We used to buy what big companies are selling and telling, without question. But because of the development and innovations of the internet age, we changed from buying what big brands are telling us. Instead, we read reviews, we make our own research and we buy from people we know and trust.
This is the end of the "buy this" idea where big companies are needing to listen and adjust to the new type of customers like the millennials (Gen Y) and the Pivotal Generations also known as Gen Z.
Gone are the days of Xerox, of Nokia, of big malls. And hello to the new age of digital consumptions, where consumers buying decisions are affected by what the influencers are telling them. These influencers are not necessarily big names, but they can just be a neighbor, a friend or someone they know and follow online.
Overnight, a new international celebrity can be created or an established company can collapse and become instantly irrelevant as well.
So how do you sell effectively online?
1. Support a Cause.
Consumers are looking for companies or brands that are in alignment with their interest. As a marketer, you need to be able to understand your customers' cause and position your brand as a company that listens, that agrees and supports this cause.The new causes you may need to consider;
- Climate Crisis
- Gender Equality
- Eco-friendly
- Organic
- Cruelty-free Cosmetics
- Locally Made
- Women Empowerment
- Digital/Remote Working
- Children's Education
Consumers do not only buy to consume now. But they buy to support. They want to be part of a cause that is relevant to what they believe.
2. Tell a Story
Storytelling is an old proven way to sell but how do you tell stories online and why?
Television is the new radio. It means it's dying. Its original use is now being changed. We no longer watch TV for the news, we only use TV when we need bigger screen entertainment like Netflix or Youtube. Without it, our new TV is our smartphone.
So in the world of marketing, you need to be able to tell a story that is available on their smartphone screens. If your market is in Facebook, create contents they can consume on Facebook. If they are in Snapchat go there.
What's a good story to share in selling?
"Buy this" is not the best idea now, it's "buy me." If you are selling cosmetics, a makeup tutorial can be a good option. Where you first want them to buy your experience of using that makeup. They want to be like you, and that can happen by using what you are using.
Here are some of my favorite questions in identifying my stories;
- Why am I energetic and how can it help you?
- Why am I not gaining weight and how can you look slimmer like me?
- Why I like what I do and why will you like it?
- What's my experience and what is it for you?
Go with the WH's questions - Why, When, Where, What, How. The story is about them and you are using your experience to help them find out what is beneficial for them.
The best way with this type of strategy is, you don't need to individually ask your target market if they are interested in buying. You are not spamming people!
The likes, the comments, and other reactions are the buying signals.
3. "Humanized" Your Customer Digital Experience
Your customers are humans, engage with them online. Talk to them in messenger, ask them about their feedback in using your products. Respond to messages, and complains.
Your inbox in your social media account is the new customer care email center. Be timely in responding.
Sending birthday greetings is another great way to personalize the experience.
Remember CLC, Click, Like, Comment.
4. Be authentic.
You are your most important product. You are the brand. If you are genuine, people will feel it. They buy the feeling and that same feeling also makes them loyal to the brand. Share what you truly believe. Success in selling online is easier when you are connected to it.
I have previously written about branding here: 6 Steps in Building Your Brand.
Do you like this blog? What should we talk next? I would ove to see your comments below.
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