Are you a marketer who is tired of customers being unhappy with your brand and are experiencing low engagement and response rates? Not sure where you are going wrong or what to do next?
It might be time to consider that you are disconnected, aren’t communicating properly or are plain boring.
Don’t worry we can help you out. There are simple ways to remedy this that will help you in the long and short term that are cost effective. Listen to your customers because they want to be heard! Effectively communicate with them where you can to generate valuable insights. Once you listen to them you can get to know them better, and can then start to further segment your target market. Now that you know your audience, create valuable content that will interest them. Take our advice and in no time you will see happy and engaged customers.
Communication is a two way street
Too few companies actually listen to their customers. Monitoring your social media accounts everyday is a step in the right direction, as you can see everything that people are saying about you. You may find that customers are discussing the same point be it a complaint about service, a product feature or more. This can help you identify areas that you can optimise, improve or change.
Now you may be thinking, I listen to my customers, I know what they need changed and I am in the process of changing it. Well, have you told them? Share the transformational process with them and even get them involved where you can! Customers will not only be happy with the result but will feel valued that their input was appreciated and influential in the change.
Get to know your customers – for real
Customers can buy the same product but have vastly different needs to fill and interests to explore. Take the example of car insurance. Why do people buy it? Because they are required to by law, are looking for greater coverage than the one they previously bought, their family and friends use it, they’re fearful by nature or were dissatisfied with their previous provider. Each of these customers need to be marketed to differently, because they have a different need and interest in the service or product.
How can you do this? Using segmentation and through dynamic content and personalisation. Get to know your customer’s unique interests and send them personalised content specific to their needs. Not sure how to go about this? Check out our article on dynamic content or personalisation, that will really help you understand how best to use these techniques.
No one is going to read crappy content – Provide something worth looking at
People want original, engaging content and they want it now! They want an informative article, blog post, video or meme that is digestible, light and interesting. They will then generally share this content with likeminded people, so it’s a win-win for you and the customer!
Content marketers experience 7.8 times more site traffic than their counterparts who don’t have valuable content. Content marketing also costs 62% less than outbound marketing mediums, and it can also generate 3 times as many leads*. It is also a great way for you to showcase what you do, your expertise and skills and as a result drives higher conversion rates, because customers feel confident in what you do and offer.
Content is only useful when you keep the customer at the core – does it address their problems or help them? If not, you are creating useless content that you really need to improve. Once you have created this content and know what customer segment it applies to or what action customers need to take to get the content, go ahead and make it dynamic or trigger content when the customer does a certain behaviour.
All in all it’s not so hard to get customers to like your business when you actually humanise yourself through getting to know them, effective communication and by talking about things they care about.
If you have any questions, email us at firstname.lastname@example.org or call us on 1800 737 266 for a chat.