3 Reasons Why Your Ecommerce Business Needs a Tone of Voice
22/05/2017 | Share:
Successful communication with your customers is key when running an e-commerce business and engaging with your audience. However it’s not all about what you say, its how you say it. Tone of voice allows you to use language to form a distinct and recognisable personality to really tell your audience what you’re all about.
A Consistent Tone of Voice Helps Develop Trust
How do you want your business to be perceived? What are your trying to tell your consumer about your brand? These are important questions to ask yourself when considering your brand values. Finding the right tone of voice is a fundamental part of forming your business’ identity and personality.
needs a toneFor example, if you contacted a law firm you would expect them to use a formal, professional tone, whereas with a toy store you would imagine their tone of voice to be more playful and warm. Therefore it’s about knowing what you want to say to your consumer and expressing it in away that reflects your business’ values.
The Right Tone Of Voice Will Help Build Rapport With Your Customer’s
The right tone of voice makes your brand more human. Having an authentic, approachable tone of voice encourages customers to connect with your brand, whether it be through Social Media, Email or online reviews.
Potential customers are more likely to engage with a brand they can relate to, so little things like remembering special occasions like a customers birthday and sending them a discount code, or personalising your emails will make your customer’s feel valued and appreciated. Furthermore good communication is about building relationships and encouraging loyalty, so the more approachable and trustworthy your business seems, the more customers will want to engage.
A Consistent Tone Of Voice Encourages Customer Loyalty
When your customers contact you, having the same tone of voice across all your platforms shows the consumer that you are a reliable and consistent. If you are using a consistent tone of voice across your content to attract customers, don’t forget about it when they have completed the purchase. Once your customer has purchased an item, share their excitement with a personalised confirmation email thanking them and encouraging them to engage further with your business through reviews or social media, rather than a default ‘dear customer’ email. Small details like this will encourage customer loyalty.
However it is important to understand that in some situations, the tone might have to alter. If you are dealing with a customer complaint, your tone of voice will be very different from the ‘bright and breezy’ tone you may use across your other content. Although it is important to keep your business’ character in these situations, you will want to take a more serious yet caring and personal approach when dealing with complaints. The last thing an unhappy customer wants is the business appearing to not take a complaint seriously or an automated response that suggests their complaint will be simply lost in the system.
At the end of the day, communication with your consumer is vital. Using a consistent, authentic and approachable tone of voice across your business encourages your customers and potential customers to form trust and loyalty to your brand, it makes you stand out from the crowd. By giving your business a more human feel, your customers know that if they have problem, it has been heard and will be dealt with. It makes your customers feel valued and in turn will encourage them to connect with your brand.
