Customers who feel a personal connection to your business will be more likely to shop with you and stay loyal! And, with most markets being very competitive, customer loyalty is incredibly important. This means that you need to build a strong brand your customers relate and keep returning to.
In this article, we’re going to outline how you can build a stronger connection with your customers. Let’s get started.
Ask For, Reply-To, And Display Your Customers’ Feedback
Requesting feedback from your customers will show them that you care about their opinions and experiences with your company. You can also show your appreciation by responding to the reviews and feedback that you receive. This can help your customers feel valued and like you are taking their thoughts seriously. So, when people leave Google or Yelp reviews, for instance, be sure to respond, whether the review is good or bad. Thank people for their feedback and note that you’ve sent their concerns to the appropriate team members, if necessary.
When designing your website, keep in mind that it’s also worth displaying customer reviews and testimonials on your website so prospective customers can learn about the great work you have done in the past. This will help them trust your business more, building a connection and encouraging them to make a purchase!
Let’s take a look at a few examples of businesses that have effectively displayed reviews on their websites for inspiration.
FreshBooks, an online accounting software company, uses reviews on their product pages. As you can see in the image above, FreshBooks has both star reviews and a longer written testimonial from a past client. Not only does this show website visitors that thousands of people trust FreshBooks, but the written testimonial gives website visitors more context about the quality of these services. Seeing these reviews will tell a website visitor that FreshBooks has a lot of happy customers, making them more likely to want to make a purchase!
On your website, consider showing off written testimonials in conjunction with star ratings. This will give your website visitors a comprehensive view of the quality of your services, making them more likely to want to spend money with you.
At Loganix, we have some high-profile client reviews on our guest post service page. In the image above, note how there are reviews from well-regarded SEO companies, like Backlinko and Rankings.io. The business names, reviewers’ names, and headshots all give credibility to the reviews and build a connection with website visitors, making them feel more confident in the quality of the services offered at Loganix.
On your website, add elements to your reviews like photos of your clients, their job titles, or what business they work for. This will add extra credibility to your reviews, making it more likely that website visitors will trust you and want to make a purchase.
Stay Active And Engage With Your Audience On Social Media
It’s important that you stay active on social media to ensure that your business is at the top of your ideal customers’ minds. It’s also worth engaging directly with your target audience on social media in order to grab their attention and forge connections — this will make them relate to your business more and encourage them to spend money with you.
If your followers tag you in a post or comment on your social media content, acknowledge their efforts with a like or a reply. Don’t be afraid to engage with them and start a conversation! This will help you build stronger connections.
If you need help maintaining a consistent output on social media, don’t worry. There are a lot of Facebook publishing tools, bulk scheduling tools, and social media analytics programs that can help you. These tools can give you information on the best times of day to post, what content performs best, and more. Once you have this information, you can use it to guide your posting and schedule posts in advance.
Show You Truly Understand Your Customers With Valuable Content
If you can show that you understand your target customers, they’ll feel much more connected to your business. One of the best ways to show that you understand them is with content that addresses their questions and pain points.
To identify these, start by checking in with your customer service team. See if there are any common questions that they get asked. If you address these questions or pain points in your content, you will show your customers that you understand them, making them feel much more connected to you.
You can also conduct some question keyword research. Head to AnswerThePublic with a list of words and phrases related to your business. Plug them into the search tool and AnswerThePublic will provide you with a list of questions that people are asking on any given topic. This will give you a good idea of what questions you should be answering on your website.
Let’s take a look at a few examples of businesses with great connection-building content on their websites for inspiration.
Musician Authority, a website for people learning how to play instruments, has great content throughout their blog. For instance, they have a great article full of easy guitar songs for beginners. This is a great way for them to target customer pain points — their target audience is full of people just getting started in music, and this article gives them some fun songs to play while they learn. People who read this article will feel a stronger connection to Musician Authority and be more likely to stay loyal to them as a brand!
For your website, think about what resources people need when getting started in your niche. This is a great starting point for pain point-based content! If you provide your ideal customers with the resources that they need, they’ll feel a stronger connection to your company and be more likely to spend money with you.
RMIT Online, a higher education institution in Australia, addresses common pain points in their content, as well. For example, their article on what to know about business analytics and data science does several things well. The article covers the difference between the two fields, prospective job growth, and more. This article is great for helping people that aren’t sure which field they want to pursue, who are likely in RMIT Online’s target audience.
When prospective students read this article, they’ll see that RMIT Online can identify their needs. This will help prospective customers build a stronger connection with RMIT Online and make it more likely that they’ll want to study there.
On your website, consider writing content that can help your customers make a tough decision, as RMIT Online has. This type of content is great for solving customer pain points and will make readers more likely to trust your business and encourage them to make a purchase.
Take Advantage Of Personalization To Make Your Marketing More Effective
There’s a lot of noise online and one of the best ways to grab people’s attention is with personalized marketing techniques. This will also help customers feel more connected to your business!
Personalized marketing is when you tailor your marketing based on your customer data. You can do things like incorporate the customer’s name into the subject line of an email or recommend specific products for individual customers based on past purchases, for example. You likely have a lot of customer data at your disposal from email subscriptions and past purchases — use it to show your customers you know about them and their needs.
Let’s take a look at an example of a company that uses personalized marketing tactics in their email messaging for inspiration.
Duolingo, a language-learning website and app, uses personalized marketing in their email marketing. Take a look at the image above and, first, note that the body of the email includes the user’s name. This makes it easier for Duolingo to connect with the customer, as they will feel they are being directly spoken to. Second, their streak, in this case, 56 days, makes a reader feel committed to their language learning. It encourages a reader to keep going, making them feel more connected to Duolingo and making it more likely that they’ll continue using the app or make a purchase.
In your email marketing, use personalized elements as Duolingo has. This will help your readers feel more understood by your company, making it more likely that they’ll want to continue working with you.
Use Behind-the-scenes Content To Show The Inner Workings Of Your Brand
If you allow customers to see the behind-the-scenes aspects of your business, they’ll feel a stronger connection to your company and be more likely to trust you. You can show them images of your team at work, a video of a day in the life working at your company, or tell them your business origin story.
Let’s take a look at an example of a business that does a good job of showing the inner workings of its brand for inspiration.
Adobe, a major software company, seems larger than life. And, on the Adobe Life blog, the company highlights a lot of behind-the-scenes aspects of their business, like what their after-hours events are like or who their employees are. This spotlight on one of their sales agents discusses how he came to Adobe, and the sort of candidates he’s looking for to join his growing team.
Reading this article shows a website visitor that Adobe is full of ordinary people just trying to make a living. It greatly humanizes their business and makes it more likely that website visitors will feel connected to the brand — this will make them more likely to make a purchase.
On your website, consider putting together some employee spotlights, as Adobe has. This will make people feel more connected to your business, which will increase the chances of them making an initial purchase and coming back to you time and time again.
Building a strong connection with your customers is vital to running a successful business in 2021. In this article, we outlined how behind-the-scenes content, content that addresses pain points, and more can help you improve your relationship with your customers and ultimately grow your sales.
Need more help? Check out the Techiemag blog. They have articles on graphic design, sales reports, and more.
Author bio & headshot:
Aaron Haynes is CEO and co-founder of Loganix. The company is an SEO fulfillment partner for digital marketing agencies and professionals, which provides the services businesses need to improve their online visibility and grow. If you liked this article, check out the Loganix blog, where you’ll find more SEO guides full of expert advice.