Selling to your target market can be tough and expensive. Engaging them doesn’t have to be.
Selling to your target market can be tough. Engaging them doesn’t have to be. There are so many ways for you to talk to your customers in an unobtrusive manner that can garner your business repeat customers and long-term loyalty.
Define Your Target Market
In a previous blog, "Who is Your Target Market", we gave a quick guide on how to define your audience so that you’re not wasting your time on people/users that aren’t interested in your product or service. We'd recommend reading it first.
Defining your target market enables you to really get a grasp of how you should be approaching your customers, what they expect from you and what they don’t want from you. For example, if you’re a mattress company, you don’t want to be sending an email to your newsletter subscribers about your weekend football predictions - it’s not relevant. Think about people’s expectations at every touchpoint. Try to add value everywhere you can, not annoy people.
Social media is your friend. Love or hate the various platforms - these platforms are full of your customers and allow you to engage with them with rich media content.
Facebook, Twitter, Google+, LinkedIn, Instagram, Snapchat and YouTube are the best social media channels to engage your users/customers/clients online. Not every one of these is relevant to every business, however. At the very minimum, have a Facebook and Twitter page - it helps with search visibility. If your target audience is based within a youth market, look to Instagram and Snapchat for higher engagement.
When leveraged properly, email is an invaluable engagement tool.
Free tools like MailChimp amongst others, allow startups and businesses to really up their email marketing game. Mailchimp, for example, allows users to send 12,000 emails per month to 2,000 subscribers for free. Wowsa.
With email marketing tools like these, drag-and-drop email builders allow users to customise the messaging, layout and media to maximise engagement.
Looking for a support function on your website to help with sales and customer support? Drift, ZenDesk, Intercom are the best chat tools for easy customer engagement that live right within your website.
Anyone who disagrees is a heathen and an utter scoundrel. Platforms like these allow users to engage website visitors in real-time chat to help solve issues, get advice and so on. Having a real person answer user questions is far more helpful than a vague FAQ webpage. Might also help website conversions like email signups and ecommerce purchases.
When people are asking you questions, looking for clarification, passing on compliments or complaints, it’s important to remember that you’re the voice of the company.
You have to think about your messaging tone when engaging with your audience. Under no circumstance should you dismiss your customers/users. Be empathetic and try to understand where they are having an issue with your product/service. If you get back to them in a timely fashion: help them out and take responsibility. You could actually convert the disgruntled customer into a loyal brand advocate.
That this complaint scenario as an example:
Janice: Hi, ordered something from your site last week and I never got a confirmation email. Just worried I lost my money.
Worst Possible Reply: Maaaaaaaaan f**k you, Janice.
Unhelpful Reply: Wowee, Janice. We’ll look into it.
Best Reply: Hi Janice, we’re really sorry about this experience! We want to put things right. Drop us a direct message and we’ll sort it out straight way for you.
As a result of simply engaging with a customer, you might have identified reoccurring issue that has been deterring people from converting on your website. Taking the time to engage your customers in conversation, understand their needs and altering their brand experience to suit those needs is the basis of strong, long-lasting customer relationships. Using a mixture of the tools mentioned above, engaging your target market leads to greater customer understanding.