Do you know what made Zappos such a great company? It wasn’t that they were selling shoes online – they weren’t the first ones to do that.
It was the way Zappos connected with their customers.
They had a few philosophies they lived by such as:
· The customer is always right even when he or she is wrong.
· You can make your customers happy by focusing on the experience instead of just the product.
· By making things convenient for your customers, such as a 365-day return policy, you will win their loyalty.
Connecting with your customers on an emotional level is important because if you do, they will be 300% more likely to recommend you. Or, better yet, they will be 44% less likely to shop around, and they will be 33% less sensitive when it comes to your price.
To help you make those personal connections, you have to get to know customers on a personal level.
Knowing your customers lets you in on the secrets of what your specific audience loves to see and what annoys them. It gives you an insider perspective on the type of marketing content you need, the media sources you should be using, the sales conventions need on your website, and the kinds of products you should have on your floor.
Get to know them by finding out their:
· Income levels
· Shopping patterns
· Values
· Online habits
· Favorite social media
With this information, you can target your customers with the right content, promotions, and marketing channels and most of all, you now have a way to serve these individuals. Now, you can’t forget the power of Google Analytics which can assist you in pretty much discovering any piece of information that you can imagine about your customers and how to help them. By analyzing customer data, you can learn who your customers are and then segment that information to make personalized connections.
In today’s social world it’s easier than ever to connect with your audience to grow your customer base. At the same time, it can get complicated and overwhelming to make those personal connections. Social media is a great way to connect with your customers if done correctly, creating valuable content that your customers want to share, but if you’re just updating your status with “Buy my product”, it’s a quick way to lose your following, and you’re not really connecting with your customer’s. You can also start a website to connect with customers, you should consider a user flow guide to help you out when creating this. This way you’ll be able to anticipate how the customer will use your website, therefore make it easier for them to access as well as saving you money on unnecessary pages.
But how do we know the right things to say and communicate effectively our customers?
Marisa Peacock, with the Strategic Peacock, will be conducting a webinar: USE YOUR WORDS: Leveraging Customer Conversations to Enhance Your Content Marketing. In this webinar, we will discuss how to identify your different types of customers, explore ways to incorporate user-generated content into your marketing campaigns to connect and sell more. We will also understand the realities of making customer reviews an effective part of your brand marketing strategy.
