If we’ve learned anything from 2020, it’s that the world is a lot more volatile than we thought. Survival comes from those that are the most adaptable. Whether it’s modifying products or services, changing business models, or refocusing operations, businesses are mixing things up. And that is certainly the case when it comes to connecting with customers.
Be where your customers are
The average person spends 2 hours and 24 minutes every day on social media. Apps vary by person, but Facebook, Instagram, Snapchat, YouTube, LinkedIn, and Twitter are all vying for time online. And if customers are watching TV on their streaming service, chances are they’re still on their devices. Tapping into customers’ attention is critical to stay relevant. Utilizing social media channels for your business can yield big benefits. It can mean increased exposure, more brand loyalty, or calling people to action.
Social media is king
2020 is the year that companies learned the power of social media. Companies that had a social media strategy leaned in when face to face interaction disappeared. Those that didn’t have a social media strategy scrambled to get one. If you don’t have a social media strategy yet, it’s time to get one. Social media accesses your customer where they live – which is online in front of a screen. There are lots of ways to use social media to your benefit. Here are a few of them.
Make videos
When you can’t be in front of your customer physically, you still want them to see your face. Video allows your audience to connect to you without coming in contact with you. Plus, so much of our communication is nonverbal as well as verbal. Video makes your communication less likely to be misunderstood.
Video is vital for any organization where your face is a hallmark of your business. If your interaction with customers is part of the service you give, videos on a regular basis can mean a lot. Don’t worry if the video isn’t perfect, that you’re not as eloquent as you like, or that you don’t like how you look or sound. Recognize that what your customers want is to see you. Make a video and post it to social media. Learn from it. It will humanize your business and lead you to better connection with your customers.
Start a podcast
Chances are you’ve got some wisdom that you’d like to share that you think would interest others. Or you want to talk about current case studies applied to business principles. Or you want to interview people in your industry. If you want to expand your voice, start a podcast. Map out the first few episodes. Talk to your customers or other in your industry and get their perspective. And then start to record them. Forget the fancy equipment and dedicated podcast rooms. You don’t need that to start out. And apps like Anchor can get you started and podcasting like a pro in no time. Be consistent (at least once a month), but get started. As your content builds, so will your base, and you’ll have another way for customers to connect with you.
Leverage real-time video conferencing
Video conferencing existed before 2020 but was a novelty and seen as something that big companies did. Today, kids in elementary schools, grandparents, and everyone in between are more comfortable with platforms like Zoom, Google Meet, and Facebook Live. Businesses, school districts, Chambers of Commerce and hospitals are leveraging these mediums to connect with customers in real-time. And customers are engaging because of the non-intrusive nature of the platform. They can either take an active part through chats and questions or a passive part as they listen to the content. The customer has the choice of how to engage, but you benefit from starting the conversation. Leverage these new mediums to showcase new conversations, inspire, and connect with customers.
Look for the next wave of communication
There will be new ways to connect with customers in the future. Platforms come and go, and new ones come about. Don’t be afraid to jump in to see what you can learn. Understand who your current customers and future customers are and use what they use. Set up a TikTok account to see if it makes sense for you. See how to leverage Marco Polo as a business. And check out Pinterest, WhatsApp, Telegram, and more to see what could be the next wave for your customer base.
More communication, not less
The importance of connecting with customers will never go away. But the way that we do it will. And one size will not fit everyone. You need to use many mediums to gain the greatest exposure. By leveraging new ways of connecting with your customer, you can ensure that you stay relevant and in front of your customers.
