Online shopping soared through the roof in 2020 and all predictions indicate it will continue long after lockdowns and social distancing are faint memories. Many customers love the ease and convenience of ordering online, the perks of curbside pickups or home deliveries, and shopping according to their schedules.

Still, when you're selling something as delicious as tea, luring consumers back into your shop or team room has a decided advantage over online shopping: you can share the intoxicating smell and wonderful taste of your teas.

How can you bring in more customers into the store or increase their online buying? The simple answer is: Speak to them where they are on social media and on your web site.

Update Your Website

If you take away only one suggestion from this article, make ordering EASY. For example, you never know when someone will check your web site, so let it work for you 24/7. Make it interesting to read and make buying simple. Power your site for easy, intuitive navigation, update frequently with fresh copy and visually appealing art or photos and a provide a shopping cart system that’s a no brainer.

You’ll find that taking the time to update regularly, at least monthly or more if you have changing inventory of teas, tea products and services from catering to party planning.

And, make room for sale items, too. It’s a great way to make room for new inventory and everyone loves a bargain.

Web Site 101

No web site? You can start with free web site generators or, better yet, get a design pro to create one you can manage. Some of the staples you need on your web site are photos and copy of your main product categories (teas, teapots, teacups, tea brewers, accessories, gift items, packaged or fresh foods, and services like gift baskets, delivery, catering or party planning, among others.) Feature two or three on your home page, then direct traffic to other pages with different categories.

Again, make buying easy with a good shopping cart app, note the ways you accept payment (check, credit card, digital wallets) and list your email and phone number for any questions about orders customers may have. And, of course, add an education page highlighting artisanal teas, general how-to information on growing, harvesting, brewing, and serving, to match your customers’ needs.

Do add a page “About” to introduce yourself to new customers that elaborates on your shop's history, how you came to tea, and introduce your star employees. The topics for a web site are really endless, but the objective is always the same, to be informative, interesting, and an enjoyable place to buy teas from people who believe customer care is an essential for doing business.

P.S. Before you push the “publish” button, ask at least two people to test run it for glitches in links or other common goofs like misspellings, incorrect grammar or errors of sizes, prices, or colors. The more professional your web site looks, the more credibility your business has.

Connect, Connect, Connect with Social Media

Whether you’re a veteran or newbie, it's always a challenge to determine which social media benefits your business the most. The answer? Ask your customers how they like to learn about your teas and services. You may be surprised who is totally hip to Twitter and Instagram, and who wants only a text or postcard. So don’t guess, ask. (Hint: age is no longer a factor. Some teens love artful mail and some seniors love tweets.)

Once you’ve determined one or several media platforms, hire the best social media talent you can afford to develop a program that reflects your inventory and services. Remember, you want to incorporate this on a regular basis not just “when you have the time.” Make it a priority, a specific budget item, and your investment will pay off royally.

We’ve mentioned texting and Twitter, however, do explore Facebook Pages, bloggers and vloggers (print and video respectively) who position themselves as Influencers in your community. They are primed to promote your exclusive teas and brewers. Pinterest is pushing ahead of both Facebook and Twitter to capitalize on trends so consider that flexibility with your social media helps to grow your business.

It is critical in all platforms that you use, to put all the icons of the key social media you use on everything you produce, from web site to signage, from Facebook page to your Instagram account.

Never allow a customer to “guess” how to find you. Make it obvious! Don’t forget the old standards of telephone numbers and emails. They might not be so hip, but they get plenty of use, especially when customers have questions.