Picture this: It’s January, your customers are as done with spending money as they are done with those stale gingerbread cookies no one ate (anyone else ironically hate the gingerbread Christmas staple?) – and your sales are dipping.
No; they don’t hate you. Their priorities have just shifted significantly. Now is not the time to push sales to protect the bottom line – it’s time to reconnect with who your audience is. Build trust and long-term loyalty by doing these 5 easy audience engagement strategies in the new year.
Credit: Drawify
Ask for Feedback
Asking for feedback is a great way to show your audience that you actually care about their experience! The key is, you need to actually care. It strengthens the customer relationship, while helping you gather valuable data to fine-tune your process/product.
The result? A client who trusts you and will likely come back again. It’s also a very easy low-stakes way of staying top-of-mind without trying to sell anything. Remember to use your brand voice and reach out with genuine curiosity.
Example: If it fits with your brand, you might try something like, “We know your credit card is tired, and we promise we’re not about to sell you one more urgent product … “
Use Interactive Content
Now is a fantastic time to put your social media team to work (if that’s also you, time to warm up those thumbs)! Interactive content is content that invites engagement. This keeps the customer relationship strong and helps you build your community. Never underestimate the power of the algorithm! Engagement boosts visibility, meaning high-performing posts will be pushed out to your audience’s friends and family members.
Example: Ask questions, run polls, and host contests on your social media accounts.
Credit: Coventry University
Segment Your Audience
Segmenting and personalizing your messages (emails, texts, etc.) is always important – but it’s especially important now. Your audience is likely feeling the weight of their credit cards (and if they’re like us, impulsively festive spending) on their shoulders. You may not be their favorite right now, and that’s O.K. Because you’re not here to sell anything. You’re here because you care about them. You’re a safe space – a trusted brand.
When it comes to email, personalized subject lines are more likely to be opened. Your audience feels seen and appreciated. For new customers, they’re more likely to remember your brand and like you.
Example: Create targeted campaigns for each segment, such as new shoppers, returning customers, or those who haven’t shopped in a while.
Send Thank-Yous
Right, so you may be wondering, if I’m not selling anything, what is the campaign for? It can simply be to build trust or lay the foundation for future purchases. Try offering an end-of-season thank-you gift. Customers like feeling rewarded, and who doesn’t love something for free? This essentially puts your money where your mouth is and doesn’t just tell your customers you appreciate them – it shows it.
Example: Offer an end-of-season coupon just for your segment who purchased during the holidays. Say something like, “Thanks for making us a part of your celebration!” Or “We’re so happy we could help you spread holiday cheer!”
Make Returns Easy!
Fact: returns happen. No matter how wonderful your product is, returns and refunds are a fact of life. Sometimes, it’s just not the gift for that person, or they need a different size or color, etc. With the mountain of other stresses the holidays bring, returns just add to the pile and can be very frustrating.
Don’t underestimate the power of customer retention marketing, or focusing on building long-term loyalty over quick sales. An easy return policy/process is so appreciated (especially right now!) and it makes all the difference in how your customers feel about you! It also makes it easier for your customers to shop with you again. There’s less of a hesitation or fear.
Example: Think about Amazon – do you hesitate to purchase for fear of not being able to return your product? Probably not. They’ve all but nailed that process down, and most Prime members know it and trust it. And it makes that pretty, yellow “Place Your Order” button that much easier to mash.
Credit: Rooster Teeth
The Whole Point
You don’t have to settle for the post-holiday slump. Reconnect with your audience, strengthen your relationship, and build trust that converts for years to come with these 5 audience engagement strategies. January is the time to focus on brand loyalty marketing – not quick sales. Just remember to put genuine care into it. Your thoughtfulness is what your customers crave most right now.
Need a little re-charge yourself? Let us take some marketing weight off your shoulders. Book a call with us today, and let’s tackle the new year together.
