by Don Pingaro | May 2, 2019 | Commerce Strategy, System Integrations
Despite changing customer habits across the commerce industry, sales strategies have largely remained static. That is, until now. With a noticeable rise in account based marketing adoption and “hyper-personalization” software that utilizes machine learning, today’s sales teams are better equipped than ever to engage prospects across digital platforms; new territory for B2B companies. Here are the top 5 ways sales teams are taking advantage of new tech.
5. Stepping Up the Mobile Game
In a recent article, Genius eCommerce notes “91 percent of B2B buyers complete searches using mobile devices and one in four buyers makes a purchase using a mobile device.” With millennials making up more than 35% of the US workforce, there’s an industry-wide push to create simple, elegant, and frictionless online experiences that cater to the generation’s habits and expectations. To do this, sales teams must begin thinking like millennials and driving engagement through smartphones, their device of choice.
For millennials, a downloadable product list doesn’t go a long way, especially on a phone. It’s too time consuming, and millennials know there’s a high probability another company (i.e. your competitor) will have a simpler online experience that shortens their workday and makes their lives easier.
4. Increasing Repeat Purchases
Redstage CEO Adam Morris notes, “Modern B2B sales teams have begun tracking online customer behavior to predict when customers will need to reorder. These teams can use the same tech to order on behalf of customers and even set up automatic subscription reordering.”
These options remove strain from the customer’s decision to buy and encourage repeat purchases. Send a simple reminder to customers recommending they buy again or to buy a related product and watch AOV increase along with order frequency. Imagine what this does for sales commissions.
3. New Ways To Interact & Engage
With all these new modes of selling, teams need to broaden their reach to maximize sales opportunities. Tackling this challenge is easy with the right toolset. Chatbots act as an extension of the sales person, becoming the first-line of defense for customer assistance. Through chatbots, sales reps can help users find a product they might’ve missed, share in-depth details to make a sale, and further engage prospects in real time.
Like chatbots, social media is another tool that extends the sales team’s skillset and enhances reach. DemandGen’s 2018 B2B Buyer’s Survey reports that 34% of B2B buyers are spending more time on social media to research vendors. 52% say they use social media to drive purchasing decisions, and 82% of B2B buyers say the winning vendor’s social media content has a significant impact on their decision to buy. Using social media is much friendlier than cold-calling and helps create a community around your products. Sharing is caring!
2. The Power of Feedback
Customer reviews drive sales. End of story. In G2 Crowd’s 2018 B2B Sales & Marketing Report, 92.4% of consumers said they were more likely to buy a product or service if they were able to read reviews (5.5% were unsure, and only 2.1% said no). The reason? There’s a ceiling on how much buyers trust brands, which makes them trust customers more than the vendors themselves. According to Mashable, “Millennials, in particular, trust user-generated content 50% more than other media.”
Reviews also help sales teams identify specific product attributes consumers love. These attributes can then be highlighted, promoted, and shared with prospects who may be interested in the same products to facilitate additional orders. Positive reviews typically decrease cart abandonment, increase time spent viewing products, and of course, increase sales by helping buyers get honest, trustworthy feedback.
1. Becoming a Customer Experience Expert
A 2017 Walker study concluded that “Customer experience will overtake price and product as the key brand differentiator by the year 2020,” beating out the traditional “4 P’s” of the marketing mix. As a result, it’s now up to sales teams to lock-on to customer preferences to maximize reach and engagement. Personalization platforms like Bronto help sales and marketing teams understand the preferred devices and channels each customer uses. When it’s time for a customized message, you’ll know how to get their attention.
If you ran a shoe store and a customer came to the register, only to cancel or return their order, you would want to learn why. In the digital world, if customers put an item in their cart but later remove it, it only follows that sales teams should investigate. Maybe a confusing or lackluster product description made them hesitate, perhaps it was a question of quality, source, or price. For B2B’s, fitment is a big factor, and finding replacement parts should be easy for customers. This is the time to send targeted messaging to help narrow down customer “unknowns” and increase the likelihood of a sale.
Using customer, cart, and product data, sales teams can now identify trends faster and easier than ever, pinpoint bottlenecks in the purchasing process, and refine experiences to increase sales and customer satisfaction. For more tips and tricks B2B sales teams can use, find our free Digital Sales Engagement Handbook here, and let us know if you’re interested in enhancing your sales team with Bronto.
by Don Pingaro | Jan 29, 2019 | Commerce Strategy, System Integrations
Happy New Year! With 11 months of heavy-lifting ahead of you, there’s no better time to work smarter. To help, we’ve compiled this list of 5 Omnichannel Resolutions to incorporate into your 2019 eCommerce strategy. There’s a lot here, so bookmark this page and subscribe to ensure you’ll never miss a tip that will give your brand a competitive edge.
#5: Monitor & Group KPIs for Data-Driven Decision Making
Here’s a short list of the standard KPIs that marketers, operations professionals, and eCommerce managers use. Most, if not all of these should be familiar to you. We put them into a few separate buckets that help achieve specific goals. Our team recommends organizing them in a similar way, as each can help you create a simple report rather quickly, and each tells a very different story. Even if you have software that does this for you, putting stats in different tranches like this can help you identify key trends you can act on. Hover over KPIs for individual calculation formulas.
Customer Engagement KPIs
These KPIs allow you to see at a glance how your site is performing:
- Conversion Rate (CR)
- Average Order Value (AOV)
- MVP/VIP AOV (AOV of your most valuable customers)
- Customer Lifetime Value (CLV)
- Cart Abandonment Rate
- Browser Abandonment Rate
- Churn Rate
- Site Traffic
- Mobile Site Traffic (Make sure you’re using this in 2019!)
- Returning vs. New Visitors (includes non-converting traffic)
- Returning vs. New Customers (excludes non-converting traffic)
- Page Views Per Visitor
- Newsletter Subscribers
- SMS Subscribers
- Site Uptime %
Budget Management KPIs
Here we have a short list of “must-have” budget-oriented KPIs:
- Cost of Goods Sold (COGS)
- Gross Profit
- Average Margin
- Customer Acquisition Cost
- Return on Ad Spend (ROAS)
- Return on Investment (ROI)
- Fulfillment Costs (Especially Cost of Returns)
Customer Feedback KPIs
There are additional customer-facing stats you should keep an eye on, which help identify how your customers feel about your products, service, user experience, and more. Under analysis, these metrics are helpful for determining where friction occurs in the buying process. For example:
- Customer Satisfaction Score
- Net Promoter Score
- Customer Service Avg. Response Time
- Customer Service Call Count
- Customer Service Email Count
- Customer Service Chat Count (for those with chatbots)
- Average Customer Service Rating (if you have surveys after chats, emails or calls)
- Average Customer Sentiment (with tech like YOTPO, you can gage overall review sentiment)
- Google Reviews Rating (if applicable)
- Yelp Reviews Rating (if applicable)
- Top 10 Products
- Worst 10 Products
- Top 5 Service Strengths
- Top 5 Service Weaknesses
- Number of App ‘Superusers’ (Customers who use your app every day)
Tracking Revenue Per Visitor (RPV)
In 2018, a relatively new KPI began gaining recognition in the market. Revenue Per Visitor (RPV) has been called “the most valuable metric” for gaging online sales performance, and is especially helpful when it comes to A/B testing. To find your RPV value, multiply your conversion rate by your average order value. This gives you an estimate of how much the average customer is spending.
#4: Make A/B Testing A Habit
A/B testing is invaluable. In an age where data-driven decision making has the highest ROI, companies who make experience alterations on a whim are falling behind. Whether its email subject lines or adding a PayPal Express Checkout button, merchants should be testing these changes with sample groups before making them across the board. Do your due diligence and add A/B testing to this year’s resolutions (especially for Mobile optimization).
Mobile Checkout Testing
Throughout 2018, we tested a variety of mobile checkout enhancements, eventually culminating in the global Mobile Optimization Initiative, now open to Magento merchants everywhere. After running tests on the mobile checkout experiences of more than 20 merchants, we noted several key trends, but one stood above others: The need for merchants to A/B test constantly.
“Some of the changes we assumed would have a big boost to revenue had very little effect and vice versa. It really highlighted the value in making data-driven decisions rather than going off conventional wisdom.”Oliver Sosinsky, Redstage Solutions Engineer
Every site is different, and more importantly, every audience is different. While some tests revealed huge opportunities for brands to rake in more dollars on mobile, the same tests flatlined or even resulted in a downturn for other merchants (in a few cases). As the race to close the mobile conversion gap continues, our top piece of advice is to start designing digital experiences for mobile users specifically. Most importantly, merchants must work to understand what their mobile customers expect and how to simplify experiences to match. If you’re interested in learning more about the initiative or getting some of your own mobile experiments in motion, sign up here.
“In a world where responsive design is trying to give [customers] all the same functionality we have on desktop in mobile, there may be a divergence here where we have to start thinking about different
mobile-first customer experiences.”Adam Morris, Redstage CEO
#3: Create Rich, Interactive Brand Experiences
Creating & Curating Today’s Most Resonant Brands
Traditional retail has hit rock bottom. While Sears and Toys ‘R Us are two of the best known casualties, the implications stretch to each and every physical store on the planet. Both retail giants suffered at the hands of decisions that went against their customer experience. For Sears, the decision to switch to “Everyday low prices” was the first nail in the coffin. Prior to this, the company’s coupon catalog had created buzz and drove customers into stores weekly. Without it, there was little customer experience left, especially with a rapidly decaying in-store experience.
Toy’s ‘R Us was no different. Understaffed stores became empty warehouses. Items were difficult to find in these cold depths, and staff were largely unhelpful when it came to navigating the superstores. Eventually, there was no reason customers wanted to go visit physical locations. With other toy retailers offering better prices online, it was easy for the customer base to choose alternative means. Interestingly, in a last-ditch effort to save the brand, Toys ‘R Us created an augmented reality app. With the app, customers could quickly find the products they were after, and kids could play mini games, test out toys, and go on scavenger hunts around the store, guided by an animated giraffe (the company’s mascot). Unfortunately, it was too little too late, but what are today’s resonant brands doing to keep customers engaged?
The In-Store Experience Revolution will Dominate 2019
Amid cries of 2017’s “Retail Apocalypse,” we made a series of predictions for 2018. In an article titled AR & AI: The eCommerce Armsrace we anticipated a revolution for in-store experience technology.
Interestingly, while we were wrong about which DTC giant would debut this tech, we were right to suspect its prompt emergence in the market. In early December, Covergirl shook the global beauty sector by installing an “Experiential Makeup Playground” in its Time Square flagship store. The store uses the latest connected retail technology, including voice, IoT, and augmented reality to let customers ‘try on’ products via smart mirror “glam stations.” Expect the company’s rivals to shortly follow suit.
Brand Loyalty and the Immersive Retail Experience
Nike took a similarly immersive approach with in-store experience upgrades at its first “Nike Live” store on Melrose Ave. in L.A. As soon as shoppers enter the store, geofence technology recognizes the presence of the app on their smartphone. From there, Nike’s customer algorithm will give product recommendations based on shopper stats, style and shoe size. Among the rich, app-driven incentives, Nike will even automatically reserve a pair of shoes customers might like. When customers buy Nike products online, Nike ships them to personal smart lockers in-store that can be accessed simply with a Nike+ member pass. No friction, no waiting, no problem.
“[I]n the heart of West LA is also the first Nike Live concept store that blurs the line between digital and physical shopping. Powered by Nike digital commerce data, everything about the store is designed to work seamlessly with the Nike Plus app on shoppers’ phones.”Fast Company
The Digital “Show Room”
Both Nike and Covergirl ushered in amazing retail makeovers by leveraging customer data to solve common customer challenges. For Covergirl, the new tech helps customers try out products they might not be able to physically test anywhere else. As a second key benefit, the experience encourages customers to try on more makeup during their session than they typically would. Third, because shoppers are using AR, this doesn’t cause physical product waste like the often seen “try me” lipstick in other stores.
For Nike, a key decision to place the concept shop on Melrose Ave. arose from the fact that “one in fifty pairs of shoes sold in the area was a Nike Cortez, which was reflected in the product selection available to customers,” according to the Fast Company article mentioned above. Based on this data, Nike responded by creating a store where customers could get expedient access to the newest products (which are usually in high demand). The connected retail space also creates a better environment for millennial shoppers who hate interacting with sales staff, something the retail sector has been slow to pick up on.
Experiences like these are the future of brand loyalty. While we predict stores will become more like show-rooms in the coming years, brand experiences like these will drive customer retention & acquisition. The stage has been set for the in-store experience revolution, and the brands that can best serve customers (digitally and physically) will make it known in 2019.
With this push toward immersive brand experiences in brick-and-mortar stores, brands who lack physical locations will need every advantage to ensure a fast, frictionless, and competitive online experience.
#2: Explore and Implement Deep-Personalization
As Apparel Magazine notes, “According to SAP’s Digital Readiness Survey, 75 percent of retailers believe it is important to deliver a valuable, relevant, and personalized experience specific to the consumer. Further, more than 60 percent of retailers believe it’s important to develop context-relevant, personalized recommendations based on consumer sentiment and history.” This rapidly growing trend is why today’s omnichannel push exists. Making your products available to consumers on their favorite platforms like Facebook, Amazon, Ebay and Google is simply a deeper way of aligning brand experiences with the habits of your customer. With this frame of mind, lets explore some additional methods for creating a rich, visible, and convenient brand.
Recalibrate Your Personalization Tech in the Year Ahead
1. PPC, Email, and Remarketing
Revisiting our #4 recommended resolution for the year ahead, A/B testing isn’t limited to the checkout. Review and optimize your lead-attractors, from PPC and remarketing ads to emails, popups, and SMS. Take a good, hard look at your targeting and make sure you’re using your data to its optimal effectiveness. Test out a revitalized approach to mobile advertising. Investigate your messaging effectiveness between channels. Is the message consistent? Should it be? Have your customer expectations changed? Are customers more responsive to different messaging on different channels or devices? Would you consider creating new PPC ad groups by repurposing your best email subject lines of 2018? Analyze, experiment, evaluate, and optimize.
2. Voice Search Marketing
Comscore predicts half of all online searches (or more) will be conducted via voice by 2020. Despite more than 100 million Amazon Alexas being sold to date, voice search only accounted for a measly 0.4% of online sales in 2018. However, $2.1 billion in sales is nothing to ignore. Between 2016 and 2017, voice search went from zero to 10% of all search volume. Today, more than 20% of searches have voice-based intent. Moreover, smart speakers are predicted to penetrate more than 55% of homes by 2022, a figure that doesn’t account for digital assistants already embedded in smartphones. With millennials relying more on mobile eCommerce and a growing interest in IoT, 2019 may be the year we see another jump in voice search. It’s time for retailers to get invested as adoption continues to pick up.
Video is a marketer’s best friend. Consumers are “anywhere from 64-85% more likely to buy after watching a product video,” and in 2018 the industry began using them in more creative ways. While tutorials, product videos, and UGC have historically driven sales, merchants with content-driven commerce strategies now use video to enhance, repurpose, and revitalize content. Consider creating interview-style videos where users discuss the product with a member of your team. Host a live Q&A on twitter or facebook for popular products, new releases, or products with high views and low sales. Another option is to record video introductions to new or once-popular blog posts to grab additional clicks on social media.
Think what you might about chatbots, but visit any merchant site and they likely have one (or at least a live chat). As customer patience becomes paramount, it’s important to give customers immediate help before they bounce. Moreover, make sure you’re optimizing and changing up your automated greetings at a reasonable pace. Setting up automated conversation paths is another promising benefit of chatbots, and programming responses based on keywords can save time for your sales & support teams.
Newly released data from Adobe and Internet Retailer reinforces once again that mobile sales will continue skyrocketing. As we mentioned earlier, payment options and your checkout process in general needs to be more than simply “responsive.” Mobile customers expect frictionless experiences, and as our research shows, are more likely to buy if you offer payment options like PayPal Express Checkout, Venmo, Apple Pay and even Amazon Pay. However, while we’ve seen success across the board for stores that add the PayPal option before regular checkout, every merchant’s audience will have different preferences. Be sure to make mobile wallet testing a priority, especially before Black Friday rolls around again.
6. Shopping Apps
Shopping apps allow merchants a chance to increase brand value, customer retention, and AOV. The promise of better experiences drives app downloads, which in-turn drive sales and customer loyalty. Think of apps as the most targeted remarketing channel brands can use. The ability to send a notification to a customer is one thing, but getting access to large swaths of individualized data is a whole new world. In this way, apps are the pinnacle of personalization, allowing retailers to alert users about products they might like or share reminders about past purchases they may want to replenish soon. Deals and coupons can be shared instantly, and with the average millennial spending 5.2 hours per day on their smartphone, it’s an avenue worth trying out (The average Gen-Z user spends 5.9 hours on their smartphone per day). Customers generally like apps due to their simplified functionality and UI compared to bulky company websites, and with your brand’s logo on their phone, they’ll likely interact with you more often.
Amazon, Customer Service & Social Selling
According to the Future Shopper Report, 68% of shoppers first visit Amazon.com when searching for products. 80% of shoppers compare prices on Amazon when they’re shopping somewhere else. Why? Because Amazon offers a simple and superior shopping experience. If we dissect the eCommerce monolith, the wide variety of products, wholesale prices, and incredibly fast shipping options make it the easy choice for finding just about anything. All things considered, it’s no wonder Amazon surpassed Google for most product searches last year. That said, theres a lot retailers can learn from Amazon, and several ways to fight back.
For starters, Amazon’s rich product information and advanced search abilities make finding the right product easy. All companies from B2B to B2C can make customer lives easier by following Amazon’s model in these areas. Next, Amazon’s customer support is second to none, replacing lost or damaged items immediately, without additional cost to the consumer (shipping included). In light of this, merchants should work to create better returns policies and frictionless customer service.
Another way to combat Amazon is to succeed in both product authority and social selling. As a specialized retailer, you need to prove yourself as a thought leader to rise above the competition. Whether that means having a presence at Fashion Week, getting influencer endorsements, or simply creating compelling and informative content for your blog — you need to earn authority and respect from your users. You can achieve the same effect by reflecting your extensive industry insight in product descriptions and including niche-specific attributes.
Beating Amazon’s customer support may prove tough, so social selling is another good way to fight back. Rather than focusing on reactive customer support, refocus your sales team’s time and energy on starting conversations that earn trust and influence sales. The team at 4-Tell have some great sales enablement tools, including machine learning algorithms for site search and product recommendations. Sales teams can also build custom product boards to share with customers based on shopping habits. Personalization doesn’t get more personal than that.
#1. Prepare for the Global Omnichannel Transition
Thanks to significant buy-in from major retailers, a global omnichannel transition is now underway. In 2019, more industry titans and mid-tier merchants will progress from the planning and building phase to execution. With this comes a threat to smaller retailers who harbor strong digital backbones, now having to fight on all fronts against groups with bigger budgets. What’s more, as a growing number of B2B companies undergo their own digital and DTC transitions, a realization is coming to the fore: Every business must adopt even stronger logistics capabilities. Here’s how:
Fighting “Faster” with “Frictionless”
With Amazon’s Prime Now option, customers can receive last-minute orders within 2 hours in 50 cities across the united states. However, items available on Prime Now are limited to household goods and groceries, with only a select few grocers (aside from Whole Foods) listing their products on the platform. Since most retailers are unable to compete in terms of delivery time, the industry’s best bet is to drive convenience through pervasiveness.
Use (More) Convenient, Shoppable Channels
Ebay, Newegg, Facebook Marketplace, and Etsy are just a few of the many sites where retailers can flex their omichannel muscle. In line with this thinking, retailers need to up their ad game and start creating more enticing shoppable posts on social media. It’s not enough to have a constant stream of social content. Brands need engaging content that resonates with their audience and keeps them coming back. Take a note from Young & Reckless, the Skateboarding brand that achieved a 3x return on adspend through Instagram. By combining influencer marketing campaigns with branded and shoppable posts, they were able to broaden their audience, reach more customers, and keep their products in the spotlight by aligning with trends and celebrities their audience cares about. In fact, half of the brand’s online traffic comes from social media. That’s the value of resonance.
“Companies with omnichannel customer engagement strategies retain on average 89% of their customers, compared to customer retention rate of 33% for companies with weak omnichannel customer engagement.”Invesp
Creating a simple and frictionless return experience was also a key part of Young & Reckless’ success. When customers know you have a safe and sensible return policy (usually with no cost to them), they’re more likely to buy your product. This is all part of eCommerce consumer psychology. Millennials understand the pain of buying something online that turns out to be the wrong size. Next comes the inconvenience of contacting the return center (sometimes a lengthy process), going to the post office, paying for shipping, and sending the product back. Lastly, the customer has to buy the product all over again, only this time, they’re short a few bucks and have to wait for the delivery to arrive all over again.
Having this experience just once might be enough to make customers look elsewhere for the same product, or worse, never shop on your site again. What might seem like a small inconvenience for some is unforgivable in the minds of millennials, who expect the utmost simplicity. When this expectation isn’t met, their trust in the brand is broken. Moreover, as the most cautious customer segment, they may suspect future purchases from your store could result in the same negative experience, compelling them to avoid the risk altogether.
In 2019, retailers should do their best to offer frictionless returns. Your customers will pay you back in spades. Critically review your returns process and policies. Consider using returnable, pre-paid packaging, and if you can, aim for BOPIS options. The Buy-Online, Pick-up In Store revolution is yet another movement born from evolving eCommerce psychology. It not only relieves customer contention points like faster delivery and delivery safety, but gives “bricks-and-clicks” retailers another opportunity to engage with customers in the physical world.
We designed this rather long-winded thought piece for merchants and marketers to vastly enhance customer experiences in 2019. We hope you found some valuable strategies and new ideas to use this year, or at least began to think critically about some aspects of customer satisfaction and engagement you may have overlooked. If you think anything should be added to this article, feel free to share your thoughts in the comments below! If you’re looking for a team of eCommerce veterans to help you achieve your 2019 goals, reach out today to schedule your free project consultation.
by Don Pingaro | May 30, 2018 | Commerce Strategy
The past decade brought many changes into the world of eCommerce, and one of the most prominent is certainly the key role social media now plays. It’s where companies promote their products and interact with potential customers, raise their brand awareness, and increase conversion rates. While Facebook is still the number one social media platform, Instagram has experienced enormous growth in the past two years and continues to grow every day, transforming it into a more-than-ideal tool for eCommerce businesses to expand their reach and get their names out.
As is the case with all other sites, you first have to learn a thing or two about how it all functions and what the users’ expectations are, but once you’ve learned the ropes, you can reap great benefits. Here are some useful tips on how to boost your sales using Instagram.
If you haven’t switched to a business account yet, you should do it right now. This feature presents numerous opportunities for large and small businesses alike. Not only does the biz account give potential customers a one-click “contact us” button, it also grants access to various analytics tools that will offer valuable insights into your engagement rate, impressions and your followers. This way, you’ll be able to track what’s working and what’s not, and change your approaches accordingly. You can also easily (paid)promote any posts you like, which has shown to work rather effectively for eCommerce businesses.
Get people to your store
When it comes to promoting your products, the problem with Instagram is that you still can’t put clickable links in your photo descriptions. In the past, retailers got around this issue by adding a link to their online store in the profile description; however, in doing this, customers are directed to your homepage (rather than a specific product page) where they may need to spend considerable time to find the product they saw on your Instagram.
However, new solutions have been developed to overcome this issue. One of Instagram’s newest features gives businesses the ability to tag products within posts. When clicked, the tags lead customers directly to the product page of your site so they can shop seamlessly. This feature is already available in many countries; all you need to do is get verified as an eCommerce account by Instagram (video), and soon, expect your online shop visits to skyrocket. If for any reason you can’t take advantage of this feature, there are similar alternatives that can make your feed shoppable.
Keep the quality high
If the content you post isn’t high quality, the sum of your efforts will be in vain. Instagram is a visual-oriented platform. As a result, you must put great care into the content you post. Make sure your photos match the standard resolution (1080 x 1080) to prevent compromising photo quality.
When it comes to showcasing your products, you should mix up high-quality flat-lay images, single product close-ups and photos/videos showing your products in use – focus on providing ample variety in the content you post. At the same time, also make sure your feed is neat and appealing. It’s suggested that retailers turn to professional photographers for best results. In addition, you should never exclusively post pictures of your products – hard selling is never an effective method. Rather, you should think about using branded imagery to showcase your brand.
Moreover, the key to building an effective social media channel is consistency. If you’re not posting consistently, your followers will get bored and leave, and you’ll wonder why you’re not seeing a return. For this purpose, scheduling applications come in handy. You can prepare your posts weeks in advance and schedule them to go live whenever you like. To decide what time you should post at, take into consideration your target audience’s time zones as well as general habits. Use your analytics to determine your optimal time to post, and try a variety of hashtags to boost your post reach.
Take advantage of hashtags
While it’s always better to outsource keyword research for your eCommerce website to an SEO agency, you can easily find the most effective hashtags to use on Instagram yourself. Take advantage of websites that keep track of each day’s most popular hashtags, and use them will multiply your posts’ visibility. In addition, learn what hashtags your competitors use, as this is a cheap but effective way to fight competition.
Be aware that you can use up to 30 hashtags in a post and you can either put them in the description or the comment section. Mix up your hashtags from time to time to prevent Instagram from misidentifying your posts as spam. It’s also useful to create a specific hashtag that only your business will use, which will help users browse your products on Instagram easily.
The main goal of any Instagram endeavor is generating engagement. The more engagement you can create, the more your account will grow, leading to a bigger reach, more brand exposure, and an increase in sales. Of course, the most important thing of all is that you are present. This means that it’s not enough just to schedule your posts and check on your Instagram once a week. You should be interacting with your audience every day in order to create a friendly and approachable image that will benefit your brand. Like and reply to comments under your posts, answer questions and be professional when it comes to resolving conflicts.
You can also take your interaction to the next level with a couple of methods that many businesses employ nowadays. First of all, you can write your photo descriptions in such a way that encourages commenting (for example: asking a question or encouraging people to tag their friends). Moreover, you should also track product pictures posted by your customers.
User-generated content is insanely powerful for attracting new customers, as people viewing your product for the first time are more likely to trust their friends and family than a business they’ve never bought from (think of it as digital word-of-mouth). Don’t forget to like and re-post some UGC content from time to time, just make sure you ask the customers permission to use their likeness first. This will show your customers that you care and they will be more likely to shop from you in the future as well. When you find this content, you can quickly add it to your company’s Instagram Story, generating double the content off a single post. Think about how you can build user engagement by running photo contests and adding “Who wore it best?” to your company’s Instagram Story… there’s a lot of potential there.
To further promote your brand, one very effective method is reaching out to influencers. Some charge more than others for promotions, while others will swap shout-outs or mentions in return for your page doing the same. Another way to score placement on an influencer’s feed is by giving them some free merch to try out.
Send them some of your products and their followers will be made aware of your existence. The most important thing to pay attention to here is that you choose your influencers wisely – they have to be related to your niche so that their followers are more likely to be interested in your product.
Remember, everyone loves free stuff, not just influencers. Try to organize giveaways when you reach follower milestones like 10K, 50K, 100K followers, etc. Just make sure you comply with all the rules of hosting such events. You can also reward your followers by occasionally sharing discount codes to some of your products – this is a surefire way to convert more leads and show your top followers you care!
As you can see, the opportunities Instagram provides for eCommerce businesses are numerous. If used properly, they can give a massive boost to your sales. However, Instagram is just one of the many platforms you can use. For example, websites such as Pinterest can also give a boost to your eCommerce sales, but of course, different rules will apply there. That’s why it’s important that you get informed about the basics before you jump into it.
Guest Author Bio:
David Koller is a passionate blogger and copywriter for Media Gurus, mainly interested in SEO and Digital Marketing.
by Redstage Team | Jun 14, 2016 | Commerce Strategy
This is a guest blog post by Joanna Alter. Joanna Alter is the Co-marketing Manager at Yotpo where she helps businesses maximize the marketing potential of user-generated content.
User-generated content impacts conversion rates at every step of the customer journey. It attracts shoppers’ attention, allows them to build a relationship with your brand, and provides authentic and relevant information that helps with purchasing decisions.
UGC refers to any content voluntarily created by your customers and shared publicly. This can include reviews, user-generated photos or customer Q&A. Giving your customers a platform to voice their opinion brings overwhelmingly positive results for your business. Here are three proven ways to increase conversion rates with UGC.
Boost Shopper Confidence
Word of mouth marketing is the best advocacy your store can get. If someone recommends your store to a friend, they are almost certain to check it out. Not only will they visit your site, but they will arrive with their friend’s positive experience fresh in their mind.
Customer content is the online version of word-of-mouth marketing. Displaying customer reviews, photos and questions on your site provides social proof that gives customers the information and confidence boost they need to make a purchase decision.
For example, shoppers who arrive at this Rhone product page will see reviews from past buyers that address common pain points specific to buying exercise apparel like itchy seams, shirt length and versatility. Shoppers trust customer content more than they trust branded content. Displaying UGC throughout your site builds trust in your brand and increases sales.
Establish a Relatable Brand Image
User-generated photos are an effective way to reach online audiences that are overwhelmed with content.
Providing immediately visible social proof by including authentic customer reviews and photos on your store and in social media allows you establish a relatable brand image and brings more shoppers to your site. Customer pictures that show people enjoying your product evoke an emotional connection from the viewer. They identify with the experiences and are able to picture themselves enjoying your products as well.
Your biggest fans and most dedicated customers are one of the most valuable marketing resources you have. Getting them to participate in UGC campaigns provides you with repurposable content that you can use across marketing materials and that is relatable for your customers. For example, Boom uses customer photos throughout their website so that shoppers can see how the makeup looks on actual customers. The user-generated photos and reviews provide genuine and relevant information for shoppers that helps them make their purchase decision.
User-generated content elevates an online store’s existing resources, building a community of shoppers and customers who provide social proof for the brand and its products.
Such communities break down barriers between individual online shoppers, which in turn leads to conversions and increased trust in your brand.
Let Your Customer Service Shine
A Yotpo study of 1.3 million customer reviews reveals the importance of good service to online shoppers. Responding to customer reviews and questions highlights your brand’s personality and values, and increases sales and brand loyalty by showing new shoppers and existing customers alike that they are a priority.
All stores receive negative reviews for one reason or another, but this is not entirely a bad thing. Brands should see negative product reviews as an opportunity to show off top-notch customer service, as JerkyXP did in the example below.
Responding to negative reviews is your store’s chance to ensure that customers remember a positive and helpful experience with your brand, as opposed to the initial bad one. Attentive and helpful responses really pay off. 95% of unhappy customers will return to your store if their issue is resolved in a timely and efficient manner.
- User-generated content is relatable and valuable to your customers.
- Social proof from customer content like reviews, pictures and Q&A gives shoppers the information and confidence they need to convert into buyers.
- UGC is an effective channel for brands to engage with their customers and build lasting relationships.