ONLINE CUSTOMERS
Then, assess the buyer’s persona from a sales perspective. What
benefits do you have to offer your online persona? Assess the
problems your online customers are encountering at this time and
explore specific instances where your products and services could be
of use. Simulate the buying process for your persona and analyze the
factors that might be considered in making a final purchase
decision.
The completed persona will provide a framework for resonating with
your market and act as the basis for communication with your
online audience.
STEP #2 - WRITE A LETTER TO YOUR ONLINE
CUSTOMER
Once you understand who it is you’re speaking to, you can craft a
message that will resonate with this online persona. In a carefully
written letter, level with your audience with regard to the current
situation and their changing needs. You should address any fears
and challenges they are facing and let them know what you are doing
to make it easier. What would you tell them about how you can help
if they were beside you?
This is where it’s important to delve into the lifestyle analysis of the
persona you drafted in step one. Think carefully about how your
online clientele are expecting to be approached given the results of
your critical thinking. What are their priorities and what solutions
can you offer that are feasible and will resonate with where they’re
at?
In closing, remind them again that you understand their struggles,
that you are doing everything you can, and that you have the perfect
solution for them available on your website.
STEP #3 – DESIGN YOUR E-COMMERCE STORE
Design the main page of your e-commerce store to reiterate the
words communicated in your letter. When your audience reaches
your online store, they should first be immersed in empathy for
where they’re at. Reinforce right away that you understand their
situation and that you are there to help.
The more your online customers can identify with your brand, the
more likely they are to hold the impression.
Your services should be optimized for the online environment and
tailored to accommodate standards for health and safety. Offer
alternatives where possible for service offerings that are not feasible
to maintain in a digital setting. You may need to pivot away from
some service offerings in order to compete in the changing
marketplace. You may want to explore options for online booking
and digital conferencing.
This same approach flows through to the products that you decide to
offer online. You won’t need to include all of your products in your
e-commerce store, only those that can be optimized for high sales
volumes in the current environment. These products should be
useful to your persona, easy to deliver, and already generating a high
rate of customer satisfaction to minimize returns and other
unnecessary headaches.
STEP #4 – INTRODUCE EXISTING CLIENTELE
When you invite your existing customers to visit your online store,
make sure you’re prepared to offer them an exceptional experience.
You can achieve this by providing usability tools, volume discounts,
and other incentives to bring friends and family to your e-commerce
store, such as coupons and referral bonuses.
Reach out to your existing clientele using any of the channels
available to you. Whether it be through email, social media,
telephone, or even snail mail, let them know what you’re doing and
that you want them to be a part of it. Your message should be
consistent with your online customer letter and newly designed
digital storefront, including an acknowledgement of revised product
and service offerings.
STEP #5 – GENERATE CREATIVE CONTENT
After you’ve introduced your existing clientele to your store, you’ll
want to look at getting found online a little more comprehensively.
For you, this might mean utilizing a blog to generate web traffic or
building a social media community around your brand. Maybe
you’ve heard the success stories and want to leverage pay-per-click
ad campaigns on Google and Facebook.
No matter your game plan, you’ll need to start creating digital
content that is useful to your persona and embedded with the
keywords that your online customer is looking for. Bring in a Search
Engine Optimization (SEO) expert here to help you pick keywords
that will rank well in online searches.
A digital advisor is the most cost-effective approach to online
marketing. Since the spike in online demand, it’s becoming more
affordable than ever to maximize your online exposure using a
targeted online marketing campaign. A digital advisor will put your
marketing plan in motion and work with you to ramp up quality
content every step of the way.
Remember, your online marketing strategy doesn’t need to be
perfect. It just needs to be in motion. If you’re ready to get the wheels
in motion, get in touch with me using the app below and we’ll devise
effective digital solutions for attracting new customers to your
online store.
Second Spring Digital Inc. works with motivated leaders to grow their company’s digital capabilities
so they can create new, game-changing opportunities, without falling into the common traps that
prevent making rapid progress.
SecondSpring.co
TULIPMEDIAGROUP.COM | 23