As an Ecommerce merchant, you’ve probably considered a variety of marketing techniques. Everyone wants to get their product moving, so most are willing to try many different tactics to get the job done. Some even begin telling little white lies to hurry the process. The idea of using deceptive marketing techniques is alluring, because they CAN increase traffic and sales, but there’s only so long you can hide the growing schnoz.
Shop owners must remember that in this digital age, brand reputation can be deflated quicker than you can say “but I didn’t mean it like that.”
Once consumer trust has eroded, it’s nearly impossible to mend. With so many American businesses failing the national ethics test, consumers have become extra wary of anything that resembles hype, false promises, self promotion, or even a good deal. Most savvy consumers are eager for the chance to cleanse their in-boxes and social media streams of the unscrupulous sludge.
Today’s merchants can’t just create a buzz and expect consumers to rally. They must actually do what they say they can do. By consistently treating customers as your number one priority and giving them what they want, the hopes are that they will not only return, but tell others about you. Word of mouth marketing can spread like a wet cement spill, but unfortunately it can dry up just as fast: Most people don’t share positive experiences nearly as much as the negative ones.
So, what’s an ecommerce merchant to do to reassure customers they are the real deal? Lying is NOT an option, unless you want your nose telescoping through the night sky, like some villainous comet.
No? Then here’s what an innocent little angel told us: Harness the power of social validity. Here are four social validity tips to get you started:
1) Make like a cop and flash your badge: Installing trust badges on your site will let shoppers know third parties certify and recommend your product or services. It’s also important to include secure shopping badges so customers will feel OK using their credit cards on your site.
2) Show them you have other professional friends: Prominently announce any recent or existing partnerships. Partnerships reflect another level of friendship, which is important for customers to see.
3) Avoid singing your own praises; let your customers do it for you through on-site reviews, Facebook likes, Twitter tweets, and testimonials. If you’re a service based company, feature your portfolio on the homepage.
4) Don’t focus so much on the metrics: Engage in relationship “social” marketing too; the more friends you make, the more social support you create.
Naturally, you can only get so far with tips. There must be a sincere desire to act with integrity and just be plain honest toward your customers. It’s also prudent to review your store’s core touch stones often and ask regularly whether customers’ needs are being met in the absolute best way possible.
Although FastPivot’s forte is Yahoo! Ecommerce store design, Yahoo! mobile commerce store development, social media design and social media management, a variety of educational workshops are offered upon request. Contact FastPivot today if you’re interested in scheduling a workshop on social media management.
