Rob passed me a great article in the Telegraph on Sunday, which I subsequently found online. The very fact that The Telegraph is profiling people running e-commerce websites and using Google Adwords is testament itself that things have gone fully mainstream.
Google - A Crutch?
The article reinforces an idea, which has been doing the rounds on the web for some time, that Google is becoming just a little too powerful. These small web-based retail companies, and many like them, may end up relying a little too much on Google to run their businesses successfully.
In fact Heather Gorringe, owner of Wiggly Wigglers, one of the companies profiled, is already resisting Google checkout:
The pluses of Google outweigh the negatives. But there is something a little uncomfortable about handing over both ends to one company. I can’t help but think about world domination.
In her favour, and impressive it is too, is the fact that Heather’s website goes so much further in developing a sustainable online business.
Niche Market
First and foremost, the products they sell are fairly niche and they are branded as an experience.
Wiggly Wigglers supplies everything from larvae and worms to straw, compost and seeds for gardeners keen to encourage wildlife in their green spaces.
Social Interaction
To re-inforce their own brand in the customer relationship, the website offers so much than just a catalogue.
Heather has a Wiggly Wigglers blog, they have video demonstrations (using Google Videos), news articles and they encourage feedback - you can even leave a voicemail on the Wiggly Voicemail. They even have podcasts.
Basically, they come across as people who are passionate about what they do and they seem like nice people to do business with. That kind of ‘branding’ can’t be portrayed with a simple e-commerce website full of products and they are managing it beautifully.
Building Relationships
What they are doing is building the relationship. Not relying on lots of advert sales now and in the future. They may encourage first time visitors in via Google adverts and then work hard to turn them into a Wiggly Wigglers customer - if not an evangelist - leveraging permission no doubt to encourage repeat sales.
If you want a good example of an e-commerce website, they have it.
The Google Pipeline
The thing to remember with any advertising, is that you shouldn’t become reliant on it. Nathan Wood from Dustbag.co.uk (also profiled) seems to have fallen in this trap:
Wood realised how dependent he had become on search advertising when he forgot to renew his campaign on Google one weekend. He returned to the office to find orders had dried up to a trickle. “We are quite reliant on it,” he confesses.
That said, Google is a great pipeline for new business when it comes to consumer-based e-commerce websites. It has made many a business and is a great way to get started. The trick is to ween yourself of the reliance.
The words ‘egg’ and ‘basket’ come to mind.
A report this week about the growth of online retail by Verdict Research, reported by the