Connecting with consumers is one of the top things you can do as a business. Building a strong connection from day one improves retention and expands your network. For startups, this is one of the most foolproof strategies for achieving growth.
If you’re having trouble connecting with customers, don’t worry. A few undeniable strategic changes will put your logo on the right path. Use those tips to start connecting today:
In his podcast “How I Learned to Connect with People,” John Maxwell explains how understanding his unique talents made him a better connector. Instead of trying to imitate what you see in others, you play to your personal strengths. Recognizing what he was good at and tapping into those qualities made him a more original and true leader.
Your brand needs to do the same thing. Don’t try to project a fake image just to sway customers your way. The connections you make will be shallow ones, and customers will bail on you when the facade bumps up against reality. If your burger joint gets its supplies off the Sysco truck like every other restaurant in town, don’t try to portray yourself as a farm-to-table destination. Instead, embrace the friendly comfort food vibe, encouraging customers to stop by when they need a fries fix.
Your brand has unique qualities, values and strengths. You should focus your energy on expanding upon those strengths—custom-seasoned fries? a hot fries guarantee?—instead of trying to mimic other brands. You will make better connections if you are aware of what makes your brand distinctive and share those qualities with your customers.
Now more than ever, consumers value transparency. Making an effort to be transparent will eliminate many of the reservations new consumers would likely have when considering doing business with your brand.
For starters, customers want to know that you can solve their problems and have their best interests at heart. Overblown marketing campaigns and products that fall short of their promises will cause customers to avoid your brand. Use your platforms to show customers that your products aren’t intended just to make a quick buck—they exist to successfully address their pain points.
Make a connection with new consumers by showing them how you’ve helped existing consumers. Customers will believe the case studies you provide, and who doesn’t appreciate an honest product review from someone facing the same problem? By not shying away from what other people have to say about your brand, you show consumers that you are comfortable with who you are and that you should share that openly with them.
If you need to connect with consumers, get to know them. What are their fears and desires?What is your logo doing to dispel those fears and satisfy those desires?Answering those questions will help you make relationships with your consumers more meaningful and deeper.
Maybe your consumers are just coming back into the world after a year of wearing sweatpants. They worry like imbeciles when they re-enter the social scene. They need to make a good impression on new acquaintances and friends they haven’t noticed for months. Position your subscription clothing box as the solution to their worries and desires.
Don’t view customers as just potential conversions to add to your data tracking. Look at them as people with feelings looking for a brand to support them. Seek out opportunities to talk to individuals to get an idea of what they want and how your brand can be of use to them.
There are other tactics for talking to consumers besides offering them products and services. In the virtual age, many consumers will attach their logo through content. For those consumers, your logo identity will be based on being an industry leader and not simply a supplier.
I spend much of my days helping brands use content to better connect with their customers. Consider the provider of a videoconferencing platform, for example. In a rapidly growing industry, how can that company set itself apart from the competition? One strategy that has proven successful time and time again is to use content to build a rapport with audience members and turn them into customers.
A business blog gives this content a place to live. For example, the company can simply share blog posts on meeting etiquette, online visitor acquisition, and tips for managing a remote team. This content will be discovered by target demographics through search engines and will identify the logo as a trusted source in its field.
Today’s customers can spot inauthenticity a mile away. To truly connect with members of your audience, you need to know who you are, and you need to know who they are. What’s more, you need to care. When you approach your customers with a genuine desire to help and to inform, you’ll build lasting connections that will enable your business to thrive.
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