Consumer expectations are changing a lot, especially where marketing is concerned, and people want businesses to take a more personal approach. We often hear about how it’s important to engage with customers and what that really means is that you need to build a more personal relationship with them. People don’t want to feel as though you see them as a potential sale and nothing more, they want to feel that you value them and building a personal relationship is the best way to do that. But how exactly are you supposed to connect with customers on a personal level?
Social Media Accounts
All businesses are on social media these days but some of them are much better than others at it. The social media pages that do well are the ones that connect with customers on a personal level. Social media is, in its most basic form, entertainment for most people. They go on because they want to see interesting, engaging, or funny posts. If your social media page is just a boring stream of promotional material, consumers won’t connect with it. The key to digital marketing is not to simply use it as a platform to push out marketing materials, you have to build a personality around your business and use it as a way to connect with people on a human level. Don’t worry too much about pushing your products, instead, you should post interesting articles around your product area and interact with customers that have questions about the product.
Email marketing is a great way to let customers know about any deals and offers or new product launches. If you spend some time building an email list, you have a cost effective way of reaching a lot of people at once. But email marketing can feel quite impersonal, especially if it’s obviously a blanket email that goes out to everybody. But one simple change can make it feel a lot more personal and help you to connect with your customers; just include their name at the top of the email. You can also include recommendations based on browsing history to add another personal touch and encourage more sales.
Fast Response Times
When a customer tries to get in touch with you for some reason, your response time really matters. If they call you up and they have to wait in a queue for ages before being put through to somebody that is reading from a script, that doesn’t feel very personal at all and they won’t feel very valued. But if you respond quickly to their concerns, you can start to build that relationship. Response times are difficult on phones because you need to employ a lot of people and it’s not very cost effective. If possible, you should give your customers more points of contact, like a live chat service and email, and encourage them to use those avenues instead. You can respond a lot quicker and employees can deal with multiple customers at once, so it’s a lot more cost effective.
If you can start to connect with customers on a more personal level, you will build a much stronger brand and you’ll find that you have a lot more loyal customers.