Best Practices for Staying in Touch with Customers
Keeping in touch with customers on a regular basis keeps your brand in front of their minds and helps you generate traffic and sales both online and offline.
To that end, you should have a variety of tools in your customer communications arsenal, and you should sharpen them on a regular basis.
Here are some pointers on how to go about it.
Be A Consistent Communicator .
Interacting with your customers on a regular basis is one of the keys to a successful customer communications strategy. Make it a point to have a consistent schedule for your messages rather than a sporadic schedule where you only contact people when you feel like it.
Decide how frequently you’d like to communicate with your customers, schedule your posts and messages, and stick to it.
When it comes to messaging frequency, the best answer is determined by your target audience and the communication channel you’re using. Here are a few best practices to consider:
Email – Send emails at least once a week, but experiment with sending them more frequently to see how your subscribers react.
Things aren’t as simple on social media, where your posting frequency and schedule should be tailored to each network. CoSchedule conducted research on how frequently to post on social media and came up with the following recommendations:
- 1 post per day on Facebook
- 1-2 posts per day on Instagram
- 15 tweets per day on Twitter
- 11 pins per day on Pinterest
- 1 post per day on LinkedIn
Mix Up Your Content
Posting the same type of content over and over will quickly become tedious and bore your audience. As a result, you should vary the types of posts and messages you send out. To avoid audience fatigue, your calendar should have a healthy mix of different content pieces.
Here are some examples of the kinds of messages to send out:
This is a popular retail strategy, and for good reason. Promotions are a tried and true way to boost sales. Promotions can increase your conversion rates by as much as 3150 percent (no, that’s not a typo)!
So, if you’re running a promotion in your company, make sure to let your customers know. Promotions that are both timely and relevant to the needs of your customers are the most effective.
Run special offers for a specific season or holiday (Mother’s Day, back-to-school, etc.) or even better, create offers that are personalized for each customer based on their past interactions with your business.
Educational, Inspiring, or Entertaining Content
Promotional messages are great, but make sure you balance them out with non-salesy content. Instead of sending out “BUY NOW” messages every time, your content should add value to your customers’ lives as well.
Education, entertainment, and inspiration are all examples of value. This could be as simple as quiz or poll, company news about charitable efforts, how to sell, product usage ideas and more.
Leverage User Generated Content
User generated content – or USG for short – is a hot marketing trend, and it’s not just for the big brands. Put the spotlight on your customers by re-sharing their content. Encourage them to send photos or videos of your products in action and with their permission, share their posts with your subscribers and social media audience.
Use Multiple Communication Channels
We talk about “omnichannel retail” quite a bit. It can be a mouthful, but it’s just a fancy way of saying that retailers should have a strong presence online and offline, and that your physical and digital stores can “talk” to each other.
The concept of omnichannel can, to some extent, be applied to customer communications. In the same way that you’re using multiple tools or channels to sell, you should also be using different platforms to get your message across.
And for brands, the top communication channels are:
- Your website
- Social media
Your customer communications strategy should include a combination of the above, as is appropriate for your unique business.
The more traditional methods — such as in-store discussions with associates and phone conversations — are great for relaying information in more detail and interacting with customers at a deeper level.
Your website is ideal for customers who want to get information on a self-service basis — i.e., purchasing things themselves or looking through your FAQs page.
Meanwhile, social media, email and SMS work best for promotional messages and announcements.
Each communication channel has its place. Determine which tools and methods make the most sense for your business and start using them to keep in touch.