pictures, videos, etc…
  9. Who will execute marketing strategies?  SEO, Pay-Per-Click, Social Media, Video, Blog, etc…
  10. Do not accept credit cards: Don’t want to sacrifice the 2-3%
  11. Customer Service concerns: Who will deal with consumers? Phone calls? Emails? Bad leads? Spam?
  12. Current infrastructure does not fit shipping small quantities to businesses or even consumers 
  13. Unsure of 4 P’s: Product, Placement, Price and Promotion

This holds true especially for small manufacturers who deal with just a handful of customers. In many cases, the same customers that they have dealt with for years. 

Each reason holds as a legitimate concern which contributes to not moving forward. 

So let’s discuss how to become unstuck. 

What do you have to lose?

Struggle with eCommerce

What is the absolute worst thing that could happen if you tipped your toe into eCommerce? 

Would the investment of time and money severely damage the company? 

Is it just a matter of stepping out of a comfort zone?

A saying in my family goes, “You will never find your next favorite food or restaurant unless you try new something new.” Therefore, broaden and expand your horizons. 

“You will also never discover your next favorite city unless you travel.” So explore.  

The same could be said about eCommerce. 

Is it possible that the Struggle with eCommerce would not be a struggle at all? 

Actually, it is just a matter of getting in the game. 

Creating a strong eCommerce presence represents your 24 sales tool.

Opens new doors. 

Creates entirely new possibilities. 

Struggle with eCommerce: Any options? 

In many cases, manufacturers just simply do not know where to start or who to turn to for help. 

Especially since manufacturers are extremely busy. Time is a premium.

As a manufacturer, you have spent years upon years mastering your trade.

Focusing on perfecting systems and processes. Operations. Quality. Safety. Collecting receivables. Vendor relationships. Cash flow.

In addition, you tackle administrative nightmares with government regulation, taxes and constant changes in health insurance premiums. Fuel prices. Furthermore, now add tariffs to your list of concerns.

With all of those heavy burdens, who has time to figure out how to execute an eCommerce strategy?

With most problems at a business, it seems there exists a professional service to pull that particular source of stress off of your plate. 

For example: 

Payroll = ADP, Paychex, local payroll services, etc…

Legal = Your attorney, Legal Zoom, etc…

Accounting = Your accountant, Quickbooks, etc…

Insurance = Insurance agents, Geico, Allstate, etc…

Delivery = UPS, FedEx, U.S. Postal, common carriers

Hiring new staff = Employment and temp agencies

Yet, where do you turn for eCommerce expertise?

   Simple Solutions to Conquer the Struggle with eCommerce

Struggle with eCommerce

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – Nineteenth century retail pioneer John Wanamaker  

As John Wanamaker wisely states, figuring out correct “half” of marketing proves critical. 

This quote certainly relates to creating an eCommerce strategy as well. 

As you contemplate your eCommerce strategy, minimizing time, money and resources while maximizing ROI is the name of the game. 

Marketing is all about testing. 

Yet, with marketing it always seems like there are no simple answers.

Especially for business owners with no experience with eCommerce, internet marketing and social media strategies.

For example, who is going to create relevant content?

What topics are you going to type about that will connect with potential buyers?

(See post: “25 Blog Topics for Manufacturers Eager to Start Blogging”)

What social media platforms make the most sense for you?

Tackling these concerns can be daunting.

Thus, the struggle! 

Let’s take a look at a couple relatively easy and painless options for you to consider as a first step into the world of eCommerce. 

Amazon & eBay

If you are uncertain of a direction as well as figure that the cost of a new eCommerce store sounds too expensive, try an online marketplace.

Especially if you manufacture proprietary products or finished goods.

Explore a safer, easier and less expensive route for eCommerce beginners by placing products on Amazon or eBay. 

Amazon and eBay serve as a fantastic starting point with a massive audience already built in. 

Odds are you have purchased products on either or both websites (probably a foolish statement, right?).

Both online marketplaces deliver instant opportunity for exposure to millions of potential customers.

Amazon and eBay each serve as an outstanding resource to research and develop your product line as well as build your brand. 

This is an extremely inexpensive solution to just get started. 

Add WooCommerce to Your Current WordPress Website

Another affordable and effective option, if you use WordPress for your current website, add the WooCommerce plugin.

Best of all, it is easy to add and FREE. Talk with with your web designer about what it would take to start an eCommerce store with WooCommerce. 

This route allows you to experience the steps of creating your own eCommerce store. 

An eCommerce store also takes your current website beyond the “online business card” phase. 

Though this route lacks the instant audience that Amazon and eBay delivers, WooCommerce still provides a powerful tool for your current customers as well as reaching out to new markets.

These options offer you an excellent opportunity to test the eCommerce waters to see if you have a viable and competitive product or strategy.  

Wrapping It Up 

Thanks for taking the time to read this post. 

The goal here is to help you capture a piece of the upcoming $1.8 TRILLION B2B eCommerce market. 

Over the coming weeks, we are going to dig much deeper into creating a viable eCommerce strategy for your business. 

Hopefully providing you with the tools and resources to help you make a successful plunge into eCommerce. 

So what struggles have you experienced with eCommerce at your business?

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19 Tips for Curing “I Hate Change” (Plus a Healthy Dose of eCommerce)

“It is not necessary to change. Survival is not mandatory.”

~ W. Edwards Deming – 20th Century Global Quality Expert

 

That’s a powerful quote and also a scary thought as well. 

Do you hate change?

On the other hand, maybe you find yourself working within a business or organization that hates change. 

Either way, whether we like it or not change is inevitable. 

Here is another brilliant Demingism: 

 

“Two basic rules of life are: 1) Change is inevitable. 2) Everybody resists change.”

~ W. Edwards Deming 

 

19 Tips for Curing “I Hate Change”

Well, I certainly do not claim to be an expert or guru on change.

However, below includes a list of suggestions and remedies, accumulated over the years, that have worked in my world. 

So, let’s jump right in…….

  1. Identify weaknesses that need improvement immediately
  2. Expose bottlenecks and constraints
  3. Venture into the unknown – trust your instincts
  4. Align with experts that can hold your hand through positive change
  5. Create new systems and processes
  6. Explore new technologies
  7. Tackle challenges with confidence and positive energy
  8. GET BUY IN
  9. Dedicate yourself and your team to be in a constant state of continuous improvement
  10. Open your mind to new ideas
  11. Research
  12. Talk with vendors
  13. Stay in the know AND in the zone
  14. Align yourself with a tough mentor 
  15. Find an accountability partner who keeps you on track
  16. Take courses online or at local university
  17. Find companies that have accomplished goals that you seek and discover how they did it
  18. Conduct competitive intelligence: especially on competitors who are using new technology and techniques 
  19. Finally, tell yourself, “I embrace change, I embrace change…”

Just Keep Moving Forward

I Hate Change

Most importantly, when it comes to change, take manageable bites.

However, just keep moving forward.

Remember, over-analysis causes paralysis.

Just keep moving forward.

One day at a time. One step at a time.

Just keep moving forward.

For example, take note of 3-4 things that you absolutely hate about your business or organization.

Those heavy burdens or tasks that you deem as profit killers and time wasters.

Processes or systems that you know hurt your business. Yet, no one knows how to change them.

The thought of changing can be so overwhelming that nothing gets done.

Instead of creating a manageable plan, you keep doing things as they have always been done in the past.

Unfortunately, sometimes doing nothing sure beats doing something.

Sacred cows do not go away easily.

I once served on a successful team where our motto was “what are we doing today that we could make fun of six months or a year from now?”

Meaning, identify profit killers or time wasters that are currently eating up our energy, resources and most importantly the bottom line.

For example, a technology or process where down the road you look back and say “can you believe this is how we used to do it?”

In other words, to look back and say, “what a colossal waste of time it was when we did THAT”.

It’s much better to say, “Thank God we had the stamina and courage to take the leap and improve. Take on the new technology. Embrace a new system.”

Above all, Just Keep Moving Forward.

Curing  “I Hate Change” with eCommerce

I Hate Change

For those looking to take the plunge into eCommerce for the first time, many inexpensive options exist.

Especially if you hate change or find yourself working at a business that hates change. 

For example, you can tip your toe in the water with eBay.

Another option, team up with the eCommerce Goliath, Amazon.

Amazon offers virtually a no risk option with creating an eCommerce presence.

Amazon receives over 2 billion visits in a single month.

What are the odds that one of those 2 billion would purchase your product?

Additionally, you can take the plunge and create your own eCommerce store.

For example, if you currently use WordPress for your website, WooCommerce can be added to your site which is a FREE plugin.

Additional options include other eCommerce shopping carts that run as low as $19.99 per month.

The list includes dynamic eCommerce shopping cart solutions such as Shopify, Volusion, 3D Cart, and Big Commerce.

With creating your own website, now you just need a web designer.

Well, affordable and effective web designers are abundant.

Start with word of mouth. Ask around. Check with friends, family, and professional contacts.

Check locally. Do a Google search for local web designers.

Search around LinkedIn, which is loaded with eCommerce experts eager to help you.

Check out outsourcing websites like Fiveer, Guru, or Upwork.

Explore local universities or colleges. Post a job or internship.

The bottom line: Just keep moving forward. 

Just Get in the Game

hate change

In conclusion, put up a good fight against “I Hate Change”.

Especially when it comes to embracing new technology such as eCommerce. 

Do everything possible to avoid finding yourself in the eCommerce Graveyard.

Get off the sidelines and Just Get in the Game. 

Once you find yourself on the field, then the fun begins.

Take advantage of every resource available to put you and your company on the winning side.

Together we can conquer the dreaded disease of “I Hate Change”.

Let’s make “I Hate Change” a thing of the past so we look back with a good laugh.

So what steps do you and your team take to fight “I Hate Change”?

 

For additional info, check out these helpful articles: 

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The Official eCommerce Checklist: Manufacturing eCommerce Success

The time has finally come for you to join the massive B2B eCommerce party. In fact, it’s the $1.8 TRILLION B2B eCommerce party! One challenge though: Where to start? Wouldn’t it be great to have an eCommerce checklist to walk you through the process?

We have your back.

Especially since you’ve made the outstanding decision that you can no longer afford to be the “Best Kept Secret”.

However, if you are not tech savvy and have no experience in eCommerce, just getting started can be daunting and overwhelming.

Yet, embracing eCommerce offers a healthy dose of opportunity.

The goal here is to provide the necessary tools and guidance to help you reach eCommerce success.

Above all, put you on the right path.

Not only to catch up with the competition but also to create competitive advantages that surpass others selling similar products.

This discussion primarily targets manufacturers just starting out in eCommerce.

The intention is to help Scale your Proprietary Process with eCommerce.

Another powerful approach for manufacturers entering eCommerce is to turn your proprietary process into a proprietary product.

Most importantly, entering the world of eCommerce offers extremely exciting new opportunities. 

Opens new doors. 

The bottom line: Sell more products that you are an expert at producing.

Following an eCommerce Checklist dramatically helps your cause.

eCommerce Checklist: Settlers Reap the Land 

eCommerce Checklist

I had a mentor who used to always say, “Pioneers ended up with arrows in their backs. Settlers reaped the land.”

At this stage, the pioneers of eCommerce from the 1990’s and early 2000’s paved the way for entrepreneurs today to easily navigate eCommerce strategies.

There is no reason to find arrows in your back. Therefore, come in as a settler and reap the rewards.

Take advantage of the avoiding the mistakes that others have made.

Following an eCommerce checklist helps you reduce stress while starting your eCommerce journey. 

Especially since now is the time to join the exploding B2B eCommerce market. 

To sum up, you have been in business for many years.

Selling through traditional sales channels.

You found your place in the supply chain that made sense and hopefully lots of Cents.

Now you feel like the world made a drastic change.

Yet, no one sent you a memo on these changes though.

Sometimes change is subtle.

That is until it is no longer subtle and hits you in the face.

Suddenly you find that the traditional supply chain is not following the rules as before.

For example, Alibaba provides a mammoth marketplace making Chinese-made goods much more accessible and easier to purchase. 

In addition, Amazon is soliciting Chinese manufacturers to sell direct to American consumers. 

How have these changes impacted your business? 

Well, change comes hard. Especially when the change is uninvited.

However, change is inevitable.

So let’s dig right in on the necessary steps for you to enter the eCommerce arena.

The B2BTAIL eCommerce Checklist

The B2BTAIL eCommerce Checklist is a basic guide to help you get started.

The intention is to get you in the game and on the field as soon as possible.

This eCommerce Checklist targets two separate scenarios:

  1. For the DIYer: You can use this as a tool if you are a Do-It-Yourselfer looking to tackle the entire eCommerce project internally or on your own.
  2. Otherwise, if you are hiring a web design firm to create your eCommerce store, this checklist serves as a helpful guide to complete the project in a timely fashion. Most likely, your web designer provides their own eCommerce checklist with much greater detail.

With no further ado, here we go…………

eCommerce Basics

  • Domain Name
  • Website Host
  • Select your eCommerce platform (Ex: WooCommerce, Shopify, BigCommerce, etc…)
  • Responsive Design: Mobile Friendly 
  • Company Logo
  • Color Scheme
  • Layout w/Strong Call to Action
  • Category Header of Products or Services 
  • SSL Certificate
  • Install Google Analytics
  • Sitemap
  • Keyword Research

Company Info:

  • About Us
  • Company History
  • Contact Us: Phone, Email, as well as Social Links
  • Meet the Team Page
  • Privacy Policy
  • Security Policy
  • Terms & Conditions
  • FAQ

Payment Options:

  • Credit Card Processor
  • Payment Gateway
  • Payment Options: MC, Visa, AMEX, Discover, PayPal, Google Pay
  • Set up your state sales tax
  • Fast & Easy Checkout Process 

Shipping:

  • Shipping Policy
  • UPS or FEDEX Map (show delivery times)
  • Show Shipping Rates
  • Expedite Options
  • Provide Tracking Info
  • Return Policy
  • Drop Ship Policy (if relevant)
  • Contact UPS, USPS and FEDEX for Discounts

Customer Service: 

  • Separate dedicated phone number to track eCommerce leads
  • Designated customer service staff to handle eCommerce sales – train accordingly
  • Dedicated emails with your company domain name (@your company – avoid gmail, hotmail, etc..)
  • Set up relevant email accounts (Ex: info@, Sales@, RFQ@, etc…)

Product Listings:

  • Product images (multiple angles)
  • Short Description: Quickly describe what are you selling
  • Long Description: (detailed) sizes, dimensions, specs, all necessary info (do not assume your customer knows your product)
  • Price (single price, quantity breaks, blanket orders, as well as scheduled shipments)
  • Product warranty or guarantee
  • Safety Certifications (Ex: UL Certification)
  • Product videos

eCommerce Checklist: Keep it Lean

eCommerce Checklist

As you take the plunge into eCommerce, go into the process flexible and also lean.

Consider a similar strategy as the book, “The Lean Startup” by Eric Reis.

Eric Reis preaches flexibility and agility. 

Furthermore, be laser focused with your strategic plan. However, be flexible enough to listen to customers.

You may think you have created the greatest mousetrap on the planet.

Yet, the market with confirm if you are right or not.

Give yourself timelines, benchmarks as well as specific goals.

Additionally, a major benefit with this strategy, eCommerce offers you the flexibility to change quickly.

Lastly, keep adjusting and tweaking until you find your grove.

eCommerce Checklist: Think Profit! 

 

In conclusion, what do you think? 

Are you ready now to make the leap into eCommerce? 

Still questioning why go into eCommerce in the first place?

There is truly only one answer. Profit!

Profit by opening new doors as well as explore new markets. 

If you are ready to launch your eCommerce store right now, let’s take the plunge.  

You have my word, eCommerce will create new opportunities and reach customers that you never knew existed. 

Following each item on the eCommerce Checklist is one step closer to reaching your goal. 

Just put one foot in front of the other to finally…..get in the game! 

 

Thanks for stopping by. You can also check out these helpful posts: 

 
 

 

 

 
 

 

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12 Helpful Suggestions to “Give Value First”

,

When searching for a new vendor or professional service provider, do you seek companies that “Give Value First”?

As the saying goes, “it takes a village to raise a child”. 

Well, it also “takes a village” to raise a business. 

Partnering with the right company or individual delivers powerful results for your business. 

Teaming up with vendors and service providers dedicated to your success……..

  • Improves productivity
  • Increases profitability
  • Enhances quality
  • Helps protect your investments
  • Delivers peace of mind
  • Helps achieves goals 

However, selecting the wrong company to partner with typically leads to frustration and disappointment.

Possibly even worse.

Think back to the reasons that contributed to you selecting your current vendors or service providers in the beginning of the relationship?

How did you find them in the first place? Online search? Through word of mouth? A sales rep?

What factors contributed to you selecting them as a supplier?

So what separated these vendors from their competition?

Price? Quality? Delivery times? Reliability? Comfort?

More importantly, let’s think about what separates you from your competition?

Why do customers partner with you?

Give Value First

So to turn it around, does your company “Give Value First”?

Many companies talk about “added value”.

Wouldn’t it be great if they would “Give Value First”, instead of adding it on later?

Here is a fantastic video from sales guru  Jeffrey Gitomer who is also a highly acclaimed and best selling author, sharing his thoughts on “Give Value First”:

 

Teaming Up With The Experts 

 

“Give Value First” is all about building business relationships based on trust.

For example, hate doing your own taxes? Team up with a trustworthy and reliable accountant.

Additionally, the same can be said for an attorney, insurance representative and banker.

In each case, you team up with professionals that provide the expertise necessary to prevent you from harms way.

Hiring these professionals respectively helps keep you out of trouble with taxes, legal issues, and other various liabilities such as accidents or property damage.

A solid banking relationship provides access to cash when needed. 

Partnering with a credible and trustworthy professional lends tremendous benefits to your business.

In other words, these professionals contribute to your profitability and success…….hopefully.

Think back to the factors that led you to selecting the professionals that each play a crucial role in your business.

At some point in the early stages, each professional delivered value to you consummating that relationship.

Manufacturers Providing Value First 

As a manufacturer, new customers reach out to you for our experience and expertise.

A potential customer approaches a new vendor with a level of expectations.

Expectations that the tasks will be performed with the highest quality.

In addition, offering the most competitive prices possible.

Delivering on time serves as another critical factor as well.

However, all manufacturers like to claim high quality, competitive prices, and on-time delivery.

Otherwise, we would all go be out of business. Right?

A customer approaches a custom manufacturer to tackle tasks that the company is unable to perform.

So how do we separate ourselves from the rest of the pack?

Supply Chain Defined

What is your primary concern? Typically it is your customer.

What is your customer’s primary concern? Typically it is THEIR customer.

I recently heard a great analogy on how the supply chain works.

At a workshop, the speaker asked everyone to turn to their right. Then asked, “what do you see?”

The answer?

The back of the head of the person to the right.

The speaker noted that is exactly how a supply chain works.

Everyone is looking down stream towards THEIR customer.

Companies are so busy taking care of their customers that they don’t want to have to look backward and worry about you as the vendor.

It’s all about the WIIFM = “What is in it for me”. 

As manufacturers, how can we strive to improve our competitive edge?

How can we go above and beyond quality, price and on-time delivery?

How can we dedicate ourselves to “Give Value First”?

For example, exceeding customer expectations allows the opportunity to establish loyal customer relationships.

How can we exceed expectations? 

Aggressively solve their problems.

Help them exploit opportunities.

Make your customer a hero with THEIR customer and THEIR boss.

This link includes an excellent article from Forbes on this very topic: “Value-First Advertising: How To Give To Consumers While Selling”.

Inc.com offers this fantastic piece on “Give Value First”: “How Can I Help? Why ‘Adding Value First’ Is the Winning Formula for Growth”.

12 Helpful Steps to “Give Value First”

Give Value First

What steps can you take in order to “Give Value First”?

Below includes a list of 12 suggestions to help:

  1. Blog on insightful topics about your business and industry
  2. Provide technical advice on your website about your products or services
  3. Attack your keywords on Google so customers can easily find your website
  4. Shorten the RFQ process to reduce wait times with quick turnaround times on quotes 
  5. Educate: offer product white papers or tips on best practices
  6. Post helpful videos on how to’s
  7. Offer free online tools that help customers make buying decisions
  8. Help your customers make connections with other non-competitive vendors or suppliers
  9. Answer questions = offer a thorough FAQ section on your website
  10. Provide helpful book suggestions relevant to your business or industry
  11. Offer resource guides 
  12. Be a guest on podcasts OR even start your own

Dedicating ourselves to each customer’s profitability and success is a winning formula.

What value propositions work best for you and your company when you “Give Value First”?

Wrapping It Up

Thanks for taking time to read this post. 

Below includes a couple other helpful posts: 

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A Minimum Viable Product Helps You “Get in the Game” 

Sometimes you need to leave the sideline and just “GET IN THE GAME!”

A Minimum Viable Product helps you do just that. 

It offers an incredibly powerful strategy to help you “Get in the Game”. Quickly and efficiently. 

Even when not fully prepared or completely ready.

Whether contemplating a new product, a new website or jumping into eCommerce for the first time, preparation is extremely important.

Yet, launching is essential. 

Reid Hoffman, founder of LinkedIn famously declared, “If you are not embarrassed by the first version of your product, you’ve launched too late.”

Related Article: 19 Tips for Curing “I Hate Change” (Plus a Healthy Dose of eCommerce)

 

Minimum Viable Product to Most Valuable Player

Get in the game

How do you convert a Minimum Viable Product into a Most Valuable Player?

First, you must “Get in the Game”. 

For example, when launching a new eCommerce website, you hope and pray that it immediately reaches Most Valuable Player status. 

However, you should be focusing on the Minimum Viable Product when just starting out.

What does it take to push the ball into the end zone with a dream, a business or project?

Persistence. Stamina. Determination. Relentlessness. Consistency. A positive attitude.

You do not need to wait until you have the perfect product.

As the famous line goes, “done is better than perfect.”

In other words, just put it out there.

Especially when it comes to launching a new eCommerce website. 

When a project seems too massive to accomplish, the risk sets in of “I’m overwhelmed”.

Trying to eat the elephant comes to mind. 

Therefore, nothing happens.

Over-analysis causes paralysis. 

That’s where creating a Minimum Viable Product kicks in, allowing you to “Get in the Game”. 

Eric Ries, author of the New York Times Bestseller, “The Lean Startup” describes developing a Minimum Viable Product as the following:

A core component of Lean Startup methodology is the build-measure-learn feedback loop. The first step is figuring out the problem that needs to be solved and then developing a minimum viable product (MVP) to begin the process of learning as quickly as possible. Once the MVP is established, a startup can work on tuning the engine. This will involve measurement and learning and must include actionable metrics that can demonstrate cause and effect question.

 

Get in the Game with eCommerce 

eCommerce Checklist

My shtick is preaching the benefits of eCommerce for manufacturers. 

A major benefit of launching a new eCommerce website includes the incredible opportunities available with exploring new markets.  Especially with the low cost of doing so. 

Manufacturing eCommerce Strategies delivers powerful results including the following benefits: 

  1. Open 24/7 = round the clock customer service, sales tool
  2. Find Soulmates
  3. Eliminate the cumbersome RFQ process
  4. No Accounts Receivable 
  5. Low cost marketing and sales strategy
  6. Market Research
  7. Stay in Your Wheelhouse 
  8. Open doors that you never knew existed 
  9. International opportunities
  10. Scale your Proprietary Process

Yet, even with all of the incredible benefits available, many companies find reasons to put off or delay an eCommerce project. 

Tomorrow or maybe next week works better. 

Next week becomes next month or next quarter. 

Sound familiar? 

Related article: eCommerce Checklist: Manufacturing eCommerce Strategies

When is the Perfect Time to Get in the Game?

get-in-the-game

So often a company is looking for the perfect window to launch its eCommerce website. 

However, waiting for the perfect time to launch a business venture such as a new website or eCommerce store is similar to waiting for the perfect time to get married.

What if your significant other tires of waiting and decides to move on? 

Another example includes waiting for that perfect day to start a family.

When such and such happens, then I can finally……….

For example, when I am settled. Secure a good job. Save more money. Create more financial stability.

What if that perfect day never comes and you completely miss the opportunity. 

Waiting for the ideal time to make a major life decision may force that opportunity to vanish.

Launching a new business venture or an eCommerce website is certainly exciting.

Timing means everything, even survival.

However, you simply cannot wait too long. 

Snooze you lose.

You might find yourself standing at the altar all alone. 

Another item on the list of “would have, could have, should have’s”. 

Windows of opportunity close quickly.

Sometimes you need to rip off the band-aid.

Take the plunge. 

Gain the confidence to show that you know what you are doing.

Take a leap of faith.

Have confidence in yourself as well as your idea and abilities.

Trust yourself.

JUST GET IN THE GAME!

get-in-the-game

Remember, if you are not embarrassed by the first attempt, you waited too long. 

Get in the game!

Get on the field. Go out and get dirty. Throw a block. Get knocked down. Learn. Adjust. Keep fighting.

Figure things out.

Create and explore new techniques.

Find weaknesses in your opponent.

Tackle problems.

Get the first down.

Figure out how to find your way into the end zone.

(Don’t you just love all my lame football cliches?)

Partnering with a business coach or an accountability partner who can help you get over the hump.

Furthermore, when launching a new eCommerce website, team up with an incredible eCommerce expert or outstanding web designer. 

Find someone who will challenge you. Someone that you trust impeccably.

Put yourself out of your comfort zone.

No one ever reached Most Valuable Player by watching the game on the sidelines. 

Set specific goals.

Get on the field and enjoy each moment of playing the game. 

A Quick Story on “Get in the Game”

My best friend’s son played his first year of football at the age of 11.

He had an excellent season and made the Allstar team.

Unfortunately, they played another team in Atlanta and suffered defeat. The score was not close. 

The opponent was far superior. More organized. Had played together much longer. Played in a league that faced much stiffer competition.

Yet, my buddy’s son got in the game. He stuck it out. Fought hard. He gave 100%.

My buddy said he could not have been more proud.

His son displayed stamina, determination and a competitive spirit to keep pushing. 

Most importantly, he gave everything he had to just “Get in the Game”. 

Success is found on the field not on the sidelines.

Even when the scoreboard does not agree with your efforts. 

Let’s all do the same and push each other to just “Get in the Game”. 

Wrapping It Up 

Thanks so much for reading this post. 

For additional information, please check out these helpful posts: 

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Seeking Soulmates: Does Your Website Attract Dream Customers?

Seeking soulmates.

Isn’t that basically the goal or function of a business website? 

Most websites play the role of matchmakers in some capacity or another. 

Not in the sense of an actual date, but a website matches you with a solution to the problem you face at that moment. 

For example, searching for clothes, a vacation, a restaurant, the latest news, or whatever crosses your mind at that moment?

Google has your back and matches you with the best search result (big eye roll from every SEO guru out there). 

Amazon used to match you up with the perfect book. Now, Amazon matches you with basically anything and everything from A-Z. 

Uber finds you a ride when most needed. 

Airbnb finds you a couch to crash on.  

Seeking cool videos? Head over to Tik Tok and “Make Your Day”. 

The list goes on. 

Think of your favorite website. 

It most likely matches you with an article, product, service, an answer or a solution. 

So as a business, in particular a manufacturer, does your website successfully play matchmaker?

Are you being paired up on exciting dates? 

Are you finding the perfect match? 

In other words, are you finding Soulmates? 

Not to the movies or dinner. 

Soulmates in the sense of connecting with that coveted dream customer. 

Let’s discuss further. 

Seeking Soulmates

Soulmates

What is the reason for a business website?

In one word, “attract customers”. 

Ok, that was two words but you get the point. 

Hopefully, your website attracts new customers that help grow your business. 

Especially those ideal dream customers. 

 I like to refer to those ideal customers as “Soulmates”. 

You know the type. Those dream clients who would completely change your business.  

For comparison, where does a single person find their Soulmate?

Especially for those who possess an insane schedule?

No social life and not into the bar scene? What to do?

Well, online dating is now the norm.

It’s almost surprising when a new couple meets outside of an online dating site or a social media platform.

The negative stigma of online dating is a thing of the past. 

Online dating allows you to explore the personality traits, passions, interests, and hobbies of a potential partner.

It’s wonderful when you hear a friend or relative live out a wonderful success story by finding a companion and love interest on a dating site.

Online serendipity. 

Well, what about your website? 

Does your website currently help you connect with Soulmates? 

 

Related Article: Like It or Not, Your Website is Your 24 Hours a Day Sales Rep

 

Soulmates: The First Date 

Soulmates

You have one chance to make an outstanding first impression. 

With your website, you only have one chance to make that great first Webpression. 

Related Article: You Have Only One Chance to Make an Outstanding First Webpression

Let’s compare a first date to someone landing on your website for the first time. 

So you are heading out on a first date. 

You need to impress. It’s showtime. That first date typically gets the best you. 

At least that is the plan if you hope for a second date. 

Most first dates are not first thing in the morning when you wake up. 

You probably would not go on a date straight after a killer workout either without freshening up or a complete makeover. 

So what actually goes on before a first date? 

Plenty of hard core preparations take place before a first date.

Guys will drop and knock off a few push-ups and sit-ups for last second physique improvements. 

Shower. Deodorant. Cologne or perfume. Hair done perfect (well not in my case). How do the nails look? 

Find your most appealing outfit. Dress for success. What is success? Hopefully a second date. 

Find that shirt that brings the most confidence. Describes your personality. 

Fresh breath. Nothing on your face or in your teeth. 

Is the car cleaned? 

What if that date ends up back at your place?

How do you feel? Do you feel squeamish?

Are you prepared? Is everything picked up? Tidy? Organized? Will they be impressed?

Let’s change gears and look at your website. 

In the same fashion, if your soulmate is just about to land on your website, are you ready for that first date? 

For example, let’s say a buyer at a Fortune 500 company is searching for the exact product or service that you provide. 

Especially since you would completely WOW them if you connected face to face. 

However, is your website up to the task? 

Does your website provide enough information and reveal that you are truly a potential Soulmate? 

As you take a hard objective look at your website, ask this question: Would you want to date YOU based on your website? 

In other words, would you do business with you after looking at your website? 

 

Related Article: A Minimum Viable Product Helps You “Get in the Game”

Does Your Website Make You Look “Soulmate Worthy”?

Soulmates

Does your website create a “love at first sight” experience? 

If you are too broad on a dating site profile, you spread your net out too far. 

In other words, you will most likely have little success in landing a date or find yourself on many dates that lack chemistry. 

Well, the exact same process works when a customer searches for a new supplier or vendor.

They seek a partner who aligns with common goals.

Soulmate characteristics include: 

  • Reliability 
  • Trust 
  • Common Values 
  • Experiences 
  • Strengths 
  • Successes 
  • Kindred Spirits 

Business Date Traits to Attract Soulmates 

Soulmates

So, instead of hobbies, interests, and goals that a dating profile would list, you need to state all of your attractive business date traits such as your vast experience and expertise?

Below includes a list of date traits to attract Soulmates (that you need to be displayed on your website):

  • Staff 
  • Core Capabilities 
  • Machinery 
  • Tools & Equipment 
  • Industries Served 
  • Testimonials 
  • Case Studies 
  • Resource Guides 
  • List your Products & Service
  • eCommerce 
  • How-to Videos

Furthermore, you need to explain your value to the market as well as demonstrate how customers benefit by partnering with you.

A strong online presence and an eCommerce strategy both show that you deliver superior quality as well as high level solutions.

A thoroughly prepared website allows the opportunity to show that you help increase the profitability of your customers as well as make their business better. Dramatically better. 

Make sure your website clearly and concisely demonstrates the problems you solve. 

Blow them away like it’s your first date. 

The bottom line, your website needs to reveal that your business is so darn lovable that Soulmates (customers) simply cannot live without you. 

Wrapping It Up 

Thanks for reading this post. I deeply appreciate it! 

For additional info, check out these helpful posts: 

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eCommerce Allows You to Test Market New Products & Ideas (Cheaply)

Another powerful benefit available with embracing eCommerce for manufacturers: eCommerce allows you the opportunity to explore the market by testing new products and ideas. 

In other words, eCommerce enables you to create your very own R & D department (Research and Development). 

Cheaply…oops…I mean, inexpensively! 

Related Article: Another Incredible eCommerce Benefit: No Major Capital Expenditures

How cool is that?! (btw, is cool still a “cool” word to use these days?)

Adding an eCommerce store to your current website allows you to test new products as well as explore new ideas on the market. 

However, not in the sense of high end engineering or trying to invent the better mousetrap. 

Simply taking the products that you currently produce on a daily basis and aggressively discovering new markets. 

Remember, we need you to stay in your Wheelhouse. 

The market will certainly let you know if your products and ideas provide value or not. 

Launch a new product, service or idea, and the market WILL respond. 

Hopefully with open arms.

Otherwise, the market responds with total silence. 

In other cases, the market responds by saying this idea stinks yet we suggest another direction that makes more sense (and more cents). 

Related Article: Captain Your Ship! eCommerce Helps You Stay in Your Wheelhouse 

The market tells you if you are right (or my case, wrong!)

For example, 100 years ago (well not quite that long ago but it sure feels like it) I founded an eCommerce company. 

This was 1995. 

I quickly discovered how eCommerce plays the role of your market research department. 

At that time, my goal was to build a Business to Business eCommerce company. 

However, the market had other plans. 

Here was my mistake, I was determined that business owners were our target market.

Business owners in 1995 were primarily folks 30 years of age and up. 

The Silent Generation (1925 – 1945) and Baby Boomers (1946 – 1964). 

Turned out I was completely wrong about the target. 

One major challenge that I overlooked? 

The Silent Generation and Baby Boomers were not quite ready to embrace eCommerce in 1995. 

Comments at that time included: 

  • Purchase products over the computer? 
  • What is this “internet thing” anyway? 
  • Isn’t the internet just a fad? 
  • Most importantly the biggest hurdle back then: “enter my credit card information over the computer? What are you out of your mind?”

Come to find out, do you know who had no problem making purchases over the internet in 1995? 

Twenty-somethings. 

Related Article: Like It or Not, Your Website is Your 24 Hours a Day Sales Rep

Market to Generation X

Gen X quickly surfaced as a much more accurate target market. 

Twenty-somethings who were not business owners at all.

One order after the other, we kept shipping products to consumers. 

Many customers were working professionals who could easily shop in the evening as well as over weekends.

Consumers looking for convenience, a wide selection and low prices which eCommerce offers. 

Younger generations always embrace technology much quicker. 

Orders started to trickle in. 

Then more frequent. 

Eventually, they flowed 24/7. 

As a result, eCommerce was an absolute game-changer for my company.

Actually, it completely changed my life. 

It took our company national. From a small local wholesaler to ultimately shipping to all 50 states, American military bases abroad, American territories as well as Canada. 

As a result, we were completely blessed to earn a ranking on the Internet Retailer Top 1000 Companies 3 years in a row. 

As you explore new technology. New opportunities. Take a moment to sit back and digest a critical question: Who is your target market? 

I like to refer to your ideal customer as “Soulmates”. 

Who is that coveted customer you are seeking? 

In addition, what customers would greatly benefit from connecting with you? 

Related Article: Seeking Soulmates: Does Your Website Attract Dream Customers?

B2C You Fool, Not B2B

Lo and behold, a valuable lesson learned. 

B2C showed interest, not B2B. 

At that time, my company served the market as a wholesaler who sold strictly to businesses such as retailers, grocery chains and sole proprietors. 

Therefore, selling to consumers skipped a step in the supply chain.

As a wholesaler, selling directly to consumers introduced tremendous benefits to both the consumer and our company as well. 

First of all, skipping a step in the supply chain welcomed higher profit margins for our business. 

However, even though eCommerce brought higher profit margins for our company, the customer still saved a great deal of money by not purchasing these particular products at retail prices. 

Another powerful benefit that eCommerce offers, we eliminated all receivables.

With eCommerce, every single order is paid for prior to shipping. This was glorious. 

Additionally, all orders shipped via UPS. Outsourcing shipping to the logistics experts delivered (sorry for the pun) a powerful competitive advantage. 

This brought another wonderful moment of freedom. We sold off all of our delivery vehicles (which constantly broke down). 

Furthermore, we captured thousands of customers which eliminated the threat or weakness from relying on a handful of customers representing a large portion of sales. 

Moral of the story here, when the market speaks, it certainly pays to listen. 

In my case, testing eCommerce opened the door to an entirely different market than intended. 

As a manufacturer, you have a golden opportunity with eCommerce to skip a step and find yourself closer to the end-user. 

Get in the eCommerce game to test the market with new products cheaply and efficiently. 

Go for it and discover new customers that you never knew existed. 

Your future customers are eagerly waiting! 

Related Article: A Minimum Viable Product Helps You “Get in the Game”

Wrapping It Up 

Thank you for stopping by to read this post. 

Hopefully, you found this article helpful for your eCommerce journey. 

For additional helpful information, please click on these posts below: 

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Once again, eCommerce Saves the Day! No More Cold Calls

So you hate making cold calls? 

Join the club. 

Well, eCommerce perfectly suits the individual who loathes spending their time making cold calls. 

Especially for those manufacturers who are introverts. 

In many cases, a manufacturer or business owner is the widget expert. 

They thrive on operations and production. 

Give them a problem to solve, they are on it. No one tackles these issues better than a manufacturer. 

Let them speak freely about their business, no problem. 

They could talk for hours about the solutions they provide. 

However, hand them a phone and ask them to start making cold calls, this leads to a completely different story altogether. 

Yet once again, eCommerce saves the day! 

Embracing an eCommerce strategy delivers another powerful benefit for manufacturers, no more cold calls. 

Related Article: Seeking Soulmates: Does Your Website Attract Dream Customers?

Dreaded Cold Calls 

No More Cold Calls

It certainly takes a rare breed that welcomes making cold calls for a living. 

For example, think about all of those reasons that people dread making cold calls anyway:

  • Time restrictions 
  • Uncomfortable 
  • Unproductive  
  • Fear 
  • Nervous 
  • Rejection
  • Humiliation 
  • Lack of confidence 
  • Inability to locate the gatekeeper or decision-maker
  • Discouraging
  • Poor sales pitch 

Cold call success becomes a numbers game. 

For example, take all of the cold calls that you receive in a week or even in a single day. 

Cold calling industries typically include stockbrokers, insurance, and payroll services.   

These cold callers represent interruption. 

Not many of us sit around longing for an unscheduled caller to sell us something. 

On the other hand, can you think of an actual cold call that did indeed convert you into a customer? 

The sales reps that you currently work with at some point in time were new to you. 

How did they break through to earn your business? 

An introduction had to be made somewhere, by someone, at some time. Maybe even a cold call?

Though some industries still utilize cold calls to drive sales, it is different for manufacturers. 

For example, every business needs insurance and most likely payroll services as well. 

However, only specific businesses or industries need your product. 

Reaching your dream customers comes with challenges. 

Therefore, this is where eCommerce steps in to make your life easier by replacing those dreaded cold calls. 

Related Article: Two Options for Custom Manufacturers Implementing eCommerce

Stay on the Radar 

Though you add massive value, you need to discover methods to land on the radar of potential customers. 

Otherwise, you simply remain as the “Best Kept Secret”. 

Most importantly, implementing an eCommerce strategy narrows your focus and allows customers to find you. 

Especially companies that would greatly benefit from unearthing your incredible product line. 

Executing a coordinated eCommerce strategy combined with an aggressive online marketing campaign helps eliminate the need for making those dreaded cold calls. 

With an eCommerce website, you immediately create the opportunity to attract warm leads. 

However, as important as it is to locate quality leads, your eCommerce strategy also helps prevent bad leads as well. 

Google plays the role of a matchmaker as well as also helps screen customers that just do not fit your formula. 

Targeting your keywords and your specific core capabilities open lines of communication for healthy engagement with business owners and buyers seeking your products. 

It creates a conversation. Breaks the ice. Gets the party started. 

Remember, your eCommerce store also serves as your 24/7 sales rep. 

Dreading making cold calls certainly serves as a strong motivator to go full throttle with eCommerce. 

Kind of ironic, isn’t it? 

With eCommerce, customers cold call YOU! 

Related Article: Like It or Not, Your Website is Your 24/7 Sales Rep

Wrapping It Up 

Thanks for reading this post. 

Hopefully, you found this helpful. 

For additional information to assist you with your eCommerce journey, please click links below: 

 

 

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Hey Manufacturers, Fighting to Dominate Search is the Name of the Game

Wouldn’t it be great if your company could Dominate Search?

Wait, Dominate Search? Seriously?

Yet, isn’t that the dream of every small business owner and search marketer?

Just think if each and every time an ideal customer or your “soulmate” is searching for the products or services that you provide, there you are, hanging out at the top of search results.

Front and center on Google just waiting to be clicked. 

Especially with a customer who is eager and ready to place an order.

It could be a top organic ranking on Google, as well as an image, a video or a paid ad.

Ahh……If only dreams could come true. 

If it was 2005 this might be a realistic goal. Yet, today the competition is fierce.

You are competing with gazillions of other web pages for top rankings (btw – is gazillions an actual number?).

How important is an aggressive online marketing strategy?

If I told you there was a trade show going on next door to you with hundreds of buyers looking for your product and processes, what would you do?

You would bust down doors to get in that room. Handing out business cards, company literature, and product information to as many people as possible. Like speed dating. Fast and furious.

Well, that is exactly what the internet offers.

One giant trade show of potential customers searching for vendors.

Looking to buy a product with money burning a hole in their pocket to make purchases.

But you are nowhere to be found.

However, there is hope. 

It’s time to start your quest to Dominate Search. 

Let’s explore. 

Related Article: Seeking Soulmates: Does Your Website Attract Dream Customers?

Not Found in Search = Not in the Game 

Dominate Search

If you cannot be found on a search, you are simply not in the game.

What does it take to achieve top rankings?

Since 1995, I have worked tirelessly to figure out how to capture traffic and more importantly buyers by gaining top rankings on search engines.

I can attest first hand, it is not easy. Or cheap.

“Getting eyeballs” to a website was the buzz phrase in the 1990s. Eyeballs as well as credit cards to close the sale.

This was especially difficult during the pre-Google days.

Once Google arrived, millions of small business owners made a ton of money with eCommerce.

Google solved a massive problem with bridging the gap by playing matchmaker for a buyer and a seller.

Today, the same holds true.

You must be found when a buyer or potential customer conducts a search for your products. Somewhere. 

However, many options exist beyond just Google such as social media sites, videos as well as online marketplaces. 

Let’s dig right in. 

Related Article: 3 Step Approach To Scaling eCommerce for Manufacturers

 

3 Pronged Attack with Manufacturing eCommerce Strategies

Dominate Search

First, you need a plan.

Even though plans rarely go…..as planned, we still need a direction.

With Manufacturing eCommerce Strategies, let’s continue discussions on our 3 pronged approach: 

  1. Dominate Search
  2. Make a Great First Webpression
  3. Get Offensive

This post we are going to primarily discuss how to Dominate Search.

Dominate Search?

Is that even realistic?

It depends.

What is not realistic?

Well, one example would be if you insist on earning #1 organic Google ranking for the keyword “Shoes”.

Unless you own Nike or have an equivalent marketing budget, we most likely need a different strategy.

When clients say they want a #1 organic ranking of highly competitive or popular terms, my response goes as follows: “you have a better chance of seeing me with hair”. In other words, that’s simply never going to happen. 

However, don’t be discouraged. We simply need to focus on alternative routes. 

Plenty of fun and creative strategies to achieve your goals lie ahead waiting for you.

In many cases, there are plenty of tremendous opportunities to capture top search rankings, especially for manufacturer’s niche keywords.

Related Article: You Have Only One Chance to Make an Outstanding First Webpression

Search Your Keywords

For starters, what are your keywords?

If this new to you, keywords are the products and services that you are absolutely best at. 

In other words, your products, proprietary processes, and core capabilities all represent your keywords. 

Let’s do an exercise. 

When you Google your keywords, does your company appear in the search results?

Do you show up at the top of the 1st page on Google? 

Otherwise, do you show up at all anywhere on the first page?

If not, this is a major concern. 

Are you ok with this or does this make you angry?

Even worse, did you notice the names of the other companies that do show up?

For example, any competitors on the first page?

Companies that you are well aware of but had no idea that they were tech savvy and Google friendly.

Next, let’s click on the sites that do show up. Especially since they are your competition.

How do those sites look?

Comparing yourself to these websites, how do you stand?

Are you in decent shape? Holding your own? Does your website look better than the competition?

If the answer is no, are you frustrated? Feel behind the curve?

Deeply concerned? Even mad? Good!

Related Article: Top 13 Reasons Why Manufacturers Struggle with eCommerce

Hopefully, You Are Mad

Anger is an excellent source of motivation. 

If you are indeed mad, it’s now time to get in the game.

Get on the field as soon as possible. Throw a block. Make a tackle. Get dirty.

It is definitely not too late. Now is the time to take action.

A vast majority of my clients are digital immigrants. What is a digital immigrant?

Well, if you just asked yourself that question, you are probably a digital immigrant. Digital immigrants are those of us born before 1980.

Many digital immigrants in manufacturing claim they have spent years “flying under the radar” and “being the best-kept secret”.

Sound familiar?

Gaining customers and building your business through word of mouth. 

Well, now the time has come where you need to stop being the “best-kept secret”.

Many manufacturers are experts in their field who say if they can just get a client on the phone or engaged, they know they can close the sale.

Well, the challenge now, how does a company that has intentionally ignored technology and search engine strategies get into the game quickly, affordably as well as painlessly?

Dominating Search is Marketing 101

If you are not capitalizing on search, what are you doing? How can a potential customer find you?

Especially if a buyer is a digital native.

Think about this, Facebook was founded in 2003. College students who were early adopters to social media at that time are now well into their 30s with some reaching 40 years of age.

These individuals are business owners, professionals, purchasing agents, buyers as well as in management positions. 

They are entering positions of power and authority.

Where is the first place they go to make a buying decision?

They are researching Google, social media sites as well as online marketplaces. 

If you are nowhere to be found, you are in trouble. They are not going to page 5,6, or 7 of Google hoping to find you.

What do we do?

Let’s roll up our sleeves and get you in the game.

Don’t be overwhelmed. We are not “eating the elephant”.

You may feel years behind. Yes, it would be nice starting the “Dominate Search” party like its 2003.

But it is not 2003. No need to dwell on the past. You are here now and ready to take your business in a new direction.

This is a long term plan. A lifestyle change. We are creating new habits.

We are running a marathon not a sprint. 

The finish line is way out in the distance. The push forward.

“The best time to plant a tree was 20 years ago. The second best time is now.”

Starting Points to Help Manufacturers Dominate Search 

Below includes several starting points on our quest to Dominate Search that we will discuss throughout this post: 

  1. Establish a List of 10-20 Critical Keywords: Your core products and capabilities (be specific)
  2. Blogging
  3. Post Videos (educational, how-to, informational, explain processes, describe machinery) 
  4. Consistently post on social media sites (LinkedIn, Facebook, Instagram, Twitter, YouTube) 
  5. Set Up Google Business Profile
  6. Google Ads 
  7. Business Directories: List your business on all relevant business directories 
  8. Place products on online marketplaces (Ex: Amazon, Walmart, Zoro)

Related Article: Like It or Not, Your Website is Your 24/7 Sales Rep

Share Your Vision to Dominate Search With Your Web Designer

First, let’s create a team and circle the wagons. 

Surround yourself with experts to help you achieve a successful strategy. 

Just the same as your customers come to you because of your expertise.

Your efficiency. High quality products. Timeliness. 

Above all, customers trust you. Otherwise, you would not already be this successful. Right?

Of course, let’s not forget about your likability and the fact that you are pretty darn cute as well. 

Hopefully, you feel the same about your web designer (maybe not the cute part). 

As a business owner, it is critical to surround yourself with professionals who have your back.

It is said it takes a village to raise a child, well it also takes a village to raise a business. 

As a small business owner, you throw on many hats. That’s just in the first hour of the day.

For example, you need an outstanding accountant, a reliable payroll service, a trustworthy insurance agent as well as a rock-solid attorney.

Well, you need all of these qualities in your web designer as well.

In order to take steps towards our Dominate Search strategy, you need support.

This post is not a guide on how to do everything on your own. Which is certainly great if you have the time, energy and stamina to do so.

I strongly encourage you to partner with individuals who see your vision and are eager to jump on your “Dominate Search” train.

Dominate Search Starters 

Therefore, this list includes several absolute top priorities to discuss with your web designer:

  • Purchase SSL Certificate: a digital certificate that provides authentication for a website as well as enables an encrypted connection.  
  • Set up Google Analytics
  • Make website speed a top priority
  • Responsive and mobile-friendly website (critical)
  • Set up an eCommerce store
  • Add products and services to your site
  • Add content (and lots of it)
  • Did I mention videos? (and lots of them)

Creating Content 

Are you sick and tired of everyone telling you to “create content”?

Does your web designer keep suggesting that you start blogging?

By the way, who on earth has time for blogging? 

Especially if you are in manufacturing. You make stuff. You are a widget expert.

If you wanted to “create content” or blog you would have gone to journalism school, right?

Does the thought of “blogging” and actually typing out an article to make your skin crawl?

Who has time to sit down and type out a 600-900 word blog?

You have orders to fill and fires to put out.

Even if there was time to blog, who is going to actually read the blog.

More importantly, how would they even find it.

Well, let’s start small.

Think of a topic about your business that you could recite in your sleep.

Is there a product, process, item that you just can not stop talking about?

Blogging Helps You Dominate Search

I recall sitting with a client and their team. They said “there is nothing really to discuss. What would we actually blog about?”

Since then, they eventually created hundreds of blog posts and now posses dozens of First Page Google Rankings on their keywords.

All thanks due to a change in attitude while also building an aggressive approach to blogging. In a year’s time, they increased website traffic by over 1000%.

Attracted a tremendous amount of new customers as well as substantially increased online sales.

More importantly, the company discovered newfound energy and excitement with this exciting new direction.

Below shows the search results for one of their core products, Electrical Ground Straps. 

As you can see, they possess the coveted Google Featured Snippet position. 

Featured snippets are special boxes where Google pulls information directly from a website showing the descriptive snippet first. In addition, this is a FREE position costing the winner of the snippet spot absolutely nothing. 

Gaining the Google Featured Snippet position is certainly challenging and comes with no guarantees to maintain that position. 

However, it is a nice victory for your company to earn this top spot.  

Dominate Search - Ground Straps

Create a Blog Series

Think of topics that would evolve into a series. Make it educational as well as fun for your customers.

A few suggestions include:

  • Break out a case study into sections – client first contacted you – how you bid the job – won the job – improved quality – saving them time and money
  • Do a series on you entering eCommerce – people love to root for the underdog
  • Why “Made in the USA” is best
  • Why Onshoring is better than offshoring
  • Benefits of outsourcing to a custom manufacturer
  • Machinery or equipment reviews
  • Tariff impact on your industry
  • Steps or Advice on how to outsource
  • Latest industry trends
  • Case study on how you saved a client time and money
  • Questions to ask during the quoting process
  • Meet the Team
  • How (and why) you started your company

Still stuck? Hate to type.

Grab your cellphone. Click on the video. Hit play and just start talking about your business. Your products. The process that separates you from the competition.

You don’t need to be salesy. 

Be educational. Explain your proprietary process. Teach the listener something new that you gained over your journey of perfecting your process.

Related Article: 25 Blog Topics for Manufacturers Eager to Start Blogging

List of Blogging Benefits for Manufacturers 

Blogging benefits for manufacturers include: 

  1. Take Your Website Beyond a Business Card 
  2. SEO  Value                           
  3. Build Brand Authority 
  4. Demonstrate Your Expertise 
  5. Use blogs as Social Media Post 
  6. Turn short content into long 
  7. Turn long content into short 
  8. Link Building 
  9. Increase leads 
  10. Educate your customers and prospects 
  11. Share Your Passion 
  12. Be Your Charming Self 
  13. Start a newsletter 
  14. Promote offers 
  15. Show off your team – machinery – equipment 
  16. Announce new products – machinery – equipment – 
  17. Highlight staff & their expertise 
  18. Create Checklists and other helpful purchasing  information to assist with buying decision 
  19. Address common questions with FAQ

E-A-T 

Additional thoughts to consider on your quest to Dominate Search include the letters E-A-T. 

When you hear the letters “E-A-T”, you naturally think of food. 

Typically a favorite time of day. Breakfast, lunch or dinner. Something nutritious to provide you with needed energy. 

Hopefully something scrumptious and delicious. 

Well, Google has another interpretation for “E-A-T” that also satisfies hunger. 

In this case, Google helps cure your hunger for new customers. 

“E-A-T” nows plays a critical role with your company obtaining top rankings on Google. 

What does E-A-T stand for according to Google? 

E = Expertise 

A = Authority 

T = Trustworthiness 

Google certainly has evolved over the years and continues to do so. 

Search results today rely heavily on expertise, authority, and trust 

Just as you strive to deliver an excellent customer experience, Google owns the same mission. 

Google works relentlessly to provide valid and accurate information in search results. 

Google is determined to provide a high level experience as well as high quality search results with trustworthy content. 

In other words, no fake news. 

Check out this helpful article from Path Interactive’s Lily Ray on “What Does It Mean to Have Good E-A-T?”

Lily Ray explains E-A-T as follows:

Google’s algorithms identify signals about pages that correlate with trustworthiness and authoritativeness. The best known of these signals is PageRank, which uses links on the web to understand authoritativeness. ~ What Webmasters Should Know About Google’s Core Updates, 2019

E-A-T More

Focus on creating content that helps the buyer make a buying a decision while building your online authority. 

  • Educational articles
  • How-to videos
  • Instructional information
  • White papers 
  • Case studies 
  • Create Resource Guides 

Connecting buyers with these resources help to build your credibility. 

The bottom line, be the widget expert and consistently display your authority while building trust with your online strategy. 

This is truly nothing new and an age-old strategy. 

What has changed now is striving to communicate this message with your online presence. 

As mentioned previously with earning the Google Featured position, committing to the E-A-T strategy pays healthy dividends. 

Especially when Google views your company as a trustworthy resource for your core capabilities, proprietary processes, and products. 

Dominate Search with Your BFF Google 

Google offers an arsenal of powerful tools and resources to help you achieve your goals.

It is virtually impossible to Dominate Search without a deeply dedicated Google strategy. 

Below includes several Google family members that each play a critical role in your quest to Dominate Search. 

Google Ads 

Looking for quick results to get in the game immediately requires a few dollars of inventment.  

Google also offers a pay-per-click model where you pay to play called Google Ads. 

As an eCommerce dinosaur, I started using paid search ads in the year 2000. 

Previous to Google Dominating Search, Yahoo was the top player in search when they purchased Overture in 2003. 

Sadly for Yahoo, they completely dropped the ball allowing Google to become…..well…….Google. 

The rest is history. 

A Google pay-per-click ad works exactly as described. It does not cost a penny to obtain a paid ad position such as #1. It only costs you money once a user clicks your ad. 

In addition, if your keywords are popular, the bidding price per click can be quite expensive. Therefore, Google ads add up quickly so watch your budget closely.

Below shows the search results for Google Ads. Whenever you see a Google search result, take note of the word “Ad”. That means someone is bidding for that location. 

Click here to explore Google Ads

Google Shopping 

Just like Google Ads, Google Shopping works as a pay-per-click auction model. You never pay to show up in a search. However, you pay each time a user clicks your ad. 

The difference, Google shopping displays an image of your product as opposed to just a text ad. 

Google Shopping offers a powerful solution by allowing the buyer to see a product along with a price. 

The image helps prevent unwanted clicks as well as offer the opportunity for higher conversions. 

Google Shopping is a new product discovery experience. The goal is to make it easy for users to research purchases, find information about different products, their features and prices, and then connect with merchants to make their purchase.

Below shows an example of Google Shopping search results. 

To learn more about Google Shopping, click here 

 

Dominate Search - Ground Straps

Google Business Profile 

Google offers Google My Business as a means for your company to appear in local search results. This including showing up on Google Maps. Google Business Profile allows you to engage with customers on Google for free.

With a Google My Business account, you get more than a business listing. Your free Business Profile lets you easily connect with customers across Google Search and Maps.

To learn more about Google Business Profile – click here 

Google Analytics 

Google Analytics gives you the free tools you need to analyze data for your business in one place. If you love data, you will love Google Analytics.

Check out this guide on Google Analytics from SEMrush: The Beginner’s Definitive Guide to Google Analytics

Google Analytics offers key information such as: 

  • Number of unique visitors to your website
  • Which pages are the most popular on your website 
  • Website speed 
  • Referring websites (where is traffic coming from) 
  • Mobile vs PC visitors 
  • and much more…

Click here to learn more about Google Analytics 

Google Search Console 

Another valuable tool for you includes Google Search Console which helps you measure your site’s Search traffic and performance, fix issues, and make your site shine in Google Search results.

The tools and reports on Google Search Console play a vital role in improving website traffic and user experience. For example, Google Search Console allows you to track other websites linking to yours, index each landing page and also inspect each page as well. 

Click here to learn more about Google Search Console 

NJG = Not Just Google

Let’s not ignore alternatives on your quest to Dominate Search. 

Google certainly plays a critical role when a potential buyer conducts an online search. 

However, plenty of other options exist to expand your reach. 

  • Social Media: Facebook, Instagram, LinkedIn, Pinterest, Tik Tok, Twitter, YouTube
  • Industrial Trade Mags: Examples include Modern Machine Shop, Assembly, Engineering 360
  • Medium: A free publishing platform. Post all articles and content on Medium 
  • Reddit: Join relevant groups on Reddit. Post all articles and join discussions. However, do NOT be salesy on Reddit. 
  • Online Marketplaces: such as Amazon, Digi-Key, eBay, McMaster-Carr, Walmart and Zoro (We will dig deeper into pursuing online marketplaces on step 3: Get Offensive).

Helpful Resources to Help You Dominate Search

As you dig into this process, you will hunger to learn more about how to Dominate Search. Especially once you achieve that first eCommerce sale. Capturing eCommerce sales truly becomes addicting (in a good way). 

Below includes a list of helpful resources from experts with years of experience to help you with the process:

Wrapping It Up 

Thanks for reading this post. 

Hopefully, you found this information helpful. 

Please click below for additional helpful articles as you begin your eCommerce journey:  

 

 

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Options for Selling “Manufacturer Direct”…..to NOT Consider

“Manufacturer Direct”! It certainly has a nice ring to it, right?

As a manufacturer looking to diversify, many exciting options exist for you to consider. 

Especially when it comes to selling direct to end-users or consumers. 

However, today we are going to discuss a couple of options to NOT consider. 

As an eCommerce evangelist, let’s take a look at two paths to avoid. At all costs. 

Related Article: 3 Step Approach To Scaling eCommerce for Manufacturers

Options for Selling “Manufacturer Direct” (NOT!)

no more cold calls

Prior to the internet or eCommerce, a manufacturer wanting to sell direct to end-users required heavy investment in a printed catalog strategy. Otherwise, they needed to open physical retail locations. Yes, brick & mortar. 

Hmmm…print or brick & mortar? 

Yuck!

Either option sounds about as appealing as…..A root canal without novocaine…Bamboo shoots under fingernails…Swimming with piranhas…Dipped in honey and jumping into a mound of fire ants…..Replaying the scene in “Raiders of the Lost Ark” with tarantulas crawling on your back…..

Ok, I think you get the point. 

Printed Catalogs? 

Seriously, why am I even typing about this?

Let’s not spend our time discussing all of the negatives surrounding a print catalog strategy such as the enormous cost of printing, postage fees, finding addresses of actual buyers, as well as all of the trees killed in the process. 

Therefore, I promise not to belabor the point to death on the colossal waste of time, money, energy, and resources involved in printing catalogs. 

Additionally, find a mistake after the final print of a catalog? Tough. You will have to wait until the next run. 

I definitely will not mention the fact that eventually 100% of the printed catalogs find themselves in the garbage. In fact, 99%, find their way to the garbage without a single reading. 

Also, can you imagine calling a vendor who you eagerly want to place an order with, and the response goes “we just dropped a catalog in the mail. Give us a call next week when it arrives to place an order.” WHAT?!?! 

In conclusion, you have my word that I absolutely promise not to continue on and on and on about why printing catalogs belongs in a conversation at least 30 years ago. 

Next. 

The Retail Apocalypse 

So with that, you also have my promise not to hammer the list of reasons why opening a retail store for manufacturers seems like a poor investment as well. 

As retail stores continue to close by the dozens or even hundreds, opening a retail store certainly looks as an unwise business strategy. 

Ok, who are we kidding? It’s a horrible idea! 

Especially since the “Retail Apocalypse” is upon us. 

An expected 75,000 retail stores will close by 2026 according to a report by investment firm UBS. 

Opening a retail store requires heavy overhead with vast capital investment. Staffing issues. Inventory management. Additional utility expenses. Crazy retail hours. High rent. Theft and shoplifters. Store fixtures. Fees, licenses, and permits. Additional business insurance for liability (what if someone slips on your slippery floor). Lastly, lots of expensive marketing and advertising to attract human beings with credit cards in hand to walk through the door. 

I also promise not to mention the crazy seasonal demands during peak seasons and holidays. 

Finally, you have my word that I will not go on and on over what a colossal waste of resources, time, money, and energy that opening a retail store requires. 

eCommerce Comfort Zone

Phew! Thankfully that rant is behind me and I am back in my eCommerce comfort zone. 

Next week we will explore all of the tremendous benefits that “Manufacturer Direct” with eCommerce offers for you and your customers. 

Wrapping It Up 

Thank you for reading this post. 

For additional information to help you on your eCommerce journey, please click links below: 

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