by hijinxmarketing | Audience, Marketing Best Practices, Social Media
Business owners talk to their customers all the time, right? Well…not always.
I am continually surprised by how many large companies do not respond to their customer or potential customers on social media. WHY? If a customer walked into your store or called you on the phone, would you ignore them? I would hope not! If you are not going to engage with your audience on social media, then maybe that is not the right channel for you to communicate.
Don’t be like those big companies. You are in a unique situation as a small business to engage with your customers at a personal level.
Here are some common queries that customers ask and how to respond to them:
Logistical questions: What time are you open? Do you carry a certain product?
Response: Always, always answer these type of questions. As quickly as possible. If you use Facebook, you can even set up standard responses. Or develop a list of answers to common questions so you can easily respond to your customers. These are no-brainers.
Compliments: They love your products, had a great experience with an associate or want to share your generosity.
Response: Some businesses think they don’t need to respond to these type of messages. But that is wrong. By responding (particularly to a public comment), you elevate these brand-boosting messages. If it is a really good comment, you might even think about asking the person who made it if you could use their comment (or image) in your marketing. This is called UCG, user generated content.
Complaints: They had a bad experience with you, your staff or your products.
Response: It may not be comfortable, but you need to acknowledge complaints. Do not just leave them hanging out there without responding. Show empathy. Make it right (if you can). There is no excuse for not responding to a complaint, particularly when it is public. Responding shows everyone else that you are paying attention and make things right if there is a problem.
Does it matter if the messages are direct to you or public comments? In most cases, no. If you don’t respond to public comments and questions, everyone will see that you are not engaged with your customers. If you don’t respond to direct messages, you are ignoring customers who are actively seeking you out. They took the time to find you online to ask a question. You should take the time to respond.
Have more questions about engaging with your customers, contact me for a free 30-minute get acquainted call.
by hijinxmarketing | Audience
One of the best ways to ensure customer loyalty and gain new customers is to ‘do unto others.’ People respect companies that support their local communities. It shows that an organization, big or small, is comprised of people that have a vested interest in the areas where they do business – and the people who live in those areas.
Whether you are helping clean up a park, working at a local food bank, or reading to school children, doing your part to help the people who support your business not only helps them, it helps you as well.
According to a study by Harvard Law School, companies who engage in corporate social responsibility can be seen as providing value to customers on a number of different levels. This increase value proposition leads to more loyal customers. Even customers who are willing to evangelize on a company’s behalf.
Don’t know where to start? Small local business are in a unique position to have a positive impact on their communities.
- Partner with local schools. Schools are always in need, whether it be for supplies or your time. Does your business sell something that a local school could use? Could they use volunteers to help with activities like reading to students or organizing events? Do your employees have expertise in a particular area that would be interesting or useful to students?
- Partner with community organizations. Whether it is a food bank or a beautification project, organizations are often made up of volunteers and are often in need of help. They also often need money. You could offer to underwrite or host a fundraising event.
- Sponsor a local team. Find a local youth sports team that is in need of a sponsor. By providing funding to these teams, the burden is lifted from parents who often have to pay for things like uniforms, snacks and travel. (And those parents will thank you.)
- Organize a drive. Partner with a local organization who is in need of items (clothes, food, supplies) and have a competition among your employees to see who can bring in the most items.
By participating in community outreach activities and allowing your employees the time to volunteer, you also have the added benefit of more engaged and loyal employees. Many companies have a ‘Day of Caring’ in which they either plan an entire day of community activities or allow their employees a day to participate in their favorite community outreach.
Do you have a unique community outreach program? Share with us in the comments or on social media.
