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3 top eCommerce market research tips

3 top eCommerce market research tips

Running an online store can be one of the most challenging vocations of the modern world. Like a roller coaster, eCommerce can be the best industry to be in (when sales and conversions are flying high), and the worst (when Web traffic dries up along with sales).

With organic search traffic from Google proving to be more and more volatile and harder to come by, it’s important for eCommerce site owners to ensure that they are doing everything possible to secure a sustainable and profitable stream of income. But what does that mean in practice?

The only way to guarantee a lasting supply of interested and engaged customers is to understand everything you can about your niche market – including who’s who in the zoo, what strategies competitors are using to drive sales, and what customers are thinking and feeling about your products, sales and service.

It’s a lot to keep on top off, but with a little practice you’ll quickly begin enjoying the benefits of knowing and understanding more about who can help you sell more, how to implement better marketing and promotions, and where and why customers behave the way they do.

1. Work hard to identify new influencers

Do you know everyone that works in your niche industry? You should. Reporters, bloggers and journalists are some of the people you should be rubbing shoulders with every chance you get. But not just any old writer. You need influencers who your customers listen to. Spreading the word about your brand, products and business is virtually impossible without help from established industry influencers. Trying to market and promote an eCommerce store is arguably one of the most difficult aspects of online business because everyone is sick of being bombarded with ads about sales and discounts.

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That’s why it’s so important to have someone else talk about your store. Someone who has a decent social media following, or a decent email list, or simply access to publishing platforms where the type of customers you want hang out. But above all, someone who is trusted by their readers.

But who are these influencers? An influencer can be anyone. What qualifies them as someone you want to build a relationship with is who they influence.

This means that in order to identify the right influencers for your store, you must first research:

  • Who your target audience is
  • Where they congregate online
  • Who do they follow

Sounds easy, right?

Identifying influencers is actually the easy part of the equation because all the information you need is available online. Google is a most useful tool to use when searching for influencers because search results tend to be a great starting point for finding influencers using targeted keywords (depending on what topics your particular target audience might be searching for) – i.e. if a blogger writing about the “latest shoe styles” is on page one of the search results, they might be a potentially valuable influencer for you to reach out to (assuming you sell shoes).

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The next step is much harder because in order to leverage the influence of the people you are targeting, you must first build a relationship with them and gain their trust. Influencer marketing is not a paid relationship like celebrity endorsements, which means it requires time, patience and effort to succeed… not cash. Once you have identified your preferred influencers, check out influencer marketing 101 to learn more about how to approach them and build sustainable, profitable, and mutually beneficial relationships.

2. Monitor competitors’ sales & marketing

While influencer marketing focuses on reaching out and pulling in new customers, monitoring your competitors is more about learning what marketing and promotional strategies they are using to drive sales.

Imagine you could monitor the sales of competing products, and receive alerts whenever they experience an out-of-the-ordinary spike in sales. Knowing that a product is experiencing a spike in sales – in real-time – would then allow you to quickly work out what it is that lead to the sharp increase. For example, a product review on a prominent tech blog, or an article in a magazine, or a press release in the news.

Armed with the knowledge of what exposure leads to an increase in sales, you can learn useful things like which writer/blogger was responsible for the article, and which site(s) have plenty of buying customers. This makes it much quicker and easier to focus your efforts on people and sites that are known to work in your niche.

But how is it possible to monitor the sales of competitors when they keep that information private? Well, it’s not possible to see how well someone is selling from their own personal site, but it is possible to spy on how well products sold on some of the big marketplaces, like Amazon, are selling. Using a sales tracking service like RankTracer Enterprise means that you can monitor the sales of any product sold on Amazon and spy on how well, when, and why those items are selling over time.

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Once the system has alerted you to a spike in sales for a given product, they also offer tools to help close in on what marketing campaign was responsible for the increase and add it to your own marketing playbook.

3. Ask questions

The title of this section might sound slightly redundant, but there is more to asking questions than meets the eye. There are different ways to ask questions, and there are different people to ask those question of.

It’s often very useful to ask complex, market and industry related questions on Quora. Especially if they are questions requiring a bit of specialist knowledge you don’t have access to. Many, many industry experts from all over the place take the time to write in answers that often contain really valuable nuggets of info – often with links to corroborating evidence from respected research organizations.

So Quora can help with industry related market research questions, and possibly offer a bit of decent insight into your own customer base. But, the best people to ask about your customers are your customers themselves.

Use your newsletter and mailing list to ask questions about what people want, why they are (or aren’t) buying, what information they need to help them make buying decisions, and so on. Unfortunately, many customers are pretty apathetic about answering polls or questionnaires, so offer something juicy in return. Something like, “Answer these five questions and get 20% off your next purchase” might do the trick.

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What about your own eCommerce platform community forums? Many top eCommerce solution providers offer support forums for their customers to learn from the wisdom of the community. For example, Shopify has a huge range of discussions around anything from how to build a business, to getting feedback on your store design, to selling your site.

There will almost always be someone who has been in the same situation you are and has found a way to solve it already. And, the act of sharing and helping others is also a fantastic way to build your network and make potentially valuable new connections.

Hopefully these three tips will help you to learn more about your store, it’s niche industry, and the people who inhabit it. Ultimately, the more knowledge you have, the easier it is to make better decisions. Decisions that will ultimately lead to greater profits and financial success.

What other market research tips have you used with success? Share yours in the comments.

Featured photo credit: Thomas Hawk via flickr.com

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Last Updated on November 26, 2020

How Relationships Building Helps Achieve Career Success

How Relationships Building Helps Achieve Career Success

As playwright Wilson Mizner supposedly said all the way back in the 1930s,

“Be kind to everyone on the way up; you will meet the same people on the way down.”

The adage is the perfect prototype for relationship building in 2020, although we may want to expand Mizner’s definition of “kind” to include being helpful, respectful, grateful, and above all, crediting your colleagues along the way.

5 Ways to Switch on Your Relationship Building Magnetism

Relationship building does not come easily to all. Today’s computer culture makes us more insular and less likely to reach out—not to mention our new work-from-home situation in which we are only able to interact virtually. Still, relationship building remains an important part of career engagement and success, and it gets better with practice.

Here are five ways you can strengthen your relationships:

1. Advocate for Other’s Ideas

Take the initiative to speak up in support of other team members’ good ideas. Doing so lets others know that the team’s success takes precedence over your needs for personal success. Get behind any colleague’s innovative approach or clever solution and offer whatever help you can give to see it through. Teammates will value your vote of confidence and your support.

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2. Show Compassion

If you learn that someone whom you work with has encountered difficult times, reach out. If it’s not someone you know well, a hand-written card expressing your sympathy and hopes for better times ahead could be an initial gesture. If it’s someone with whom you interact regularly, the act could involve offering to take on some of the person’s work to provide a needed reprieve or even bringing in a home-cooked dish as a way to offer comfort. The show of compassion will not go unnoticed, and your relationship building will have found a foothold.

3. Communicate Regularly

Make an effort to share any information with team members that will help them do their jobs more effectively. Keeping people in the loop says a lot about your consideration for what others need to deliver their best results.

Try to discover the preferred mode of communication for each team member. Some people are fine relying on emails; others like to have a phone conversation. And once we can finally return to working together in offices, you may determine that face-to-face updates may be most advantageous for some members.

4. Ask for Feedback

Showing your willingness to reach out for advice and guidance will make a positive impression on your boss. When you make it clear that you welcome and can accept pointers, you display candor and trust in what opinions your superior has to offer. Your proclivity towards considering ways of improving your performance and strengthening any working interactions will signal your strong relationship skills.

If you are in a work environment where you are asked to give feedback, be generous and compassionate. That does not mean being wishy-washy. Try always to give the type of feedback that you wouldn’t mind receiving.

5. Give Credit Where It’s Due

Be the worker who remembers to credit staffers with their contributions. It’s a surprisingly rare talent to credit others, but when you do so, they will remember to credit you, and the collective credit your team will accrue will be well worth the effort.

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How Does Relationship Building Build Careers?

Once you have strengthened and deepened your relationships, here are some of the great benefits:

Work Doesn’t Feel So Much Like Work

According to a Gallup poll, when you have a best friend at work, you are more likely to feel engaged with your job. Work is more fun when you have positive, productive relationships with your colleagues. Instead of spending time and energy overcoming difficult personalities, you can spend time enjoying the camaraderie with colleagues as you work congenially on projects together. When your coworkers are your friends, time goes by quickly and challenges don’t weigh as heavily.

You Can Find Good Help

It’s easier to ask for assistance when you have a good working relationship with a colleague. And with office tasks changing at the speed of technology, chances are that you are going to need some help acclimating—especially now that work has gone remote due to the COVID-19 pandemic.

Much of relationship building rests on your genuine expressions of appreciation toward others. Showing gratitude for another’s help or for their willingness to put in the extra effort will let them know you value them.

Mentors Come Out of the Woodwork

Mentors are proven to advance your professional and career development. A mentor can help you navigate how to approach your work and keep you apprised of industry trends. They have a plethora of experience to draw from that can be invaluable when advising you on achieving career success and advancement.

Mentors flock to those who are skilled at relationship building. So, work on your relationships and keep your eyes peeled for a worthy mentor.

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You Pull Together as a Team

Great teamwork starts with having an “abundance mentality” rather than a scarcity mentality. Too often, workers view all projects through a scarcity mentality lens. This leads to office strife as coworkers compete for their piece of the pie. But in an abundance mentality mode, you focus on the strengths that others bring rather than the possibility that they are potential competitors.

Instead, you can commit relationship building efforts to ensure a positive work environment rather than an adversarial one. When you let others know that you intend to support their efforts and contribute to their success, they will respond in kind. Go, team!

Your Network Expands and So Does Your Paycheck

Expand your relationship building scope beyond your coworkers to include customers, suppliers, and other industry stakeholders. Your extra efforts can lead to extra sales, a more rewarding career, and even speedy professional advancement. And don’t overlook the importance of building warm relationships with assistants, receptionists, or even interns.

Take care to build bridges, not just to your boss and your boss’s boss but with those that work under you as well. You may find that someone who you wouldn’t expect will put in a good word for you with your supervisor.

Building and maintaining good working relationships with everyone you come in contact with can pay off in unforeseen ways. You never know when that underling will turn out to be the company’s “golden child.” Six years from now you may be turning to them for a job. If you have built up a good, trusting work relationship with others along your way, you will more likely be considered for positions that any of these people may be looking to fill.

Your Job Won’t Stress You Out

Study shows that some 83 percent of American workers experience work-related stress.[1] Granted, some of that stress is now likely caused by the new pandemic-triggered workplace adjustments, yet bosses and management, in general, are reportedly the predominant source of stress for more than one-third of workers.

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Having meaningful connections among coworkers is the best way to make work less stressful. Whether it is having others whom to commiserate with, bounce ideas off, or bring out your best performance, friendships strengthen the group’s esprit de corps and lower the stress level of your job.

Your Career Shines Bright

Who would you feel better about approaching to provide a recommendation or ask for promotion: a cold, aloof boss with whom you have only an impersonal relationship or one that knows you as a person and with whom you have built a warm, trusting relationship?

Your career advancement will always excel when you have a mutual bond of friendship and appreciation with those who can recommend you. Consider the plug you could receive from a supervisor who knows you as a friend versus one who remains detached and only notices you in terms of your ability to meet deadlines or attain goals.

When people fully know your skills, strengths, personality, and aspirations, you have promoters who will sing your praises with any opportunity for advancement.

Final Thoughts

At the end of the day, it is “who you know” not “what you know.” When you build relationships, you build a pipeline of colleagues, work partners, team members, current bosses, and former bosses who want to help you—who want to see you succeed.

At its core, every business is a people business. Making a point to take the small but meaningful actions that build the foundation of a good relationship can be instrumental in cultivating better relationships at work.

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Featured photo credit: Adam Winger via unsplash.com

Reference

[1] The American Institute of Stress: 42 Worrying Workplace Stress Statistics

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