Throughout the month of November we will be running our “SMB blog series.” While SMB traditionally refers to “Small/Medium Business,” here at Volusion it has come to mean something else: “Small Made Big.” This month we will be sharing resources, tips, stats, and inspirations to help you turn your small ecommerce endeavor into something greater- something BIG!
Getting offline publicity is a great way to establish yourself as an industry leader and bring people to your website, but what about the people who are already on your website? How do you let them know that you are a major player in your industry? You can either create a page specifically dedicated to your appearances in the press (television, magazines, awards, etc.) or you can tout it right on your homepage!
The approach that you decide to go with will likely depend on what kind of offline publicity your company has received, how many public appearances your company has had, and how important that publicity is to your ability to sell your products. Below are examples of some Volusion customers who have gotten big publicity. Let their use of offline media online help guide your decision as to how you will handle your company’s media appearances on your site.
Separate Press Tab
In GoKalyx’s press tab they feature Kalyx founder Kimberly Cayce’s appearance on ABC’s Shark Tank, and a write up in Business Week’s small business section. This offline publicity lends itself well to being featured in a separate media tab because while they brought significant traffic to the site, knowing that a company’s founder went on a tv show to pitch her business idea does not necessarily make someone more willing to buy an ultra athletic sports bra.
AbsolutelyAudrey’s press tab highlights that they have been featured in almost 30 national magazines (ranging from InStyle to Lucky to Better Homes and Gardens), NBC’s Today Show, the Golden Globe Awards, and numerous popular fashion websites. Due to the fact that their offline publicity is so extensive, they need a separate location to feature all of that press, because otherwise it would overwhelm and clutter the homepage.
RetroRagsCollection has a tab titled “The Buzz,” which features all of their news mentions, press releases, and downloadable artwork. By coupling local news mentions of their products with their own press releases it not only highlights all of the times they have been featured locally in Detroit, but all of the important news that they want to share with people interested in their company. This is a very cleaver move since many of their press releases are about their expansion into vintage apparel for other major cities- thereby encouraging more media exposure as they go.
On The Homepage
On their homepage TheBeerBelly has a section titled “In The Spotlight” featuring links to their appearances everywhere from Sports Illustrated and Maxim to CNN and The Washington Post. By having these offline media appearances right on the homepage they are instantly appealing to many different types of men and legitimizing their product.
RazberriConfetti’s homepage has an image that says “As Seen In” with an image of the Seventeen magazine that featured their bracelets, which then links to the product page containing those bracelets. Featuring their offline press on the homepage is important for the products that they are selling because being on top of the newest trends is important to their target market of young and teenage girls. By having the Seventeen magazine reference in a place that is hard to miss, they are establishing their site as a cool, hip place to shop, thereby encouraging girls to stay on their site and shop.
Now that you have some ideas for organizing your company’s offline media appearances on your website go ahead and get started. Remember, if you need an outside opinion, you can always consult our forums.
Are you ready to add your media appearances to your homepage? Get your homepage professionally designed!
Thank you to everyone who joined us for our November SMB blog series! Hopefully the information that we were able to pass on will help you to grow your small business in the years to come! Keep an eye out for the next series we will be starting “Holiday Live Blogging.”
-Kate Pierce eCommerce Specialist