There are no simple strategies anymore.
Customers have no interest in paying attention to messages that don’t educate or entertain.
With today’s technology customers have the power to pick and choose what messages they receive. They can skip, block and opt-out of content that doesn’t appeal to them.
So what can you do to reach them more effectively through social media marketing?
The key is to produce content that they can relate to, content that captivates them and content that shows respect for them as customers.
In this post I’m going to explain how to connect with customers by producing content that has their best interests in mind.
Use great content to connect with your customers by following these three important rules.
Make It Relatable
How relatable you can make your content is a testament to how well you know your audience.
Knowing your audience means knowing what problems they face, what benefits they’re seeking and what solutions they crave.
Having this information about your target customers allows you to create content around satisfying their needs. Always produce content around serving the interests of your customers, not your business.
If you feel like you don’t have this information about your core audience then use social media to get to know them a bit better. The more you know about your customers the more effective you can be at producing content they’ll relate to.
Make It Captivating
Captivating content is anything that happens to be educational, entertaining or immediately useful. What’s not captivating is anything that looks too much like advertising or a sales pitch.
Customers don’t inherently dislike advertising, so don’t stray from it altogether. Just make sure your advertising adds value in some way rather than strictly asking the customer to buy from you.
Here are some examples of how to connect with customers using captivating content:
- Advertise a new product by creating a video showing your customers how to use it and the benefits they will receive from it.
- Practice the art of meme-jacking to create entertaining messages about your products and services.
- Create a step-by-step blog post that teaches your customers how to do something new.
- Show off some testimonials or reviews from other customers speaking positively about your business.
By aligning your content around your customers’ needs it’s possible to highlight your products and services in a way that adds value without being too sales-oriented.
Make It Respectful
Customers have a natural inclination to distrust branded content. One way to overcome this is to show respect to your customers by being as transparent as possible.
Don’t be afraid to pull back the curtain and show customers the inner workings of your business. Put a face to the names of people who work in your company. Let your customers get to know you on a personal level.
Customers want to know they are dealing with real people who have their needs in mind. They can sniff out a marketing pitch a mile away, and will flat out stop listening if they feel like you’re just trying to get a quick sale out of them.
Here are some examples of how to connect with customers while showing respect:
- Be accountable by responding to questions, comments and criticism.
- Ask questions to gather feedback. Show customers that you care about their opinions.
- Show respect for your customers’ time by producing only useful content, no fluff!
- Keep communicating with your customers long after the sale is made.
Showing respect for your customers through transparency and accountability will strengthen the trust and reputation of your business. Link
Wrapping It Up
Knowing how to connect with customers through social media is one of the greatest challenges of any business. While there is no one-size-fits-all strategy, following the simple rules of producing content that is relatable, captivating and respectful will help drive better results every time.
Do you have anything to add that will help businesses better connect with customers through social media? Please mention it in the comments section!