How consistent messaging can help increase online sales

How to use consistent messaging to incentivize shoppers

Consistent messaging is the practice of delivering uniform messaging across all your sales, marketing, and communications channels in a way that accurately reflects your brand's core values, benefits, and sales proposition.

Just as you use the same logo, colors, and typeface in design, consistent messaging can serve as the foundation for your brand identity as you express it across your website, social media, advertising, signage, email marketing, and other customer touchpoints.

While content will often need to be tailored to fit the needs of each channel, it should still feel like it's coming from the same voice.

Tip: When it comes to consistent messaging, learn why it’s helpful to promote financing options on each product page.

Incentivize shoppers with promotional offers

Offers like discounts, free shipping, or a gift with purchase are powerful tools that give customers an extra incentive to take action. Consistent messaging can help these offers be more effective by ensuring the offer is cohesive and compelling no matter which touchpoint a customer uses to experience it.

Be there at every stage of the purchase journey

As customers go from discovery to consideration to purchase, don't expect them to remain in one channel. Customers will likely bounce back and forth between your website, social media, and other channels – not to mention, they might get exposure to your brand from your offline marketing outreach efforts.

Consistent multi-channel messaging at every stage of the buyer's journey can help capture and keep attention, reinforce your selling points, and guide customers toward their purchase.

What is multi-channel ecommerce?

Consistent messaging is critical when leveraging a multi-channel selling approach, which is the practice of selling across multiple channels such as your website, on social media, in marketplaces, in your mobile app, and more.

What is the advantage of a multi-channel ecommerce approach? Simple: It enables you to reach a wider audience and tap into new customer segments who might not find you if you only stick to a single website. In addition, it helps diversify your revenue streams, reducing your risk of lost revenue should a channel experience a disruption or customers migrate to another channel.

Just like you want to use a consistent online checkout experience across all channels to help give customers more confidence, using a consistent approach to communicating your brand value allows you to maximize each channel to its full potential while ensuring customers have the same high-quality experience no matter which channel they prefer to use.

How can consistent messaging across channels increase online sales?

Many brands have now moved to a multi-channel approach to increase their overall online sales. By using consistent messaging, they deliver a compelling experience while gaining access to a wider audience. Here are a few ways you can explore multi-channel selling:

• Sell your products on multiple marketplaces, such as eBay, Amazon, and Walmart.
• Make it easy for customers to buy your products on social media platforms like Instagram and Facebook.
• List on marketplaces and social media platforms that have a strong user base in specific countries to accelerate international sales.
• Add content to sites like YouTube and Pinterest to capture people searching for products like yours.
• Use PayPal Pay Later dynamic messaging to ensure the most relevant Pay Later option is presented to customers as they browse different channels.

Most common online selling channels and their unique strengths

Each channel has its own strengths that you can use to shape your multi-channel marketing strategy, so you can start selling online in more places. The more you can leverage consistent messaging, the faster you'll be able to grow your business across platforms and marketplaces.

While the channels you choose should reflect where your customers spend their time, the most common ones include:

• Your website: Your website is the hub for your ecommerce strategy. Not only is this where you can educate customers about your products or services, but it's also the best way to capture the most value out of each sale. Tip: With PayPal's secure payment solution, you can easily manage all your payments from your website and other channels in one location, including installment payments.
• Third-party marketplaces: You can reach new customers in marketplaces who may not find your website elsewhere, making it a key source for new prospects.
• Social media: Leveraging social media is a strategic way to engage with customers and make people aware of your brand and products. In addition, you can now start selling on social media by creating online stores through Facebook and Instagram.
• Email: While customers can't complete a purchase through email, it's still one of the most effective selling channels at your disposal. Since your customers likely check their email multiple times a day, it's a good way to deliver personalized messages that encourage them to learn more about your products or return to your website to complete a purchase.

Leveraging consistent messaging across multiple channels is one of the most effective ways to maximize your reach and drive more sales. Check out our ecommerce solutions page for more insight into how to attract and retain today's digital shoppers.