You may have the best of the best in your product lineup but if your message isn’t on point, or isn’t even getting in front of your target market, your ecommerce business won’t grow. Here’s what we recommend to find -- and reach -- your ideal customers.
Put your customers first
Authenticity can’t be faked, and social proof is powerful. Use photos of real people using your products, not just posed professional shots. What are your customers saying or posting about your products? Showcase testimonials and reviews prominently on your site, and, if you haven’t already, follow up with a thank you and a short customer survey. These are the people who are using -- and recommending -- your product to their networks, so why not get to know them a little? Knowing what they do and like will help lead you to find others like them.
Reach more people
Keep track of your analytics on social media, and use them to improve your digital marketing reach. An easy hack is to find out which post got the most engagement last week, and promote it.
You can also automate your social media posts with apps like Hootsuite or Later. These are great tools for implementing your content strategy: you’ll be able to keep it all coherent, save time and reach new audiences at different times of day. However, don’t forget to be aware of what’s happening in the world; you may need to pause, re-order or remove scheduled posts.
Branded packaging, though not digital, deserves a mention as a marketing tool with incredible potential throughout its entire lifecycle. From shipment, to delivery, to unboxing then curbside recycling, it puts your brand in front of lots of prospective customers. A unique design (in a sustainable package) can have an impressive reach.
Check your messaging
Motivational speaker Simon Sinek said, "People don't buy what you do, they buy why you do it.” On your website and in your next social media post, tweak your wording to show how you make your customers' lives better, not simply what your product does.
As mentioned above, always review your advertising and marketing copy to ensure that it's sensitive and relevant during challenging times. On top of that, whenever possible, tailor your messaging and tone to each social media channel; don't just copy and paste content.
To sum up, know your customers, extend your reach, and make sure your message is the right one. And here’s one final tip for the road: check your marketing copy for I and MY vs YOU and YOUR, then put the focus where it belongs: on YOUR customers.
Able Sense is a Shopify Plus Partner.
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