Gone are the days when companies could build relationships with consumers through jingles and advertisements. With the increase in competition and consumer demands, companies have shifted their approach. Instead of openly marketing products, we must work towards humanising our brand to create meaningful relationships with customers.
A company in 2018 needs to be geared towards consumer success. This is possible with an efficient Consumer Success Management Strategy and Digital Marketing Strategy in place. Digital marketing works hand in hand with a successful company because it allows us to automate things that are not directly related to work so that we can focus on what is most important to us.
Here are some ways by which you can build consumer relationships through digital marketing strategies.
Website Design
For a company in 2018, your website is your 24×7 salesperson. It is the most important digital marketing tool you have at hand and therefore you should not let it go to waste. Your website should communicate what your brand stands for and how it can add value to a consumer’s life. But more importantly, your website should be user-friendly. Many call it the ‘conversion based website’ where users know exactly where to go, what to do, how to purchase a service or get in touch with a professional without any assistance.
Despite all the user-friendly features, research shows that 97 % people who come across your website for the first time, will not have the desired effect. So, to make sure customers keep coming back to you, you must focus on your Search Engines Optimisation (SEO) and your Pay Per Click ads (PPC). Optimise your website in a way that it generates leads and builds your presence. There is a lot you can do with a single website so let your imagination sore and hire a professional who can put your thoughts in the interwebs.
SEO and PPC
Many are hesitant to invest in SEO and PPC but remember they are what will drive sales towards you. By creating Pay Per Click Ads that target customers who have already visited your website, you are likely to make conversions without spending too much money on the ad itself. PPC ads, on the other hand, are very flexible – you can spend as little or as much as you want for the desired effect. You can also make them as narrow or as broad as you desire. If used efficiently, PPC ads pay you well in return.
SEO, on the other hand, requires a different kind of investment. True, you may hire a professional developer who creates a less bulky website that is SEO friendly, but building and optimised website will need more than just an efficient developer. It requires time. It takes time to research and outline keywords, that you want to target and build links that are in line with your website and services. Both SEO and PPC require time and investment but if they are managed properly they can rank your website and bring you more customers.
Web-Friendly Content
Website content is important to build relationships with your customers and publishing content is not the same as it used to be. A company must really take out time to plan content for their brand and target certain keywords, build on them for long-term success. Most companies have enough written content to guide customers but, to reach out to customers in 2018, it is really important to schedule video content that best captures your brand image. With modern techniques, it is not as difficult to set up a camera and start a company channel. Articles, videos, live events, social media posts, customer reviews etc are all content and they have a specific intention – they positively represent your brand and help you reach out to more people who need your services.
Optimise Brand For The Mobile
With an increase in mobile users, brands must take time to work on the mobile-friendliness aspect of their brand. Imagine surfing through important websites on your phone and coming across a one that you feel is worth your time. But when you click on it, the website distorts. What will you do? Leave and find another website. That’s right, Google search engines are starting to find out that the mobile-friendliness of a brand may actually lead to more sales. Brands that take time to make their website mobile friendly are the ones that communicate to their users that their requirements are important. This increases your chances of conversions because customers feel valued on your website.
Reviews and Ranking
Research shows that 87 % people leave your brand if you don’t have any reviews on your page. A positive reputation across all digital platforms is very important for businesses today. So, make sure you have a system that makes it easier for your customers to review you on your website. If you don’t have any reviews on the website, create a system where you can integrate reviews from other platforms and display them on your website.
My Google also evaluates your website according to reviews and feedback you get across all platforms so encourage customers to review you on different platforms. You can automate this by mailing a customer as soon as you complete their project. A personalised email with their name humanises your brand and you are far more likely to receive a positive review.
Social Media
Social Media platforms are the free tools that you receive to market yourself. Businesses fall behind when they don’t use their social media handles to the fullest. In his book, Crushing it, Gary Vaynerchuk points out, ‘You already have the tools to build the kind of powerful personal brand that can change your future’.
What you post on your social media handles are also content that favours your business. So, you must take out time and build a social media presence – one that encourages customers to come to you for assistance. Social media also plays a great role in humanising your website. People are inclined towards companies that take time to connect with customers on a personal level. So, spend time on social media, understand your niche and build a platform that is friendly and accessible to customers.
CRM – Customer Relationship Management
A Customer Relationship Management software is one that helps you keep track of customer interactions, services have taken and customer lifecycle with the company (or the time they spent with the company for a service). Keeping a manual record of your customers is not only tedious but it occupies employees in a data recording process that reduces their creativity and productivity.
Over the recent years, customer relationship management systems are becoming essential for companies to manage their customer’s data without compromising on services. With the growth in the digital marketing agency, we are provided with a lot of tools and techniques that make marketing easy. Unfortunately, we don’t use them to the fullest and this stops us from reaching our own potential. With the tips mentioned above, you can create a system that is geared towards your success.
