Marketing Skills Academy blog

How to 'educate' and grow meaningful relationships with your customers

Nobody likes being SOLD to - agree?

As consumers, we like to be in control of the buying process – it’s our cash and we’ll decide how, when and where we’ll part with it!

We like to educate ourselves first by:

- Viewing all the options available

- Listening to what others have to say – especially those who have already experienced the product / service

- Comparing features and benefits

- And, considering the cost – is it competitive - especially in relation to our budget, needs and desires!

As business owners, we need to nurture this process through education - before, during and after purchase - which will help us develop mutually beneficial relationships with our customers.

And, we need to consider each ‘touch-point’ and how we can educate and add value.

Here’s a few ideas on how you can achieve this:

Demonstrations instore or online - show your customers the product / service in action, demonstrating how it will answer...

How to ‘listen’ to your target audience on social media

First, we MUST remember that social media is a 2-way tool, and if you only use it to talk AT people, you’re not doing it right.

Whilst in principle, social media ‘listening’ is all about tracking, analysing and responding to customers comments and behaviour (often using third party software), this won’t necessary be the case for smaller businesses that won’t be experiencing the same kind of exposure, engagement and conversation, as a large brand.

So, we first need to encourage conversations and then we’ll be encouraging engagement. Which in turn, will provide valuable insight and free intelligence for future marketing campaigns.

Here’s my top tips of how we can ‘listen’ to our target audience using social media:

Ask questions – what do your audience think about X? Are they interested in Y? If you did Z would they be interested?
Hashtags connect you with people talking about the same things. Try searching for relevant...

How to make your business stand out and engage on social media

Question: What makes a business stand out and engage on social media?

Plenty of businesses make the fatal mistake of being non-human. And it’s surprisingly easy to do.

Being corporate is fine.

Being formal is fine.

However, being a brick wall made purely of corporate messages, sales promotions and business jargon is not. These businesses are using this brick wall to alienate their customers. They’re being the opposite of engaging, and the result is that they push their target market away.

It’s a fact: People buy from people. We all desire the ‘human’ interaction, and social media humanises our business and personal brand.

We MUST follow the golden rule: humanise your brand.

But how?

First and foremost, remember that everyone who will see you on social media is also a human. They think, feel and act like humans. Even your boss. It doesn’t matter if they’re using a personal or business account. They have interests, likes and dislikes, and a...

Are you pushing the ‘WHAT’ or promoting the ‘WHY’?

Picture the scene…

You’re attending a business event – an opportunity to network!

You enter the room, exchanging glances with various people, some you recognise, others you don’t.

Suddenly someone approaches you. You’ve never met before – they’re friendly, extremely confident and they start talking to you.

They introduce themselves and their business … their unbelievable product / service … their enviable customer base … their amazing sales team … and this months ‘special offers’

At this point you’re feeling a little overwhelmed – but it continues…

Ok, so this sounds like a nightmare scenario (maybe you’ve experienced it), but it’s surprising how many businesses do this – every day – with their marketing.

They constantly push the ‘WHAT’

WHAT my business is
WHAT unbelievable product / service we provide
WHAT an enviable customer base we...

How to 'educate' and grow meaningful relationships with your customers

How to ‘listen’ to your target audience on social media

How to make your business stand out and engage on social media

Are you pushing the ‘WHAT’ or promoting the ‘WHY’?

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