Are you struggling to attract and engage with your ideal customer online?

Building a deep connection with your ideal customer is crucial for fostering brand loyalty and increasing customer satisfaction.

Let’s explore some of the ways you can build a relationship with your ideal customer. And they can all be done through online channels.

Communicate your passions and talents

Pick your ideal customer to match your skills. Once you know what you are best at, pick the customers who are most likely to appreciate them. Your goal should be to tightly define your ideal customer so that you can capture a large percentage of their business. While it might feel better going for a larger audience, having a more specific definition of your ideal client that is directly aligned with your skills, will set you up better for growth. Once you’ve identified the key areas to focus on, you need to communicate them with your audience.

For example, Curves targets time-poor women with its 30-minute circuit training program, specifically tailored to women’s fitness needs. They are passionate about their mission at strengthening women.

Take a stand

This might be the hardest part yet, but it’s becoming more and more important to keep loyal customers on your side. Get to know what’s important in your customers’ lives and take a stand with them. More and more, we are seeing brands take a stand on social, political, and economic issues to show their customers that they are living alongside supporting them as they go through their lives.

For example, in 2020 Patagonia announced they would stop advertising on Facebook due to Facebook’s lack of regulation around misinformation and hate speech.

Demonstrate that you share the same values of your ideal customer

It’s important to have values that are meaningful to you. It’s also important to have values that your customers are aligned with.

After all, we increasingly buy into brands because of their purpose and ethics. We want to support businesses that are doing something we believe in and want to support.

So, what do your customers care about? What really matters to them? Make sure the values you embrace do not feel distant from those of your ideal customers.

It’s not just a matter of documenting and sharing your values, you actually need to put them into practice. Are your values embedded into how you do business or are they an occasional random afterthought?

For example, TOMS is widely recognized for its “One for One” model, where for every product purchased, the company donates a pair of shoes to a child in need. This socially conscious approach resonates strongly with customers who prioritize social responsibility and giving back to communities in need. Consequently, TOMS has cultivated a loyal customer base that values not only the quality of its products but also its dedication to making a difference.

Engage Meaningfully

Engage with your ideal customers on a personal level by creating opportunities for two-way communication. This includes responding promptly to customer enquiries and feedback and engaging with them on social media. You can also host live events or webinars where you can provide valuable content that addresses their challenges or interests and give them an opportunity to interact with your brand and ask questions. By showing that you genuinely care about their opinions and experiences, you can build trust and strengthen your relationship with them.

For example, Innocent Drinks’ social media strategy revolves around creating engaging and entertaining posts that often involve witty captions, playful graphics, and interactive polls or questions. They also incorporate user-generated content and respond promptly to comments and messages, fostering a sense of community and connection with their audience.

In conclusion, building a deeper connection with your ideal customer is crucial to strengthen the engagement and loyalty of your ideal customer.

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