Dedicating a portion of your business funds to targeted marketing may not always give your the best results. If you hope that your company will connect with an audience of passionate fans, you need to make sure to following a few key steps to get it right.
But what happens when a customer decides that they’re ready to learn more about your company? It turns out that the vast majority of customers aren’t being provided with the information they need to make a purchasing decision. What’s worse is that every time an attempt to connect is missed, that potential customer is motivated to take their business elsewhere. Fortunately, these steps can help you make the most of your potential customer base.
Share your thoughts and feelings with your customers! How? Start by developing a brand message that revolves around making a difference. Contribute to the conversation and show your customers that you care about the same things they do.
Take Whole Foods as an example. John Mackey, the company’s founder and co-CEO published a book called Conscious Capitalism. In it, one of the things that he discusses is how a company and a brand can be a force for good. Success in business can mean moving the needle on an important cause – if you can galvanize your customers around your message, you’ll be able to better connect with them and inspire brand loyalty.
Writing a book requires a lot of time and marketing efforts. Alternatively, a blog is a great, affordable start to communicating your values to your customers; but only when you aren’t busy putting action behind your values in your business’ operations.
Make Your Physical Locations Accessible
Yelp has transformed the way that we find local businesses to provide services in-the-moment. Whipping out an iPhone, it’s easy to exactly what you're looking for. The ability to see all of the reviews from previous patrons allows you to make an informed decision on whether you want to support this business.
For businesses, connecting on social media and location-centered apps is a must. Many websites forget to create a page that clearly communicates how and where customers can connect with their company. If you want to turn that interest into traffic, you'll need a webpage that has an easy-to-read map, address and explanation of services offered.
If you want to connect with consumers in the 21st century, you need to make a positive difference in the world. Communicating that value is an important component to modern branding. And, once you’ve communicated those values, allowing your customers to easily find you is critical for conversions.