Using Email, Social, And Web Assets In An Interaction Frequency Strategy To Keep In Touch With Customers
How often do you communicate with your clients, prospects, and audience? Weekly? A monthly newsletter? When they are late with a payment?
The answer just might be all of the above. A recent report indicates that a healthy personal friendship requires interaction about once every seventeen days. Will that work in your business as well?
Every business is different. Some industries, such as retail, have a built-in mechanism because their customers walk into their stores. Others, such as consultants or service providers, may have to be more proactive in reaching out because their customers only call when their services are needed. The key is to find a healthy balance of varied communication channels to keep ‘in-front’ of your clients without becoming a nuisance. The image above, provided by Constant Contact, offers a good overview of content/frequency mix in an integrated strategy.
At SPARKS!, our primary goal is to drive traffic to your website, and effective use of social and email assets can help you do just that. For example, consider social media for announcements and ‘breaking news’, and use email to deliver the ‘wrap-up’ (whether weekly, monthly, quarterly, etc.). But everything needs to be integrated with your ‘news network’; your website.
Develop your own Interaction Frequency strategy to communicate with your audience, but do so with regularity. Look at your monthly web statistics to track trends and performance. Most of all, use relevant content and imagery, and remember that the ‘hard sell’ is not appropriate in most social media channels.
Get some traction with your interaction and call your clients to action!