Using Digital Tools To Maximize Your Customer Experience & Increase Your Sales Leads
Digital marketing touches everything we touch. From the moment we unlock our smartphones, open our laptops or “check in” at our favorite restaurant, the vast internet universe is collecting data on us. Creepy? Maybe. Helpful? For business owners, yes. When you are an ecommerce store that survives on people’s online behavior, it’s important to maximize your customer’s experience not only for your customer’s benefit, but for your bottom line. The good news is, you likely have access to many of these tools already – now you just need to maximize them.
Why Use this Data?
Marketers have said that they see an increase in sales by an average of 20% when they personalize content to their customers. It’s simple psychology. People know they are being sold to, but they don’t have to feel like they are. For most purchases, there are a lot of options. And when there might be a miniscule difference between cost and quality – what is going to be the deciding factor? Most likely, it will be the brand that markets not to everyone but to their specific customer. How that customer feels throughout the buying process could make the difference between a repeat customer and a one time purchase.
Start with the Basics
Studies have shown that emails with a personalized subject line are 26% more likely to be opened. Many email platforms will allow you to add a person’s name in the subject line or header, but why stop there? Today, many ecommerce sites provide behavior reports so you can see what people are looking at even if they never buy. Shopify, for example, has marketing email templates that include previously purchased items (by other customers in your buyer’s same demographic) and the all important “Did you forget something?” automated email when a shopping cart is abandoned at checkout. Since these templates are “set it and forget it,” it’s as simple as clicking a button, and you have your very own digital sales manager working behind the scenes.
Save Your Customer from Decision Fatigue
It may feel like you are holding your customer’s hand through the buying process (and you are, kind of) but sometimes the overwhelming number of options for a buyer can lead to paralysis by analysis. Instead of assuming all products are on the table, use a plugin similar to the Customer History plugin through WooCommerce that will keep track of what your online customers are searching for before they make a purchase. It will help you to better target your marketing emails when you have more insight to what your customer’s journey looks like on your website. For example, perhaps John Doe stared at that one item for ten minutes before deciding that, no, they weren’t ready to buy. Then he received a well-timed email suggesting a few other options in colors he didn’t see and now, yes, he’s ready to make a purchase. Knowing more about what interests your customers is key to pushing a sale just another inch across the finish line.
Integrate with Existing Delivery Automations
Thanks to Amazon, many of us have become accustomed to of-the-moment delivery updates. But you don’t have to be the size of Amazon to provide this level of customer service. Most larger delivery partners, like FedEx and UPS, provide real-time text and email updates to their customers. Many times, just a cell phone number or email (and sometimes both) is enough data to keep the recipient in the loop on their upcoming order.
Reach New Customers in your Social Circles
No matter how many followers you have on your social media pages, there are thousands (if not millions) of untapped potential customers who have yet to discover your business. Facebook and Instagram are particularly helpful in sharing demographics that dive into the interests of your followers and potential customers. Through the Audience Insights tab of Meta Business Suite, you can gain important details about your followers that could affect how you sell to them including their age, gender, job title, interests/hobbies and more. Matching these details with what you know about your customer profile (and perhaps learning some interesting new insights) will allow you to better market to your growing list of potential clients.
Rinse and Repeat!
As these digital tools become smarter, while others become obsolete, it’s always a good idea to check in on the data you have available and scrub it. You may need to rinse your email list of old emails that are no longer active, or invest in Facebook ads to reach a new audience. Meanwhile, the needs of your audience will continue to change and having insights into their behaviors and where they spend time online will only strengthen your business planning.
The good news is, there is no shortage of digital marketing strategies – and many more we have yet to see! While many (if not all of them) are an integral part of your business’ online presence, there is almost no excuse to not level up your online marketing.
If you are looking for more tips on optimizing your ecommerce business, talk with the Sweetwater team or follow our blog.
