What if you could replicate online what you do in stores and on the phone? Rather than just offering things for sale, put a personality online.
Be real online–embrace who you are and be true to yourself and your brand. People don’t buy from webpages, they buy from people. Talk like a real person! Show you’re real by showing your office. Show people you are a company and not just a brochure website with generic content. Link social media and show fans on your site, show that real people like and support your company.
How do you build authority off of your site? Leverage your relationships in the industry you are trying to break into. Publications covering you are a great way to build up your reputation and gain trust. Support events and network! Share your expertise and help out small groups looking for sponsors. Trade services or goods for coverage and support. But don’t just tell people you are an expert–SHOW that you are an expert.
So how do you do that? Create quality content!
Write complete and unique product descriptions. Don’t use supplier descriptions, make things unique to your brand and break away from the content that the competitors and manufacturers are posting. Differentiate yourself from competition. Tell them why to pick you versus the other guy.
Tell people what to buy. Recommend best products and your recommendations for products that outshine others. The brand that you are cultivating can recommend items to users based on their specific needs or concerns.
Follow the money! Spend your time on things that are generating revenue. Test to see what works- and use revenue as the ultimate tool. Show traits about you and your brand that users can relate to and build trust through common interests and hobbies.
Establish that you are an authority, create quality content,and follow the money. “Find your Steve!”