Managing a store is hard. And managing an ecommerce store can be even harder, if you seeing the reach and engagement that all e-shop owners and ecommerce managers strive for. Whether you’ve just launched your business or are an ecommerce titan, here are four best practices to keep in mind as you continue building your e-shop.
1. Meet your customers where they are.
In order to meet your customers where they are, you must first have a strong understand of how and where they like to spend their time outside of the context of purchasing and using your product. A key mistake made by e-shop owners or even more veteran ecommerce companies is being on a marketing channel simply to be on it. This means that companies are producing content for Facebook so that they can have a Facebook page, but not understanding exactly what their audience is looking for when they visit or browse their page.
How to do it: Spend some time understanding all the buyer personas that make up your customer base, and dissect their consumer behavior. Put yourself in the consumer’s shoes and walk through their mindset when scrolling through Facebook or receiving an email. This way, you avoid the bias of pushing content, product, or ads just for the sake of pushing it.
2. Treat every touchpoint as a storefront.
Your website and social channels should not only showcase the products or new lines that you have, but also inspire your followers to picture how they can use your product … and ultimately, purchase. Your brand has an identity of its own, and this identity is brought to life in all of the ways that you connect with your consumers. In the age of digital and social, your storefront is no longer just the front of your website or shop. Your storefront exists across every possible communication point you have with your customer, because that is an opportunity for you to engage and convert.
How to do it: Make sure your voice is authentic, and craft a deliberate outreach strategy for each of your consumer touchpoints. This means everything from your website messaging to not only your social page page content but right down to how you communicate with questions that you may receive through direct messages. Just as every like and comment is valuable information indicating interest for your brand, even more so are the direct inquiries.
3. Actively invest in the customer journey.
In order to invest in the customer journey, you must engage in a conversation with your customers. And no, monthly newsletters don’t cut it. In this day and age, consumers are more savvy than ever before. It is easy for consumers to distinguish between the sales-y and the authentic. Regardless of the product or service you are selling, it doesn’t hurt to apply the 80/20 rule when it comes to engaging with your customers. This means 80% value-add, and 20% sales. Your customers don’t want to constantly have products pushed in their faces.
How to do it: Customers are human, just like you and me. They want to hear the story behind your brand and products, and they want to be courted. Engage them by showing them that you listen to what they liked on your page, what is on their wishlist, and what they are searching for … and then give them what they are looking for. And meet them where they met you, be it a return visit to the website, or another like on your Facebook page.
4. Repeat steps 1-3, and scale it … with messenger commerce.
Now that you know how to meet your customers where they are, treat every touchpoint as a storefront, and invest in the customer journey, it’s time to find the right resources and tools to make it happen. Most customers these days will find your brand and product through your website or through Facebook. To be effective in your ecommerce efforts, you not only need to know how to cut through the noise, but also add a personalized value-add touchpoint for your customer.
How to do it: Two words: messenger commerce. Messenger commerce enables you to leverage the power of chatbot technology to speak with and convert your customers at scale. With messenger commerce platforms like Flashchat, you can easily pre-program conversation flows that will help you activate a customer on Facebook. Imagine having a customer asking about your new product, and then being led seamlessly on a path to conversion.
Interested in trying out messenger commerce for yourself? Getting started is easy and free. Sign up for a free trial of Flashchat, and watch your engagement skyrocket. Not ready to dive in quite yet? No worries. Stay up-to-date with all things related to ecommerce and messenger commerce by subscribing to our blog.