I have five key takeaways that I look forward to discussing and implementing with my clients:
1. Care More About Your Clients Than Your Competitors Do
One would think that this is a basic concept that many business owners know and realize. I need to value my clients and care about them in order to keep them coming back for more. In the digital space, though, this is more than seeing the on the street and remembering their name and their children's name. This is the connectedness that exists between a business and a customer. Reaching out to customers on an individual basis to invite them to events, reach out to them regularly to see if they need anything, and remember the important dates. I've worked with individuals in the real estate field that follow up with their clients every year on their home purchase anniversary! Wouldn't that make you feel as though someone cares? Competition is a necessary evil of business and caring more starts with empathy.
2. Build Relationships Gradually
In the social media and Internet sphere, building relationships is a gradual process. While some friends will give you the obligatory like on Facebook or mention on Twitter, the relationship is cultivated when engaging with your market is more than the simple like or follow. Comments and other thought processes show true engagement. This engagement turns into a relationship and ultimately a connection, sale, or promotion. Slow and steady always wins the race!
3. Content is King!
You need to give a person a reason to visit your website, follow you on Facebook, follow your Instagram account, or watch your YouTube videos! This content can come in the form of blog posts, pictures, infographics, or anything in between. But, if the content doesn't speak to the people, then the views don't matter. Think about relevant and informational and exciting content that will inspire.
4. Champions of Traffic
In the SEO sphere, there is the constant battle to rank on page one of Google (who owns 89% of the of search results, but won't admit it). How do you get there? Link building and domain authority/credibility is the simple answer. Realizing that your website has rich content is the way to capitalize on this idea of champions of traffic, which I didn't coin. These "champions" are the pages on your website that get consistent views on a monthly basis, but need to be referenced and used to drive people to in other places on your website in a non-spammy way. So, if you're looking for website or social media content suggestions to engage with your clients, you may read one of our blog posts from 2012. (See what I just did there?)
5. Consistency & Customization
Make sure that the brand message is not only consistent, but also customized. Large box retailers like Netflix or Red Box have an easier time to customize content because of preferences selected when choosing the next movie to watch in your line-up. Hence, their email marketing campaign can be customized to your preferences. To remain consistent, see what times of day and days of the week have the most bandwidth and reach to your audience. Keep it consistent to reach those "regulars" but also experiment with other opportunities to reach others.