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Friday Retailer Flex – Episode 13

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E-COMM LEAD GENERATION.

Support the show

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The Friday Retailer Flex – Episode 13

Fri, 5/28

SUMMARY KEYWORDS

leads, store, customers, generating, bicycle, talking, website, dealers association, buy, sales, seo, interact, information, content, lead generation, leaves, tip, consumers, share, moments

SPEAKERS

Heather Mason, NBDA

NBDA   00:10

You are listening to bicycle retail radio brought to you by the National bicycle Dealers Association.

Heather Mason  00:17

Welcome to the Friday retailer flex a weekly pointed digests of inspirational and actionable insights you can implement today. This is NBDA. President Heather Mason. If you’re a first time listener, be sure to check out the previous episodes, do us a favor and leave a review. This week’s flex is about generating leads on your e commerce site. When we think of traditional sales, we think someone visits your store talks with your staff and then either buys takes test ride, or leaves the Think about it and then maybe come back. The purpose of your online store is to avoid this process and take them from visit to checkout in moments. Chances are that your products prices store and mindset are designed to trigger sales right now, we just got to get those leads to you. So customers deciding whether to buy something in a brick or mortar store is often a more lengthly complex process than when they decide to buy something online. While many customers prefer to go to your store to buy a bike due to the selection cost and that desire to test ride it buying items online such as clothes, tires, tubes, that’s quickly becoming the norm. And this is because it’s low cost and returning these items is often easy to do. So let’s go back to talking about leads who is a lead your lead is someone who is interested in buying something from your business, they have found your website and now it’s up to you to close them. So basically, a lead is warmed up to you. And now you need to guide them. And the more leads you get the more potential sales. So today’s podcast we’re gonna dig into five tactics for e commerce lead generation, and look how you can turn your leads into customers. Alright, so the first tip is to be inspiring and share valuable content. So one of the main reasons people browse the internet is because they like to access information easily. You can use this to your advantage by researching what people want to know about the bicycle industry and create content around this. Earlier I interviewed Jeff Keighley from worldwide cyclery. And they do just this. So creating great content on your potential customers around what they want to read, they’re more likely to discover your website and therefore buy from you. And being the most informed industry leader where your product is concerned will also build trust, which we’re going to talk about later. So I’m not just talking about articles, I’m talking about ebooks, videos, podcasts, the possibilities are endless. And if the search demand is there, you can recreate the same content across many formats, and continue to place your bicycle store in front of more people. Okay, the next tip to build leaves, which we’re going to turn into customers for life is to build your social following. So someone following you on social media has put themselves within a couple clicks of a purchase off your website. So what do we want to do here, we want to get more followers. So go ahead and add your social media links to the bottom of your newsletters or your email campaigns makes it super easy for your current customers to find your platforms and be interacting with you daily. Tip number three for getting those leads is to get email addresses. So an email address allows you to put your newsletters straight into a customer’s inbox. So the best way to do this is install a sign up for our email list. It could be on your website, it could be a little pop up that hits the consumer the moment they open up your website. But make sure there’s a spot and make sure that they know that you’d like to interact with them. And let them know why. The next tip is to take care of SEO. So SEO is a buzzword everyone’s been talking about this. It’s vital for generating traffic that can turn into leads and hopefully sales. So we’re talking about your product descriptions, metadata and blog posts. These should all be treated as lead generation magnets. There’s a lot of helpful content out there about how to optimize your store’s SEO. If you have not delving into this, this is a great time to do this. Alright, and my final tip for generating leads off your website is to be trustworthy. And how can you do that? include all the details on your store and about you. So freshen up your About Us page. Make sure your contact information is there. Get that mission vision statement we’ve been talking about up to date and prominent on your website. Place customer reviews, make sure your shipping information is spelled out clearly and have great product descriptions. We’re talking about being authentic. We’re talking about connecting with our customers and showing yourself in your true form is the most way to generate trustworthy moments. That interact with consumers and turn these leads into sales. So if you want to go one step further to generate leads, you can work with companies such as bikeexchange. To further Place your store and products in front of consumers. bikeexchange generates leads for shops that list their inventory. And these leads can allow a shop to follow up and then the customer can pick up in store, click and collect or you can drive them with a shipment to their home. Once you have these leads, it’s up to you to follow up, be proactive and you will see your sales increase we guarantee it. If you’d like to support the show. Don’t forget to subscribe. Share your favorite episodes with friends on social media. appreciate your support. Thanks for listening now they’ll be great.

NBDA   05:43

This has been bicycle retail radio by the National bicycle Dealers Association. For more information on membership, and member benefits, join us@nbda.com

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The NBDA has been here since 1946, representing and empowering specialty bicycle dealers in the United States through education, communications, research, advocacy, member discount programs, and promotional opportunities. As shops are facing never-before-seen circumstances, these resources offer a lifeline. Together, we will weather this. We at the NBDA will not waver in our commitment to serving our members even during this challenging time—but we need your support.

Now is the time to become a member as we join together to make one another stronger. Whether you’re a retailer or an industry partner, your membership in the NBDA is one of the best investments you’ll make this year. 

Learn more about the benefits of being a member and join now.

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