Before the internet, the traditional avenues businesses took to communicate with potential clients were often limited to radio, television, and newspaper ads. Worse, they were localized. The internet has certainly made it easier for businesses to connect with more clients, though there is some concern that they may be losing the human touch. Connection to other people in this world is vital not just to good business, but — as we learned during the COVID pandemic — to our own well-being.
Today, the demand for humanity in business is higher than ever. Here’s how best to connect with clients effectively in the digital world.
Use Social Media
In the digital world, it’s of the utmost importance to connect with clients in a way that directly touches their lives. It’s safe to assume that most of your clients have at least one social media account. Set up an account for your business at whatever site best represents your business, and be sure to post at least three times a week. Ninety per cent of marketers say social media interaction has done wonders for exposure, and it has proven to be a powerful client converter.
The question becomes — what kind of content will your company produce?
Create Engaging Content
The type of content you create will help you connect better with your client, but you need to know what drives them. Have a strong sense of what your company represents before posting, and use social media monitoring tools to learn what attracts your clients. It’s critical, though, not to get caught up in trendy hashtags, and to bear in mind that social media rapidly evolves. Jokes get old fast, and companies who enter into public debate do so at their own peril.
Let Customers Handle Their Accounts
There are aspects of the previous incarnation of the business world that the world would rather leave behind. Calling customer service, for instance, is still no one’s favourite activity, and dealing with chatbots can be extremely annoying for some clients. They’d rather not be on hold for longer than necessary. That’s why it’s best to let the client manage their own account, easily allowing them the ability to change their email, password, phone number, address, or payment information.
Use Video Marketing
You’ve doubtless heard about the popularity of influencers. The good news is, you don’t need to have millions of followers or a flashy persona to attract your clients. Video marketing can help build trust with your clients, teach them about exciting new products and help increase sales. The camera naturally encourages a more personal level of interaction with a client, and live videos can present a sense of urgency.
Most important, though, is that your content is genuine. Find out what you truly want to say and be to the public and ensure that each social media post, tweet or Instagram photo properly represents that sentiment.
Kenny Hedges | Contributing Writer