Your business has influencers. They just might not be activated. An increase in eCommerce is creating new opportunities for marketing. Savvy companies are pivoting retail teams to use digital channels for selling. With each team member having an individual brand account.
Benefit of Individual Brand Accounts
Each team member is given an individual account for business use only. Why individual in addition to a company brand account? Because people buy from people they trust. Why shouldn’t your team be the ones building those relationships with customers and fans?
“The key is to create experiences they want to talk about. Depending on your company’s social media policies, you may want to create a best practices document to discuss how to share company moments.”
Are your employees brand ambassadors
Use accounts for building relationships with and servicing customers.
Content ideas to share:
- behind-the-scenes with their point-of-view
- personal styling tips
- product care tips
- highlight customer results (*with permission)
- upcoming products with sneak peeks
- ask followers for input on pairing products
- Q&A’s
Individual brand accounts encourage creativity, allow autonomy, and create opportunities for team members to learn from each other.
“And why do u think I keep saying @onepeloton should be launching supps/shakes/bars. Their instructors are the ultimate influencer. Customers would move so quickly to buy…”
@babakazad
Collecting Leads
Each team member’s account has a unique URL pointing to a personal landing page. Email opt-ins are tagged for personalized segments. This allows team members to send out personal campaigns to followers furthering the personal connection. All customer information is stored in a central database, CRM (customer relationship manager) or ESP. (email service provider).
To make a sale, customers click over to that person’s specific storefront on the Tiffany website, where they can schedule a consultation, a product recommendation and styling discussion or a call on another topic.
Modern retail
Measuring Performance
Performance can be measured in many ways. What is important to you? Keep in mind metrics can be gamed so you want to be intentional. For example, people can buy followers and engagement.
Metrics to consider
- # of landing page visitors
- # of email opt-in
- % of conversions (visitors/# of purchases)
- % of one-contact resolution (the customer issue is resolved with first attempt)
- % of repeat customers
- # of referrals
When team members are responsible for the entire life cycle (sales 🔁 service) then they’re more intentional in serving customers. The relationship your team builds with customers will have the greatest impact on your business.
Additional Benefits
Having individual brand accounts creates options for your business. You can hire remote team members. You can downsize or repurpose your physical storefront to use as a showroom for appointments, office, and/or warehouse additional eCommerce orders. Thus reducing or reallocating overhead expenses.
Technology provides opportunities for us to be creative with our teams and how we serve customers. Talk with your team, brainstorm ideas, and don’t be afraid to try something new.
Your Turn
What opportunities or challenges do you see with this idea?
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