Apart from the technical aspect of the online store that you must follow, the customer’s image of your online store must work properly, which includes your brand, mission, story and commitment.
All successful online store brands have these features, and stores without identity are dead. This is your competitive advantage over your competitors.
In the early days there weren’t many online stores, you could just find products online and sell them through search based traffic, you had a dress and you showed the dress to customers and the sale was made.
But now you can find several online stores for a product. Now Torb site shows you several online stores for one product.
First you need to define your identity so that you can communicate with people. The main question is to understand who you are.
For this, you need to know these three parts
- Know your difference
- Tell your customers who you are
- Have an original story to tell
You need a message, that’s the social economy, people want to engage with your stories, messages and conversation.
How you come across to your customers is the question you need to know in order to do it right, what is your appeal.
- What is ethically attractive to your market?
- A title that tells your story in one sentence
- The emotional response you want to evoke
Tell your business slogan in a story as well as the emotional response you want to create in your customers, how do you want people to feel when they hear about your brand, what do you want people to think when they interact with the message, Brand and communication around this main concept, let’s build your brand.
We are talking about online store 3.0. The online store is changing, the online store without an identity (brand) is dying. When I first started e-commerce, all you had to do was set up a website with a few products on it and drive inbound traffic with ads or SEO. You didn’t have to worry about building a brand, building a community. Well those days are over and good for your business and good for your life. Today, you need to do more than just run an online store. You need to find a way to add value to your market.
There are many ways to do this, but the best way is to create one video on a regular schedule, like a week, and that video should be about topics, conversations, and problems in your community. Take, for example, a skin care company. We have a group of women who are all grown children. All of them are over 45 years old. Now there are 50 million of these women, and they are all going through what I call the collective experience. And their bodies age faster on the outside than on the inside, and society treats them differently as a result, and they don’t like it.
So we create a weekly video with our views on this collective experience. Topics such as menopause and male-female relationships and being a legend over 50 and everything that happens. But the point is that we are creating a community. We’re building a brand, and that takes you from being just another person retailing products to impacting people’s lives. This makes your store more valuable, allowing you to charge higher prices for your products. It also boosts you from the channels.
So, the skin care company that I told you about, over 50% of our traffic actually comes from people typing in our brand name or typing our URL directly into the address bar. So, it doesn’t matter if the Instagram account gets closed, or the Google ranking drops, or if we lose one of our traffic channels, because we’ve built a brand. We’ve built a community of people around our store who specifically seek us out because of our views on these various topics. And the other thing this does for you is if you’re going to liquidate your store or sell your store, you can bid a lot higher because you have more than just a bunch of products and an ad account. You have a real community of people who engage with you, connect with you, respond to you when you offer, when you sell.
We know we need to do more than just place products. We must have a society, we have to build a brand, and we have to add value to our market. So how can we do this? Well, I think the easiest way is to create content, tutorials and informational videos that solve your customer’s problems. So in video form, it could be videos about the features of your products or how-to guides. Another way to add some value to the market is to interview experts in that particular product line. Or get other people’s comments and share it. Therefore, people like to know what other people think. So if you have a lot of clients, you can call them and ask them if they are open to an interview and you can use that interview on your blog and let your other clients see why other people like them are doing it. are your purchase.
List of sources
And finally, another really, really easy way to add some value to the market is to compile a list of resources. People love a list of resources. They just want to know what is out there and what can help them. So like the microphone space, this website had a list of 10 other products that I could use, some different websites that I could go to, to learn how to use my microphone better, some software that I could download that came with them. . My mic therefore had a very deep catalog of what I could use and showed me how to use that product better.
This is a 3.0 online store. This is a change from sales to service. From a store that only has products to a brand that engages the community and adds value to its market.
A case study of an online store
Check everlane website
Everlane.com I think has done one of the best things in the industry. What sets them apart is that they have fashion with transparent prices and they’re like a fashion brand. They do a lot of them and they’re online only.
Their motto is: full transparency
of factories, know your cost, always ask why
Their target market is young, technology-loving, rebellious people, so they somehow tell their story in their messages. They have a clear slogan of what you do, who they are.
The emotional response they are trying to create in their customers is the revolution that is changing the industry and they are doing a fantastic job of it, they have a professional message.
It’s really what your customers come across, that’s the question, so what you know to get is what aesthetic appeal to your market, what label tells the whole story of your business. It expresses a meaning. From the emotional reaction you want to create in your customers
What do you hear people say about your brand on the street, how do they feel?
Distinction: fashion with transparent price.
Who: young, technology lovers, fanatics, rebels.
Story: Full transparency.
Aesthetics : Reduced. simple clean Beautiful.
Title: Know your factories. Know yourself, costs, always ask why
Emotional response: Revolution.
boombycindyjoseph site
Another site is boombycindyjoseph the difference is everyone tells you you are too old and you need to look younger and you need botox or wrinkle cream.
This site takes a different approach. The target market is women over 40, so we’re clear that if you’re not over 40, we don’t want you to be associated with us.
Cindy Joseph is the main character of the business, she is the story that the whole business is based on, so your story can be a person’s story, it can be a person’s story that the brand is built around our aesthetic.
The slogan tells the whole story in one sentence, it’s about women, it’s about women, it’s about time. The emotional response you create is like the first site, which is a revolution. Join us and be a part of this movement
Differentiation: The pro-age message.
Who: Women over 40 years old
Story: Cindy Joseph.
Aesthetics: Reduced. simple clean Beautiful.
Title: About women. About beauty is about its time
Emotional response: Revolution.
coyuchi site
What distinguishes them is that they are green, they are minimally processed on the products. Their target market is women who are aware of the environment, their story is to bring nature home, the main title of the site is that we bring nature home.
The moral part of this is that we are handmade, pure and clean, so in one sentence it tells you what they are doing that they are trying to express.
Differentiator: Green. Minimally processed.
Who: Environmentally conscious women.
Story : Nature to home.
Beauty : Handmade. Pure. clean
Title: Nature comes home.
Emotional Response: Mindfulness.
Customers are conscious, so you really want to know who you are before you start marketing to understand who you’re connecting with because good communication turns people into customers, you can communicate better.
Marketing is communication
Basically, marketing is communication and it creates sales communication.
Get your message out, you’ll become better, and before you can tell people who you are, you need to understand who you are, so that’s your mission, your story, and your purpose. Professional businesses have made these. If you don’t define it, think again and create it, because this way you can market and sell products more easily.