Are Your Current Marketing Communications Striking the Right Tone?

As the pandemic continues, business owners and sellers alike have cycled through periods of uncertainty, anxiety, and acceptance of the new normal. This period of highs and lows has changed the way people connect with one another. For sellers, this means striking a careful balance with their tone and messaging to customers. Businesses have to walk the line between acknowledging the current challenges of the COVID-19 crisis while avoiding fear-mongering language.

While we are not yet back to business as usual, there are some ways to craft your messaging that encourages customers to engage with your business.

The Challenge of Finding the Right Tone

When COVID-19 first became categorized as a global pandemic, brand communications struck a uniformly earnest note with concern for businesses, messages of hope and encouragement, and thanks to our frontline heroes. But as conditions improved, brands needed to update their messages. A recent Market Dive study found that aAs early as May, more than 40% of consumers said they were ready to hear from brands about topics that weren’t related to the pandemic.

If you’re unsure of the right tone, you can’t go wrong with empathy, which a recent study from Ipsos one survey finds is more important than ever. ItThe study further revealed that the top three ways that consumers expect brands to express empathy are through being supportive, hopeful, and comforting. The bottom three ways were amusing, humorous, and emotional. And take note that nearly 70% said that brands’ response during this pandemic would impact future engagement.

If your tone is off, you obscure the message. The key is to examine the nuances of your messaging and if it will elicit the response you intend. Learn more about finding the right tone for your communications in Square’s Voice and Tone guide.

Marketing Communications vs. Crisis Communication

Many brands have increased the cadence and frequency of their customer communications as there are so many audiences who need to hear from them, all of whom may require subtle nuances in voice and tone. – Read more

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10 Goal-Oriented Strategies To Market Your Ecommerce Store In 2020

When you set out to market your eCommerce store, it’s not enough to just say you want to be big. There are many successful stores out there. You should have some particular goals in mind.

Goals help you gauge the effectiveness of your marketing strategies. They also make it easier for you to create and adjust your long-term plan.

As you build an eCommerce store in 2020, here are ten key goal-oriented marketing strategies to try out:

1. Draw In Desired Traffic

With your store up and running, a lot of your first visitors will be a random bunch. Try to get more people from a particular group to visit the site. Your store may be largely into selling customized uniforms to other businesses in bulk.

Or it could be offering mainly women’s wear. In either case, if the majority of your traffic is teenage boys, you need to switch up. Use Google Analytics to find out certain qualities about your traffic like age, gender, devices used, location etc.

Revise your strategy to get your store the right attention. Mention it in business forums. Be present in social media groups dedicated to subjects relating to what you sell.

2. Expand Your Email List


Once you start getting traffic to your store, sales may not immediately shoot up. Establish relationships with these people. Go through your website data to find out their behavior, like what they are looking at.

Figure out other attributes like their location and age. Place CTAs in the right places, requesting them to sign up for a newsletter. Give them good reasons.

This could be updates on latest offers and product availability. It can also be a discount on their next purchase.

With an email list, you can set a number of people you want to add each month. You can also set a target for how many return visits and sales you want to get from your list.

This helps you learn what you need to do for different groups of people to get them to buy.

3. Rank Higher In Searches

SEO (Search Engine Optimization) is a good way to get a lot of organic attention for your site. It mainly involves getting your site more likely to appear when people search for products you sell.

Use tools like Ahrefs to find out which words shoppers type the most into search engines when looking for products you have. Perform a search and see whether your store makes it to the first page.

Revisit your store and change your titles and other phrases to be more similar to the keywords. Work on the linking between pages and other sites too. Conduct these search tests until you appear higher up.

You can set your goals to be about a position on the first page. Additionally, try singling out particular keywords and become the most common search result for those. – Read more

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What is Shopify?

In this video I’m gonna answer the question for you what is Shopify and why do you keep hearing about it why do you keep hearing about all these people making a ton of money off I made you know five thousand dollars in one day on Shopify and all these different crazy things that you’re hearing. So the answer to what is Shopify it’s basically a website you can go to and you can build an e-commerce store you can build an online store and they’ll also host it for you now if you’re looking at potentially signing up for Shopify I do have a special offer at the end of this video with a link that you can get a free one-on-one consulting session with me but let’s first go in depth a little bit more on what is Shopify why is it. So special are you gonna get rich quick are you gonna make a million dollars overnight the short answer is probably not I mean it’s not a get-rich-quick scheme it’s not anything that it’s just a place for you to build an online store a place for you do you know build something where people can purchase things from you now just because you build it does not mean they will come a lot of people think that all I’m gonna build an online store and I’m gonna get you know I’m gonna make thousands and thousands of dollars no just because you have some website doesn’t mean anybody cares you need to still get traffic to that website and that’s actually 99% of the game. So if you’re thinking about starting an online store yes Shopify is amazing I’m gonna show you some Shopify websites and we show you a little bit of what the backend looks like in just a second just give you a little bit more information but yeah if you’re thinking about building a Shopify website do I think it’s a good idea yeah if you want to be a little entrepreneurial yes absolutely do it but the way I think about it is. So Shopify is $30 a month at least their most their basic plans three hours a month think about it it’s like paying a fee to go to the gym you’re going to the entrepreneurial gym here you’re learning.

If you pay up thirty dollars a month and you don’t have any success well you’re paying a fee you’re paying a fee for being lazy but that money can actually make you a lot more money I’ve I just launched a new Shopify store for one of my new companies here and I made in the first like few like the first week or two I made five thousand dollars you know easily and that’s not always gonna be the case I did a lot of work leading up to launching the Shopify site but that being said Shopify allows you to sell things online that’s the most simple form let’s take a look at what a Shopify store is and what the backend looks like. So you have a better idea of exactly what Shopify is this is the performance and up on our website and I actually built this website and pretty much got everything started in just four minutes you can click the link up here to see it doesn’t take long with Shopify to build it and that’s why Shopify has become. So popular it’s very intuitive very easy to understand. So let’s just poke around here. So this is the home page a little banner if we open that up I’ll show you what that looks like in a second all this very quickly I did this all very quickly obviously writing the copy takes a little bit of time and then the product page and I have all these different images and just basically repeated the same thing I have on the homepage and then there’s some other stuff at the bottom you’ll see another affiliate program contact best returns all very basic stuff very easy to set ups this is what the the front end looks like this is what the customers see the back end how you actually set it up is here and once again in that link where I show how I built the website I go into much more detail on this. So today I’ve only had 27 dollars in sales and only 13 visitors but I’m recording this pretty early in the morning. So that’s part of the reasons for that but we poke around here and I can I can go here up to the products for instance and look at some of the different products now I only have one product.

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