With so much communication happening – online, through social media and traditional print formats – brand messaging can quickly become overwhelming for consumers. And having worked so hard to build up a brand following, the last thing you want to do is overstep the mark to become just plain old annoying. So what can you do to make sure you’re engaging rather than annoying your customers? Here’s four tips to help you stay on track.
- Avoid information overload
Be economical with your messages. Every communication should have a point to it and should offer something to the customer, whether it’s a special offer or some interesting and relevant content that will be of use in addressing their pain points.
In addition, try not to make your messages overly long with too much text. Customers will be juggling multiple tasks and don’t have time to wade through lots of words to find out what the key point is. Make it easy for them by being upfront about your message.
- Be mindful of the customer’s needs
Without customers you’ll soon go out of business and so it’s very important to invest time in nurturing and sustaining the customer relationship. Do you really know what your customers’ habits and priorities are? What solutions is your brand offering customers? Tailoring your brand messages to the needs of customers and the solutions you can offer is vital to creating that all-important trusted adviser status. Fail to do so and you’ll come across rather like an irritating car salesman who persists in pushing the purchase of a car unto a clearly uninterested client.
- No surprises!
If there are upcharges or credit card fees then it’s best to be upfront about it. Nothing is more annoying to consumers than to spend several minutes interacting on your website and completing an order only to discover at the checkout stage an unexpected additional charge. You will have lost that important trust and it’s likely that the shopping cart will simply be abandoned as a result.
Likewise, payment processing errors, slow loading or response times as well as difficulties in accessing customer support are all potential sources of irritation to customers. Don’t give your clients an excuse to go elsewhere. Make sure you address, as a priority, any unwanted surprises that could interrupt the customer experience.
- Mix up the messages
Try not to offer the same message all the time. Not every communication you send out needs to be about your product. Instead try to create content that is focused on the customers’ needs and their place in the sales journey. And then mix up the messages on multiple media. Receiving the same message from a brand via an email, Facebook post, tweet and LinkedIn update can soon get pretty annoying for a customer.
And so the important message here is that every communication should have a purpose to it. Focus on the needs of customers and mix things up without overloading them. And that way you’ll be engaging clients rather than annoying them.