The quick answer to that question is, more than you probably think. Let’s look at all the ways that you can connect with your customers.
The first way is with your website as a whole. You should have a clear enough idea of who your trying to reach that when they go to your site, your ideal customer immediately knows they are in the right place. Use imagery and language that speaks to them. Understanding who they are and what they are looking for will set you apart.
Another way is when they sign up to join your email list. Sign-ups often get an automatic reply letting the customer know they’ve been subscribed. These emails are typically very easy to customize. Take a moment to test yours out and see if it has the message you want. If it is a boring line of text that just says ‘Thank you, you are now subscribed,’ you can do better.
If the customers completes a purchase, what do they see after the purchase goes through? There are many opportunities for connections when you are tracking your customers the way that we recommend. For instance, if you integrate Facebook ads to your marketing budget, adding a Facebook pixel allows you to create audiences for your ads based on what your customers do.
See this post for more information about segmenting your Facebook ads. But basically, Facebook ads can target people who have ever visited your website (once the pixel is in place), people who visited your Pricing page (this means they were interested but probably not yet convinced to buy), people who abandoned their shopping carts (again, interested but not yet ready), and people who have previously purchased). With some creativity, you can come up with even more audiences based on your specific needs. Following up with each of these unique audiences is a unique way to connect.
Let’s say someone does make a purchase. Do they get a confirmation email? What does it say? If it’s just a boring line of text, make it better and more personal.
Send a follow up email after they’ve had the item for a couple of weeks checking in to see if it’s all they dreamed of. Perhaps ask them for a review. Suggest they take a photo and tag it on Instagram (make sure you follow up and like the post).
All of these are examples of connecting with customers in ways that many businesses don’t think of. But when you break it all down, isn’t it just all about getting personal? You’re giving them opportunities to get to know your business in many ways, and they’re giving you the opportunity to get to know them and exactly what they want.