It’s every online retailers dream – free national television coverage of one of your products. So what happens when you sell out within hours? If you want to maximise your sales you’ll have to be ready to act quickly.

This exact scenario played out for Rebecca Thompson recently when Emma Freeman read the Today show’s weather in one of her frocks. She loved the dress so much she gave Rebecca a free plug and her website traffic and sales went through the roof.

Selling out within hours

Rebecca says “It was and is still, an overwhelming and amazing online reaction to a product."

"The website traffic that day was at a high like we had never experienced before. RT and August, the designers of the Rebecca Thompson site, were happily shocked by the response."

There was a moment of what do we do? And how do we handle this Mexican Kaftan frenzy?

"To wake up and have a number of texts from girlfriends telling me that Emma Freedman was on TV wearing the Rebecca Thompson Mexican Kaftan dress was one thing, and great news. But who knew when Emma was asked about the dress by the TV anchor and listed RT’s name and website details that the phones and emails would go mad at CH 9, at RT’s fashion stockists, agents and our offices."

"I never thought we would receive as many emails about the dress as we have and still are, a fortnight later. The only option was to re-cut the dress, get pre-payment so we had commitment and fill the orders."

"Rebecca Thompson’s online store The Parlour was a very convenient way for our office to facilitate & gauge the number of orders and interest."

"The site lets one view the dress style, place a repeat order, pre-pay the order and therefore we could quickly and efficiently respond to the demand - the website is an amazing tool.”

How to maximise your sales after you've sold out

Zoë Warne, co-founder of digital agency August, says this is a good tip for all businesses. If you sell out of a product you still need to be able to capture those potential customers details.

“The online shop (and her 40 odd stockists) sold out of this dress that morning. So we added in the additional "due to popular demand contact us and we're onto it..." note to the product description and the website home page, to still get people's details who were interested.”

Just because you sell out of stock doesn't mean you can't source the product a little later and fulfil your customers needs - or in Rebecca's case, take pre-orders, and once you have enough volume go back to her tailors who are making a super special run of that one dress in particular to fulfil the demand for this particular product.

"Everyone is happy - the customer, the business and the supplier, as you all get a second bite at the apple. Plus you don't lose any customers - and you maximise your profits from a promotion or activity that you know actually worked.”

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Kate Morris truly is an online business pioneer, launching her online shopping website adorebeauty.com.au in April 2000.

As the owner of Australia’s most successful hair and beauty shopping website, Kate’s experience and advice to others thinking of starting up an online business is inspiring and insightful. Enjoy and learn!

P.S. Pay careful attention to Kate’s statements about attracting customers, not driving traffic.

What was your personal motivation behind starting Adore Beauty?

I’ve always been fascinated by cosmetics and beauty products, since high school when I lived in Launceston, Tasmania.

I always hated it that most of the products in the glossy magazines weren’t available where I lived; so when online shopping first came about, I figured it would be a great way of enabling my fellow beauty junkies to get their hands on the best products.

When did Adore Beauty launch?

April 2000. We were in development for about 12 months before that.

What’s the number one piece of advice you could give other women thinking of starting an online business?

Just remember that the basic principles of an online business are the same as any other type of business.

For example, retail = selling your product to a target market for more than what it cost you – regardless of whether you plan to do this in a store or online.

Go and buy yourself a copy of The E-Myth by Michael Gerber – a must-read for anyone in small business.

What was the toughest part about getting your website online?

The hardest part was convincing the brands to allow us to sell their products.

Cosmetics is a very image-focused industry and everyone was a bit frightened of the internet back then (and unfortunately many companies still are!).

Do you have any advice about how to get visitors to your website?

We focus on attracting customers rather than driving traffic. I don’t care about visitors just for numbers’ sake.

You can spend as much as you like on driving 10,000 visitors to your site, but if none of them buy anything it’s a waste of time and money; conversely if you attract just five customers who all buy something, you are much better off!

I believe the best way to attract customers in the long run is:

• To have a product that people want;
• A site that is attractive, informative and easy to use;
• And customer service that people want to tell their friends about.

What are the three most important factors to running a successful online business?

1. Persistence. In the immortal words of Rachel Hunter, “it won’t happen overnight but it will happen” – but only if you stick at it.
2. Good customer service – because the internet makes it really easy for them to tell everyone about their experience, good or bad.
3. Having a good web developer – because the bad ones will make your life very difficult.

What is the wildest success story you can imagine for Adore Beauty’s future?

I’ve actually already surpassed any imaginings I had when I started about Adore Beauty’s success! So I plan to continue along this path, further expanding our stable of brands, and continuing to cement our position as the #1 online beauty destination in Australia. 

Visit Adore Beauty.

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I came across this interesting article about cyberbulling and your rights when it comes to what is posted on the internet.

The Marie Claire article highlights a US case involving model Liskula Cohen, a blog called skanksinNYC.com and search engine giant Google.

An article about Cohen had been posted annonymously on the blog - in order to reveal the identity of the blogger Cohen had to take Google (owner of the blog platform that hosted skanksinNYC.com) to the Supreme court.

The article brings up a couple of interesting points:

• How do you manage your reputation online and what part Google plays in this issue
• The challenge our legal system faces regarding privacy on the internet
• Highlights how essential it is to have a presence online (like a blog) that gives you a voice and platform to protect your reputation.

Read the full article here. Found via Laurel Papworth.

What can I do for you?

A little intro first. My background is in web design, development and online marketing. In fact, I created this entire website alone from scratch with my own two hands.

Starting my career as an SEO specialist in 2001 after completing a degree in New Media, I've since worked in the US, UK  and AU internet markets in web design, search marketing, affiliate marketing, domain monetisation, online strategy and more recently social media.

I write a monthly column for Australia's online business magazine - Nett and was listed on Forbes as one of 30 female entrepreneurs to follow on Twitter - the only Australian in the list.

I launched my consultancy, Dot Marketing, in 2008 after spending 8 years full time working for The Man. I work with businesses of all sizes however these days my schedule is very full.

I want to help and advise business owners who want to get online and grow their business in a "Do It Yourself" fashion.

Here's what I've got to offer you -

• 10 years experience and knowledge of working in business development online
• I know what goes into the back-end of websites and how good web design helps your business
• I know how to market websites to bring in more targeted visitors and convert them into a meaningful transaction (sales, newsletter signups, product downloads etc)
• I know how find those visitors and increase conversions through search engines, social media, affiliate marketing and more
• I know how to setup and build an email list that is win win for your business and your customers
• I know how to setup a blog and bring readers to it
• Consulting advice that costs $200/hr in a more affordable and accessible way

I could go on but that should give you a picture of what I'm offering.

Here's where you come in

I want to package up this knowledge and experience into a format that will be
a) Most suitable to your schedule
b) Most beneficial to you and your business

I've been watching the questions roll in from members asking for help - from whether you should use Wordpress for your blog or website, how much a website should cost, how to setup an email list, how to setup a Twitter account etc.

I understand your pain and want to help. I want to know what you want to achieve but don't know how to? What have  you tried that hasn't worked?

I've put together a little survey to find the best way to deliver information that will help make you confident and comfortable using the internet to grow your business.

Take the Survey

Please take 2 mins to answer 3 easy questions.

Image credit: Barca

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This website is a new venture - 6 weeks old - and just yesterday I finalised my brand message.

I've learnt from experience that it takes a few weeks (if not months) for a website or blog to find a concrete direction.

Of course you've got your business plan, a marketing strategy and drive to make your business a success - but the brand message? The "elevator pitch" that sums up the core idea behind your business?  That can take a little time to perfect. 

So what's my brand message?

"Helping women in business & female entrepreneurs use the internet to carve their own path in business and life."

It reflects what I believe in and what I want to achieve with this website.

Here's why...

Women + Business + Internet = Changing the world.

I believe that women can change the world. I believe women who use business as a tool can change the world. I believe women using business and the internet as tools will change the world.

I want to use my 10 years of experience and knowledge of online business and marketing to help make it happen.

Do business without sacrificing flexibility or lifestyle.

In 2010 there is no reason to have to sacrifice flexibility or lifestyle choices to achieve personal and financial goals.

I want to help women to feel comfortable and confident using the internet for business to take advantage of these opportunities.

It's these two ideas that give the website purpose and fuels my drive to make this website a success.

What's yours?

Now that I've shared mine - I'd love to hear about your brand message? Why are you in business?

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Every morning I look through our new member signups and check out their websites.

This morning I visited Sunny Mummy to see that it was coming soon. I was impressed by its professional appearance and the fact it ticked all the boxes a good pre-launch page should have.

• A professional look and feel for your brand
• A signup box for people to be notified of launch
• A place for people to visit in the mean time - a blog

Why should you set up a blog as part of your pre-launch strategy?

• Setting up a blog with a free service like Blogger costs nothing and allows you to start build your brand while you're waiting on your website behind the scenes
• Just because your website isn't finished doesn't mean you have to wait to start creating your content, attracting visitors and selling your products/services
• Creating a "home" on the internet means that when you start using Twitter and Facebook you have a place to send people who want to find out more

I clicked through to the blog and found the perfect of example of how to pre-launch your website.

Why is the Sunny Mummy blog is such a great example?

• The website branding is continued in the header image
• Consistent updates in a friendly tone sets the feel for the brand
• You can subscribe to updates via email or your reader - ensuring that engaged visitors can be captured for future visits/relationship building
• Twitter badge lets people connect via Twitter
• Facebook badge lets people become a Fan of your page
• Selling good quality products using a cheap standalone shopping cart helps with website building costs and starts a selling relationship with visitors before the website is finished

With its strategic approach coupled with great execution - I'm sure Sunny Mummy will be a great success and an online business to keep your eye on.

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Image credit: Ray Fenwick

For many of us it's the first official working day of the new year. Some of us will be pumped full of energy, others will find it hard to stop the sleeping-in cycle (yes, that's me).

Over the past couple of weeks I've noticed people talking about business planning for the new year.  I certainly took some time to think and plan future developments for this website and its growing community.

While there was chatter about business plans - I was most interested in two things.

1. Personal goals and
2. How business owners were going to incorporate the Internet into their business to reach those goals.

It's no secret that I'm a fan of using the Internet for business - it's central to all of my business plans and the strategy I'm using to achieve my personal goals.

What Internet activities are you planning for your business?

What I'd love to know is what are your online business goals for 2010?

Are you taking steps towards getting your first business website up and running? Planning a website redesign? How important are platforms like You Tube or Facebook to your marketing strategy? Looking into ecommerce?

Would love to hear your thoughts.

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Angela D’Alton of Leeloo has just posted a great wrap up of Web 2.0 tools for indie designer businesses.

The internet and micro business is a match made in heaven. For people willing to take that step and get up to speed with these tools - you're limited only by your imagination (and hours in the day).

Angela says...

While we have all of these amazing, and mostly free, tools available, the web is certainly the biggest supporter of independent business. Until the mainstream and retail fully catch-up on all of those young and talented creative types out there, you have to make it happen for yourself. Thankfully we live in a day and age (am I my mother?) where you can do that very simply.

Pop over now to read about setting up shop, connecting (and promoting) with social media and harnessing the power of a Web 2.0 world. Giddy up!

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Much loved stationary retailer kikki.K have launched a new website.

The new design brings it up to date and showcases their products beautifully.

What you think? I love it. 

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Leo Babauta from Zen Habits has put together this great guide to making a living from your passion.

We are all about living a life that is true to your passions - this guide offers practical advice to profit from what you do best (or want to). 

Here's the summary

1. Learn (you've got to know your ****)
2. Do (get amongst it)
3. Get amazing at it (keep learning and doing)
4. Start charging (this isn't just for fun remember)
5. Keep improving (so you can charge more)
6. Build income streams (that's right - if you want to earn a living online you need more than one)

Keep your costs lower than your income, dedicate your time to fulfilling these steps and you'll make your dream of earning a living from your passion a reality.

You might also want to check out the previous post - The short but powerful guide to finding your passion.

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