Nothing like a global pandemic to change your perspective on your business and your customers.

• Have you lost business?
• Even long-time customers?
• Or, as they say in Shark Tank, did you pivot to ride out the pandemic tsunami?

It is easy to panic but if you remember the point of your business – your customers – you’ll pivot with the best of them.

Your Business/Your Customers

You’ve heard it a million times – define your ideal customer. However, “ideal” may have new meaning in this COVID-19 era. And that may be a good thing.

Targeting your ideal customer may blind you to the customer who needs you most. Click To Tweet

In the following short video, Brenda targeted her existing clients with her newly-gained knowledge. She soon learned others could benefit, too.

 

You may say the point of your business is to make money. But you need customers to do that. Do you know who those customers are?

Like Brenda in the video, who they are, and what you can offer may change. So, incorporate the following questions into your periodic business plan analysis.

 

Once you have zeroed in, employ a customer obsession.

1. Do it with style.

Social media empowered business communication. It also can be overwhelming. Your customers feel the same way.

How do you communicate now?

• Twitter/Facebook/LinkedIn/Instagram?
• Through email or by phone?
• Do you know your customers’ preferred method?

For some, the latest technology is not their preferred communication style. Others use nothing but technology. Call me old school (I’ve been called worse) but putting aside my preferred style for my customer’s makes sense. Even if it means moving beyond a pencil. 😉

When I first started freelancing, I enrolled in a six-month course. A few weeks later I sent a tweet to the instructor because I knew she used Twitter – a lot! The other reason I used Twitter was because I could not find a direct email address for the instructor anywhere.

The reply I received back was to post my question on Facebook.

• She assumed I had a Facebook account.
• What if I didn’t?
• Frankly, the response annoyed me.

Do you really want to annoy your customers?

• Some people prefer email communication.
• Others want you to pick up the phone.
• Today, many love texts.

If you want to reach your customer, why wouldn’t you use a method they are more likely to respond to?

 2. Be consistent.

So now you know your customer’s style. Use that knowledge and consistently communicate. Consistency keeps your message clear and less overwhelming. Social media has made that easier. It allows for more interaction with your customer.

You build trust when customers receive consistent service they can depend on.

3. Remain unique.

Adjusting your communication style to your customer is not a loss of what makes you unique. It’s simply another way to show it. If writing or design is not your thing, consider hiring a professional writer or graphic designer.

• Identify what’s unique about your business
• Make sure the professional “gets” your business
• And celebrates that uniqueness through their work

Social media marketing is a balancing act between increased visibility and authenticity. Being everywhere backfires when viewed as borderline spam or lacking legitimacy.

Always put your unique spin on business communication.

Look for social media tools that allow customization. The following are a few of my favorites.

• Missinglettr – whether you are promoting your own content or sharing someone else’s, I appreciate the design flexibility to use my own words and images, as well as controlling the frequency of distribution.
• Better Click to Tweet – there are several options for this type of plugin that simplify a reader’s ability to instantly tweet a quote or line from your content. You create the soundbite. I think this is one of the best ways to infuse your personality into your business posts and give the twitterverse a peek at who you are. Use wisely.
• Canva – even the most timid non-designers can create awesome graphics and content with this tool. You can design with your brand colors and unique message to enhance your business communication to draw more traffic.

Animate Your Message

I love the animation tools that simplify the creation of short videos. I’ve tried a few.  I liked online video maker, Raw Shorts. But once I got past the trial stage, I found the cost too high for the number of times I’d use it. I have no problem with its fee if I would use it more frequently.

I created Brenda’s video using Animaker. I’m taking the free version for a ride to see how I like it.

You already know everyone loves videos. So, if your customer appreciates video over text, you may want to check out your video-making options. It’s another great way to put your unique stamp on business communication; in a format your customers love.

Your Turn

How has the global pandemic affected your business and business customers? Did you have to pivot in response? Did you find a great tool or process to improve your results?

Share your story in Comments.

Note: A shout-out to writer buddy, Lori, who shared her Words on the Page blog for my guest post. That guest post inspired ideas for reworking this one. This April 18, 2021 post updates the original that published on February 11, 2010.

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Helping you Keep it simple, clear & uniquely yours.

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