The first question you should ask yourself is “How can I make a home for my customer?” Is a website really the best tool for this?
It’s all about understanding your customers before you make a move. Sometimes websites are the last thing you need to create a community for your brand, but that does not mean that you shouldn’t have a website at all.
Confused? Wondering where should you start? Let us explain with a little help from Vanilla Ice….
“Stop. Collaborate. And Listen”
Stop making assumptions about what your customers want. Focus on starting good conversations if you really want to get to know your customers, find out what they truly want, and where they hang out.
“People share, read and generally engage more with any type of content when it’s surfaced through friends and people they know and trust.” – Malorie Lucich Facebook Spokesperson
Let’s take a look at the ModCloth brand. They sell one of a kind vintage clothing as well as new vintage inspired clothing with limited sizes and quantities. Their products are constantly rotating as pieces are quickly sold out and replaced by new items. Thus, making the product demand higher as their customers are forced to check in with them often or they will miss out on the next hot new item. ModCloth has a website and we are not arguing that they shouldn’t. Where else would you purchase their clothes? What we are saying is that their website can only do so much to attract new customers.
This is where Pinterest comes in.
Modcloth is a site that sells stylish women’s clothing and Pinterest is female dominated (by a long shot) platform with it’s 11.7 million unique visitors being 87% women between the ages of 25 – 54.
Modcloth joined this growing community by adding the “pin it” feature to each of their items.
Now, Modcloth has over 13,000 followers all advertising for them for FREE as users pin their purchases and “wish lists” of Modcloth items to their Pinterest boards; sharing items within their network of followers.
See how Modcloth needed both it’s website and Pinterest to work together?
You can’t expect your website to handle every aspect of the customer life cycle. You need additional help from your social networks to help you…
- Attract new customers
- Convert interactions into sales
- Communicate company news
- Raise brand awareness
- Provide customer support
- Brand Listening
Don’t try to reinvent the wheel, go to the people. Don’t expect them to come to you. People are more likely to find your social media page these days before they even find your website.
Start viewing your social channels to be just as important as your website. After all, Facebook directs more online traffic than Google.
Focus on using your social channels to identify your customers, build a relationship with them and to direct them to your website. Use your website to deepen your story and close the sale.