Speaking to the digital consumer

Have conversations with your customers, don’t hide any aspect and be less afraid of feedback (Photo: Nejron Photo)

Understanding the nature of people, and what drives us as human beings, is at the heart of structuring brands that have significance in our lives. This should be at the core of our strategy when building brands.

A brand will truly connect with us in a significant manner, if it makes us feel something positive and puts people at the centre of their system. Such a brand will have a far better chance of building long term reliability, than those brands that don’t put people at the centre of their message.

Creating a customer-focussed background is a business opportunity that should not be overlooked. Most companies aren’t investing as much as they should when it comes to consumer understanding, providing an opportunity to the insight-driven to enchant those consumers and lure them into turning into advocates of your brand.

Here are some simple ways to help consumers fall in love with your brand:

• Interact with your consumers more: Consumers share both, positive and unpleasant experiences with at least 4 to 5 people, so invest adequate time towards leveraging the possible word of mouth your engagement could drive. Keep a watch on what your consumers are posting and engage with them, while you also interact through the content of your brand posts.
• Be a good listener: Your customers are the means of support for your organisation, and not tending to their requests could cause an emotion you would rather avoid. Observations, customer services and social media are great methods to gather information from consumers and help in the brand management process.
• Be transparent: Have conversations with your customers, don’t hide any aspect and be less afraid of feedback. This will be of assistance in bringing transparency into your brand and the beliefs it supports.
• Show gratitude: A simple thank you message from the brand to its consumers can go a long way in instilling a sense of trust. Appreciate and recognise your customers for taking the time to highlight what they feel about you, whether positive or negative.
• WOW your followers: In order to stand out on social media, and convert your followers into consumers is through content that amazes and excites them to turn into advocates who will consume your brand offerings and spread word on it. Invest in keeping a tab of the latest that happens, and be bold towards trying out new things that you feel would interest them.

The consumers of today look for brands that they can believe in, and brands that resonate with their principles and culture. I’d love to hear something exceptional that you have done to build a strong connect with your consumers that could add value to the readers.

-By Zafar Rais, CEO, MindShift Interactive

The thoughts and opinions shared here are of the author.