By: Christina Nguyen
Happy October! As we transition into fall, there is a lot to celebrate. In case you aren't aware, October 15 is Customer Appreciation Day, a day that occurs on the third Thursday of each quarter.
Appreciating your customers should be something you’re doing every day -- after all, your business isn’t just about serving yourself, but addressing their needs as well. If you think your relationships with your customers could use a boost, consider taking some time around this Get to Know Your Customer Day to refine your business and marketing strategies towards a more customer-oriented model. Customers who experience quality service are much more likely to come back.
Even though you can’t see all of your customers in person right now, you can still virtually connect with them and keep building your community. Social media’s come a long way in the last decade, making it easier than ever to stay in touch. Even LinkedIn just released LinkedIn stories on its mobile app!
Here are a few ways to safely connect with your customers in 2020-friendly ways:
1. Respond to their reviews, even if they’re negative.
Do you have a Google My Business or Yelp profile? Even if your business is small, it’s important to have a profile on both sites if you’ve got a brick-and-mortar location.
You’ve probably seen plenty of negative reviews for other businesses on these platforms expressing a range of emotions from disappointment, anger, or disgust. Have you ever read the company’s response to them? If you have, hopefully you get a good impression when they respond to angry virtual screaming with grace and class, expressing their apologies. It’s even better if they attempt to compensate the customer.
2. Strike conversations in-person -- only when appropriate.
If you have an open brick-and-mortar location, consider opening up a little more to your customers on a personal level. Even if you’re all in a terrible mood, you and your employees should try to welcome your customers in an open, warm manner that implies that they can ask you anything (business-related, of course) and leave honest feedback.
You never know how badly someone could be struggling during these times, so a smile could make someone’s day a little brighter. Of course, only engage in conversation when a customer seems to be open to it -- some introverts will actually better appreciate you if you don’t continue to talk.
3. Ramp up your email marketing.
If you don’t have much of an email marketing program going, make one. You don’t have to send expertly designed emails nearly every day like large, established brands do -- a few times a month will make a difference. Use these emails to provide updates on what’s going on with your business, such as new hours, events, or any thoughts you have that are remotely related to your industry or current events.
If you’ve got the bandwidth to respond to emails, you can include a call-to-action to email you with feedback. If you don’t already have one, hire a graphic designer to add some life and color to these emails.
Don’t forget that other companies probably send other pandemic-related emails that some people find generic.
4. Encourage user-generated content.
If you have a strong presence on Instagram with a good amount of engaged followers, you can encourage user-generated content (UGC). Getting your customers to create social media content can take off some time in your marketing efforts since they’re doing some of it for you. Figure out what content you’d like your customers to post and create a custom hashtag. A campaign could include photos of your customers using your product or service while adhering to safety regulations.
Here’s a guide on how to create an engaging user-generated content campaign.
5. Host online events.
A great way to meet some new people are through online events. Think about creating a webinar or panel on something your business is an expert in and invite your employees and other experts. Don’t just promote the event to your email list, post it on Eventbrite and other relevant event sites to attract some new audience members.
Here are our own tips on how to host an online event. Check it out and see how you can socialize and expand your network without stepping outside of your living room.
What are some ways you’ve built genuine relationships with your customers whether it’s in-person or over a computer screen? Share your experiences and your dos and don’ts!
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About Stingray Advisory Group LLC: Stingray Advisory Group LLC is based in Grand Rapids, Michigan and is a proud member of Local First and the West Michigan Hispanic Chamber of Commerce. We help small businesses grow by providing guidance in financial planning, website development, marketing, and more.
Email us at info@stingrayadvisorygroup.com to schedule a consultation. Follow us today on Facebook, Twitter, and Instagram for more helpful tips!
