Do you have an eCommerce? Reassure your customer with a series of messages and actions, inside and outside your eCommerce site. Here are 4 actions needed to get started
For your eCommerce to be successful, you need to keep 4 essential actions in mind. Without these 4 fundamental actions, your project would move a little blindly, leaving more or less your chance of success with eCommerce.
To be found, to stand out, to meet a need
First and foremost, your eCommerce must be part of a larger digital communication project. Through a digital communication strategy, you have to select your target and communicate with him. You must “reassure” him with a series of messages and actions, and you must do it both inside and outside your eCommerce site.
Outside the eCommerce site? Sure. You must reassure your target on social media, on Google, in places where reviews are made, in advertising campaigns.
But what does “reassure the user” mean? What “messages and actions” do you put in place?
BEFORE THE ECOMMERCE
Premise: if you have decided to develop an e-commerce for your business, it is necessary to carry out primarily a strategic evaluation activity, the results of which will establish as objectively as possible whether it is advisable to start an e-commerce, with what modalities, on which products or services, who to contact, why they should buy, etc.
The strategic evaluation is often overlooked, in favor of the super-rapid implementation of the eCommerce site, which is immediately operational. But, contrary to what many think, “Developing the site” in e-commerce is just the latest in a series of steps, and it’s not even the most challenging, or the most expensive. Dealing immediately with the site, leaving aside the necessary preliminary assessments, leads to huge errors, and has always been one of the main causes of failure of eCommerce projects.
To guide you in the initial steps of starting an eCommerce, contact a business consultant, a digital consultant or a web agency specialized in e-commerce. If you want, download for free and read my ebook “Digital communication for small business”, and find a brief guide on how to start e-commerce for a small/medium company.
1. START THE SOCIAL MEDIA CHANNELS
If you have opened an eCommerce, you must also start a social media channel. Or you need to launch multiple social media channels. It is a question of adherence to normality; any established e-commerce system keeps at least one of the most important social media channels active (Facebook, Instagram, YouTube, Twitter, Pinterest, Linkedin), above all to allow modern and familiar ways of contacting your customers.
IF YOU HIDE YOURSELF, THEY WILL FAST TO LEGED LEGS
By the way, don’t even think about opening e-commerce (perhaps thinking of a kind of experiment) without clearly communicating on the site who you are, where you operate, address, telephone, email and, precisely, a well-manned and updated social media.
If you open a new eCommerce, and nobody knows your brand yet, the first thing a user will do before buying from your site will be to check who you are, where you operate, where you ship, address, phone, email, support and guarantees of return. If it does not find any of this, eCommerce smells like a rip-off, and the possible customer will run away like hell.
Then open at least one social media channel, which you will keep updated with the news of your products, and whose comments you will eventually have to moderate. You can use social media as a point of assistance entry for those who have problems, responding in real time and inviting them to better specify the problem in the appropriate ways you have defined.
FIND NEW CUSTOMERS
Besides being the main façade of your reception, your social media will be the main tool with which you will get new customers; your social media channel will also be the tool that your own customers will use to speak well of you, increasing traffic to your eCommerce site and fueling sales.
Furthermore, you can also find experimental solutions: Facebook also allows its apps to sell directly from its own platform, without necessarily moving to a site.
Reassure your user: manage at least one social media.
2. CONCENTRATE ON SEO AND GOOGLE
In digital communication, your mantra must be “Find yourself”. And being found in digital means above all having an excellent positioning on Google (SEO).
How to get a good ranking of your eCommerce site on Google? Most of the energy needed to start an eCommerce you have to spend it on optimized content, product descriptions, and extensive tutorials and guides on your eCommerce site. You will be able to position yourself well on Google and search engines only if you have excellent descriptions and unique, useful and updated suggestions about your products.
For your user, finding your products easily on top of Google searches is very, very reassuring, as well as extraordinarily effective.
DO NOT COPY THE TEXTS
Don’t even think about copying and pasting your product descriptions from other sites or eCommerce. If you do, your site will be penalized by Google, and then the traffic from search engines is forgotten.
Don’t even think about avoiding writing product descriptions and leaving only photos. If you do, your products will never be placed on Google. Instead, devote energy and resources to your content and to the positioning of your site on Google – SEO.
Reassure your users looking for your products on Google: let them find you on top of Google on your themes and products
3. START A REVIEW SYSTEM
I’m sure you’ve noticed: almost anyone today, before buying anything, online or in real life, goes to check on the Internet somewhere what others are saying about the product they are buying. Search for a review. Search for confirmations. Then, it is also necessary for your project to plan to start a review system.
What is a review system? It is the set of solutions you have defined to encourage your customers (and others) to speak well of you online on the various platforms. I’m talking about a “system” of reviews because if you work every now and then to get two reviews a month from you asking friends and relatives it’s not good, you’re going too slowly.
“-10% IF YOU WRITE NOW A REVIEW NOW”
Think instead of a method that continuously produces reviews. For example, you could give a 10% discount to those who fill out an immediate positive review on Facebook, on Google MyBusiness, or on your own eCommerce platform. In this way, virtually every customer will produce a review, and your site will systematically get a better and better reputation.
Reassure your users looking for a review on your site: work on reviews.
4. START BRAND AWARENESS ADVERTISING CAMPAIGNS
There are advertisements that invite to carry out immediately, here and now a concrete operation, such as “buy this product”, or “subscribe to the newsletter”, or “leave your data”, etc. But there are also advertisements that have another purpose, the so-called “brand” goals.
Advertising campaigns with brand objectives are advertisements that do not invite a precise action, but that has the task of “reassuring”.
THE ADVANCES OF BRAND AWARENESS CLEAN YOUR CUSTOMERS
They calm your users because through their message they highlight the importance of fundamental values in which you believe, which are fundamental for the company, which inspire, and which are also very important for your customer.
They calm the user because even just noticing the constant presence of your brand in the right places where it is expected, consolidates the opinion that yours is a solid and reliable initiative.
They calm the user because seeing your brand next to other brands, or in digital places where they should be, consolidates the opinion that you are an important player like others, maybe more established. This effect that is created in the minds of your customers is called “brand awareness” marketing and is extraordinarily important.
Reassure your users: make advertising campaigns of brand awareness
FIND ENERGY TO REASSURE YOUR CUSTOMER
I recommend, therefore, to find space to place these 4 items in your plan for the realization of your eCommerce. Plan to put energy into each of these actions. Enter your energy, if you are professionally prepared and if you can, or you have a budget to complete and maintain these 4 important actions.
Thomas Klin is a professional animation producer currently working as a head of the department in Television Production Companies in Dubai. Thomas has been producing creative stuff for marketing, films and gaming domains. He has proven the experience of 15 years in this industry.