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Leverage these powerful channels to engage customers in 2018

Leverage these powerful channels to engage customers in 2018

Mark Cuban is fond of saying, “Sales cure all.” In other words, no matter what challenge your business is facing, generating sales can help you get out of a slump.

This year is an exciting year for entrepreneurs. The U.S. economy is heating up and tax reform means even more money will be injected into the economy in the coming years – ensuring continued growth. So, how can you make sure that your company gets its share in a booming economy?  

Reengage previous customers with email marketing

The lowest hanging fruit in sales are customers that have already interacted with your brand. It’s important to reengage past customers as your product line evolves with time. Are they aware of all your new products and services, or how you’ve improved existing products to help meet their needs more effectively?

Email marketing is a go-to way to reengage previous and existing customers. An email address is normally required when submitting an online order, and the resulting customer database you’ve built is invaluable.

For inspiration, take a look at the most popular self-help content in your knowledge base. What are existing customers experiencing and engaging with? This data is important for product development, but it can also serve as a starting point for developing email marketing content that meets the customer where they are.

Take customers on a journey

There are so many ways to make money online. It’s an exciting time to work in digital marketing! But, don’t let your marketing firm push you into a position where you’re spread too thin. Just because you could make money in something doesn’t mean you need to do it right this second.

Instead, prioritize. The way that I decide what’s most important is by stepping back and considering the journey that I’m crafting for customers. Am I effectively communicating my brand’s values, commitment to service and passion for the solutions we deliver?

Self-published eBooks are awesome tools for communicating values!

Instead of sending customers a bunch of promotional emails with links to your product pages, why not earn their attention by offering them a look behind the scenes? An eBook is more powerful than a blog post because it provides a platform for communicating a long-form message.

Sir Richard Branson is the genius behind Virgin brands. As he scaled to international fame, he leveraged his name by publishing multiple best-selling eBooks; these include “Screw It, Let’s Do It: Lessons in Life and Business”, “Losing My Virginity: How I've Survived, Had Fun, and Made a Fortune Doing Business My Way” and “Finding My Virginity: The New Autobiography”.

You don’t have to run a multi-billion-dollar international franchise in order to generate revenue and engage customers with eBooks. All you need is a topic that is relevant to your target audience – just like any form of content marketing.

If you’re a B2B company, then you’ve got it made in the shade. Self-publish a series of eBooks that cover lessons you’ve learning through managing your own business.

For traditional consumer brands, it’s a little more tricky. You need to figure out the kinds of in-depth problems your customers can’t solve for themselves by reading a blog post or watching a YouTube video. For example, if you sell home improvement hardware, you might publish a few eBooks that list in-depth steps and insights for homeowners looking to cut costs by completing portions of a remodel on their own.

You have to meet the customer where they are. Why are they going to buy your product or service? How can you help them tackle a situation that leads them to leverage your product or service? Self-published eBooks do an incredible job of communicating complex topics for customers that need advanced solutions.

Video content continues to dominate into 2018

With more than 1.3 billion users, YouTube isn’t a new channel. But the way it’s being used by brands is evolving. There are two rules to effective video marketing – your video needs to be as short as possible, and it needs to quickly educate the viewer in an approachable way.

The day of long-form product promos and vlogs with CEOs is over. Sure, there will be die-hard fans that want as much as you’ll give them, but new customers just getting acquainted with your product want to get in and get out – fast!

Supplement your content marketing with a robust YouTube channel chocked full of interesting, engaging videos. Track viewer feedback and stay engaged with them in the comments. You’ll find yourself generating a lot more buzz than you do with text and infographics.

Every channel you use to grow your brand needs to feed the same funnel. A unified customer communication platform allows for a diverse audience to reach your team via the path that they’re most comfortable – whether that’s video, blog posts or emails.

If you are willing to build new channels for communicating a story to your market, the customers will come in droves.

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