For the longest period in time, businesses have largely been closed off to outsiders. Whether they were protecting their competitive edge or ironing out new tactics, companies were not willing to share much about themselves. Instead, they regularly put out products and surveyed the market looking for reactions. That was the entirety of communication between consumer and producer.
Today, all of that has changed. In order to be competitive, your brand needs to be proactive when it comes to customer engagement. The connection between customer and company has been reshaped, given more strength and maintained at high levels through a series of communication tactics.
The new environment can be brilliantly handled by sharing the following 10 details with your customers:
1. The mission
Every company must have a mission, something that pertains to its values and identity and which goes beyond monetary gain. Knowing the mission will bring customers closer to your business and you will be able to retain them for more time.
2. The industry
Instead of being closed off and pretending that there is no meaningful competition, you should actively discuss every piece of news or a novel development within your field of activity. New technology, products or trends in production will be appreciated topics by your more informed customers.
3. Corporate information
If your business is larger and has multiple locations, always make sure that your corporate information – people on the executive board, the location of the headquarters, contact number – is available. Target’s corporate information, for example, makes contacting customer service easily accessible and has only benefitted from it.
4. The staff
Adding a human face to your business – be it a general, nameless employee or manager – can help when it comes to establishing a connection with the customers. Brands do not help with small problems, people do. The key is managing to connect the image of a polite and capable staff member to that of the brand.
Legal cases, complaints or famous stories that might damage your brand need to be openly addressed. Hiding or not commenting upon the most serious among such cases might dissuade some customers from purchasing and using your products again.
People react well to stories. As such, presenting your company’s history, from the founding moment to the present, might bring them closer to your brand. This kind of intimate knowledge ties the customer to a certain company psychologically. The connection, in turn, entails a long-term preferred treatment from the part of the customer towards the products of the company.
If your company is investing in the development of new products which would impact the market, informing your clients about it would bring recognition of your commitment to progress. Investing in research is something that not even all large companies engage in, and those that do fail to keep their customers updated, thereby missing much of the gains in terms of image.
8. Corporate events
The corporate world never sleeps. Companies are bought and sold by other, larger companies, investors force managers to make drastic changes and brands can overhaul their entire image almost overnight. All of these changes, be they in products or the company itself, need to be brought before your customers. Keeping them informed sometimes equals to keeping them as customers.
9. Promote milestones
Milestones – the x number customer, product sold, value reached or years in business – can be opportunities for celebration but most of all, for marketing. They show long-term success and can help improve the brand of the company, injecting into the customer’s mind the idea that success equals quality.
Publicly revealing end-quarter gains, market share, total company value and other indicators might help your company tremendously. Noticing the performance, investors may decide to chip in and bring more liquid assets into the company, which in turn can lead to growth. Aside from the financial side, customers also like seeing that their provider of choice is doing well. This works as a confirmation of the value of its products, which could even come to cost more in time.
Sharing these 10 details with your customers is not costly. On the contrary, some provide the cheapest and most honest methods of marketing. They humanize the company and bring the customers closer to it. Attached and invested into the brand through their knowledge of these very details, people will tend to prefer it whenever they have to choose between your products and those of a competitor. All in all, sharing details of your business can be massively beneficial to your company’s growth.