6 Steps to Attracting Black Customers Online

by Jamila White, "The E-Commerce Diva"

In the rush to keep up with technology, many African-American business owners are so busy trying to add the latest bells and whistles to their Web sites, get to the top of the search engines, and learn the latest database technology that they often forget this simple fact: people do business with other *people*, not computers. Understanding the importance of relationships is key to attracting African-American buyers online. Here are a few practical tips to getting Black customers to buy more from your Website.

Step 1: Make a personal connection... put a face on it.

Adding photos of realistic-looking people to your Web site will increase your sales. Photos jump out from a page, so even if someone just skims over the words, the photo will create a lasting impression. If you don't have photos of your actual employees or customers, use stock photography.

Here are a few of my favorite sources for photos:

o FotoSearch: http://www.fotosearch.com

o Getty: http://www.gettyimages.com

o Corbis: http://www.corbis.com

Royalty-free images start at around $19-35 per image and are much less expensive than rights-managed images. If you have a bigger budget, you can purchase CDs with entire collections of African American stock photographs and illustrations.

Step 2: Establish trust.

When you walk into an establishment, you usually can tell right away if you feel comfortable doing business there. You can see if the place is clean and well maintained, brightly lit, and whether someone friendly is available to greet and help you. On the Internet, your Web site has to do all the talking and all the handholding. If this is a potential customer's first visit to your Web site, they may be uncertain if you're a legitimate business and if they can trust you.

There are a number of ways to alleviate these fears and give your customers peace of mind. First, provide full contact information -- including a telephone number -- on your Web site. Second, show a picture of your location and employees, if applicable. Third, if you are a member of any professional organizations, such as the Better Business Bureau and/or professional trade organizations, this is a great time to display your membership logos. Most importantly, display quotes and testimonials for your current happy customers to show how what great quality products and service your company provides.

Step 3: Use the "word of mouth" network.

From the griots of Africa to barbershops and hair salons to the chat rooms on BlackPlanet.com, at the center of African American culture is the oral tradition. Use this ready-made network to your advantage, and give people the tools to tell their friends and colleagues about your products. A greatway to do this is with an instant "Tell a Friend" button on your Web site. Constant Contact (see Step #6) includes this service as part of it's e-newsletter management program.

Step 4: Network with other Black Web sites.

One way to jump-start the flow of traffic to your Web site is by recruiting customers from other high-traffic sites. You can buy ad space on a well-trafficked site that also attracts a high percentage of your target market. A cheaper alternative is to swap ads with a business that offers products or service that complement, but don't compete with, your own offering. For example, if you offer Web site design, look for someone who offers Web site hosting or network services. This strategy can work both with ads on a Web site, but don't overlook swapping ads in each business' promotional e-mail newsletter. (NOTE: Do *not* swap customer databases or lists of email addresses unless you have specific permission from your customers to do so.)

Step 5: Give your customers a reason to act now.

How many times have you visited a Web site and thought to yourself: "What a great product! I'd like to buy it, but I think I'll come back later." Did you actually go back and buy it? Perhaps not. Help your customers make their decision today: make them an offer they can't refuse. For example, use promotions like "limited time only", "this week only", "act today and take $10 off," etc.

Step 6: Keep in touch.

Remember, it's about relationships. Did you know that customers who buy online usually do so on the fourth to eighth visit to your Web site, and not the first visit? So you'll need to come up with a strategy to get them back to your Web site a second, third, and fourth time. The easiest, simplest, and cheapest method, hands down, is an e-mail list. It isn't enough just to collect e-mail addresses on your Web site and at your vending events -- you have to actually *write* and *send* messages to the list! Strive to get your newsletter out at least twice a month, but if you're just getting started, do quarterly, then build up to monthly, and then build up to every other week.

Here are a few e-mail list services I like:

o Aweber: http://www.aweber.com/?203887

o Constant Contact: http://www.roving.com

o YahooGroups (free): http://www.yahoogroups.com

Essentially, what successful online marketing boils down to, regardless of ethnicity, is relationships, relationships, relationships. Find meaningfulways to connect with your customers, and they will not only reward you with their loyalty, but they'll be happy to spread the word about your Web site as well.

© Copyright 2004 Jamila White. All rights reserved.

ABOUT THE AUTHOR:

Jamila White, "The E-Commerce Diva", is an Internet Strategist, Web Designer, and E-Commerce instructor in the Washington D.C. area. For a FREE subscription to her "Sell More Online" e-newsletter, go to http://www.ecommercediva.com.

[NOTE: You are welcome to "reprint" this article online as long as it remains complete and unaltered (including the "about the author" info at the end and the copyright notice), and you send a copy of your reprint to info@jamilawhite.com.]

---

E-Commerce Is Back On The Fast Track

How much holiday shopping did you do on-line this year?... Read More

E-Gold

E-gold is a digital currency, used extensively on the Internet... Read More

Electronic Commerce Tax Jurisdiction and Principles of Permanent Establishment

The principle of "permanent establishment" is very important for avoidance... Read More

Bringing the World to Your Door

According to Internet.com, by the year 2008 nearly 30% of... Read More

Home Sweet Home Page

"Your home page is the world's introduction to you and... Read More

Your Affiliate Web Site Is Built ? Now What?

When I first got my web site built, I thought... Read More

Grow Your Business Using B2B Emarketplace ? Part II

Selecting the right emarketplaceAlthough, IT spending has been staying flat... Read More

What You Must Know About Selling Online to Europe

The European market is a multi-billion $ sector which you... Read More

Google Catalogs - Old Gashioned Mail Order Meets High Tech Search

In addition to Google's Froogle shopping service (still in beta),... Read More

How Measuring Key Performance Indicators Can Improve E-Commerce Strategy - Part Two

Why time spent on your site is importantAll websites regardless... Read More

E-commerce: Is It Right for You?

The birth of the Internet and the mass availability of... Read More

How to Start a Business on the Internet

So you want to start a business? Good for you.... Read More

Writing Web Pages: Get To The Meat Faster

Much of my consulting work comprises writing 'Outside Opinion' reports... Read More

Selling From Your Website

Greetings!Friends and relitives ask us all the time " How... Read More

Cheap Cigarettes, Discount Tobacco and Cigars Online - Is It Legal?

Many people online today still believe that buying tobacco products... Read More

Online Customer Service - The Cornerstone of a Successful Online Business

Online customer service is still one of the most frequently... Read More

How To Sell Websites Fast !

This article will explain in depth the steps needed to... Read More

Website Marketing: 10 Resourceful Things You Can Do With A Product That Doesnt Sell

Do you have any product that has not been moving... Read More

The Internet and Customer Care: Aid or Anarchy?

It was reported in 'Marketing' magazine this month, that Britain... Read More

How To Prevent Your 3rd Party Merchant Account From Suspension

What would you do if you were sent an email... Read More

Distinguishing Features of E-Commerce

E-commerce offers customers the chance to eliminate many stages in... Read More

7 Must Have Scripts to Look for When Shopping for E-commerce Hosting

When shopping for e-commerce hosting there are a lot of... Read More

eCommerce Software Solutions

All of the long, grueling nights and an unknown number... Read More

E-marketplaces from Sellers Perspective

What is an E-marketplace anyway?E-marketplace is a business to business... Read More

Six Components Of A Good E-Commerce Site

Businesses, which are still sitting on sidelines and not doing... Read More

The Essential Christmas Web-store Makeover

Ten great tips to turn online holiday shoppers into eager... Read More

Is It Easy to Build An E-commerce Web Site?

--Online Commerce--E-Commerce website is all about selling products and services... Read More

The Check is in the E-mail

Have you ever had someone who owed your business money... Read More

Top Ten Qualities to Look for in an Online Pharmacy

As you may have noted, there are thousands or even... Read More

Merchant Account Insider Secrets - Accept Credit Cards Online

The process of learning how to accept payments on the... Read More

A Beginners Guide To Setting Up A Successful Online Store

A beginner's guide to setting up a successful online store... Read More

Get Out of The Way

Get out of the way and make it easy for... Read More

Overcoming Frustration with Technology

For whatever reason, when we get a new boost in... Read More