How To Create Personal Relationships with Customers in a Non-Personal Digital World
We live in a world where a tweet has now replaced a handshake. More and more people are opting to adopt a Cro-Magnon man stance as they immerse themselves in mobile devices. As a result, it is becoming more and more difficult for marketers to deploy strategies which help foster the coveted personal relationship with their customers.
Photo Attribution: By Tomwsulcer (Own work) [CC0], via Wikimedia Commons
The fact of the matter is relationships still rule, even in a digitally driven society. While it can be more challenging, today’s marketing strategists are tasked with finding ways to develop relationships with customers through digital, as opposed to personal, contact. Let’s examine some tactics you may want to consider adding to your marketing mix.
Offer Tips Rather Than Sales Pitches
One huge mistake digital marketers make is offering too many sales pitches. An effective marketing strategist will use social media, e-newsletter, blogs and other forms of digital media to create a following. If you continue to give the audience the things they want, they will always come back. And, you will develop a relationship with each customer and sell your product/service without having to make an outright pitch. Let’s say you are the Chief Marketing Officer (CMO) for a sporting goods company. Rather than sending an e-newsletter advertising what is on sale for the week, consider making the content more engaging and fun. Perhaps add something like, “Eight Things You Never Thought You Could Do with a Pool Cue” or “Creative Ways to Pack Your Kayak”. Depending on your time and budget, you can even create short but entertaining videos. Make your customers look forward to receiving your weekly e-newsletter and/or reading and sharing your social media posts. If you are not exactly sure what will entice your customers, then ask them. Also, watch their social media accounts to learn what is important to your target audience. If you are short staffed, companies like Global Response can help out by providing social media monitoring services.
Get Involved or Start an Online Group
Starting or becoming part of an online group places you in a peer-to-peer relationship with customers and potential customers. You can either use an already established platform such as Facebook Groups or LinkedIn Groups or, develop an online community on your own. Be sure to invite current and prospective customers to the group and engage in fun but useful, thought-provoking conversation pertinent to your product or service (again, without making a pitch). For instance, if you are the Marketing Manager for a restaurant group, perhaps you can share some recipes and invite the group to prepare them at home and offer their thoughts and feedback. Or, offer cooking techniques and tips they can use in their home kitchens. Not only do groups allow you to develop a more personal relationship with members, but they can also offer valuable insight into current market trends.
Make Your Customers Part of the Conversation
It’s no secret that one-way marketers can develop relationships with clients is through e-newsletters and blogs. However, many e-newsletters are disregarded and discarded and blogs are ignored because of “salesy” or non-useful content. If you can make your content stand out, you will gain loyal followers. One way to do this is to invite your customers to be part of the conversation. Allow them to write articles, send in fun videos and tell your company story for you. When your customers are “published” they will not only feel more devoted to your brand, but they will share the e-newsletter/blog with their friends as well.
Although we’ve discussed some strategies in depth, it does not hurt to also stick with some of the old marketing standbys. Sending cards on birthdays, invites to special sales and holding customer appreciation events also helps cultivate your relationships. Remember, in today’s digital society, it takes more effort – and impressions – to reach customers. You will have to think outside of the box and deploy more creative marketing strategies to earn customers loyalty and cultivate personal relationships. Good luck!
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