Here are some of the things that the big online retailers don't want smaller competitors to know that they're saying behind your back:
"We're concerned that you can look just as big as us online"
Think about it – for all the time, money, resources, and energies that go into the website of a large online retailing operation – they still have most of their traffic landing on their home page. It's the same with you, the small online retailer. When a potential online buyer looks at your home page, they can easily think that you are much larger than you really are. How do you tell the difference between a one-person operation, a ten-person operation, or a large retail site? It's hard – even for professionals. One key point here: make sure that your home page design and layout measure up to the current standards of professionalism in the industry today.
"You might be better at reaching a niche audience"
Giant online retailers need to reach giant audiences in order to achieve their sales goals. For the most part they aren't even interested in a smaller niche audience. Large online retailers are looking for search terms and advertising buys that will attract the largest possible pool of potential buyers to their site. You, on the other hand, can be far more selective in your choice of products offered, keywords targeted, and where you choose to advertise. In addition, you can select target audiences who may purchase more expensive products in smaller volumes, or who will be much more loyal buyers and repeat purchasers.
"We can't deliver personalized service like you can"
Similarly, the larger the company, the harder it is to give truly outstanding and personalized service. As a small online retailer, you can actually get to know your customers. In fact – you must get to know your customers in order to keep them from straying to a larger competitor with lower prices on the same items. There are so many different and unique ways to really embrace your buyers! Here are a few: send an extra special little gift each time someone buys; collect your buyers birth dates and send them a birthday present on that special day; keep their information in a special place so that when they contact you they get a personal response in the fastest possible time; note buyer preferences and send them a personalized note informing them of new products that are of interest to them. You can think up many more ways to give personalized service for your site if you spend some time pondering it.
"You can rank higher in key search engines than us"
Some large retailers have a great search engine marketing and search engine optimization strategy – many do not. A great leveler of the playing field with regard to online buyers is your search engine presence. You will gain market share at the expense of the large online retailers if you rank higher than they do on key search terms at key search engines. Make certain that you understand and implement professional search engine marketing strategies. Study search engine optimization techniques. Understand paid inclusion programs. Gain expertise in pay per click marketing engines such as Google AdWords and Overture. When buyers use search engines to look for your products and services make certain that your results are visible – whether in paid or organic listings.
