Connecting with customers authentically goes a long way. Recently, I contacted an online vendor about a problem I was having with their service. There’s nothing like logging into your account and being unable to access the information you need, especially when you are rushed. Much to my surprise, the chat feature I was using connected me to a real person (what?!) who empathized with my issue. She got me the help I needed to carry on with my day in less than 10 minutes.
When your customer runs into an issue or has a general question, they often turn to someone they can trust. How can your audience trust you? By getting to know you and being accessible. Here are three ways that will jumpstart the connection to your target audience.
Put Yourself Out There
While you may be the behind-the-scenes wizard in your business, today’s target audience wants to connect with entrepreneurs to understand their ideas and feel their energy. No one can create excitement around your brand better than you.
Doing this is pretty easy, thanks to technology. Social media posts can show what it’s really like to work in your business, whether it is a home office or a brick-and-mortar storefront. Do you have an office kitty or canine who is paw-some? Show them off instead to mix things up – people love to see pets.
Effective social media videos are short and to the point. Did you know that over 60% of social media users engage with short videos versus longer ones? Use trending music, the right hashtags, and a little humor along the way to get more likes or new followers.
Connecting new prospects is easy and efficient, thanks to Zoom and other video applications. Conduct virtual coffee chats to understand problems and share ideas, whether it’s with a colleague, power partner, or potential client.
Educate and Inform Your Potential Customers
We often think of social media as a way of selling our products and services. And while that is a goal, social media also educates and informs our audience (aka: potential customers) about who we are and what we do.
Share a link to your latest blog post or offer a “freebie” on social media that customers will value. Keep them posted through regular updates and ask them to join your email list.
Now that we have moved past many COVID-19 restrictions, meeting people in person is back and better than ever. Nearly 70% of people prefer in-person networking, and a whopping 95% of the workforce feels that in-person connections lead to better professional relationships.
Professional associations and networking groups routinely offer expert speakers on topics that matter to their members. Volunteer your time to conduct a seminar or lunch presentation that highlights you as an expert. You will be seen as someone who can be trusted to solve issues or go to for advice.
Communication is Key
Speaking of gaining trust, followers love to see regular content from their social media favorites. If you only post once a week (or even once a month), chances are your followers or potential customers will not see your posts. The algorithm works in mysterious ways, but it definitely likes consistency.
Engagement is also key here. If you see a comment on one of your posts, that’s social media gold! Hit that “like” button and respond. You never know when a follower can become a potential customer. If you have time, reach out to new followers, especially when your social media accounts are new. A “wave” emoji or a simple “thanks for following!” lets your followers know they are dealing with a real person.
Summary
We all like to connect with brands that make us feel seen and heard. It’s easy to do but is often overlooked because it takes time and commitment. What do you think about connecting with your audience in authentic, more personal ways? I would love to hear from you! Contact me so we can talk more about it!
