They’re stubborn, hardheaded or simply not listening.
You know the customers I’m talking about. They’re the ones that no matter how hard you try to engage and interact, they provide you with zero response back. It’s not necessarily that they’re rude (although that may be the case for some), but most of these customers are just busy – and quite frankly, don’t think they have a reason to care about what you have to say.
But, you want them to listen and care because if they do, your organization can provide more value to them. And, they will become more loyal customers.
So, how do you get them to care?
Everyday, your customers are bombarded with information (just like you are) and unless they’re actively seeking whatever product, service or value you’re trying to communicate, they see no reason to listen - or care. But, you can change this. Following the steps below will help you break the ice with these hard to reach customers.
Focus on the customers that matter.
I’m not saying to not provide good service to all customers. Word-of-mouth and customer reviews are important, so you never want to intentionally upset anyone. But, most likely, you have some single-product or service customers that will never want more from your organization. These may be the group of customers that continuously miss payments or always complain. Remove those types of customers from your targeted marketing lists. Most of the time, they’re costing you more than they’re making for you. Focus your time and money on the customers that matter.
Deliver timely and personalized content.
Luckily, there are several tools available that help organizations and budgets of all sizes gain data-driven customer insights so that relevant and timely content can be delivered. These tools range from comprehensive marketing automation software such as HubSpot, WordPress plugins and email marketing platforms like MailChimp. These tools help automate and send content that’s important to your individual customers. Use one of these tools to segment your “customers that matter”. Set up triggers so when a customer visits your “xyz” product page, your organization automatically responds with follow-up content. Drive customers that don’t frequently visit online (or at all) to your webpage by sending them content based on their customer profiles.
Personalized emails improve CTRs by 14%, and conversion rates by 10%. (Source: Aberdeen Group)
Targeted emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research)
52% of customers stop following a business’ page because of boring and repetitive content (Source: Small Business Can)
Get to the point quickly.
The attention span of an average person is only 8 seconds and competition for that time is fierce. With information overload coming from a variety of channels, you must have a message that noticeably sets you apart from everything (and everyone) else. Strong visuals help ensure your customers stop to acknowledge. Good, descriptive headlines help them recognize that you’re sharing something they might care about. While creative and catchy can be good, don't lose sight in providing clarity. Within the first few seconds, your customers should have a pretty accurate idea of what you're trying to say and "what's in it for them". If not, you’re at high risk of losing the opportunity to break the ice before your customer moves on to something else – possibly your competition.
Only 20% of consumers read beyond the headline. (Source: Copyblogger)
83% of human learning is visual. (Source: NewCred)
93% of people say that visual imagery is the # 1 factor impacting purchasing decisions. (Source: NewCred)
90% of consumers find branded content useful. (Source: Custom Content Council)
Break the ice (and walls) for lasting relationships.
We've all experienced those moments of feeling like you've hit a brick wall when you don't hear back. Sending your customers on-target, personalized content will help break the ice, but you also need to make sure your company is accessible and easy to find in order to keep the walls down. This will transform your hard to reach customers into loyal, long-term relationships.
Give them a reason to respond.
Don't send any message without a convincing reason to respond because if you do, it's likely to be ignored or forgotten. Having your contact information on whatever you're sending is good - but not good enough. Why should your customers contact you if they've been given no compelling reason to do so? Special offers, a free introduction, watch a video demo, download an e-book, learn how to (insert blog article title or topic) are all more effective than “contact us for more information”. Ultimately, you want customers to respond by going to your website. Because once they’re at your site, you have more opportunities to provide desirable content that shows how your organization can help them.
Be mobile accessible.
It's a given that every organization that wants to appear credible, has any kind of business development goals and wants to reach more if its customers, needs to have a website. But, nowadays, just having a website is not enough. You need to have the right kind of website - one that is engaging, informative and just as importantly, mobile responsive.
Almost half of all websites are not mobile responsive. Those that are, provide their customers with better user experiences and customer loyalty. According to Google's Mobile Playbook, 57% of users say they won't recommend a business with a poorly designed mobile site. What's more, mobile responsiveness impacts a website's ranking signal since Google make a change to its search algorithms earlier this year. To be considered mobile-friendly, the website's text has to be readable without zooming and there should be no unplayable content or horizontal scrolling. Simply stated, the website needs to be easily viewed from a mobile device. You can check the mobile friendliness of your site through Google's Mobile-Friendly Test Tool. If your site is not mobile-friendly, you may want to consider moving it up on your priority list. It's an important step in breaking the ice with hard to reach customers.
80% of Internet users own a smartphone. (Source: GlobalWebindex)
81% of users report reading email on mobile devices (Source: HubSpot)
Navigate your customers back to where they belong - your business.
Ultimately, your customers are in the driver’s seat – they control your brand and the business you get. Many times, they make decisions that impact your business before you are able to break the ice. As a result, statements such as “I didn’t know they had that” or “could do that” are commonly voiced when it’s too late.
Breaking the ice with hard to reach customers can be a challenge. But, you can change this. By following the steps above, you will navigate your customers back to where they belong – to your brand and business. Train your customers to think of your organization first. Instead of chasing them, have them come to you. And, delight them with the experience that they’re looking for when they do.
Need more advice on how to break ice with your customers? Click here to get help in turning your hard to reach customers into loyal, long-term relationships that make your business more profitable.
Get updates on Facebook: