Imagine standing in the check-out line at the supermarket holding a single twizzler packet in your hand, stuck behind a woman with a crying toddler on her hip and what seems like every single item of the supermarket in her basket.
Yes, you’d be frustrated at that moment, but outside with a twizzler in your mouth you won’t be able to get that woman out of your head. Partly because she was annoying, but somewhat because you remember what she was telling the cashier about just how unhelpful the baby’s father was.
Because you were forced to listen to her. Listening matters, even if you’re doing it halfheartedly!
Even if you’ve never opened a marketing manual or a sales handbook chances are that you know that the customer is always right. What we forget in this situation is what your customer is right about?
If you’ve never actually Enabled your customers to talk to you, how do you expect to know what they want from you and your product?
And why stop at your product, why not support your customers to tell their life stories-information that’s going to help you cater your service exactly to their needs.
This is pure gold in the marketing world- selling your customers something that they themselves have told you they want.
Not all of your customers choose to voice out their opinion, this is true for both happy and unhappy customers. And while with a mute happy customer you lose your shot at a glowing testimonial, with an unhappy customer what you lose is something far more important- conversions!
What you need to understand here is a little something called customer psychology.
They will only share their opinions and stories if they know that they’re not speaking in a vacuum. You don’t only need to reciprocate- but you need to help the communication process, make it easy for them to reach you.
This is how the conversion conversation starts. To put it into an equation, this is what you get when you get your customers talking:
More Customer Conversations = More Conversions
Don’t know how to start this conversion conversation, allow me to light the path.
Having a Contact Us page on your website is not futile; you need to tell your customers that you’ll be delighted to hear from them. You need to tell them that contacting you is only going to take a second that they’ll be the better for it.
Also present on your Contact Us page should be a thank you note welcoming their feedback and mentioning a time frame of when they’re likely to expect their responses.
Every website has social media integration now; I’m sure yours does too. But, have you even thought of the multiple ways that these buttons help you, it’s not just about the mathematical counter of how many likes, tweets and shares you get.
It’s also about providing your customers with numerous platforms to contact you on. Not everyone wants to enter in their email address on your lead capture form, but most wouldn’t mind using social media or email you themselves (so, don’t forget to give it to them).
You need to engage your customers on social media platforms. Why would you need to do this? Because, social media is a great platform to have an actual conversation with your customers- a conversation where other customers also have a chance to chime in.
With social media, the conversation is much more rapid, plus it’s all in one place!
Testimonials from your customers always puts a spring in your step- they’re more than a confidence booster though, testimonials help your potential customers see what your existing customers think about you and your service.
They help you establish trust with your customers. Bottom line, they benefit you and your company, so make them more prominent- besides placing them on your website make room for them on your social media profiles too.
Yes, social media conversations help you get your customers talking- however, they’re too random for you to decipher something concrete out of them. Targeted survey questions, however aren’t random at all.
Create a simple survey and post it on your blog, Instapage did this a while back, and we learned a great deal from our customers.
Some customers, however, do find surveys bothersome, so tell them beforehand that their answers are going to result in a better user experience for them. After I’m sure they’ll be willing to take out a few minutes from their lives.
Make sure that your survey is designed in a user-friendly manner, don’t ask too many open-ended questions, or you might bore your customers.
You can easily create a survey using SurveyMonkey, it’s easy to use, plus you get all the results tabulated and analyzed.
All your customer conversions will go out the window if you don’t deliver what you’ve learned from your customers. Did someone point out a product feature they find difficult in your survey? Fix that feature!
Did someone complain about your website being vague? Rewrite it and test out different versions!
Is someone pissed off because you didn’t get back to them sooner? Make your support responses faster!
Only hearing customers doesn’t help, you need to listen and deliver!