You’ve set up shop online, so the customers should be pouring in right about now. So why aren’t they?
It's frustrating, but the good news is, there’s no need to give up so easily. Big online brands make it look easy, but growing your brand online does require a bit of heavy lifting. Here are some tips that could help you start turning followers into shoppers in no time.
Sell lifestyles, not products
The logical start, of course, is to create content that your customers would actually want to see. And more often than not, it’s not going to be boring catalog shots of your product. Today’s savvy consumers are never thinking, “What should I buy today?” Instead, more and more people are buying into lifestyles and even ideas. With a customer who’s thinking, “that’s the kind of life I want,” it’s easy to keep engaging and keep selling—instead of your relationship ending with a one-time transaction.
Engage your followers
What’s great about marketing online is that you get to spark a two-way conversation with your fans and followers. Conversion is quick, and consumers are happy to engage with brands they love. Stay relevant to your customers by being present in their lives. A customer posted a photo with your product? Say thank you! A potential buyer sent in a question? You know what to do. It sounds so simple, but sometimes, it's the simplest things in life that work best.
Focus on a specific target market
Chances are, you’ve already selected a specific target market for your brand. If it’s a pretty wide target market, it helps to remember that in this case, you only need to keep in mind the section of your target market that happens to be online. Taking it a step further, think of who you’re talking to on each platform as these can differ too. Once you’ve figure out who you’re talking to, it’s far easier to know what to say and how to say it.
GIFs and games are always fun!
Admit it, you’ve probably spent a solid 10 minutes playing with a pause-play GIF trying to land a siopao precisely between a pair of chopsticks. Or allowing the GIF to determine the reason you’ve been single so long. Coming up with content like this, specifically for engagement, is an fun and easy first step to getting the conversation running with your customers!
Let them talk back to you
Above and beyond boring inquiries, think about how to get your customers to talk to you and about you. For a health food brand, how about a food porn submission contest? For a fashion brand, there are countless #ootd gimmicks to run! When they share their content with you, reward them with anything from a simple regram to a fun prize!
Be extra memorable
Especially for brands competing to rise above the clutter, it’s true that once you’re out of sight, you’re out of mind. Keep reminding your followers that you’re right there by taking advantage of what’s going on in the outside world. Plan ahead for big events: beauty brands, for example, should start preparing for their beauty pageant-related content. If there’s no big news related to your product, start simple by replying to tweets related to what you’re offering!
Soon enough, you’ll see that your double-taps are turning into transactions, and that the mini-machine you’ve built is finally running! Once that happens, don’t forget to sustain the momentum—like a real-life relationship, growing your brand isn’t a one-time-big-time effort. Make sure to continue creating quality content, and more importantly, to continue the conversation you’ve already started with your online fans-turned-paying customers.
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