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Why Your Online Store Should Have a Theme (and How to Pick One!) Banner

Why Your Online Store Should Have a Theme (and How to Pick One!)

By Jimmy Lamb

It’s really difficult to try to be everything to everybody, and when it comes to an online store you could easily end up looking like a yard sale rather than a professional enterprise. Themes are a good way to avoid that!

Focusing Your Store Theme on Niche Markets

One approach is to think about niche markets. For example, firefighters, boaters, race cars or hunters, etc. That would mean your product line was targeting a specific market with designs and merchandise that appeals to that market.

The advantage of this is that you can really home in on the likes and dislikes of a specific group of people, which increases your chances of making a sale. In addition, your marketing messages via social media, emails, etc. go towards a targeted market rather than a miscellaneous group of people who have no interest in what you are selling.

This also allows you to create “crafted” promotional campaigns that really engages your customer because you know “who” they are. In addition, it makes it easier to find them because you have your eyes on a specific group of people. And once you engage properly, those customers will tell other people in their market about you.

Go to the GO Expression website and take a look at Patriot Krafts. This site is targeted to first responders in the medical and public safety fields. It has a narrow focus to a very specific audience. As the owner adds more products and images, this could become a very powerful business model.

For some of you that may sound very limiting, as you want to sell to the whole world. Nothing wrong with that aspiration, but there is another approach to themes that might work for you.

How to Focus on Other Types of Niche Markets

Niche markets don’t have to be micro-markets that focus on a certain group of people. Rather, your niche could be gifts and/or personalization. This gives you a broad reach, but still keeps your store within certain parameters so that it’s clear what your business is all about.

Go to the GO Expression website and look at Crazy Kudos Creations. The seller has created their own “messages” that appeal to a wide-ranging audience.

At first glance it might not seem like there is a focus, but there actually is. This GO Expression site is for an audience that likes to “make a statement.”

You will also see that there are groups of designs that focus on specific audiences within the greater audience. In essence, this store has multiple themes that are well defined. Think of it as a department store – multiple related products in separate groups under the same roof.

Make Sure Customers Understand What Your Business is About

Regardless of which direction you go, make sure that potential customers understand what your business is about. Internet shoppers tend to browse through sites really fast. If they don’t see something of interest, then they will probably move on. Thus, your store has to have a clear message about the content and exciting images and products. You would be better off to have a dozen unique and eye-catching products than one hundred miscellaneous items.

Another point to consider is multiple stores on GO Expression. This requires multiple Sawgrass accounts, but it doesn’t cost you anything. This allows you to build stores that are targeted to certain groups. Perhaps one is all about personalization, while another is dedicated to the equestrian market. As an entrepreneur plan your sites out carefully so they drive in business rather than create drive-by viewers.

Look to Inspirational Sites and Take Notes

Your homework is to visit lots of GO Expressions sites and see which ones have the most appeal to you. Pay attention to the details of the page. Is there a logo? Are there social media links? Is there a description of the business that tells you who they are and what they do?

Look at the products. Do they have a theme? Do the descriptions inspire you to buy or are they just the default product details? Do the prices fit the product? Consider the perceived value and the price: I see a lot of people under-valuing their work.

Play the role of the customer and write down your initial thoughts on each store you visit. This will help you organize your thoughts and decide how to best theme your GO Expression store.

Learn more about GO Expressions at the Sawgrass Academy.

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