Engaging with customers is a lot harder than it sounds. Whether it's review sites, snail mail, search engine marketing, video conferencing, or old school email newsletters, you're going to need something to create strong relationships that generate sales and customer loyalty. Fortunately, there are more than enough tools out there to do just that.
Yelp for Business
One of the most popular tools for customers to leave reviews of their experiences with your company is Yelp. You’d be amazed at how many companies fail to claim their business on Yelp. Every marketer will tell you that you need to be where your (potential) customers are.
With more than 85 percent of customers using the internet to investigate a company they plan on doing business with, you can’t afford to miss this opportunity to monitor your company’s profile and engage with customers past and present.
Personalized Notes and Gifts
In an increasingly digital world, a handwritten note is a memorable gesture. For example, if your company is based in a popular city, like Paris or New York, you could send your customers a postcard featuring a beautiful picture of your city’s skyline.
You should have some solid data on your customer. Use this information to create a powerful, personalized message. This is a great task for your account executives to take on. After all, your customers will interact with them the most. Remember, there needs to be something more than a name and a number on the other end of the conversation.
Search Engine Optimization
Google is one of the most popular starting points for customers at every phase of the purchase cycle. Your future customers are searching for information related to your product or service right now. By taking the time to understand the keywords and phrases that they type into Google, Bing, and Yahoo, you have an opportunity to create content directly targeted at them.
If you’re having difficulty coming up with solid keywords, there are multiple keyword research tools available online. Start by brainstorming a list, pull data on how popular each phrase is, and start creating compelling content that speaks to the audience typing in those popular phrases.
By meeting your customers where they are in the purchase cycle, you’ll build trust and confidence in your brand. This is a huge factor in conversion from researcher to buyer.
Some studies estimate that 93 percent of communication is nonverbal. When you call a client on the phone, you’re cutting out a huge opportunity to communicate in a memorable way that builds trust. When you put a human face behind a product, it’s significantly more difficult for a potential customer to ignore what is being communicated.
I’ve personally witnessed the power of video-conferencing in my journey as a business consultant. When I meet with a customer face-to-face (virtually or in-person), there is a deeper, more intimate connection that allows for a better business relationship built on trust and communication.
I know, I’m as shocked as you are to learn that this tactic still works. But the power of a targeted email list of engaged, motivated consumers to generate millions in sales with the click of the “send” button is unbelievable. Case study after case study shows that if you’re willing to provide value to potential customers, in return for their email address, you can establish a deep, meaningful relationship built on value.
For small businesses and entrepreneurs, the customer relationship is vital. Focus on going the extra-mile to create a positive impression and water the relationship by investing in the places where your customers are already spending time.