How to Avoid Becoming Old News to Your Clients

BY Rachel Cagle
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Are you out of sight and, therefore, out of mind when it comes to your clients? If you’re not engaging with your clients, what’s to stop them from considering your competition when it comes to call? A CustomerThink article, written by Brayn Wills, points out that, “companies that effectively engage their B2B customers experience 63% lower customer attrition and 55% higher share of wallet.” But how can you consistently hold your clients’ attention without annoying them?

Stand Out

This doesn’t mean sending colorful, GIF-​filled emails and such. That’s easy and, ultimately, useless to your clients. You can better grab and hold their attention by providing them with all the useful content they need and then some. Wills suggests creating video tutorials, FAQ pages, self-​service help centers, and similar content to both put on your company’s website and to either send or promote via email. “These content pieces aim to provide visitors a seamless information-​gathering and problem-​solving experience, which increases conversions significantly,” says Wills.

Improve How You Use Social Media

Think about how much time you spend on social media each day. It’s more than you’d like to admit, right? Your clients probably aren’t any different. Social media not only offers your company more visibility, it gives you the opportunity to better engage customers and establish an online reputation for the whole world to see. You can use Facebook’s review section to support your clients publicly and give them more of a voice. Hashtags on Instagram and Twitter can make your posts more widely available. And, of course, there’s LinkedIn, giving you the chance to connect with decision-​makers and promote your business.

Utilize Research and Feedback

Wills says that predictive analytics gives companies, “details like purchase and search history of buyers, products they are continuously looking out for and more.” This information gives you insight into exactly what your clients want, aiding in conversation topics for your next few outreaches. Also, ask for feedback from your customers. Invite them to take a survey or simply ask how their experience has been and what you can do better. But make sure you act on what you say, or they’ll be less inclined to voice their concerns the next time you ask.