The experience clients have with your business lays the foundation for your long-term growth and success. Today’s consumers do business with companies they know, like, and trust.
Gone are the days when companies can remain faceless organizations who simply sell goods and services. The businesses that thrive are the ones that connect and engage with their clients.
They build relationships that strengthen their credibility and establish the trust their audience needs to buy from them time and again.
Know Your Clients First
Understanding who you’re talking to is the first step in making your business more relatable to your clients.
Whether you’re an online business or a brick and mortar operation, there are key elements that need to be in place in order to better relate to your audience.
Business websites that rely on stock photos and jargon-heavy copy fail to connect with visitors. They give off a cold and impersonal impression that keeps users from taking the next step into the sales process.
This can negatively impact your return on investment (ROI) when marketing your products or services.
Knowing who your clients are helps you identify what they need most. Creating an ideal client profile gives you insights into your clients’ pain points, desires, and demographics.
You can mirror the language they use and segment your audience based on key differences. Knowing your audience helps you identify the prospects who are more likely to purchase from you now or in the future.
When you know who you’re talking to, you attract the right prospects and deliver the solutions they need. They’ll see you as someone who understands them and has their best interests at heart.
Show Them Who You Are
Your website and marketing assets should feature the people behind your company. Stock photos don’t reflect who you are as a business, and your prospects will find it harder to relate to you.
Find ways to highlight key team members. Share the unique talents and skills that your team can offer to clients. Don’t be afraid to inject your own personality in your business communications.
When you show your audience who’s behind your business, they’re more likely to trust you and see you as the obvious choice for solving their needs.
Website bios are often dull and unremarkable. So give your team members the opportunity to tell their own stories in a way that better connects with your clients.
Businesses that humanize their brand are more likely to have higher client retention rates and more positive customer experiences.
Personalize Automated Marketing
Automation is a powerful way to make your marketing more efficient and cost-effective. But it can also make it hard to connect with your audience.
You can strike a balance between automation and relationship building by personalizing your communications as much as you can.
Think of ways you can personalize your email marketing campaigns. Segmenting your audience helps you identify the most effective way to engage with clients and prospects.
Many companies spend more time talking about themselves than they do addressing the interests and questions of their clients. Instead, focus your messages on your clients and speak more in terms of “you” not “we”.
Making your business more relatable to clients comes down to connecting with them on a deeper level. The more transparent you are and the more you speak to the needs of your audience, the better they’ll be at relating to your business.
It’s not enough to just market your products and services. If you want to be profitable, you’re going to have to be relatable.