As a business owner, you want more people to know your name and what you can do for them. But in a noisy world, how do you do that? This article summarises a number of ways you can get seen by more people give them a positive, memorable experience, which were suggested by speakers at MarketEd.Live 2019. It follows my write-up of Paul Ince’s opening talk there on how to go deep.
Content and consistency are vital
Teresa Heath-Waring has been in marketing in 15 years. Her first job involved sending marketing campaigns by fax! Much has changed since then and Teresa has worked with thousands of businesses since, giving her the opportunity to see what activities are successful. She has developed a circular method which helps businesses develop a strong marketing strategy, bring new leads in to the business, and keep existing customers coming back.
It starts with having a clear idea of who your customer is. Knowing who you want to work with and the problems they need solving enables you to create content which helps them. This can be social media posts, blog posts, podcasts, videos – whatever works for you and your customer is interested in.
You need to show up consistently. If you create a podcast, then that needs to go out regularly, at the same time, so people know to expect it. You need to keep showing up and be a familiar part of your customer’s life. This helps to build trust and it also gives you an archive of material for new customers to discover you through, and get to know you.
From there you can create what Teresa calls ‘hand-raiser content’, an in-depth solution to a problem your customer has which they get in return for their email address. Teresa has three different types of content like this on her website to suit people with different needs. This enables you to build your list and start a conversation.
She gave an example of someone who used Instagram Stories to do this by asking questions. When people responded through a direct message, they were able to start a conversation with them and find out what they needed.
Getting to know your customers better through emails and direct messages enables you to tailor solutions to them. You can then use what you know they are looking for to write great sales pages.
And then you turn them into fans by providing a great experience and delighting them. Teresa worked with a wedding venue which kept in touch with couples by sending them anniversary cards. Their customers were not going to get married there again (hopefully) but they would tell other people about their wonderful experience and so spread the word.
People don’t care who you are - they are looking for a solution
When people first come across you, they are not interested in you. They are just trying to find someone who can help with the problem they are having.
This argument was made by SEO expert Fili Wiese (he used to work at Google). I’m going to bet that the piece of information in the last sentence that caught your attention was that he used to work at Google. We look for proof that someone can help us. Then we learn their name.
If you are using your website to attract new customers, then your snippets (the words that appear in Google search) needs to educate people about why you’re different and who you can help. It doesn’t need your name in it. That’s not going to make someone click.
Focus on why you are better than the competition. Show you can help the person searching with what they are looking for.
Make a good first impression
If you are using advertising to grow your business, then you need to do it in a way that delights your customers. Facebook ads strategist Gavin Bell highlighted that 85% of people find intrusive adverts annoying – and the last thing you want to do is annoy your customers. He said advertisers needed to send the right message to the right person at the right time – and all three of these are determined by the customer.
Gavin’s advice on how to handle this ties in with Teresa’s:
- Help people to have a good experience
- Create ‘like and know’ content by providing value without asking for anything and answering questions.
- Create consideration content – a free offer which focuses on a more specific problem
- What you are doing needs to fit with your customer’s outlook and take them step by step into what you can do for them.
Make it easy for people to get what they want
How easy is it for your customers to do what they want? To book an appointment, speak to the right person or find an answer?
Elizabeth Stokoe, author of Talk and Professor of Social Interaction at Loughborough University, spoke about how the language we use can hinder us. We’re bad at enabling people who want a service to get the thing. Friendly banter or chit-chat can make you feel like you’re developing a rapport with a new customer but if all they want to do is find out a price or book an appointment, they need to be able to just do that without having a conversation with someone they don’t know.
It ties back to Fili’s point – they don’t know you yet. They are going to judge you on whether you helped them and then they will be interested in developing a relationship.
You need to signpost customers clearly through a conversation, including reconfirming the date and times of appointments and making sure they know what’s happening next.
One piece of information at a time
We all have information overload – and at the same time, we are all looking for more information. Rob Temple and Kennedy run ResponseSuite, which helps people create effective marketing surveys.
If you just read ‘survey’ and thought of a long series of questions with open-ended boxes asking you what you think, then Rob and Kennedy feel your pain. Their advice? Surveys should focus on getting one core piece of information.
How do you do that? Only ask two questions. Question 1 will be about what you want to know from the person filling out the survey and question 2 will be moving them forward, perhaps asking what they would like to see from you next.
Give people options to select from rather than open boxes. People don’t like to think. Those open boxes make them click away. Give people a list of options tailored to them, and ask them to click the one that appeals to them most. It’s simple and quick. No thinking required.
MarketEd.Live 2019 tips for better customer relationships
I hope you enjoyed my summary of MarketEd.Live 2019 and found it useful. Here’s a recap of the key things you need to do to build better customer relationships.
- Get to know your customer
- Focus on what your customer wants. It’s not about you, it’s about them. Every step of the way.
- Be helpful – answer questions, provide solutions, don’t try to build rapport when someone is in a hurry
- Create a delightful experience by giving them what they want and making it easy
- Develop a relationship with your customer
- Turn them into a fan
Tickets for MarketEd.Live 2020 are on sale now.