|
Author: Jamila White Article source: http://www.macosx.com/. Used with author's permission.
by Jamila White, "The E-Commerce Diva"
In the rush to keep up with technology, many African-American business owners are so busy trying to add the latest bells and whistles to their Web sites, get to the top of the search engines, and learn the latest database technology that they often forget this simple fact: people do business with other *people*, not computers. Understanding the importance of relationships is key to attracting African-American buyers online. Here are a few practical tips to getting Black customers to buy more
from your Website.
Step 1: Make a personal connection... put a face on it.
Adding photos of realistic-looking people to your Web site will
increase your sales. Photos jump out from a page, so even if someone just skims over the words, the photo will create a lasting impression. If you don't have photos of your actual employees or customers, use stock
photography.
Here are a few of my favorite sources for photos:
o FotoSearch: http://www.fotosearch.com
o Getty: http://www.gettyimages.com
o Corbis: http://www.corbis.com
Royalty-free images start at around $19-35 per image and are much less expensive than rights-managed images. If you have a bigger budget, you can purchase CDs with entire collections of African American stock photographs and illustrations.
Step 2: Establish trust.
When you walk into an establishment, you usually can tell right away if you feel comfortable doing business there. You can see if the place is clean and well maintained, brightly lit, and whether someone friendly is available to greet and help you. On the Internet, your Web site has to do all the talking and all the handholding. If this is a potential customer's first
visit to your Web site, they may be uncertain if you're a legitimate business and if they can trust you.
There are a number of ways to alleviate these fears and give your
customers peace of mind. First, provide full contact information -- including a telephone number -- on your Web site. Second, show a picture of your location and employees, if applicable. Third, if you are a member of any professional organizations, such as the Better Business Bureau and/or professional trade organizations, this is a great time to display your membership logos. Most importantly, display quotes and testimonials for your current happy customers to show how what great quality
products and service your company provides.
Step 3: Use the "word of mouth" network.
From the griots of Africa to barbershops and hair salons to the chat rooms on BlackPlanet.com, at the center of African American culture is the oral tradition. Use this ready-made network to your advantage, and give people the tools to tell their friends and colleagues about your products. A greatway to do this is with an instant "Tell a Friend"
button on your Web site. Constant Contact (see Step #6) includes this service as part of it's e-newsletter management program.
Step 4: Network with other Black Web sites.
One way to jump-start the flow of traffic to your Web site is by
recruiting customers from other high-traffic sites. You can buy ad space on a well-trafficked site that also attracts a high percentage of your target market. A cheaper alternative is to swap ads with a business that offers products or service that complement, but don't compete with, your own offering. For example, if you offer Web site design, look for
someone who offers Web site hosting or network services. This strategy can work both with ads on a Web site, but don't overlook swapping ads in each business' promotional e-mail newsletter. (NOTE: Do *not* swap customer databases or lists of email addresses unless you have specific permission from your customers to do so.)
Step 5: Give your customers a reason to act now.
How many times have you visited a Web site and thought to yourself:
"What a great product! I'd like to buy it, but I think I'll come back later." Did you actually go back and buy it? Perhaps not. Help your customers make their decision today: make them an offer they can't refuse. For example, use promotions like "limited time only", "this week only", "act today and take $10 off," etc.
Step 6: Keep in touch.
Remember, it's about relationships. Did you know that customers who buy online usually do so on the fourth to eighth visit to your Web site, and not the first visit? So you'll need to come up with a strategy to get them back to your Web site a second, third, and fourth time. The easiest, simplest, and cheapest method, hands down, is an e-mail list. It isn't enough just to collect e-mail addresses on your Web site and at your vending events -- you have to actually *write* and *send* messages to the list! Strive to get your newsletter out at least twice a month, but if you're just getting started, do quarterly, then build up to monthly, and then build up to every other week.
Here are a few e-mail list services I like:
o Aweber: http://www.aweber.com/?203887
o Constant Contact: http://www.roving.com
o YahooGroups (free): http://www.yahoogroups.com
Essentially, what successful online marketing boils down to, regardless of ethnicity, is relationships, relationships, relationships. Find meaningfulways to connect with your customers, and they will not only reward you with their loyalty, but they'll be happy to spread the word about your Web site as well.
© Copyright 2004 Jamila White. All rights reserved. ABOUT THE AUTHOR:
Jamila White, "The E-Commerce Diva", is an Internet Strategist, Web
Designer, and E-Commerce instructor in the Washington D.C. area. For a FREE subscription to her "Sell More Online" e-newsletter, go to http://www.ecommercediva.com.
[NOTE: You are welcome to "reprint" this article online as long as it remains complete and unaltered (including the "about the author" info at the end and the copyright notice), and you send a copy of your reprint to info@jamilawhite.com.]
Why Golf Tips Work Better For The Woman Golfer
Gone are the days when a woman would feel intimidated standing on the same golf course to receive a golf tip side by side with a man. That's because golf exerci...
Chile Leads the Latin Pack
Everyone's talking about China. Don't miss the opportunities in the other CHI
Is The Golf Ball The Real Reason For Longer Drives ?
Is the Golf Ball the real reason for longer drives, or are there other reasons ?
The Perilous Franchise Agreement: What Did You Sign?
The Importance of Understanding Your Franchise Agreement...
Child-like Confidence will Build Your Network Marketing Business
You learned most of what you know in your first few years of life. We can gain insight into improving our current situation by observing the behavior of young c...
Can You Tell Me Something About Yourself!
"Tell me about yourself" is the query, posted by one of the member and since yesterday I happen to go through many responses. I was just thinking…to give my opi...
What is a Personal Secured Loan?
A personal secured loan is the generic term for a loan. In simple terms a personal secured loan gives security to the lender on the loan other than a simple pro...
Why Half of All Mergers Fail After the Honeymoon Ends
We are in the midst of another wave of mergers. They fail far more often than they succeed. Here's what to avoid and what to do to increase the odds in your fav...
Soulmates, Are They Pre-ordained?
How to recognize your soulmate and find happiness in your love relationship
Good Tenants - Learn Twelve Ways Landlords Keep Them
After you've found your tenants, how do you keep them? Establish a friendly, pleasant, business-like relationship with your tenants, so they'll want to renew ag...
Link Exchange: Good for Ranking and Internet Presence
To improve our website ranking and internet presence we need to exchange links with other websites. But to improve the page ranking we have to make sure that bi...
4 Marketing Myths Threaten Your Sales
These 4 marketing myths can cause you to lose sales if you base your marketing decisions on them. But the related marketing tips I included with each myth will ...
How You Can Double, Triple, or Even Quadruple Your Reading Speed!
Many people have developed bad reading habits that slow them down, and waste valuable time. You can easily improve your reading speed when you get rid of these...
How to Find, Select, and Afford a Wedding Photographer
You are engaged and one of the most important days in your life is fast approaching. Your wedding day will be filled with happiness and emotion. Family and fri...
The High-Impact Viral Marketing Strategies
Viral Marketing is allowing people to giveaway and
use your free product or service in order to multiply
your marketing quickly over the internet. The idea
behi...
Natural Skin Care Products - Why Natural Ingredients Work Best on Skin
Natural skin care is becoming more and more popular as a weapon against skin disorders like rosacea and acne, and is also gaining overdue recognition in the ant...
A Valuable Golf Swing Tip
No serious golfer will fail to be eager and maybe even desperate for a golf swing tip that actually works. This is because of the simple reason that a golf swin...
Baby Quilts – Traditional Or With A Twist
See how you can make a cute quilt or wall hanging for your nursery by using a free form quilting method.
Choosing a Realtor
Purchasing a property, either as an investor or as a prospective homeowner can be one of the most exhilarating and frightening experiences of your life.
10 Keys to Copy That Sells!
Whether you're selling a product or service, the 10 tips below are your keys to writing great copy that communicates and persuades ... to get results! These gui...
Manage Your Boss - And Get Ahead!
You've never read these tips anywhere else. John McKee, a business success coach who, as a senior executive for over 25 years personally hired, promoted and fir...
Skin Cancer Cured By Curaderm, The Revolutionary New Treatment for Skin Cancer
Curaderm is the most eagerly awaited cancer treatment solution in history. Curaderm has a proven track record of curing skin cancers during many clinical trials...
Christmas Matters
Every year I vow to make Christmas easier, simpler - less stressful. Have I ever? One year I tried forgetting Christmas here in the UK and spent it in the Cana...
8 Reasons Why Affiliate Marketing is the Better Option
There are so many business opportunities on the internet these days. The trouble is knowing what type business you want to do! This article will explain why af...
|
Print this page