Those who use the web, which is almost everyone these days, are a savvy lot. And they can sniff out trickery and lies a mile away. They also have standards when it comes to web design, content creation, and communications opportunities, so you need to think long and hard about the way you set up your website if you want to engage visitors and convert them to loyal customers. Here are just a few simple strategies you might want to consider.
- Make yourself available. If you want to engage visitors to your website, the first thing you need to do is open lines of communication. This begins with providing contact information, including an email address and phone number to field customer comments, concerns, complaints, and so on. But you might also want to launch a live chat feature so that consumers can contact you immediately with any questions they might have. This service offers more than just instant gratification; it also gives you the opportunity to make a truly stellar first impression and participate in a conversation with prospective customers, perhaps convincing them to patronize your brand.
- Focus on customer service. Adopting an attitude that “the customer is always right” is probably a good choice when it comes to delivering excellent customer service. This is not to say that your representatives should be pushovers, but they need to be unfailingly polite, sympathetic, and helpful if you want to impress customers. They also need to go above and beyond to address the concerns of customers who have legitimate issues. This attitude will serve you well when it comes to engaging consumers and building brand loyalty.
- Promote your brand. Any time employees post new content or interact with visitors to your website you need them to remember that they are promoting your brand. So they need to understand the underlying principles, goals, and policies that come together to create and distinguish your brand. If your employees support the company ideals and believe that what they’re a part of is valuable, it will show in their interactions with customers. And when you have them participate in the process you can create the personal connections that many customers crave.
- Keep your goals in mind. Online businesses have many goals. You probably want to make sales, encourage repeat business, and create brand ambassadors. And when it comes to your customer engagement strategies, you need to think about the goals you’re trying to meet so that you can keep them at the core of your efforts to build relationships with visitors. When you know exactly what you hope to accomplish it can inform all of your efforts.
- Track and analyze data. Launching a website, utilizing business directory software, and signing up for social media accounts are all good ways to begin your journey into online operations. But when it comes to engaging visitors, you need to pay attention to what your customers are telling you with their clicks, likes, shares, the amount of time they spend perusing your pages, and their tendencies to visit following communiques like email blasts, Tweets, and special offers via Facebook, just for example. You will find that there is no shortage of software available to help you in this pursuit, so find the tools that best suit your needs and start tracking data so that you can figure out what’s working and what you might not want to waste your time on in the future.