Have you decided to open your own online store? With the
dropshipping method, you don’t need to manufacture your goods or
even hold inventory—all you need is an internet connection, a
website, reliable suppliers, a few social media accounts, and maybe
Just because you do not require much capital, though, does not
mean that it’s the easiest work you can do. Dropshippers are
heavily reliant on marketing, which means that you need to spend
significant effort on your brand. Many online retailers neglect the
importance of branding and how much energy it entails, so here are
a few mistakes you would be wise to avoid:
Making your audience too broad
The temptation to cater to a massive audience is understandable.
The logic here is along the lines of, if you market to only a few
people, then only those few people will buy from you; but if you
market to everyone, then everyone’s money will come rolling
That is not how it works, though. People often prefer to shop at
specialist online stores rather than general, and making your
audience too big will render your branding inconsistent (and your
products cannot sell themselves). If your audience is more
substantial than you can handle, you will spread yourself too thin,
and far fewer people will buy from you than if you had directed
towards a niche. It is this niche that actually has a need for
your product—otherwise, you are wasting your time.
Neglecting a well-defined brand
You doubtlessly can think of a few brands that you recognize
everywhere. Up and Up has its signature arrow, Nike is famous for
its “Just Do It” slogan and Target’s concentric circles are
iconic. You cannot trust that people will simply stumble upon your
website and decide to buy from you if your brand
identity is too vague or nebulous.
Ask yourself: is your logo eye-catching and consistent across
your social media channels? Do you have a brand voice or tagline
that lets people know you care about their experience? A more
concrete band identity will help distinguish you from your
competitors and improve customer retention.
Not boasting a well-designed website
When you shop online and open a shoddy website, do you have a
look around, or are you inclined to leave immediately? There are so
many scams out there that you are understandably cautious of
anything that does not look promising. Your customers have the same
thoughts, so if you want to keep them around, put in the effort to
make your website aesthetically beautiful.
Beauty alone is not enough, though—it needs to work well. Your
website is the digital equivalent of a physical store, and do you
enjoy shopping in buildings that you can get lost in or have
obstacles in the way? No, you prefer places that are simple to
navigate and make purchasing easy. Make sure all of your features
are working properly and that your
UX and UI are top-quality.
Failing to use video
Social media is image-heavy, but you shouldn’t stop at
pictures because video is just as powerful. Shopping online lacks
the opportunity to feel a product’s texture in your hands, so
visual media is your chance to help customers imagine what a
product would look like in their lives.
Whether it’s an Instagram story, YouTube vlog, or other kind
of video, Google “professional
video editing software free download” to find tools that can
help you bring moving projects to life. Some ideas include
instructional guides, interviews with experts, behind-the-scenes
looks, insights into your industry.
Not leveraging UGC
Consumers trust their peers far more than yourself or celebrity
influencers. When people see other people participating in
something, they are more likely to assume that whatever it is is
worth their attention. This phenomenon is known as “social
proof,” so if consumers do not see that you have an engaged
customer base, they will not feel inclined to belong to it.
Interact with your followers. Let people know that another
person is on the other end of your business, not a faceless
corporate entity. Provide them with incentives to create
user-generated content and leave reviews. When consumers
hear what real customers think of you, they’ll know that you
are a trustworthy brand.
Not being available enough
One of the caveats of dropshipping is that when something goes
wrong, it’s your job to fix it, even if it’s not your fault.
Your customers are purchasing products under your brand, so you are
who they contact instead of your suppliers. If customers are faced
with an issue and cannot get a hold of you, you’ll have much
bigger problems to deal with. Make yourself available during
business hours through phone, email, and social media direct
messages, and keep in mind that you might have customers in other
timezones that need to contact you at different times, too.
Managing an online store requires establishing a recognizable
brand presence, which is not as easy as you might expect. What
branding mistakes will you be on the lookout for?
6 Branding Mistakes Online Retailers Need to Stop Making
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