The key to any successful business has always been, and will always be, its customers. Without customers then all you have is a very expensive hobby. No matter how many different facets there are to your business, in the end, it always comes back to your customers. So then, why do so many businesses fail so spectacularly when it comes to connecting with their customers? For all their importance, many companies seem to forget that their customers are people, not just faceless numbers. Without that human connection, you could have the best product with the biggest marketing budget in the world and it won’t make the slightest bit of difference. The first and most important thing that you need to do is to connect with your customers. Here are a few simple tips to help you do just that.
Know who they are
You can’t connect with someone if you have no idea who they are. Shocking, right? The first step in connecting with your customers needs to be to do as much research as possible. Make sure that your market research is rich and detailed. Don’t just think that a vague idea of the age and gender of your target customer will be enough. You need to know the other businesses that they use, what their interests are, what really makes them tick. You should do so much research that you would be able to pick your target customer out of a line-up in seconds.
The personal touch is a seriously powerful tool when it comes to your customers. Customers aren’t interested in faceless companies. Surprise, surprise, they want to connect with other people. Look at the ways that businesses that include a lot of face to face contact do things. Retail and coffee shops often have extremely close relationships with their customers. Check out some coffee shop ideas as a way to get inspiration for how to connect with your customers on a more personal and human level.
What do your customers want?
If you really want to connect with your customers, then you’ve got to have something to offer. Now, you’re already at an advantage because you presumably have a product that you’re sure they want. But go beyond that. Figure out what kind of businesses they connect with already. What are those businesses offering? If you can figure that out, you’ll have a great idea of what it is that your customers want from a business. Do they want a strong ethical or moral stance? Are they look for something that represents family values? Are your customers after a business that pushes forward in socially progressive ways? This worst of questions can be the difference between a business with a great product, and a business that customers will walk through fire to support.
Remember that your customers are all individuals, and you should treat them like that. The last thing that you want to do is treat your customers like a single, monolithic entity that will respond in exactly the same way to everything you do.