In the age of social media, connections are becoming increasingly important for women to lead the way in redefining the relationships that brands have with their audience. Today’s consumers are more informed than they were about a decade ago, and they are more likely to engage with businesses that place consumers at the center of what they do.
For this reason, women-led businesses must underscore the need to bring their brands closer to their audience. By delivering personalized experiences, they can break through their echo chambers and explore opportunities that allow for greater customer retention.
With the amount of information that exists online, consumers want nothing more than authentic connections with their brands. There are numerous ways women in business can use it to make this possible, such as the following:
- Engage across multiple channels
According to Statista.com, people in the United States use an average of 10 connected devices. From smartphones to smartwatches, consumers are exposed to a greater number of messaging channels. You will need to have a presence across this growing list of touchpoints, including social media, chat, email, and video streaming. Adopting an omnichannel approach, you can engage individual customers across multiple ways.
- Deliver rich content
Apart from diversifying your marketing channels, you should also consider creating content across varying formats. It’s not enough to send customers text alerts and newsletters to their mobile devices. You can run promotions and encourage customer feedback using GIFs, high-resolution photos and videos, as well as sales collateral across different mobile network operators. Rich communication services allow for these capabilities as businesses gradually transition to 5G messaging.
- Encourage user-generated content
Modern businesses need to know where their audiences are coming from. Market research can only do so much as identify underlying behaviors that influence consumers’ preferences. To build a deeper relationship with your market, you can encourage customers to take part in your marketing and brand awareness campaigns. In addition to asking for reviews and testimonials, you can also get them to become a part of your brand story. For instance, you can run a contest or raffle that customers can enter by mentioning how your brand has made an impact on their lives.
- Use audience analytics
At times, you will need to check if your campaigns are performing as expected. Moreover, you need to make sure your message gets across to your target audience and provides value, and pushes decision-makers to take action. Doing this requires the careful execution of data-driven tools and strategies. Big data has been a massive game-changer for businesses that want to maximize their resources and build valuable connections. With the support of data analytics, you can determine your audience’s collective expectations and deliver content that meets these expectations. That way, you can enhance your ad targeting, gain a better understanding of customer desires, and deliver more personalized experiences.
Personalization is critical to the success of any business. In today’s business landscape, entrepreneurs should go beyond direct selling and focus on building relationships that last.