Six Steps to Attracting Black Customers Online

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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 great way 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:

Essentially, what successful online marketing boils down to, regardless of ethnicity, is relationships, relationships, relationships. Find meaningful ways 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. Reach her on her Web site, http://www.ecommercediva.com.

 

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