2020 is right around the corner. It’s a fresh start for some business owners who almost want to wipe the slate clean and a means to kick up existing strategies to the next level for others who think what they are doing is working well. Regardless, you should absolutely review your current strategy to make sure that what you are doing is working for you in the best way possible.

For 2020, think about your customer relationships and how you can start things off right with them in the new year. Here are 5 ways to do customer relationships right in 2020.

#1: Real talk

There is a reason why influencers are throwing out the carefully curated images they have worked so hard to cultivate… Your audience is looking for real interactions with real people. Just because you are using your brand voice doesn’t mean you can’t be genuine in your interactions with your audience. Show your human side – it’s ok to be flawed as long as you own up to it.

#2: Stand for something

We live in a really divided world and chances are your customers are not sitting on the fence. Find a cause that is meaningful to both you and your audience and take a stand. Cause marketing gives you many fun opportunities to integrate messaging that resonates with your audience into your own strategy. Your customers will appreciate you for taking their values into consideration.

#3: Match your customer, not industry trends

Be a trend setter – but do it because you have adjusted your approach to match your customers. Maybe your niche doesn’t really fit the mold, or perhaps YOU don’t fit the industry mold. Standing out among your competitors will only help you, not hurt you. Plus, your audience will appreciate that you are connecting with them in a way they understand. This could mean making changes to your product or service offerings, how you deliver value to your customers, the language you use, your brand’s tone of voice, the marketing channels you communicate with, etc.

#4: Thank your customers more often

A simple thank you goes a long way. Showing you appreciate your customers is important because you want to build relationships based on mutual loyalty. Your customers want to know they can rely on you for great products and services and you want to know you can rely on them to keep coming back. Beyond saying thank you to them in emails, social media, and other marketing, consider starting a loyalty program that rewards them for sticking by your side.

#5: See 2020 as a fresh start

Overhaul your customer experience by finding out what’s not working. You can do this in a number of different ways. Internally, identify all touch points (any time they interact with your brand passively or actively) with your customers from the time they first discover your brand, to their first purchase, to their tenth purchase. Are you missing out on any opportunities? Are there any ways you can increase the number of touch points with them without feeling like you are pressuring them too much? Consider tactics like grassroots, boots on the ground marketing like flyering and experiential events, getting your product into brick and mortar stores, creating more VALUABLE content, and so much more. The key is figuring out what will resonate most with your audience.

A new year means new challenges and new wins ahead of you. It all starts with your customers and that means you need to take special care how you are building your relationships with them.

 

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

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A version of this article was originally posted to the SongBird Marketing Communications blog.

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It’s kind of hard to connect with your target audience if you’re not on social media. While the case could be made that if you are hyper local you could get away with no social media strategy, most businesses need to have some sort of digital footprint. However, you need to make sure you are doing social media in a way that is going to help you reach your overall marketing and business goals.

To get your strategy started the right way, you need to make sure you have your profiles set up properly. They need to be user-friendly and memorable. But how do you do that?

Here are six ways you can make the most of your social media profiles on each platform.

Make it easy to find you

Instinctively, users will type in @[company name] to tag brands or to find specific profiles. Keep your handle (AKA user name) simple and use your brand name if it’s not already taken. If it is, find come up with something related and creative. Once you settle on a handle, use it across all of your profiles (where possible) to create consistency.

Avoid just adding on random numbers, symbols, or punctuation to differentiate yourself because your handle will become too obscure and hard to find. Also, it doesn’t look very professional if your handle is @Widgets1234.

Create a visual brand identity

While each social media platform uses visuals differently, you can still have a cohesive, consistent visual style on each. So while your content may differ, your audience has the same experience across platforms.

When selecting your profile image, find something that represents your brand well. If you are a company, use your logo, your product, or your mascot. If you are an individual expert, use your headshot or a professional lifestyle shot. Once you select an image, use the same one across platforms. This will help with brand recall and recognition.

Your cover photo can be different, but you want to make sure that it is in keeping with your visual brand style.

Be descriptive, but cut the extras

Don’t make people guess what you do when they read your profile. Use your brand and industry keywords when filling out your about and description fields to keep it simple and get to the point.

It’s not necessary to use hashtags in your profile set up unless it’s related to a specific campaign you are running and that you want to add extra visibility to – but use them for sure in your regular content on the right platforms!

Be thorough

You don’t want to fill your social media profiles with fluff content, but you do want to get as much detail in there as possible. So, make sure you don’t leave any relevant fields blank when setting up your social media profiles. Some social media platforms give you the opportunity to include much more information than others, so take the time to set up your content properly. And don’t be afraid to change up your profile content to keep it fresh. It could be as simple as putting a featured link on your Instagram profile to showcase new blog content.

Cross-promote your social media platforms

You can absolutely ask for followers on one social media platform to follow you on another. The key is that you need to make sure you are posting different and valuable content on each platform to give them incentive to follow you in more than one place.

In some cases, you can actually add your other social platforms to the profile content itself (ie. On Facebook), but in other cases, posting a simple link to your other profiles can get you more traffic.

Be reachable

While this might seem obvious, make sure all of your links and your emails work. Put in your website, email, phone number, etc. The easier it is to get a hold of you, the more likely your customers are to call.

Social media doesn’t have to be difficult, especially if you take the time to make sure your profiles are set up for success on each social media platform.

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

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Content will always be royalty when it comes to marketing. (Even if you don’t like hearing “content is king” because it’s overused!) You can showcase your brand in the right way and maintain a certain amount of control over how you appear to your audience if you create content in the right ways. Now that we are officially into 2019, you should be looking for ways to boost your marketing efforts to have an even better year than last year.

It is beneficial to your business if you can make content work for you. You can have increased website traffic, search engine visibility, increased referral traffic, increased social media engagement, and establish yourself as the go-to expert in your field.

Here are five ways to make content work even better for you in 2019.

#1: Go visual

As the way we consume content shifts towards more video and easily digestible forms of content, the visual aspect of your content strategy is now more important than ever. You should look to incorporate more videos, infographics, imagery, and other visual forms into your strategy. If you write a regular blog (hint: you should!), consider incorporating accompanying graphics and video. This makes your content both easier to consume, but also to share on various platforms.

#2: Think evergreen

Evergreen content is content that is not time sensitive. It can be shared sometimes for years to come (often with minor tweaks!). To incorporate evergreen content into your strategy, create a list of potential evergreen topics that are relevant to your industry – and your audience. You can introduce these topics via your blog, your social channels, your website content, and any place you interact with your audience.

#3: Think across platforms

While you shouldn’t share identical content across all marketing channels, you can utilize certain content to enhance your overall strategy on each channel. For example, your latest blog post can be promoted across all of your channels, but you would utilize different content for each:

• On Facebook, you could create an update that is designed to generate dialogue through its conversational tone and include a link preview.
• On Instagram, you could create a series of images for a multi-image post that highlight the key takeaways and direct people to a link in your bio.
• On Twitter, you could use those key takeaway images from Instagram, but spread them out over a few weeks.
• On LinkedIn, you could include a call to action for business owners to share their frustrations regarding the topic.

People consume content differently on each platform and your strategy should reflect that.

#4: Focus on dialogue, not sales

Whether you are looking at developing a social media strategy or you are looking at other forms of marketing, remember that relationships and dialogue should be the cornerstone of your activities. If you are doing a good job communicating with your target audience, you should be able to easily funnel them through your sales channels without aiming for a hard sell every time.

#5: Listen to your audience

This one might seem obvious, but it can be easy to get stuck in the constant content churn – you know you should be putting out content, so you just keep putting it out blindly whether anyone is reading it or not. At this point, you are just creating noise and not really providing any value. It’s a waste of your time. You should make sure you are writing content that your audience will read and respond to in a way that is beneficial to your overall business goals. To ensure you are providing valuable content, take the time to ask what your audience wants to hear about from you. You can also look at conversations on social media to gain insights.

Content is an important part of your marketing and sales strategy. As you are getting ready to take on 2019, build yourself a content strategy that will give you the best chance at successful growth.

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

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