While many small businesses start their selling journey within their local community, for a company to grow, it must expand past its local region and start drawing in customers if it wants to reach its full potential. Since startup e-commerce retailers may not have loads of tools at their disposal to help them achieve this goal, it’s important to do the research to know which technological advancements are worth investing in when reaching consumers outside of their community.
Understand the differences between communities
Each local community is unique, which means that you should take some time to explore your new target market before venturing too far. For example, if the differences you find are major enough, you may want to warrant a change of tone in how you communicate with this audience. After all, it’s always good to speak to local markets when you’re developing your new business. We also recommend creating localized content on your website to help attract shoppers.
Ask yourself, “does my product/service fit this new market?”
Whether you’re a Canadian business looking to expand into the U.S. or a U.S.-based business wanting to capitalize overseas, the first thing any company should do is to make sure their products and/or services are suitable for the clients within these new markets before investing in digital marketing services that will target and approach these shoppers.
Use your personal connections to create a buzz of social engagement
Your biggest supporters are the people whom you’re closest to, which is why it’s important to never overlook friends and family when your business is attempting to bridge another community outside of your own. Look to where you’ve lived in the past, where you went to school, and where your loved ones live, and start creating campaigns and social engagement around these connections. It’s much easier to creak into markets that you’re already familiar with than to start something from scratch.
Build your relationships and reputation as a business owner
A growing business relies on the strength of its relationships and reputation to succeed. Since building these connections requires knowledge of your products and/or services consider offering a few complimentary minis or sessions to allow people to test before they purchase. You can also collaborate with other local businesses that share your values to allow them to build with your brand and possibly utilize social engagement to tell their customers about your brand. Peer and client endorsements often go much farther than a basic marketing campaign.
Focus on your online presence
E-commerce businesses heavily rely on their online presence to bring traffic, conversions, and revenue to their websites. Start by optimizing your website and narrow your focus to the pages, categories, products, and services that most people will check out first. You should also research to see what competitors are doing, what platforms they use, and the types of content they create that may also resonate with your target market. Then, mirror their strategies by creating social engagement to serve your audience.
Which method of outreach are you most keen to try? Let us know in the comments section below.
Alex Wilks has been working as a copywriter and digital marketing strategist since 2018, with added specialties in social media and email marketing. With a Bachelor’s Degree in Journalism and Communication, she is a natural content writer with the ability to connect well with her target audience.