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4 Essentials: How to Engage Your Customers as Individuals

Susanna Oliver  |  August 29, 2016

Imagine a world with a store stocked just for you. Everything you need is on the shelves. It caters to your styles, favorite colors and lifestyle. Because this store is customized just for you, it isn’t cluttered with stuff you don’t need or stuff you have no interest in, so you can focus on what you need.

Of course, something like this would be impractical for sellers in the brick-and-mortar world. But it’s a must in the online realm. Your customers are unique individuals with unique needs. If you want to engage them, treat them as individuals.

So where do you start? Take time to get to know them better.

The 4 Essentials for Engagement

1. Know Your Customers

If you don’t know your customers, any form of personalization is pure guesswork. Find out what they want. Listen and learn from them. How are they using your site? What are they saying on your social channels?What about purchase patterns? Are they coming back?

Capture these analytics and use them in your marketing strategy. Just as you get to know someone by listening to them, think of analytics as conversations that help you better relate to your customers.

2. Relevance, Relevance, Relevance

If you know your customers like dress shoes, for instance, make dress shoes the focus of their homepage with customized content. If you follow up with an email nurture campaign, segment them into dress shoe emails.

Whatever your products or services might be, your customers should feel like they are the only ones on your list, and your emails are made just for them.

3. Educate & Inspire

Pinterest blossomed from nowhere by empowering people to educate and inspire each other in a social channel. Based on that huge success, it’s evident people love to engage with content that gives them fresh ideas – ready to embellish using their own imagination. Be the vision for your customers. Showcase ways they can benefit from what you offer.

And don’t just tell them – inspire them.

4. Strive for Simplicity

Ultimately, the power of engaging customers as individuals is the ability to market to one. That means creating utter simplicity. Stock the “shelves” with only the things that your customer is likely to need, reducing clutter that would distract from a quick and easy transaction.

That’s truly the power of engaging customers as individuals.

Want to talk more about personalizing your customer experience? Send us a note, or reach out to us on Twitter @sundogtweets.

Posted in: Customer Experience, Customer Journey, Digital Experience, Strategy, Brand, Audience, Message, Targeted Marketing Programs

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