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Falconer Electronics eCommerce Partner B2Btail Featured in Forbes
The Forbes article digs deep into how manufactures are on a dead sprint to digitize their business and includes a study of over 5000 businesses.
Click here to read article on Forbes
Manufacturers In NYC And Around The U.S. Are Digitizing At Twice The Rate Of Other Industries.
Here’s Why You Should, TooOn the cusp of change even before the pandemic, manufacturing as a whole is now digitizing at twice the rate of other businesses, according to a new Alibaba.com U.S. B2B Small and Medium Business (SMB) Survey. According to the results, manufacturers’ online B2B trade increased by eight percent, which is twice the rate of the overall four percent increase in all industries for the same period. For context, that puts manufacturing on par with retail as the two industries with the most digital growth amid the global health crisis. This is especially notable because as of last December, U.S. manufacturers’ online B2B trade volume lagged behind all other industries except construction. As you’ve heard me say before, digitization is beyond important and critical to the success of SMBs, so this acceleration is indisputably positive and worth exploring.
In their rapid pivot to digital to cope with the challenges of the global health crisis, more than two-thirds or 68 percent of manufacturing businesses—of which 98.6 percent are small businesses and three-quarters have fewer than 20 employees—are demonstrating incredible resilience and gaining confidence, even hiring new staff to support online trade, compared with 56 percent overall.
Forbes Spotlight: NYC Manufacturing Goes DigitalNowhere is this grit more evident than in NYC, the city I’ve called home since I was born and one of the first to contend with a surge of the coronavirus. I’ve been spending a lot of time with owners of SMBs here, and am witnessing firsthand the insights and lessons of going digital today, which I am eager to share broadly to help inspire and empower other manufacturers who would benefit from such a move.
Recently, I spoke with Curt Anderson, a B2B ecommerce expert at B2Btail and author of “Stop Being the Best Kept Secret: Manufacturing eCommerce Strategies,” who summed what’s going on: “2020 has created a greater sense of urgency for digitization. The one word to take away is resiliency—the entrepreneurial manufacturing spirit is still alive, and people have come back with a vengeance. People are making that digital shift across the whole country.”
It’s a shift all companies are well advised to make to contend with Covid-related challenges, but also to reap an array of benefits.
In the Brooklyn Navy Yard, Michael Bednark, Founder & CEO of Bednark Studios, a vertically integrated custom fabrication company, found a solution to reaching customers digitally. Bednark told me: “When Covid hit, more than 70 percent of our business disappeared because our business relied on large gatherings and in-person events. So we pivoted to face shields—even though we’d never made a product before. We ended up getting a contract with NYC to create more than a million face shields. We were also tasked with helping bring NYC back to normalcy with Uber and Lyft car dividers. I realized very quickly that we needed to be able to better communicate with our customers, so we built a website using SquareSpace, then marketed through Instagram and Facebook, and built a scheduling app. Within eight days, we were getting 300 orders per week.” Bednark’s story saved his business and illustrates how critical it is for analog small businesses to digitize—of course, ideally before the situation becomes dire.
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Survival is definitely not the only benefit of digitization. “Finding leads is our biggest challenge,” said Bednark. “Finding marketplaces where you can get more reach is huge. We do some business in Canada and Mexico, and we’re also working with city governments trying to figure out how they can Covid-proof public transit.” Bednark is not alone. According to the latest Alibaba.com survey results, cross-border business has increased in importance for B2B companies, with international trade now making up an average of 25 percent of their business—that’s an 8 percent increase from 17 percent last December. The shift to digital helps drive more cross-border trade, allowing SMBs to sell anywhere, anytime.
“I’ve spoken with so many manufacturers over the years, who would tell me that they’re the best kept secret. I would tell them no, don’t be a secret!” said Anderson. Being a secret isn’t good for business. Leveraging digital to gain greater visibility and access in the marketplace leads to more leads, more sales, more growth. “Before the pandemic, manufacturers always asked why do I need to be online, why do I need a LinkedIn profile? I’m seeing manufacturers today understand that they need to move to the how—how do we go digital? They understand now that ecommerce is a 24/7 sales opportunity.”
Here’s the “Why?” Because digitization is no longer a nice-to-have, but a must-have for companies in every industry. In the words of Randy Peers, President & CEO of the Brooklyn Chamber of Commerce: “The most resilient small manufacturing businesses here in the borough are the ones that have upended their traditional business model and adopted new technologies and ecommerce, which positions them well for a post-Covid economy.”
To answer the “How?” and help SMBs with no online identity scale their business, there are a number of organizations and resources available.
- National Association of Manufacturers, the nation’s largest advocate for manufacturers, offers a series of pre-recorded webinars covering topics ranging from resiliency to keeping employees safe and well to integrating technology as well as state-specific resources to help manufacturers stay on top of ever-changing policies and regulations amid Covid-19.
- IndustryWeek, a leading manufacturing trade publication, is hosting an upcoming virtual event, The Future of Manufacturing Is Digital, from November 17-18, which will cover digitization of industrial companies.
- B2Btail, an online resource of ecommerce insight from Curt Anderson, has a list of services to get your ecommerce journey started. B2Btail also hosts weekly interactive workshops to help companies dive deeper into their ecommerce strategies.
- Brooklyn Chamber of Commerce is hosting an upcoming webinar, “How to grow your business on The Brooklyn Marketplace,” on November 19, 2020 where you’ll learn how to get your business online and how to use digital tools to promote your products or services.
- Alibaba.com recently created a program called the Digitization Sprint for U.S. Manufacturers, which is designed to accelerate the digitization of online marketing, selling, and sourcing to ensure long-term success. We’re working with the Brooklyn Chamber of Commerce, Brooklyn Navy Yard, ecommerce expert Curt Anderson and other collaborators to offer this four-week masterclass in getting digital and going global to qualified manufacturers at no cost.
Winning Product Alert – Sell This Sushi Maker This Christmas! [Full Ad + Store Review & Tips]
submitted by mydreambusiness to Dropshipguide
At first I thought maybe it was advertised at the wrong time? Or maybe the target audience picked by the original seller wasn’t the best? After checking out the ad and the store, I realized the seller did some pretty big mistakes that hurt his sales.
So for this week’s article, I decided to review the ad + store to show you exactly what went wrong AND how can you upgrade it all to get this product selling for you this Christmas.
1. The Ad
The product page:
The first thing that bothers me is the lack branding… It would’ve looked so much better if they just fake branded the product by using their store name or just a random name. Instead of just “Sushi Tool Set”, a better name could’ve been “Perfecto Sushi Tool Set”.
Make sure to be a bit more creatives with your product names the next time you sell an Aliexpress product.
Other than that, the description looks great and they got everything covered. They have great product pictures and stull like trust badges(which are a MUST) can be seen on the product page. Even the guarantees are there and this is something a lot of dropshippers forget adding to their product page.
But there’s a big NO-NO mistake they did here when they decided to skip on the review section for this product.
You have to understand that adding reviews to your product page is an absolute MUST because people who shop online rely a lot on reviews. A consumer review survey conducted by BrightLocal showed that the average consumer reads 10 reviews before able to trust a business.
Don’t be lazy – A few clicks and the reviews on the Aliexpress page can be imported to your store:
If you want to get more sales, then boost your average conversion rate by showing product reviews.
Another mistake, which some people won’t agree with me here, is keeping the “you may also like” product suggestion feature active on your product page:
When I’m selling stuff online, no matter if it’s a general store or a one-product store, I want to make a sale as fast as possible. This means I do my best to keep my customer focused on that single product I was advertising on Facebook.
My plan is to convert my visitors as quickly as possible without any interruptions. In order to do that, I disable features like product suggestions so my customer doesn’t waste his time browsing different products.
It’s important to understand that we’re not Amazon – The chances of a customer coming to our store, adding a bunch of products to his cart, and then checking out is very low. In most cases, he’ll just browse a bunch of products and forget why he was on your store in the first place…
What I liked the most:
I liked it that he named the sushi set deluxe which makes the product sound more high quality, and the sushi set quantity discounts to increase his AOV(Average Order Value). He didn’t use a quantity discount app for this – He manually created 4 new variants and priced them accordingly.
He decided to go with free shipping only on the 5 set deal which I think is a mistake as he could get much more sales if there was free shipping already on the first set. Instead of $24.99 + shipping, $29.99 + free shipping would’ve sold much better.
If you’re not sure about the price, you can always A/B test it – Duplicate the existing product page for the product you’re selling and make the change you want(like price, discounts, etc). Then when launching your campaigns, make sure you have another ad that points to the duplicated product page. Compare the results and keep the best one active.
The Main Page:
There’s not really much I can say about the main page… The logo is just a font, there’s this banner with a random code in it, and some products + product collections displayed. It’s a perfect example of a general store that drives traffic straight to a product page.
We do the same exact thing for our general stores too but we give a bit more attention to our store than these guys. A better logo is a must here and the banner needs to be replaced or better just removed from the front page.
Even if you drive traffic straight to the product page, a small portion of the customers will still visit your front page to see if you’re legit and to read some stuff like your F.A.Q. So invest a bit more time into making your front page look better and make sure to have all the necessary links & pages.
It looks like they have it all on their store but I don’t see a tracking page. I think that in 2020, a tracking page is a must have on every dropshipping store to make your customer feel safe ordering from you by showing them you actually deliver. It’s also easy and free to have one on your store by simply installing one of the free tracking apps found on the Shopify App Store.
3. The Checkout
The Contact Information page:
Standard contact page with that bad logo on the top again – As always, I recommend having a normal logo on your store and adding trust badges to your logo on the checkout pages. Your customers will feel much safer to buy from you if they see a logo like that on your checkout pages:
Some customers don’t like giving out their personal phone number, so insisting on that can make you lose sales. I can understand a situation where a store owner has a plan to use SMS marketing to get more sales from his existing customers – In this case, and if you have a good SMS marketing plan, losing a few customers is worth it because you’ll be making much more money from the ones who gave you their numbers.
But if you don’t do that then why force your customers into giving their personal phone number? Let your customers decide if they want to leave their phone or not… In my experience, all packages arrive safely with or without a phone number.
The worst case-scenario – An attempt was made to deliver the package but no one was home so the delivery guy left a note saying it’s in the local post office or he will retry later. And there’s a phone number the customer can call to get more details.
The Shipping page:
If you’re offering expedited shipping options, then you must let your customers know how much time it will take. I guarantee that most customers don’t bother checking the shipping page on your store, and even if you wrote it on your product page they already forgot about it.
Treat your customers like you treat small children – You have to chew up everything for them because they will keep asking the same questions again and again.
If there’s a FREE SHIPPING deal on your store, then you must display it everywhere: On the announcement bar, the product page, the product page title, the cart page, and checkout pages.
If there’s an expedited shipping option, then you must display it on the shipping page(information), product page, and checkout page(checkout: shipping section).
The Payment page:
It looks like they’re only accepting PayPal which is fine and we already had good working dropshipping stores running on PayPal only. My only advice here is to let people know they can checkout as a guest with their credit cards without having an actual PayPal account.
This should be added as text on the Payment page right after the “All transactions are secure and encrypted” text, and you should also mention it on your product page.
To Sum It Up:As you can see, this product wasn’t advertised the best way possible – There were a lot of tiny mistakes that definitely hurt their sales, and some big mistakes that made them stop advertising this product. All this leads me to believe the product hasn’t reached a fraction of its full potential.
So if you’re looking to make sales this Christmas, then get to work by creating a better ad, a better store, and start selling it now!
Good luck 📷
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