When Veronica Solomon, an interior designer, decided to construct a Store one evening, she assumed it would be short-lived and thus had fun with it. On her Casa Vilora Interiors site, she included her favorite items, such as vivid colors, pictures of her stunning designs, and testimonials from renowned industry magazines. To top it off, she even had leopard print buttons for her social media profiles.
When it came to her About page, she proudly shared her story of immigrating to America and striving to be successful. She recounts how embarrassing it was growing up in Jamaica with minimal resources, but she still talks about it as a motivator for others. People are often inspired by her success and can relate to her humble beginnings. “Look at what you’ve accomplished,” they often tell her.
Solomon, based in Katy, Texas, credits her eCommerce website for helping to fuel her success. She has created a vibrant online community where interior design enthusiasts can connect and exchange ideas about their projects.
Solomon is the brains behind a successful branded housewares collection, earning her the title of 2020 Person of the Year from Kitchen and Bath Business – a highly respected organization in the $170 billion residential kitchen and bath industry.
Research has demonstrated that honest communication creates trust and respect with people we come across, granting worth to online communities. Numerous studies prove that consumers are likelier to engage with brands they like, understand, and identify with.
Presenting your entire self on your website – which serves as your business’s public face- is imperative now. Your different brand story, the formative life experiences, and your ideals are what separate you from the overpopulated marketplace.
Here are seven strategies Black entrepreneurs are utilizing to make the most of their online presence, embracing their unique identity and experiences
- Evoke emotion with photos
- Tell your story
- Be yourself on your blog
- Make it easy to contact you
- Share testimonials and reviews
- Be social
- Celebrate your community
01. Evoke Emotion With Photos
The adage that a visual is worth more than a thousand words certainly holds: pictures can communicate much in an instant. However, generic stock images of diverse teams holding hands will not have the desired impact – our mind tends to disregard these as they are not genuine. To foster an emotional connection with your audience, choose photos that evoke feelings and create an emotional reaction.
Ruby Love, a company that produces menstruation-absorbing underwear and swimwear, has generated $22M in revenue by showcasing empowering and positive images of its founder and other customers who the brand’s products have positively impacted.
02. Tell Your Story
The Glam Shop, an Atlanta-based beauty loft that encourages individuals to establish their salon brand, includes a detailed account of its founder Sierra Gates’ uplifting story on it’s About Us page.
By doing this, the company hopes to connect with those customers who can relate to the same experiences shared by Gates. Science has shown that stories are better remembered and more impactful than facts, so this is an effective way for brands to generate a sense of credibility and reliability.
03. Be Yourself on Your Blog
Creating a blog is an excellent way to share your ideas, wishes, and experiences with the world. Your blog’s content should be helpful and instructive, teaching readers something new or providing them with exciting stories that help them better understand you.
Using keywords in your blog posts can improve your visibility on Google by making it easier for potential customers to find your business. For example, Ammas Health Services, a provider of supplements and beauty products, regularly publishes blog posts featuring tips on the many health benefits of turmeric and how it can help with digestive issues.
04. Make it Easy to Contact You
A rising pattern is to have a contact form for potential customers to fill in. This is an extraordinary method to decrease spam, yet it could lessen inquiries. A 2018 user experience study discovered that individuals favored live talk and email over contact frames.
ReWax, the wax-pouring experience organization, and Unwine – which joins pouring wax and glasses of wine – give a live visit alternative, just as their telephone number, email address, and informal organizations pages and enable customers to book on the landing page too.
05. Share Testimonials And Reviews
More is needed for a brand to tell people they’re number one; positive customer reviews can be even more effective. An overwhelming 91% of shoppers read online reviews and take them very seriously, almost as much as if it were a friend’s recommendation.
Pretty Melanin users have shared videos and pictures showing the impressive results achieved with the botanical skincare line – dark spots and acne visibly disappearing. This real-world proof of its effectiveness has boosted the brand’s credibility.
These days, it isn’t easy to find a successful eCommerce store that does not have links to Instagram and Facebook accounts. These platforms are great tools to keep followers updated on new products, discounts, and special deals, while also aiding in targeting potential customers through ads.
The Glam Shop understands that posting pictures to their Instagram feed creates more than just a few new followers.
When people feel connected with the brand, they are more likely to make a purchase; research conducted by Sprout Social in 2019 found that 57% of viewers were more likely to buy from a brand they followed and an additional 57% bought something that was seen on social media.
Therefore, it is essential to maintain authenticity while posting on social media and provide relevant content to followers to sustain loyalty.
07. Celebrate Your Community
A great way to showcase your company’s identity and values is to form a community of individuals who share the same beliefs. Zelie for She, which specializes in fashion apparel for curvy women, has created an online photo gallery called “Lovers” featuring customers from all walks of life – everyday people, social media influencers, and even celebrities such as Lizzo in their Cuddle Up Set.
Through this, they can demonstrate an “unapologetic expression of one’s authenticity and style.” Ready to get your business started? Create your online store with Shopiroller today!
QUESTIONS AND ANSWERS
What do customers prefer for contact methods?
According to a 2018 user experience study, people preferred live chat and email over contact forms.
How can eCommerce businesses create a strong connection with their brand?
By creating helpful content, providing multiple ways for customers to contact the company, sharing testimonials and reviews from existing customers, staying active on social media platforms, and celebrating their community.
What is the impact of social media on eCommerce stores?
Research conducted by Sprout Social in 2019 found that 57% of viewers were more likely to buy from a brand they followed and an additional 57% bought something that was seen on social media. Therefore, it is essential to maintain authenticity while posting on social media and provide relevant content to followers to sustain loyalty.
How can online reviews help an eCommerce business?
An overwhelming 91% of shoppers read online reviews and consider them when making a purchase. Positive reviews have been found to have the most influence on customers. Studies provide customers with the confidence they need to make an informed purchasing decision, particularly for those who are unfamiliar with a brand. This has resulted in many businesses seeing an increase in their sales numbers and overall brand awareness.
What is the best way to launch an eCommerce business?
The best way to launch an eCommerce business is with Shopiroller, a platform that enables businesses to create their online store in minutes. Ready to get started? Create your online store with Shopiroller today!
The success of today’s eCommerce stores heavily depends on their ability to engage with customers. Using tactics such as creating helpful content, providing multiple ways for customers to contact the company, sharing testimonials and reviews from existing customers, staying active on social media platforms, and celebrating their community, eCommerce businesses can create a strong connection between their brand and customers. With these tips, eCommerce businesses can grow loyal customers and increase revenue over time.