Connecting with Customers Digitally
Article | January 2019
Successful brands know that running a business is way more than just selling and making money. In fact, it is all about long term success which is targeting the right audience, get them to purchase and eventually turn them into loyal customers. It is all about that lasting and trusting connection with customers.
However, despite this known fact, many big businesses fail to walk the talk. Why? In fact smaller startup companies seem to be doing it right, getting all they need to generate sales and profit. How do they do it? It’s pretty simple! They’re just simply making full use of the new-age digital tools for customers acquisition that are easily available today, to reach out to target groups that digitally hooked themselves.
Smart business owners are always on top of the changing trends in technology, where they know exactly where their customers spend maximum time and how to get their attention at the period they are most likely to buy. Here’s a glimpse of our favourite at DS when it comes to powerful mechanisms that you can apply to your business to grow bigger.
Create a sense of community through shared experiences
You see, humans feel instantly connected to other humans that have the same ideas or experience or even interest with them. Businesses can increase engagement and connection by bringing customers who share the same experience together in one roof. One of the best ways to do this is through a microsite. According to Erika Levy from Customerthink.com, “A microsite is an auxiliary website with an independent web address that is accessed through a larger, main website.”
One good case study for this is, Spotify’s Year in Music microsite. The company used the microsite to create a yearly report on top music tracks, playlist and more by combining user listening habits, retrieved on its main site and turned it into consumable data points. So, as a result, not only that this totally digitally boosted their whole business, but it also brought the brand and their listeners into another level of connection.
Social Media Tools
Over the years, social media has become the number one tool for businesses to reach out to customers or vice versa. At the moment Facebook & Instagram are the biggest when it comes to digitally building brand awareness and engagement with consumers (organic and paid). However, making a connection using social media isn’t as easy as uploading your posts and tagging your friends.
In an article by Entrepreneur.com, Raghunandan Saraf, CEO and founder, “.... it is imperative for every brand to first build a comprehensive social media and digital marketing plan which clearly positions the brand, defines its personality, and helps build consistent traffic to social media handles as well as the brand store to finally drive leads and sales.”
Leveraging Podcasts, Webinars and Live videos
While podcasts may have existed more than fifteen years ago, while live videos and webinars are becoming increasingly popular in Malaysia recently. Podcasts are similar to your own radio station or program that can be downloaded, while webinars are considered as online presentations conducted live or at a chosen time, and viewers may ask questions during that period of time (though you have an option not to turn on this feature).
So, it's basically like an online lecture in a way, except that you may choose the best time that suits you well. Both podcasts and webinars usually cover a wide range of topics, because it is presented through a human’s presence, it feel more personal and connected. A good connection with your clients and customers may result a loyal following.
With tremendous amounts and gadgets and competitions, getting your customers attention can be quite tricky. This is why gamifying tasks such as goal trackers, visual breakdowns, loyalty cards and app, progress bars, creates personalized experience where customers least expect it. Domino’s pizza making and delivery process is a good example of gamification that keeps the attention and anticipation of customers, and at the same time builds engagement and loyalty.