One of the ways to really WOW your customers is through one-on-one interaction. There are many ways you can engage with them. You can engage via email, social media, your website, and even at live events. For some, you’ll use technology that helps you automate some of the processes in a personal way, but in others, you’ll need to get physically involved yourself to truly connect and make a difference. Let’s look at how all of this can and should work.
Everyone knows about newsletters or email lists. Yes, you want to talk to your customer in these ways. You want a personalized email series for each of your freebies, products, and services to automatically go to each customer or subscriber. That’s a given. But, you want to take this one step further by responding to replies.
Set up your email so that it takes replies. Don’t use “no-reply” email addresses for any type of email that you send to your customers. This is way too corporate and too impersonal if you truly want to connect on a deep level with your customer. Ask your audience member to respond by hitting reply, let them know this works. Then actually respond as quickly as possible, as directly as possible, and as personally as possible – depending on your situation.
If you have a big business, using customer service agents is a great way to help. But if it’s just you, it takes seconds to reply to an email in a helpful way most of the time. In fact, very few people are really going to take you up on the offer. But those who do should be treated extra well because they’re your customer. They are the person you want to talk to and learn more from so that you can know your ideal customer even more.
2. Social Media
If you’re going to participate in social media, today’s customers want more personal contact with you. After all, it’s called social media, not advertising media. Use a nice picture of you on your profile image. Don’t use a logo. You can put your logo in the page header picture. People will trust you more if they can see who you are.
After that, take it a step further and talk directly to people who comment, who are new to your page or group, and say hello. Ask questions, answer questions, start discussions. Be present in your groups – whether you own them or not – if your ideal customers are there, you need to be very personal with them on a regular basis.
Even on your website, you can communicate with your audience. When your ideal customer is on your site is the perfect time to speak to them. If it’s really you, they’re going to be very excited to talk to you because they’re your ideal customer and they know who you are and want to know more about you.
My favorite way to do this is with the Facebook Customer Chat Plug-In for WordPress. The plug-in connects right to Facebook Messenger so that you can reply there. You may choose to have posted “office hours” where people can initiate the chat and correspond with you on the chat during certain hours – then, the great thing about the plug-in is that you can always continue the conversation on Facebook with (or without) a Messenger Bot.
There is other technology you can use – though I have not used this one myself, I have heard good things about Zoho's technology, which allows you to chat with visitors who come to your site. You can hire customer service agents, but you can also offer office hours live and in person yourself during the hours you get the most traffic.
Live chat will increase sales, satisfaction, and affect customer retention. Even if you can only do it a few hours a week, it’s going to make a big difference for your audience of one that you’re there. Since at first, it’ll be rare, you can turn on the chat and do other tasks while waiting for the traffic to come to your site. Only a few will want to talk, but it’ll make a huge difference to those who do.
4. Live In-Person Events
Live in-person events are also very effective marketing strategies because they are so personal. A person who will pay money to attend any event – whether the event is free or not (travel still counts as spending money) – is more likely to be a true customer than people who just browse freely online. In-person events are amazingly effective for all aspects of audience building and perfect for connecting one-on-one.
5. Live Online Events
Live events don’t have to be in-person, they can also now be online. You can host webinars, Facebook Lives, YouTube Lives, and more – all from the comfort of your home office. This is a truly effective way to connect with your audience of one.
Since you’re focused on your audience of one, you don’t need to be concerned when few people show up. Some of your audience will watch live, and more will watch the recording/replay, and when they see how helpful you are to that one person who showed up, they’ll be amazed and more likely to work with you or buy from you.
Engaging with your audience through email, social media, your website, or even in person at events is truly effective. It’s so effective that a lot of B2B’s spend almost a quarter of their budgets on going to and planning live events. No one spends that type of time, effort, and money if it isn’t working.
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