In the age of having access to millions of people anytime and anywhere, with the ability to be connected to them online through a variety of platforms, more and more people are wanting real, meaningful relationships offline too. They want to do business with people they feel know. So how are you going to stand out? How are you going to connect with your customers and build your tribe or community? It’s time to really get to know your people.
1. Who are they?
Do you really know your customers? Do you know your ideal client? It’s one thing to rattle off the demographics of your target market, it’s another to know their psychographics; who they really are, what’s meaningful to them, what are their interests, how do they spend their downtime, what are their values, how do they feel? Once you’ve nailed this, you’ll know how to speak to them.
2. Where do they spend time online?
Different businesses have different audiences. Many use social media to follow or find out about businesses, even before deciding to buy from or work with them. So, if you have a Facebook page, how do you use it? The sooner you realise the magic of Facebook as a tool to grow a connected and engaged community rather than expecting each post to convert to sales, the better.
Forget about the number of likes on your page or post and think about how to truly speak to your people. Whether you have 100 or 1000, use your posts wisely. Share helpful content around what’s most important to them, ask them questions about their greatest challenges (then provide the solutions!), inspire them, educate them, entertain them. If you have the time and are truly committed to building and supporting your community, create a Facebook group for them so you can really talk to them as the business owner. This way they get to know you and have the opportunity to like and trust you; all good foundations for building a happy tribe.
3. Grow your list
If you don’t have a mailing list, start now. Being able to email your current or potential customers is gold. The majority of consumers still prefer to receive permission-based email marketing over any other form of communication. Send relevant information and don’t make it all about selling. Use images and again, provide helpful content. Be sure to include links back to your website and social media pages too.