Important points that many businesses fail to consider when they are sending out information to customers, whether that information is through social media, emails, text or even through the mail is:
- Will customers be interested in this?
- How much spare time do recipients have to focus on my interactions with them?
- Are they being overrun with messaging from other companies that is very similar to mine?
Here are some ideas of how to get your customers more engaged with your emails, social media posts, etc.
- Know your customers: If you are keeping up-to-date records of your customers likes and dislikes (including how they want to be contacted and tailor these interactions to their needs, wants and desires.
- Segmentation: You will need to segment your customer records by the interests of your customers, what they buy and what resonates with them. You will also have to put some time into getting this information from your customers. Though the time you spend will pay dividends. This is especially true of your best customers. Start with the top ten customers. Once you have got all the information for these customers move on to the next ten until you have at least 100 (depending on the size of the customer list).
- Perseverance: It may take time, though once your customers realize that you only send them information that will make a difference to them and their lives, they are more likely to read it and respond.
- Response: Quickly respond to all comments and questions that come to you through social media posts, emails or by phone. Whether the responses are positive or negative it’s important that you show your customers that they are important to you. In the case of social media respond to all positive and negative comments online, though you may wish to take additional response to negative comments offline if the problem is not one that can be ironed out easily. Once the problem is successfully handled, ask the customer to go back on social media to say that everything was taken care of.
- Know Your Competition: Select similar businesses to yours and sign up for their mailing/social media or email list. You need to know what they are sending to their customers so you can differentiate your business from theirs.
By making your customers as important to you and your business and you are to them, your business will grow and become more successful.
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
