From the beginning, the ceremony became part of our lives and understanding the world. They help us remember important events. We know our position in the calendar through them, and they guide us like a small compass. You can find comfort in familiar things.
In the past, the ceremony was promoted by factors such as seasons, local events, neighbors and family rhythms. But the rituals that constitute our modern life are different: they are faster, globalized, automated, and are often affected by the products, services or applications we choose.
For decades, the brand has been part of our lives, but it has never reached the level of the Internet and smartphones. It is almost impossible to escape brand information now. Some moments we hate brands, some moments we like, some of the moments we don’t notice.
What does all this mean for your online store? A series of times constitute the customer’s journey, and close attention to these moments that can bring huge benefits to your brand. If you can create a ritual from one or two? The answer is right.
We will introduce four types Methods, you can identify existing habits and create new habits in the customer journey, and why it is worth it. But first of all, about how social media changes some background knowledge of brand building, as well as case research on a brand, this case study customized customer journey and ritual.
The flaws and sharing of all moments
In July of this year, Mark Zuckerber The grid shared that he believed
Facebook’s future is mental inspiration : One day, I believe we will be able to directly use technology to use technology directly Pass rich thoughts to each other.
If you are willing, you will be able to think of something, and your friend will immediately experience it.
This will be the ultimate communication technology. We are not far from this: As far Magic or completely strange people get a responseEssence
Before the emergence of the Internet, life was carried out in real time and space in real time and space , But things have changed. We can share the revolution that we can share information, let people be fired, and bring comfort to the isolated people. We created celebrities overnight and closer our Wanwei.com.
This also makes the brand may move towards people, becoming more indispensable in people’s lives .
From Coca -Cola to farmers who make cheese in unknown places, brands can talk to customers, affect them, and make them smile.
Like others, the brand can now use the Internet to show you their love.
has been commercialized.
A new connection and community have appeared, followed by the brand’s participation and becoming part of a part of people’s lives and dialogue. Are all brands equal in this regard? Can any brand ignore it completely?
Let’s take a look at a brand very well in the online and other journey of custom customers.
Why, why do the world like Mailchimp? They inject joy into the entire customer journey
Mailchimp is one of my favorite brands. 原因有很多：他们在旧金山给了我一顶钩编猴子帽； 每次我要发送邮件时，他们都会露出汗流浃背的手指（这很完美，因为我It is always nervous);
Once I click to send it, they will give me a high five.
They made me feel seen, they made me smile, they talked about aliens’ ass on Twitter. Press the button!
Why does this brand feel so good? They do well in many things, But it was their ability to inject vitality in the hour of the customer’s journey to make them distinctive . Random stupid? Rocket Science? From the two.
I ignored the shortcomings of their products, I told my friends, I made excuses to send a tweet I abandoned the equipment of other brands, but insisted on them. Why? Because Mailchimp attracted me: through the vortex of marketing information and the trick that attracted my attention,
They won a small part of my heart with thoughtful UX . Sending the palm of the email -this thoughtful user experience made my journey wonderful.
Four methods of identifying and encouraging customers’ unique rituals When talking about your store and brand, you may feel a million miles away from Mailchimp. Maybe your budget is tight, and you have no resources for brand stolen goods and monkey hats.
Post -modern writing is to use common experience and emotions, and in appropriateness It is reflected to individual readers at the time so that they are \”seen\” and selected.
Do you know how do you feel a kind of intimacy when someone expected and accurately say what you want to say?
That thing -this is what we are pursuing.
What is this brand, product and service?
When the needs of customers are expected and met at the moment, they will feel participation, notice and care . When it involves your online store, if you can feel or need to feel or needed at a certain time in the journey of the customer -and let them know in some way You Know -thenA small soul connection will be established.
A real example that happened a few days ago. When I took the last Gibaili chocolate rod from the packaging paper, I saw it printed on it: The last piece! Such a small detail made me laugh.
On the product page, the same thing can be implemented through particularly thoughtful images and copies. These images and copies predict that they make the content they need to know [ 123]. The feedback of customers who have purchased products may help this. Set the place for customers to think: What do they need?
2. Turn the time of resentment into a glorious moment ]
Injecting vitality for ordinary moments is not a new marketing technique, but it can establish a good connection with customers
. I have listed how Mailchimp does this, but another example is Slack. Slack is equipped with Giphy, WaterCooler chat and many useful and interesting features (such as groups and custom emoticons).
When you open their applications, Slack will also have custom loading messages, and \”Meh\” is used to use crowdsses to sing it.
One of the custom loading words added to the SLACK settings of Automattic. The team can create and add messages displayed as a user name.
I like to read these -when I settled down, it has become a morning habit.
If Slack takes longer to load? Okay, I don’t mind.
Maybe you have some resentment time in your customer journey you Can it cheer up?
It should be noted here that you may go too far. Too picky and criticalFan -especially at the time of trading -it may eventually make people annoying or dishonest. It is important to maintain a balance and tone correct.
3. Let the clients show and tell them that they are part of the tribe
Where there is a tribe, there are members’ indicators. Outsiders stared at the members eagerly.
Before I had any Apple device, I clearly remembered the feeling when I saw a pair of white headphones. How much I want them!
Create a clear way for people using your products to tell the world, whether it is numbers or other ways, it is a good thing
. Of course, you can’t force people to show their sense of belonging, but you can make them easily choose what you are doing.
It is a way to include social attention buttons on your website and any label content related to your product. If you have the luxury of the box to people, then a small amount of loyalty tokens does not cost the ashes. I always think that if they are useful in some aspects, it is best not to do this, and it is best not to die.
For example, high -quality stickers are very popular in the WordPress world. The laptop is often included in it: The laptop computer of colleague Automattician Sara Rosso, which is covered with WordPress stickers. (Picture source)
Although the brand that interacts with customers in some aspects is easier Objective
.
An example: During the entry of woocommerce, we added a quick link for people who have established new stores in Twitter Twitter Twitter Twitter Twitter Twitter Publish the information they just completed.
Click this link to open a pre-written tweet. If they are willing, they can edit it. Followers from them:
Animal high five can make anyone a day. Because we were marked in the tweet, we were marked in these tweets. While we got shouting, we could reply on Twitter and contact them. I also like to choose pictures of the Fifth Fifth of the Animals. There is no end in Google’s pictures.
Amazon to do this in a less personal way, buying in a less personalized way, buying this, buying Later display product link sharing options. I think it will be less automated and more humane.
In short:
.4. Looking for existing rituals and reflecting them back
So far, we have studied three ways. Actively encourage closer relationships with customers through the critical moments of customer journey. In order to end this article, we will look at some more delicate but more effective things: the ritual existence in your community.
They may have nothing to do with your product -maybe they are related to interest -but your users will have some common behaviors.
It is great to understand these common behaviors and turn them into a ritual related to your brand .
The company I used to work yuppiechef.com used to transport kitchen tools with brand cardboard boxes in the past. One day, a customer shared a photo of her cat sitting in our box on our Facebook wall.
I like it and share it on all our social media channels.
Over time, the pet image in our brand packaging box Gradually become a symbol of Yuppiechef customers.
We set up a Pinterest board and page on the website. In fact,#PetsinoPackaging has become an old label on Instagram, and it is also a way for our customers to ping us from the other side of the Internet.
This is not what we created -it happened organically. By accepting it and reflecting it in our community, it became their favorite ritual.
I sometimes want to know if people buy things purely to send snapshots! #PetsinoPackaging label and Pinterest board.
I learned to maintain a keen observation of these types of rituals. You can’t force them. If you try to create them from nothing, it will soon become pretentious, but if you find one that happens, you can turn it into your user’s \”things\”. This works well on Instagram and Twitter. Users like to get RT or Regram. If they think that the brand will re -share or interact with them, they will share the content. For Woocommerce, I noticed that many of our users drink coffee or energy drinks late at night.
They often share screen photos in the early morning to show unity. I have begun to rewrite these, and developers have now begun to marked us in the Woocommerce store late at night.
Late Night #Redbull Night, from @Tuskotrush #Woocommerce #behindthescreens
[@Woocommerece ) On August 7, 2015 atEncourage your own customer ritual ] Please pay attention to these organic rituals that marked your community. You never know what life will do on them! You may find yourself behind the latest popular labels, or just cultivate a close -combined community. The community is bound by a ritual that is truly \”you\” and only belongs to your own. When you re -visit your social media attention and sprout community, please remember the following four methods of identification and encouragement ceremony: The idea of \u200b\u200bpredicting customers, Then surprise them and please them. Mailchimp knows that we are nervous about sending emails and reflect it on the hands of sweat. How do you show your customers \”We know your feelings \”, and even turn the small brand experience into a smile?
Turn the resentment moment into a glorious moment.
No one likes to wait, but a smart message, joke or animation It can make the experience active -sometimes leading to social sharing or yelling.Create a way for customers to show that they are part of your \”tribe\”.
WordPress stickers are a one Very good examples, but any similar good things or gifts will be done well. Let customers feel the feeling of \”belonging\” easily.
reflect the existing ritual that has appeared. 123] Some customers bid you in a similar Instagram photo, or publish a phrase that is the same on Twitter? Expand their efforts -let them be \”things\”. Encourage them, you can even manage them if you need it. 123]
What rituals did you find in your community?
What thoughts did you find to cultivate your community and closer your members from the \”visitors \”Go to the\” fan \”journey? Please tell us in the comments below.
