How Digital Marketing can help quieten the noise

Having spent my formative years as a Merchandiser, I’m familiar with the choice conundrum. Now I’m viewing the world from a Digital Marketing perspective I am seeing techniques which can really help to calm the noise for customers.

So, what are the key tactics to get right to help a customer search your products?

Curation

Have an opinion!

Customers want you to help them choose, so curate your range, your content, and your communications. No one wants to buy from a brand that doesn’t know what it represents.

Authority

Customers gravitate to brands they know, like and trust.

Use News articles, Blog posts, Media endorsements, educational content to demonstrate that you are the experts in your field.

 Filters

Customers love filters but hate them when they don’t work.

Regularly check that your filters are delivering sensible results and that none return single products, or worse…no products! Work with your Product teams to make sure that products are accurately attributed for customer filtering.

New

Your regular customers love to know what’s new.

Refresh your content regularly, either with new products or new blog posts or social posts to keep customers engaged and coming back to look at you even when they aren’t in buying frame of mind.

Urgency & Scarcity

Nothing prompts a customer into action like FOMO.

Don’t worry about occasionally selling out too quickly – get it before it’s gone, last chance to buy, we can find [rare product] for you are all strong calls to action.

Social proof

Customers read reviews. A lot.

Manage your online reputation by requesting and responding to reviews. Remember that customers don’t trust all 5 starts – they like to see how you have dealt with problems as well as reading comments from your fan base.

Curation – Authority – Filters – New – Urgency & Scarcity – Social Proof

Wherever your brand sits on the depth vs breadth equation, there are marketing tactics you can apply to help customers to decide to shop with you.