February is a “lovely” time of year. With Valentine’s Day just around the corner, many people are putting a little more energy into nurturing their romantic relationships.
What better time to give your consumers some extra attention, too? Just like with romance, strong communication is a tried-and-true way to create a close bond with your target audience. Here are four tips on using communication to build strong relationships that will boost your bottom line all year long:
1. Communicate early – No first date ever became a second without some kind of follow-up. For businesses, automated emails can be a simple way to keep the ball rolling with website visitors after their initial interaction. Following up with a brief thank you or welcome note after a visitor requests a quote or makes a purchase on your website will help reinforce to your customers that they made the right choice.
2. Let your true personality shine – Your audience wants to get to know you. All of your communications—from website content to promotional videos—should channel a unique, personable brand voice. That means steering clear of confusing industry jargon. Writing in a human tone that consumers can relate to—and thereby remember—is a must when it comes to differentiating your brand from the competition.
3. Be a good listener – When it comes to content writing, tune into your website analytics. Which of your posts are most successful and what are they about? Which keywords are your visitors searching on Google before ending up on your site. This data is telling you what your consumers are craving, so give them more of it in the form of white papers, how-to blog posts and infographics. As tempting as it may be, pushing advertisements to your consumers in the guise of blog posts will likely lead to a break-up. Let popular topics and keywords be your jumping-off point for new content ideas.
4. Check in regularly– In the world of marketing communications, absence doesn’t make the heart grow fonder. Developing an email marketing plan is a great way of regularly delivering the useful content discussed above to consumers’ inboxes. If you don’t reward your consumers for their attention, they may stop giving it to you.
Effective communication is at the heart of a rewarding, long-term relationship between your brand and your consumers. Serving up content that is timely, memorable and useful to your audience will help them commit to your products and services, driving sales in the long run.
Peter Tolly is a graduate of Northwestern University where he studied English and linguistics. He was elected into the Phi Beta Kappa Honor Society and earned the Shuman Award for Creative Writing and the Faricy Award for Poetry in first place. While completing his studies summa cum laude, he gained experience as a valued member of Market Fresh Books, an independently owned used bookstore, and worked as an intern at Northwestern University Press in the sales and marketing and acquisitions departments. Having many interests, Peter studied German, French, and Latin, worked as a public observing guide at Northwestern’s Dearborn Observatory, and was involved in theatre while at Northwestern. He is an Eagle Scout and enjoys time out-of-doors.