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The differences between a one-time customer and one that recommends you to all their friends? Engagement, personality, and authenticity. Digital marketing can feel lackluster and impersonal if done improperly; but, by following our tips and tricks, you can build real relationships with your customers through the digital sphere.


Your website must have a user-friendly interface, easily navigable on both mobile and desktop, and be clean and consistent. Headlines should be short and sweet, images should be scalable and relevant, and mobile access should be prioritized and frequently tested. The eye tracks headlines, skims content, and focuses on images. Creating a brand that emphasizes a signature style and combines it with pertinent information will turn a potential customer into a forever customer.


Facebook, Instagram, Twitter, and LinkedIn: create your profile now. When consumers are researching your business, they look at your socials; what are your engagements with other customers and businesses? How often do you post (are you present in their world)? Are you just posting product, or are you responding to real and current issues? Without in-person contact, people rely on social media in order to understand who they’re buying product from. Creating engagement such as story polls, photo contests, and other marketing campaigns will make your customers feel like they know your company. And when they know it, they trust it.


Don’t drop the ball once it’s just been tossed to you. Follow up is essential in building relationships. Creating an automated email system with regular updates allows for relationships to grow. When customers frequently hear from you, they feel individual and thus have a higher response and purchase rate. Creating specialized, automated follow-up emails based on customer engagement will help personalize the relationship. In addition, forgo the automization when customers have specific questions. When selling relationships, giving situational-specific advice works wonders.


Here’s where personalization can flourish. Websites are professional, social medias are fun, but blogs are personal. Stories on the history of the company and founders create likeability and authenticity. Posts about work-force tips and tricks can help relatability. Guides on using products lets consumers know that the relationship extends beyond the sale; you care about how they feel about their experience with the product. Posting content based on what your consumers engage with the most can continually expand the relationship and return factor.


Remember that content your consumers are engaging with? That’s what you need to be focusing on. Investing in data tools that show you what social media posts are getting the most attention, what content is still getting hits, and which products are selling the most will tell you why your customers keep coming back. When you know the why factor, it’s easier to create similar content to boost your brand and give the people what they want.


People don’t look past the first few Google search results. If you’re not there, you’re losing business. If your social media campaign is strong, people will want to know more. They need to be able to easily find you online through search engines and website optimization.