BUSINESS 2 COMMUNITY | Jared Atchison
There are countless ways to grow your brand as a small business owner. Effective marketing, a strong customer support team, and a robust content strategy all contribute to the development of your company. When you look at all of these factors, you’ll find that they have something in common.
They all directly work towards ensuring your customers’ success. When a visitor finds your brand, they want to know what makes you different. You have a brief window to put your value proposition on display and keep people coming back to your site.
During this time, it’s vital that you show users how your product can resolve their pain points or help them reach their goals. If you can prove your worth to your target audience, they will return to your site in the future. But you have to continually refine your processes and fight for your customers’ success if you want to see results.
Today, we will go over several ways to improve your profitability and brand reputation by committing to customer success.
Develop a Comprehensive Onboarding Program
First, let’s talk about how you can cultivate success from the moment a consumer buys a product or subscribes to your email list. Onboarding programs are one of the best ways to put your company’s benefits on display while connecting with your audience.
When someone subscribes to your mailing list, we suggest immediately sending out a welcome email series. Imagine subscribing to a new brand because you want to learn more, only to end up waiting 3 weeks to receive an email. Let’s be honest; most of us would have moved on and committed to a different solution.
A welcome email shows users that you appreciate their support and are committed to their success. Consumers are more likely to trust a brand if they thoroughly explain how you plan on contributing to their success.
If you want to help new customers, you could create a simple online course or guide that explains how to maximize the value of your product or service. In some cases, subscribers and customers may be new to your industry. This small addition can have a big impact on your profitability and engagement.
Onboarding may be the first direct interaction you have with a visitor. Make sure you get this part right if you want to continue to help consumers for years to come.
Create Powerful Content
Next, let’s talk about the role of content marketing in this process. For starters, brands that blog see 66% more leads each year. In other words, you can grow your subscriber count and customers by producing high-quality content.
You may be wondering how your blog can help your customers find value in your product or service. It starts with how they perceive your company. Research shows that 70% of consumers prefer to get to know brands through their blogs.
When consumers are looking for a specific solution, content can bridge the gap and help you secure more sales. For example, an email marketing CRM would likely make plenty of content about common email marketing pain points. Throughout the post, the writer should include ways to connect their product to the solution.
The content you create will vary based on your industry. We suggest writing blog posts and creating visually stimulating content like videos and infographics. Diverse content makes it easy for users to learn the basics, regardless of their preferred format.
Don’t forget to analyze your audience segments and create effective personalized content for each group. Believe it or not, 4 out of 5 shoppers want more personalized content. If you can publish posts that address specific pain points and goals, you’re showing commitment to their success.
Streamline Customer Service
The way your team handles questions and concerns from visitors can have a significant impact on customer success.
There are quite a few ways you can optimize your support channel for increased customer success. The first thing we suggest doing is adding chatbots to your website. Chatbots should not take over your entire support channel, but they should help with common questions, like password changes and pricing.
Chatbots can help your team manage the constant influx of new support tickets. This can pay off for your business. On average, you’re 7x more likely to convert a lead if you reach out to them within an hour of their request. Because chatbots speed up the support process, customers can get help on the fly. As a result, they are likely to keep coming back to your site.
We also recommend taking your customer service efforts to social media. Almost 4 billion people use social sites like Facebook, Twitter, and Instagram. If you have multiple support channels open, you can ensure that you’re delivering a value-packed customer experience.
Our final tip for committing to customer success boils down to effective communication. If you’re not regularly checking in with your subscribers, you’re missing out on major marketable moments. Your customers will happily tell you about their pain points and goals, but you have to ask.
When you know what customers expect from your brand, you can make changes that align with their needs. The easiest way to check-in is by sending your customers a product satisfaction survey. The questions you ask will vary depending on your budget, industry, and audience size. The more you learn about your audience, the easier it will become to make targeted adjustments to your customer education and marketing strategies.
Generally speaking, you should ask about your products, support channels, and onboarding practices. Analyze the responses you get from subscribers and look for common threads. For instance, if over half of your subscribers report a problem using one of your product features, it may be time to create a piece of educational content to clear up questions for existing and future customers.
Back to You
All of the strategies mentioned here today will help your customers find success. The key to making these tactics work for your brand is to understand your audience. Every business has a diverse audience with varying pain points and goals. Use the tips outlined here to build rapport and find creative ways to commit to customer success in your industry.
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