We’ve all gotten spammy emails (“Hey! Check out our deals of the day!”) and chances are, you can spot them from a mile away. No customer wants to feel as though all they are to you is a sale. So don’t treat them like one. There are ways to stay connected with your current customers without bombarding them with spam and other unwanted attention. One of the best ways to do this is to treat them like people, not sales. Here’s how:
1. Connect on Linkedin. If your business works with clients, Linkedin is a great tool for keeping in touch. Send your clients a personalized invitation to connect on Linkedin. Once they accept, Linkedin will update you on all of their important life events; things like job changes, birthdays and more. When these life events happen, you can send your connections a congratulatory email or comment. This gesture will make your clients feel that you appreciate them as a person–not just as a sale. It will also keep your business at the top of their mind the next time they need your products or services.
2. Be a resource. If you’re goal is to stay connected with your customers, have a social media presence on each of the social platforms your audience uses is a give in. But what things you should post on your timeline may not be. Fight the urge to only post about your company, products, services, specials, and promotions. No one likes people who only talk about themselves, and the same rule applies to brands. If your brand falls into this trap, you’ll risk losing some of your social following. Instead, make it your goal to be a resource. Share helpful information with your customers. You should have an idea of what topics are relevant and important to them based on their purchase history with you, so share industry articles, helpful tips and facts with your audience based on those topics. Your audience will appreciate that you care enough about them to post helpful information without ulterior motives.
3. Engage. No one likes a one way conversation. While posting helpful content is a good thing, it’s only one half of the equation. You also need to be interacting with your customers on your social networks. If they comment on your post or pose a question, give a thoughtful response. If they send you a private message, answer back. If something they share in their own newsfeed catches your eye, like it, comment on it, or share it. Engaging with your customers shows them that you care about them as human beings and that your business is made up of people that care too.
By connecting with your customers on social networks in this way, you’ll be humanizing the conversation. This leads to better overall likeability and trust in your brand. Take the time to show your customers how much you appreciate them by staying connected on a human level, and they’ll reciprocate the thought with their customer loyalty.