How did Apple create some of the most loyal customers on the planet? This article by Marty Diamond on his Diamond Website Conversion blog takes a look at how this famous “Superbrand” used three of their most popular marketing campaigns to help customers define themselves, differentiate themselves from the competition and encourage group loyalty. Diamond says “Your content is the best tool you have for marketing your ideas. Copy, videos, comparison charts, email marketing, and social media are all great opportunities to give customers a reason to love you.”
Would you like to get more word-of-mouth referrals from happy customers of your small business? Of course! This article by Aaron Hoos defines the types of promotions that customers generally give as both implicit—quiet, implied and general—and explicit—exuberant, specific and clearly stated. While Hoos doesn’t argue with the fact that “every business wants every Customer to turn into an explicit Evangelist”, he does say that a more realistic approach would be to “give your Customers tools to become the kind of Evangelist they are most comfortable being”. Find out all of the ways Hoos lists to provide opportunities for your customers to evangelize your products and services, both explicitly and implicitly.
Matt Winn, Volusion.com, breaks down the essentials of branding in 5 easy and simple steps in a recent 3-minute vlog post. He says, “Your brand is a critical element of your online success. In order to tell the story of your business, you need to know what elements, in fact, make up your brand.”
Yet, more specifically, Winn highlights the need for an online business to shape and define the tone of their brand. “Are you professional, friendly, stodgy or more laid back?” Taking his logic a little further, all things brand-related (from the name of your business to the logo) should fully represent whatever you decide. If you’re selling, say, organic gardening products, and you’ve realized that the overall tone of your brand is intentionally cheery, optimistic and lighthearted, the brightness of the colors in your logo will, without a doubt, matter.
Mark Hayes (allsop8184) and his crew at Shopify.com (@shopify) have produced what might be considered one of the best infographics on Pinterest’s impact on ecommerce sales (click the image below to see the infographic in full). The infographic itself details Pinterest’s recent prowess and its rise to #3 social media platform. Their findings? Well, for one, Pinterest accounts for the highest “average order price” ($80.00 on average) in comparison to a whole slew of other social media and search engines.
We suspect that Pinterest serves more than less as a streamlined and culturally relevant catalog for an online store. Whatever the case, Pinterest is becoming more imperative for an online store’s potentialsuccess. Heed the advice of Mark Hayes and Shopify.com and set up your own Pinterest profile now! As you do, be sure to:
Set Pinterest pins with prices (pins with prices get 36% more “likes” than those without).
Don’t limit your pins to only images of your products. Post pins that are relevant to your store’s aesthetic! Personal branding is Pinterest’s best asset.
Focus your attention on all social media platforms. Using Pinterest, Facebook, Twitter, etc. increases your chances of referral traffic when your social media presence is profuse!
Introducing your product through video can humanize your website, gain customers’ trust and boost sales. As easy as it may sound, this can be a rather daunting task. Why? It can be little difficult finding someone who enjoys public speaking and at the same time is the right person to introduce your brand to the customers. Kenna Hurd provides few tip that can be helpful when you set out to do the task.
Search for the Hidden Gem
Look for the hidden gem in your own team. While looking, keep in mind that this person may not necessarily be an outgoing individual. Sometimes even the most introvert people turn out to be exceptionally good at public speaking.
It is better to put a person who has in-depth knowledge about your product rather than a polished professional from outside in front of the camera.
Don’t talk too fast
When talking in front of the camera, take deep breaths and try to talk at a slow pace. This ensures that the viewers get enough time to absorb each important piece of information.
A small business at first, Toms Shoes branded itself in a smart way.
For the majority of customers, the act of shopping is an experience-not a transaction. The more personal you are with a customer–even just through the personality of your business–the more likely they are to be satisfied with your business. Why? By developing a personal brand for your business, you enable a customer to feel like your business, itself, is personal to them.
This might all sound intuitive. But, how exactly do you go about creating a personal brand? Focus in on your own personality–whether you’re a caregiver at heart or a go-getter from dawn to dusk–and apply it to your small business. Don’t just let your “mission statement” stand alone. The personal brand of Toms Shoes, for example, extends well past its “philanthropic, one-for-one” mission. The simple, earthy and at-ease personality of Blake Mycoskie (founder, CEO) has easily been translated through both the styles of Toms Shoes to the various marketing campaigns used by the company itself. Consider posting photos of your company’s product (like the Toms Shoes image below) that showcase the personality behind your business–and you.
The “personal brand” of Toms Shoes, by photo.
Build relationships with customers by creating a personal brand associated with your business. In doing so, you cast a personal and unique light over your company, and in front of your preferred customers.