There are three customer sets you need to think about and talk to when communicating online.
Current | Customers who are active and buying from you.
Know You | Customers who know you but are not currently buying from you.
Dont Know You | Customers that don’t know you exist.
Bear in mind these three customer sets when communicating online. Here are the three customer sets are broken down with some tips on what to say.
1 – Customers who are currently active and buying from you:
It is nice when your company appears on social platforms even after a customer has purchased from you. If you are B2B, follow your customers and ask customers to follow you. Include in content helpful tips and news that will interest your customers.
2 – Customers who know of you but are not currently buying from you:
Post the latest work, products etc that you are producing. Reflect onto the Internet what is happening within your company. Examples; Completed bathroom installation, rendered wall, automated gate, upholstered chair etc. A lot of work produced by companies is only seen by the end-user, posting on the Internet lets prospective customers see all your good work.
3 – Customers that don’t know you exist.
They don’t know you or your company exist. They can benefit from your services or product. You are only of interest to this customer set when they need your service or product, they search for you on Google (other search engines too but Google is king), ask around, look on forums and social platforms. These places, you need to be. How best to do it; Optimise your website for your product and service. Be active on at least the top four social platforms (Facebook, Instagram, Twitter and Google Business). Update your website often, think of it as changing the shop window. Encourage reviews from current customers online. Advertise your website on your van, car, cards, posters answerphone message, email signature etc to spread the word.