Improve communication with clients to increase retention

Communicating with clients is easier today than it ever has been before. And it’s only going to get easier as technology evolves. So you’ve got to ask yourself–how much and what kind of communication with clients is appropriate?

You’ve probably wondered things like:

• What information do my clients need to know?
• How often should I send out emails or other communications?
• Where should I be communicating with my clients?

The frustrating part is that there’s really no right answer to those questions. The answers change depending on the type of content it is and who your audience is.

Strategy is the key. Use these tips to help you decide the whats, whens, and wheres of client communication.

1. Know your audience

You hopefully already have a pretty good idea of who your customers are, including their demographics and interests. If you don’t, spend some time building client profiles. You can do this by talking to and surveying your clients to learn more about them. If you don’t understand your audience, you won’t know how to connect with them.

2. Consider the type of content

After understanding your audience, the type of content should drive most of your communications decisions. News about the business should be presented in a straightforward fashion and is best suited for emails and newsletters. Sharing pictures, articles and other, lighter content might be most appropriate for social media. Even within the realm of social media, consider that copy that works on Instagram might not be suited for LinkedIn. People use different communications platforms for different reasons, and your content should line up with those expectations.

3. Stay on brand

It’s tempting to want to share a lot of content. And you should. But make sure you stay within the scope of your business. For example, Pike13 is a business management software company, so it would be strange for us to write about, say, interior design. Stick to your strengths. You don’t need to be an expert in anything but your business, and your clients don’t expect you to be.

4. Pay attention to voice and tone

This is related to the type of content you’re posting. If you’re posting news, keep it straightforward and direct to avoid confusion. On social media there is more flexibility to be light hearted or funny. Remember that your company voice is the overall communication strategy, while tone may change depending on where the content is posted.

5. Don’t overcommunicate

Do you like it when a company emails you multiple times a day? I know I don’t. When a company emails me too often, I almost always unsubscribe from their list even if I like the content. Don’t overcommunicate with clients–remember, you likely aren’t the only business they’re hearing from. Instead focus on making the content you do send out exceptional. That way, when it lands in your clients’ inboxes they’re more likely to read it. Quality beats quantity every time.

6. Encourage two-way communication

Your conversations with your clients shouldn’t be one-sided. Encourage clients to speak up when they have something to say about your business. Provide multiple feedback channels, such as a comment box on your front desk or a dedicated email address. Reach out to your clients more directly with conversation and surveys. Your clients should always feels that their opinions are being listened to and taken into consideration.

Communication is key to your business success. Good communication creates a community, and community is what keeps clients coming back.

How do you like to communicate with your clients? Let us know in the comments!