More people opt for online shopping today because of the convenience, lower prices, various discounts, and more product options. But does that mean your eCommerce store will achieve success by default? Not exactly. Consumers are diligent when choosing online stores as they want to buy from brands they can trust.
89% of consumers read online reviews before purchasing a product, with 79% trusting the reviews as much as recommendations from friends or family.
However, they don’t form an opinion about a business just by sifting through reviews. Instead, they turn to social media to see how a company interacts with customers, if it’s responsive, and if it paints a picture of a professional brand that cares about consumers.
Luckily, you can set up reputation management strategies for your eCommerce store to earn customers’ trust.
1. Gather reviews in an automated fashion.
Gaining an insight into your target customers’ opinions about your brand is essential, but their reviews are scattered across multiple platforms. That’s where web scrapers come into play.
They are automated tools for simultaneously extracting data from multiple websites, saving you time and effort. They can sift through thousands of reviews, helping you gather relevant information quickly to drive invaluable insights for improving customer experiences and loyalty.
2. Respond swiftly on social media.
Consumers expect timely responses to their social media comments and messages. Unfortunately, waiting hours for an answer often leads to negative opinions about a brand, leaving unfavorable reviews and turning to competition.
Being responsive and taking the time to provide relevant information or solve a problem will help you build an online community of people who love and trust you. As a result, you’ll forge meaningful relationships that lead to more referrals, sales, and long-term loyalty.
3. Work with influencers.
Influencers can impact people’s opinions about brands and nudge them towards specific products or services. Therefore, collaborating with them is excellent for raising brand awareness and attracting more customers.
They can transfer their reputation to your brand, helping you generate more engagement and loyalty. Since they have thousands of social media followers, tapping into their audience means exceptional reach, broader than any other outreach strategy.
It’s obvious who wins the influencer marketing vs. blogger outreach battle if skyrocketing your eCommerce website reputation is your priority.
4. Let users create genuine content.
User-generated content (UGC) builds credibility because consumers deem it more authentic and trustworthy than brand-pushed content. It adds the human touch, expands social media reach, elevates the customer experience, and improves loyalty.
Influencers can create UGC, but you can also organize giveaways and contests. For example, ask people to create images relevant to a particular message or product and share them using a specific hashtag on social media.
Offering incentives for honest reviews is another way to encourage consumers to create content that will boost your reputation.
5. Create a strong brand.
Branding is vital for appealing to people’s emotions and inspiring loyalty. It helps you create a positive image, stand out from the competition, connect with consumers emotionally, and form long-lasting bonds.
Launching your brand requires determining your company’s purpose, core message, unique selling proposition, and a unique, memorable logo that reflects your values.
You must know your target audience and be consistent across your eCommerce store and other touchpoints. Most of all, ensure your words and actions match to build a positive reputation.
6. Create valuable content.
Content is essential for educating your customers, raising brand awareness, and increasing your eCommerce store’s visibility. High-quality, relevant, informational content can boost your reputation and SEO efforts and drive more customers to your virtual door.
That’s why you need a solid content marketing strategy. After defining your ideal buyer persona, research the content your target customers want and how they prefer to consume it. Next, determine your strategy’s goals and objectives, plan the steps for achieving them and establish your KPIs (Key Performance Indicators).
The most crucial step is creating valuable content that will address your target customers’ needs, pain points, and interests at every buyer’s journey stage. Then, you can publish it on your eCommerce blog and guest blogs and share it on social media and email newsletters.
7. Set up contingency mechanisms.
Tight contingency plans are vital for limiting the fallout from late or failed deliveries, missing orders, technological issues, and shipments that arrive with damaged or faulty goods. Of course, delays and errors happen even to the best eCommerce businesses, but they don’t have to damage your reputation.
You have to communicate with customers openly and honestly regarding any hiccups with their orders. For instance, if there’s a potential shipping delay, inform them timely, apologize, show empathy, and reassure them that you’re working on the problem and that they’ll receive their products shortly.
That way, you’ll improve your customer lifetime value, retention, and reputation.
8. Provide extensive customer support.
Your eCommerce store can’t be successful without excellent customer support. People will contact you for assistance on your website, social media, and email, and you must be available to resolve their issues quickly. That’s particularly vital for potential shipping delays and other delivery issues.
Be sure to offer phone, email, and live chat support and implement a chatbot that will handle FAQs and receive tickets outside regular business hours.
A knowledge base on your eCommerce website can also improve customer experiences. It can be a valuable resource covering every FAQ, including how to fill out forms and what to do in case of a delivery issue.
9. Be honest in all your endeavors.
Consumers expect companies to treat them fairly and be honest in all interactions. Treating them like numbers would hurt your reputation because it would show that you only care about making a sale.
Treat your customers like human beings and always be honest and transparent. That way, you’ll build trust and loyalty, making your eCommerce store stand out from the competitors who don’t spend much time on customer experience.
10. Invest in SEO.
Search engine optimization is integral for business growth, as it helps your content reach the top of the SERPs (search engine results pages). A higher SEO ranking means better online visibility, more organic traffic, and more qualified leads.
This long-term strategy starts with SEO content writing to help people find your eCommerce store whenever they use specific keywords and phrases in search engines.
Other eCommerce SEO techniques include:
- Speeding up your website;
- Making your store mobile-friendly;
- Optimizing product descriptions and metadata;
- Using alt text for all images and videos;
- Fixing usability issues;
- Securing your website with HTTPS;
- Fixing broken links.
Building your eCommerce website reputation takes time, but these tips will help you make every effort count. Of course, they’re just the tip of the iceberg, so delve deeper into every step above to achieve long-term success.
Do you think we’ve missed anything that could help improve an eCommerce store’s reputation? Please let us know in the comments section below, and feel free to share your experience!
Matija is a marketing and tech enthusiast, both on and off work. You can never bother Matija with “just one more question when marketing.” Instead, he likes to get scientific about marketing and research various related topics, sharing his insights and interpretations with like-minded enthusiasts.