It´s true that humanizing your e-commerce brings you closer to your customers and makes people identify with the store and be loyal followers of the business.
However, providing this unique experience to the customer to make it loyal is a challenge when dealing with large-scale information and a massive volume of daily clicks, such as virtual entrepreneurship.
So we brought this post with 5 actions that make all the difference to attract and keep consumers, focusing on excellent service and customer engagement, for companies that want to deal with great algorithms without leaving quality aside.
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Contents
1. Use storytelling
Storytelling is at its peak when it comes to digital marketing. It is about, as the name implies, telling stories. When telling a story, the brand makes the consumer to accompany it. In this movement, the feelings and sensations of those who read are awakened, causing ties to be established.
Remember that emotional appeal creates a sense of intimacy. Do you know when you see yourself in a scene? This is the idea. Remember that identification is a crucial factor, and as much as you use “robotic” communications such as chatbots, for example, the “human warmth” of the enterprise is indispensable.
Stories appear as a good way to keep it alive.
Be close to your person
How is your marketing planning? Do
The information bases to attract customers relate to the daily life of each one of them. Who are these people? What age groups are they in? What do they like? What challenges do they face? What does your solution add to their lives? What value do they look for in a brand?
From the most basic (age range, region, interests, social networks that attend, social class, etc.), to the most subjective ones (which pains must heal, what are their fears, frustrations, dreams, etc.) ideal “and work all the promotion and communication on top of that.
Do you know the language of your target audience?
Let’s talk again about identification. If you use super-formal language to talk to young people, for example, it’s quite natural for them to feel “unfamiliar” or somewhat distant. Do you know when a brand does not touch you? The effect is similar.
Likewise, if your persona is a 70-year-old Latin teacher, it’s strange to use slang and play Generation Z subjects on the wheel. Although these examples are obvious, it is essential not to fall into stereotypes, okay?
By doing proper market research and raising the information about your target audience, the peculiarities of your person (s) will appear. It is your mission to grasp these characteristics and make direct and clear communication with them. Find the language your customer identifies and bet on!
Do you know in which social networks your persona is searching for data, suggestions, entertainment, etc.? Raising what these virtual environments are, you should insert your e-commerce in context, using the various possible social media.
Although the formal-style interactions of corporate accounts have their value, it is crucial to seek a competitive edge. Short videos are a great success, for example. Also, do not dispense quality into productions.
So the golden tip is: make an election of the networks that are most accessed by your target audience and mark them up, posting frequently, interacting, etc. So, your e-commerce looks more human and natural in your posts.
4. Attend multiple channels
Many businesses make mistakes by just using email marketing. Although it is a key part of developing a well-founded strategy, it is not the only one that establishes a connection with the customer.
So communicate using multiple channels (and search for a multi-channel tool when you automate processes). WhatsApp, Facebook messenger, SMS, Push notifications, are all options that bring good results.
Is your e-commerce service specialized?
When reading the contents of your store, everything seems extremely square and robotic? Time to take two steps back and review this. In addition to providing prompt and specialized service, pay special attention to the description of the products and speak directly with the public in the texts of the site.
Giving details and maintaining a tab with explanations of common doubts is one of the ways to humanize your e-commerce. If behind the mark there are people, the reflection of this is that customers feel understood and cared for, you see? Do not sleep on the spot.
5. Send personalized messages
People want to feel part of something, as well as understood and recognized. The very pyramid of human needs, developed by Maslow, teaches us this. So personalized messages are one of the pillars of the excellent customer experience.
It is necessary to make the person feel that the business knows who it is and works for their well-being. In addition to offering content focused on needs and other products and consulting, remember the anniversary of your client and congratulate you on special dates, for example, are actions that deserve attention.
Times that generally boom in sales, such as Black Friday, Mother’s Day, the end of the year, among others, can be key times to show that your store knows who the customer is.
According to past moments, such as acquisitions and demonstrations of interest in products, it is possible to suggest, give discounts, offer a benefit, etc.
Is your business marketing automated?
And how do you manage the potential of thousands of consumer and potential customer information? Using a tool that:
- Collect the information;
- group them according to interesting analyzes for the management of e-commerce;
- make the communication uncomplicated in the processes.
So, you do not let anything go, okay? The big challenge is not to mess around letting the machine communicate with your customer.
Good messaging management, as well as a good multi-channel partner tool (which is notoriously humanized, is not it?) Solves this.
Remember that humanizing your e-commerce is about giving a special touch to digital processes, making it reflect the thinking and intentions of the people behind the automation.
Do you use any system or do you have some e-commerce as a humanization reference? Comment on this post and share your thoughts and experiences!