Having an engaged audience is vital to the consistent growth of any business.
As, the quickest type of business growth, usually comes from both existing and new clients.
However, 68% of business is lost due to indifference. This is where one business seems much the same as another, so the customer finds no reasons to differentiate or to show any loyalty.
This makes growing a business very difficult, as you have to have a large number of new customers just to replace the ones who are leaving. Never mind getting new customers to actually grow!
Why An Engaged Audience Is Important
One way to prevent losing business due to indifference is to have an engaged audience, who clearly understand how you are different and how you can help them.
An audience who is engaged with your business will be more open to the offers you make to them. They will also be more likely to refer their contacts to you, who may find your business solution useful.
With the speed of life and social media, it is said that your message will need to be seen at least 7 times before someone will buy from you. As most people will not be ready to buy immediately.
They may have a problem, but not know you have the solution. Or they may know that they have a problem and that you have the solution, but not be quite ready to take action.
So How Do You Grow And Keep The Engagement Over Time?
Being consistent with your marketing is an important part of building trust and engagement.
Your audience will want to know that you are reliable and will be staying around for the foreseeable future.
This could be with regular blogs, emails and videos on places like LinkedIn, Twitter, Instagram or Facebook.
A Clear Message
Having a clear message will help your audience to know that they are in the right place and that you can help them.
If you have different messages each time, people will get confused as to what you offer and who you help.
People who are confused will not be engaged and will be unlikely to take action, therefore likely to buy from you either now or in the future.
Knowing Your Audience
You have probably read a piece of great content or spoken to someone and it just feels like they understand you, there is a connection.
Well, that is what you should be planning to do for your audience however you are making contact.
They want to be sure that they are in the right place. That they are understood and that you will be able to help them.
Here’s How To Create The All-Important Touch-points With Your Audience
1. Content - Create great content in the form of useful blogs, articles and case studies. They should be relevant and helpful to your target audience and posted on a regular basis to keep content fresh.
2. Add The Personal Touch - Send a handwritten card to celebrate special occasions. This could be to congratulate them on something that has happened in their life, or it may be the anniversary that they joined you as a client.
3. Make an Appearance – If they are in your area, pop in for a visit and see how things are going. Not to sell, just to check in. You may be able to find out they have something going on soon which you can help with.
4. Stay In Touch - Ask them to join your mailing list. You can then send them content that they will find helpful and relevant any offers that you may have.
5. Social Media - Keep in touch through different social media platforms. Comment on their posts, if relevant and keep up to date with what is going on in their life and business. You may find a reason to send a card or quick note to say congratulations.
6. Send A Lumpy Mail Campaign - Sending a carefully created letter and a small gift by mail is something that is often overlooked. If created well, they are almost always opened and read, so are a great way to do something different and increase engagement. Just remember to follow up with a call after.
7. Send A branded Gift - A promotional product with your message on, is a great way to stay at the forefront of your client’s mind until they are ready to buy. It also gives you a great reason to give them a call and check they received the gift. Which is yet another opportunity to increase engagement.
Sadly, There Are No Quick Fixes And Unfortunately Shiny Objects Don’t Work.
However, if you put in the effort to engage your audience, you can create a loyal relationship. A relationship that is likely to last and will be strong enough to weather the storms of life.
This will save you time and money in the long run, as any new clients you gain will be adding to your customer base, instead of making up for lost of clients who have gone elsewhere.
Existing clients are also far more likely to buy from you and they come without the high cost of gaining a new client.
You will of course always lose some clients over time which is natural, but by engaging your audience this will be kept to a minimum.
Your engaged audience is also far more likely to refer you to other people they know when they trust you. Which is a low cost way of gaining new clients.