The art of selling has always involved providing customers with something of value that they can use. But now that there are so many businesses competing for the same customers, it is becoming more challenging for companies to engage them. It doesn’t matter what kind of products or services your business offers, if you don’t know what customers want, then you’ll have a challenging time creating content that will keep them coming back. Here are some ways you can improve your content and customer engagement.
Information is Key
Gone are the days where all customers had were commercials and radio ads to rely on. Now that the internet is around, they have the capability to research products and services before making any buying decisions. They are not limited to the first couple of companies they run across. They can search to their hearts content for a provider that meets their expectations. Companies now have to market themselves in different ways just to gain exposure. Having an attractive website or blog isn’t enough to keep consumers engaged. Content and customer engagement should both be considered when putting together strategies to increase exposure. Websites and blogs have to be well put together, intuitive, interesting and valuable. They need to have content. Any content that is present should do more than focus on selling a particular product or service, it should also provide consumers with valuable information they can use. When consumer search for things on the internet, they are looking for answers to concerns that are specific to their situations. Companies that create content that provides consumers with solutions to their problems are the ones that will take the lead in the customer engagement battle every time.
The Customer Is in Charge
It is important for companies to remember this is an arena in which the customer holds the control. Customers can pick and choose which companies they establish relationships with. Simply making contact and providing good blog content is not enough to encourage customers to make the leap from remote interest to communicating with any particular company. Although customers are the ones who get to make decisions as to how they proceed with your company, that doesn’t mean you can’t open up the doors to motivate them to reach out. With content and customer engagement in mind, make sure all methods of communication are nonintrusive.
Make Sure All Content Is Valid and Relevant
It doesn’t matter if you have a good voice or want to focus on certain aspects of your niche, make sure all content on your sites are relevant and provide your readers with something of value. That value should be something they can use. When consumers search on the internet for information, they don’t want to read the same thing over and over again, nor do they want to see it restated a different way. Take time to explore and research your niche so you can provide consumers with information that is related to their concerns and with information that is not readily available from other companies or providers. When coming up with topics, try to think from the perspective of the customers you want to attract and focus your content on that.
Tell Genuine Stories
Customers like to hear and read stories about situations that are similar to those they may have experienced. This helps customers to better identify with companies. This also gives companies the opportunity to shed their corporate image so they can create a more personable image. Although everyone loves a good story, it is very important for you not to cross the line and tell ones that are fabricated. Provide consumers with stories about real-life experiences and they’ll feel more motivated to do business with your organization. Remember, content and customer engagement go hand in hand.
Communicate in Real-Time
When customers research products and services, they don’t want to wait to receive answers. They want those answers now, right away. Put your company in a position to communicate with consumers in real-time. It doesn’t matter if that communication takes place through Twitter, Facebook, Google Chat, some other social media platform or by phone and email, today’s customers deserve to be responded to the moment they contact your organization. On the same hand, your content and websites should encourage customers to contact you for assistance via chat or through some other means. Start focusing some of your marketing efforts onto customers who are ready to do business with your company now. Make your products and services more accessible. Constantly look for ways to connect with those customers and watch how your content and customer engagement efforts improve significantly. For more information and ways you can transform your content to drive customer engagement, feel free to use the resources here at Mighty Recruiter.