Build Customer Relationships in Five Easy Steps

Most small businesses associate marketing with advertising. But today, it's defined in much broader terms. By engaging customers one-on-one and sharing your expertise, you don't simply provide great service to that customer. You make a lasting impression on that customer—and any other customers who witness (and might benefit second-hand from) that encounter—and demonstrate that you have their best interests at heart. That sort of outstanding service, and the word of mouth it generates, can help you to land and retain customers. And while using email and social media to attract and retain customers may sound like a lot of work, this simple, five-step process shows how easy it can be:

1. Ask for permission. Before you add a name to your contact list, ask for the customer's permission to do so. No one wants to be bombarded with "junk mail." But if you explain the benefits of subscribing (e.g., "insider" deals and free expert advice), they're more likely to register—and to look forward to hearing from you.
2. Be where your customers are. Identify the two social media channels where your customers are most active and focus your actions there. By understanding what's important to them, you can tailor your efforts to match. And you'll smartly target your limited time and energy where it will do the most good.
3. Provide valuable content. Enthusiasm is contagious, and your expertise is valuable to your customers. Apply this to your online marketing efforts to show why prospects should choose you over the competition and to reach a wider audience with your message.
4. Engage your customers. Engage your customers in genuine dialog. Offer helpful information rather than constantly making an overt sales pitch. A good rule of thumb is to present 80% informational content and 20% promotional content. And when sharing tips, don't forget to repost appropriate content from others—giving credit where necessary—to encourage participation in the conversation.
5. Track your progress. Are subscribers reading your emails? Which articles/posts were most read and shared? Did customers redeem your latest promotional offer? Keep track and keep doing those things that prove effective. The more you understand your audience, the stronger your marketing results will be!

Set up a good marketing routine, and your efforts will become easier and your results magnified. Plus, it's rewarding to build upon the goodwill that you've established with customers. Your efforts don't have to be expensive or complicated, so get started today!