Go through the pre and post sale e-commerce communication journey step by step with a checklist detailing the tools and best practices you need to know.
Do you ever wish that every important task or decision in your life came with a checklist for success? If navigating the ins and outs of business could just be as easy as crafting a list for a vacation?
- Sunscreen (check)
- Swim trunks (check)
- Form 1040 (wait a minute…)
- Connect with distributors and set a budget (annnd vacations over)
Unfortunately, there’s no real instructional manual for moneymaking. But every single undertaking doesn’t have to be a reinvention of the wheel. Finding yourself here, in space like our blog, you’ll often find life hacks that make your marketing undertakings feel a little less daunting. And in rare cases like this piece, you may even find that master walkthrough you were hoping to find.
Today, consider us your Fair-E-Commerce Godmother, as we give you an easy-to-follow communication checklist detailing everything you need to do in order for you to have successful e-business communications.
Pre-Sale E-Commerce Communications
So, you’ve made your website. You’ve secured the necessary tools like Shopify and ShipStation. Now, you’re ready to make your first (couple) sales. How and what you choose to communicate with your target audience can determine the success of your launch. After all, if nobody knows what you’re selling or how to find you, how can you expect to drive traffic to a site meant to convert sales?
1. Establish a social media presence
Don’t wait to set up your social media accounts. Before sales are live you want to populate your platforms with photos and videos that show your product or service in action. If you’ve chosen to engage in influencer marketing, send them some sample products and have them generate some hype on their own social media pages. Just make sure they’re linking back to your page and encouraging people to follow you! Even if you’re a new brand and haven’t had the chance to bring in user-generate content, you can still populate your social media feeds with images of your product. Help build trust between potential consumers and your brand by engaging with them as well. By joining relevant conversations you establish industry-specific authority. Take what the emerging mattress company Casper is doing with their instagram page as an example of how you can create interest around your product with compelling product photos.
2. Give people a way to reach you
With a new product or service, people are bound to have questions. How well and how quickly you answer them will determine audience perception of the overall customer experience. It’s best practice, especially in the digital sphere, to give folks a few different ways to reach you.
💡SimpleTexting Tip: When working to drum up enthusiasm for your new site, have a landing page where people can enter their cellphone numbers to receive product updates, countdowns, and exclusive early bird deals. Going forward, this can serve as the foundation for a text marketing program!
3. Focus on a story
Before your brand has developed a real name for itself, you need to find a way for people to trust you. After all, they’re sending you their money in exchange for the promise that you’ll mail them what they were promised. Storytelling really allows users to get to know your brand, which in turn will make them more comfortable putting their trust in you. Video is one of the strongest digital storytelling tools. Videos attach 300% more traffic and help to nurture leads, and including a video on your landing page can boost your conversion rate by up to 80%. Check of this video from the subscription service Harry’s which shows how you can bring together your team and bring personality to your line of products.
4. Be prepared for feedback
Going off of our previous points, we can’t reiterate enough how important trust is in the pre-sale communication process. The fact is, people trust their peers. They want to see what people have to say about you before they make a purchase themselves. Studies have shown that nearly 95% of shoppers read online reviews before making a purchase! Ensuring you have the proper set up to funnel new customers into writing reviews is essential in sustaining sales growth.
Your Pre-Sale E-Commerce Communication Checklist
Before you begin making online sales, ensure you’ve done the following things:
- Create 2+ social media profiles
- Populate them with photos/videos of your product/service
- Begin following relevant industry figures and engaging with their content
- Develop a video to feature prominently on your home page
- Create an FAQ page to answer common inquires
- Text-enable your business, create a general “info@” email address, and establish who will manage incoming customer inquiries
- Create a business profile on Yelp or other review-based sites
- Clearly link your website to these review sites and encourage post-purchase feedback
Post-Sale E-Commerce Communications
Cha-ching 💸! You’ve started making sales, but the customer journey doesn’t end here. At least, it shouldn’t…especially if you want to create repeat customers. The questions don’t stop after people hit “Buy,” and it’s important that you stay connected with each person long-term. So, what points should you focus on hitting post-purchase?
1. Ensure you have a live chat option for urgent order questions
An order is like a mini-investment for your customer. They deserve to get real-time updates on their investment. Texting or emailing an order confirmation is a good first step, but should always be followed with an order tracking link once it’s shipped. However, if something happens, such as an order delay, forgotten, item, etc. that customer concern should be a priority. It’s a sensitive time where your brand is in jeopardy of negative reviews after all. So having a space where a customer can get their questions answered in real time is essential to let them know that their needs are your priority.
2. Create product videos that demonstrate how it’s used
We made it pretty clear in the pre-sale section that video is an essential tool for any marketer, especially an e-commerce once. However, they’re not just a tool for selling. They can also be a great way to help people feel supported post-purchase! 72% of people would rather use video to learn about a product or service, so appeal to the masses with on-site video instruction. The popular brand Corkcicle does a great job of turning product demos into fun and engaging video content.
3. Build a system for upselling
How many times have you been sucked in by emails or popups telling you that “since you bought X you’ll love Y”? Upselling is a great, natural way to encourage repeat customers through personalization. Take what you know about your existing customer’s behaviors and use it in your post-sales communication to encourage repeat business!
Below is an example from Everlane, an online clothing retailer. It demonstrates that you can recommend related products without being intrusive
4. Populate your site with content indirectly related to your products
A good e-commerce site goes beyond its products and offers added value through blogs, podcasts, webinars, etc. Not only can this kind of content keep people on your site longer (increasing the chances they buy something) but it increases your search engine optimization (SEO). And the higher Google values your page, the higher it will appear when people make related searches. This helps drive you, literally, above your competition.
Post-Sale E-Commerce Communication Checklist
With these goals in mind, let’s boil it down to a checklist for post-sale communications. Make sure you have:
- A method for live chat such as text marketing or software like Intercom that you build in to your site
- A designated staff member to field live chat inquiries
- An instructional video(s) for your product/service for web and social
- Automated texts/emails with offers based on purchase behavior
- A blog populated with relevant and interesting content
There, navigating the web doesn’t have to be daunting. After all, you’ve made your product and brought it to the stage where it’s ready for public consumption. Now that’s the hard part! Let us help you with the rest!
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