Advertising
Advertising

Five Pro Tips to Setting Up an Online Shop

Five Pro Tips to Setting Up an Online Shop

With creating a personal website being easier than ever, the trend is still swinging wildly upward when it comes to the “everyday-people” building anything from a personal blog or a small online shop, to even soon-to-be huge companies (we all wish, anyways). No longer is your website just the gateway into your business; it’s a one-stop marketing/buying/publication/customer service shop. In that way, your website really does hold the key to growing the exact kind of business and lifestyle you’ve always dreamed of.

shutterstock_85858168

    Optimizing your site for conversions is one thing when you’re a web designer or developer, but it’s another thing entirely for the rest of us. While you could certainly learn some basic code to up your game, it’s best to save the landing page design for the designers, and focus on the marketing strategies you can do on your own. Here are five things you can’t afford not to consider.

    Advertising

    1. Brand Yourself

    With the world open to you via the web, there’s a place for just about every niche, and even among those that are already crowded, there’s always room for one more unique and compelling voice. To really brand yourself, you’ve got to:
    Find a niche and stay there. If you already have expertise in or passion for something, great; start there. For most website owners, however, I can guarantee you that your supposed niche is too broad because, well, that’s just the way newbie entrepreneurs roll. Use the Google keyword tool to find what your audience is searching for, narrowing in on keywords with high search volumes and low competition rates. Then adjust accordingly based on Google Analytics data (see below) or according to the levels of user engagement. And don’t worry, you can always expand your focus later. Better to start narrow and widen from there than to be known (or not known at all) as the Jack of all trades, master of none.
    Establish your distinctive voice. Remember the days when the personal and the professional were to be kept entirely separate? Yeah, not when you’re running a website in a flooded market. If you have a distinctive sense of humor, use it (as long as it’s not too offensive). If you’re great at telling stories, tell them. If you’re an expert in law enforcement issues and work at an ironing board rather than a desk, become the iron desk law officer. Draw comics. Share photos. Get up close and personal with followers on social media. This is one case in which being as distinctively you as possible is more than just a confidence booster.

    2. Make an Editorial Calendar

    editorial cal

      One of the most assured ways to get noticed online is to have an SEO-minded content strategy. Developing an editorial calendar is a great method for keeping your site engaging and keyword rich, while also encouraging conversions. Great content, after all, is just the thing you need to pull casual visitors into a newsletter sales funnel. A few things to think about:
      Establish goals from the get-go. Are you looking to sell products? How about advertising space? Or are you just looking to build an engaged community or establish yourself as an expert so that you can secure better jobs? Clarify it upfront, and let these goals guide your content strategy.

      Advertising


      Use data to brainstorm. Sure, you can free associate for a while, but most often, the best ideas come out of the data. Look up important dates in the industry to be sure you have something relevant to write around that time. Again, use Google Adwords to get a better sense of what customers are asking, and then use that to brainstorm expertise posts. Build in time for brand-building personal posts, guest posts, experimental or themed posts, and spontaneous posts for whatever comes up during the year. While the monthly and weekly template calendars at the Content Marketing Institute are useful, those a regular calendar can work just as well.

      3. Do Some Market Research

      Before you can target your audience, you have to know who they are and what makes them tick. How else are you going to not only hook them into your site, but also motivate them to answer your calls to action? A good look into demographics and psychographics will be well worth the effort. A few good questions to ask:
      ● Where do my customers live?
      ● What is their level of income?
      ● What level of education do they have?
      ● What are their hobbies, interests, and personalities?
      ● What is their biggest problem?
      ● Do they have kids?
      ● What do they really want to know?
      ● [Insert your questions here, gleaned from your industry expertise].

      Amazon’s Ecommerce Software offers some great case studies for those looking to do a little homework on people who have already gone through the entire process.

      Advertising

      4. Monitor Bounce Rates with Analytics

      Launching a successful website is like doing a science experiment. Your first launch is for your first set of hypotheses, and then it’s time to do your measurements and adjust accordingly. For a good grounding in analytics, I highly recommend reading this excellent Google Analytics guide, which covers everything from getting going to advanced subjects, like setting up segment reporting.

      While you’ll use your Google Analytics dashboard to adjust your SEO strategies, one of the most important things you can track will be your bounce rate, which is, essentially, when someone visits your page once and never returns. This can indicate a lack of interest in the content on your site, or a deep interest in only that single landing page as opposed to further material or products located deeper in the site. If you’re seeing high bounce rates, you might want to tweak your Calls to Action and make sure they appear above the fold, while also linking to more of your own internal pages throughout your posts. You’ll also want to pay attention to the posts where users spend the most time and consider adding more of similar content.

      5. Test the Speed of Your Site

      Advertising

      site speed

        Plain and simple: speed matters. If your site doesn’t load in a matter of seconds, that viewer will be out of there. Since many users have outdated modems, you’ll have to account for a wide range of connections, ensuring that your site takes no more than 8 seconds to load on a 56K modem. That’s a tricky thing when you’re simultaneously trying to engage viewers with large photos or videos. Test out your site speed with a site speed tester, and if it’s too slow, consider hosting your site with a Content Distributed Network (CDN), which powers faster site speeds, video encoding, and video streaming.

        Along the same lines, make sure that your site layout is intuitive. Users shouldn’t have to (and won’t) click more than a few times to get to where they want to go. Get ‘em in there quick.

        Take-Away

        There’s a lot to do when you’re marketing a new website, but starting with these five basic tips is a great way to get going. Plus, they’re fun to do, too, as you find your site’s distinctive personality. Explore these various techniques, and see what takes!

        More by this author

        How to Encourage Youthful Entrepreneurship Parenting Advice You Really Should (and Shouldn’t) Follow How to Protect Your Privacy on Your Mobile Devices How to Increase Your Chances of Smiling During the Day How To Sell More On Etsy

        Trending in Work

        1 The Key to Finding Job Satisfaction and Having a Successful Career 2 How to Be a Successful Businessman (The Complete Guide) 3 10 Essential Career Change Questions To Ask Yourself This Year 4 12 Hard Skills That Will Land You More Career Opportunities 5 How to Effectively Manage a Heavy Workload at Work

        Read Next

        Advertising
        Advertising
        Advertising

        Last Updated on January 14, 2019

        The Key to Finding Job Satisfaction and Having a Successful Career

        The Key to Finding Job Satisfaction and Having a Successful Career

        Regardless of whether you hold an entry-level administration role or regularly travel to the ends of the Earth as a hot-shot senior executive, you can still find yourself harboring an emptiness… a feeling that something is missing. A popular assumption that experiencing job satisfaction and a successful career should be underpinned by a well-rounded suite of tangible benefits, no longer holds true for many of us.

        We’d never deny health care benefits, appropriate and fair remuneration, bonuses and travel perks in a job package. However, even if served to us on a silver platter, those features can only satiate us to a certain point.

        You might wonder what governs entrepreneurs and start-up business owners to quit their lucrative jobs, essentially look the gift horse in the mouth and kiss such benefits goodbye! There can be an irresistible pull to mastermind a business with products and/or services that serve the greater good of community wider than that constituting their daily existence.

        Even with research showing entrepreneurship to pose greater threats to their mental and physical health, this unique breed of individuals choose to go against the grain in chasing their dreams of being their own boss. Why? Why would anyone risk this type of career suicide?

        Whether you’re an employee, have recently taken the leap to being a business owner or been in business for a while, the commonality is a congenital condition we all share as human beings; to feel a sense of purpose, value and contribution to our community. Despite it being harder to find this for ourselves in today’s world, these approaches will help you achieve ultimate satisfaction through the twists, turns and joyrides that are essential features of shaping a successful career.

        1. Search for Opportunities That Feed Your Passion, Not Temporary Excitement

        Even though well-intended, the ‘feel good now’ compass that career coaches and consultants often recommend you use to create career satisfaction can actually do you more harm than good. Excitement is transient. It doesn’t last. Passion is the compass you need.

        Passion and excitement are two different things. The resounding career legacy that still draws you to turn up on the job regardless of the sunshine or storm that awaits you…that’s passion. It’s like a mental and/or emotional itch you can’t shrug off. Staying attuned to that calling will breed success for you sooner or later. Patience is key.

        You’re also likely to have more than one key passion. Beware of getting caught in the notion you have to find your one true purpose. In fact, run immediately from any coach who tells you there is only one. There isn’t.

        Advertising

        Your passion is a journey that can take multiple forms so forget thinking there is the single dream job out there that will give you satisfaction in every way you can imagine. It simply doesn’t exist.

        Consider embracing different roles and projects to help you fuel your passion or fuel your pursuits in finding it. Job satisfaction and your career success will be all the more sweeter from a wider range of enriching experiences.

        2. Don’t Position Job and Career Satisfaction Assessments as Pivotal Guides to Your Success

        Despite their popular use for vocational guidance, assessment tools such as Gallup’s Clifton Strengths and the Myers Briggs Type Indicator have come under fire[1] as being limited to the amount of true value and direction they can offer partakers.[2] These and many other guidance assessment tools (e.g. VIA Character Strengths , DISC ) are self-report questionnaires that don’t have normative population data against which to compare your results.

        Simply remember these tools help you develop a stronger sense of what you identify as strengths and weaknesses within yourself, not in comparison with other people. They will still add insight around what sorts of career opportunities, tasks and projects are going to light your fire, what ones are going to extinguish it and what will prod and keep the coals steadily smoldering.

        3. Be Clear on Your Personal Values, Ethics and Principles and Choose Relationships That Support You Honoring Them

        Teamwork, collaboration, open communication and trust are commonplace for any flourishing work environment. However, whether or not your personal values can be honored in your work can make or break your job satisfaction.

        How committed do you want to be to an organization that expects an average of 10 unpaid overtime hours every week under the guise of ‘reasonable overtime’? Are you willing to accept their construing this expectation as ‘strong commitment’ at the expense of your partner and children waiting at home for you? What are your boundaries concerning when you clock on to their time and when you clock off to yours?

        Being very in tune with what your personal values, principles and ethics are will bid you well in the job satisfaction stakes. Spending time to reflect on experiences and working relationships you’ve had – the good, the bad and the ugly – will help you make well-informed searches and grounded decisions that will propel your career success.

        Finding and nurturing relationships with associates and colleagues who share similar values doesn’t just make your day-to-day pursuits more enjoyable. You become fortunate to work with like-minded people who will support, understand and appreciate you like a second family.

        Advertising

        Being able to honor your personal values in your work means you will still be able to sleep at night when you have to tread where others fear to, and make extremely difficult decisions others would never ever dream of having to make as you forge success in your career.

        4. Be Clear on Your Own Definition of What Having a Successful Career Means for You

        It’s tempting to get caught up in the ideals and projections of success expressed by those we love, admire and respect. Underneath, we all want on some level to belong to a successful club of some sort.

        With research reporting how much money we feel we need to be truly happy,[3] many of us try to subscribe to the notion that having the car of our dreams or taking a European holiday annually will not bring us happiness. The truth, however, for many of us is these tangible rewards are congratulatory reminders of our persistent efforts to chase our career pursuits.

        If those are things you aspire to, don’t let anyone steal your desire and want to feel deserving of these things, that those are some parameters by which you define your career success.

        Despite consistently being the top revenue earner for two years running, you may not wish to become the sales manager. You may not wish to step out into running your own business even though you consistently excel as an employee, delighting clients and repeatedly receiving glowing testimonials.

        Your definition of career success might be enjoying the predictability of a regular workplace routine. You get to leave – without feeling guilty – at the same time each day, love the people you work with and get to spend a good, uninterrupted amount of work-stress free quality time with your family. That picture is also blissful job satisfaction and complete career success.

        5. Identify the Sorts of Challenges and Problems You Want to Learn to Overcome

        Standard advice you might receive from a career coach might be to look for opportunities where you get to capitalize on exercising your strengths and career-related activities you enjoy.

        However, to become a success at anything involves improvement. To excel at anything often involves stepping outside boundaries and comfort zones where others wouldn’t. This means dedicating focus and attention to things you’re not so good at and things you don’t like.

        Advertising

        Here’s where working with a coach can be particularly helpful. Map out the experiences that were unsavory in your working history. Were there challenges you opted out of, projects you failed at or toxic relationships that blasted your sense of purpose and self-worth into oblivion? It’s within these experiences that you might just find the most valuable lessons and guiding lights for your trajectory to achieve greater job satisfaction.

        If your natural leadership style is to be a collaborator, finding opportunities that require you to apply a more dictatorial style might be needed. Discussing a secondment or short-term project where you get to develop and test your skills can be a step further in earning contention to lead a larger project down the track.

        With several of the company’s boldest personality types penciled to roll out the operation, you’ll not only develop skills that earn your right to throw your hat in the ring; those key players have an opportunity to see your competence. You can then work on building relationships with those stakeholders before you need to hit the ground running should you win the lead.

        Greater job satisfaction comes with planning and choosing the lessons and opportunities you want to learn, not desperately flailing, floundering and hoping for the best.

        6. Keep Reviewing Your Goal Posts and Be Amenable to Change

        The word ‘career’ is indicative of a longer-term pathway of change, growth and development. The journey is dynamic.

        You will accumulate new skills and let those you no longer need, become rusty. Your intrigue will be stimulated by new experiences, knowledge and people you meet. Your thinking will continue to expand, not shrink. As a result, your goalposts are likely to change.

        A major part of enjoying a successful career is not just setting goals effectively, but regularly reviewing and readjusting them where necessary. However, moving the posts or the target still needs to take place by applying the same processes by which you originally created them. The strength of your emotional connection to those revised goals needs to be the same, if not stronger.

        By asking yourself the following questions, you can assure your developmental and growth trajectory is still on course:

        Advertising

        • Would working toward these goals still allow me to honor my personal values, principles and ethics at the same capacity if not greater?
        • Do the activities I need to undertake to meet these goals honor my highest priorities?
        • Does this feel right for me and those who are nearest and dearest to me?
        • Is this aligned with my passion?
        • Is chasing this goal a right step for me to take now or is this a detour or distraction which could delay my greater plan?

        Each of your career goals should have different review periods. Whatever you do, stick to the review schedule you set. It will not only keep you focused but help you see your progress (or lack thereof) and allow you to timely re-chart your course before you get too far down the track. You don’t want to waste time haphazardly heading in the wrong direction.

        7. Be Prepared to Let Go

        It can be unfathomable to us as to why others risk leaping into the unknown when everything truly appears fine and dandy in the career realm. The company provided stability, recognition, financial success, interesting projects and the promise of a promotion…what was wrong? Why now jump sideways to run a café or train in another field altogether?

        Nothing may have been wrong at all. It was all going right. It was just the end of a chapter. Perhaps the yearning for the next step is actually taking a different trajectory entirely. You may want to simply experience a different rhythm. Perhaps it’s time to pursue a different passion.

        If you have leaped from employee-land to freelancing or have made the reverse-jump (or you know someone who has), you will have quickly grown a different appreciation for pros and cons each work lifestyle brings. Working for yourself can bring the greater realization of your creativity, whether or not it can be monetized to earn you a living.

        When your customers are buying you or a product you designed and fashioned, there is a direct level of appreciation and gratitude that can elevate your confidence in the way you have never experienced as an employee, regardless of your rank.

        Similarly, there are times where we need to recognize our business ventures were adventures, not long-term life-changing empires. There are times we need to recognize that time is what provides the clearest limitation of how long we persist for in such pursuits.

        We have to recognize the absence of enough financial, mental, emotional and physical breadcrumbs that tells us we’re no longer meant to push in that direction. At least, not for the present time.

        The Bottom Line

        Above all, keep the momentum. As long as you remain committed to pursuing work opportunities that allow you to honor your highest priorities, the truth of who you are and what you stand for, achieving ultimate job satisfaction and a successful career will never be too far away.

        More Resources to Help Advance Your Career

        Featured photo credit: Csaba Balazs via unsplash.com

        Reference

        Read Next