"If a tree falls in a forest and no one is around to hear it, does it make a sound?"
This is an age old philosophical question that actually has a lot of applicability to online marketing.
If you have the perfect marketing message but you're not communicating it effectively to your audience, then no-one will hear it.
Don't rely solely on automations
As great as they are, marketing funnels can lack the personal touch. They are the 'silent salesman' who works 24/7, which is the reason why you have them.
But it's also the problem.
There's no personal communication or true emotional connection between YOU and your audience in an automated funnel. That's not to say you shouldn't use them. Quite the opposite. Automations are tried and tested to bring in qualified leads and sales. But that's not all you should be doing.
Personal communication opens the virtual doors to your business
Effective communication opens the doors to your business and welcomes your visitors to explore what you have to offer.
It's like inviting them into your virtual store with open arms and making them feel welcome.
Imagine you're looking at a shop window deciding whether to walk in. Now imagine a friendly shopkeeper throws you a genuine warm smile and invites you in. That friendly communication may just be what's needed to get you inside the shop, so long as it's not overzealous or too salesy.
Be authentically helpful
Now imagine the friendly shopkeeper chatting to her new potential customers once they're inside the shop. She's broken the ice. Now she has the opportunity to answer questions, overcome objections AND build an emotional connection.
If you interact with your potential customers with a genuine desire to serve, it won't feel like you're selling. Helping IS selling.
Warm, fuzzy feelings of audience connection lead to sales
Communicating with your audience helps your audience to feel connected to you. And it will help you to feel connected to them.
You'll gain valuable insight that allows you to understand your target audience. You'll get to know their struggles and, more importantly, you'll be able to craft the right offers to solve their problems.
How to connect with your audience effectively
Connecting with your audience is not that hard to do, and you don't need to complicate things.
Step 1: Develop some general rules of thumb
- Participate in conversations related to your industry.
- Be responsive, don't ignore the people who interact with you -- always respond.
- Be personal, don't treat your audience member like a random number.
- Listen to what your audience is saying about you, your competition and your industry. Then use that insight to connect with your audience.
- Get clear on the core message you want to deliver before posting anything. Think about the one thing you want to convey in your message. Then deliver it with confidence and friendly authority.
Step 2: Get on social media
Social media is a great place to interact with your target audience. It's called "social" media for a reason.
You don't have to be on every single social media channel all at once. Figure out which platforms your target audience hangs out on. Then limit to just a couple of social media platforms to begin with.
Step 3: Work your email list
Make it part of your marketing routing to send your subscribers a weekly email.
It doesn't have to be complicated. As long as your emails are either educational, inspirational or entertaining, they'll provide value to your subscribers.
If your subscribers reply to your emails, don't forget to send a personal response to keep the connection going.
Simple steps, one at a time
Communicating with your audience is a series of simple steps, delivered consistently to build an emotional connection and position you as the 'go-to person' in your niche.