We all know that the online market is incredibly competitive. There are approximately 1.5 billion websites out there, and this number increases daily. So even if you’re able to overcome the challenge of getting people to your website, how do you then encourage them to get in touch or engage with you?
Not everyone is happy to buy a product or service without first directly speaking with the organisation selling it. This is particularly true of more expensive products or services. So you need to make it simple for a potential customer to contact you, and have an answer readily available should they make an enquiry. The big question is, how do you get more people to engage with your company and contact you?
We’ve explored eight simple ways in which you can increase customer contact and engagement below – if your business hasn’t implemented any of these yet, perhaps now is the time to get started!
1. include a contact form
This is the most straightforward way to get your customers to contact you, and one of the easiest to set up. And as it doesn’t require customers to open up their email account or open a new tab, they should be more inclined to submit an enquiry using a contact form.
Bear in mind though that you should also include an email address somewhere on your site, as approximately half of all visitors who make contact with businesses prefer to use email. You should also include a phone number in case people wish to call your business directly.
2. use bespoke forms
While a generic contact form is perfectly fine for most businesses, in some industries, it can be sensible to create bespoke forms as well. These forms will let the customer know that you’re aware of the reason they are getting in touch, which will often reassure them that their request is taken more seriously.
For instance, you may wish to include ‘book a consultation’ or ‘request a quote’ forms, alongside your standard contact form. There are endless possibilities when it comes to bespoke forms – you’ll need to carefully consider whether these will benefit your company.
3. email newsletters
An email newsletter is a great way to communicate with your customers, rather than just spam them with offers and sales pitches. It’s a way to provide valuable information, such as the latest industry news or helpful tips on aspects within your sector, while also getting your brand out there and encouraging sales.
There are obviously a lot of regulations around sending such communications and how you store customer data, so you’ll need to ensure you have a strict internal policy regarding this. For example, you’ll need to decide on the frequency of your email newsletters, and what it is you’re offering your customers in them. It’s also essential to prominently display the ‘unsubscribe’ button.
4. white papers and ebooks
One of the ideas behind a white paper or ebook is the notion that you’re offering something to your customers in return for their contact details. In exchange for their information, they’ll have access to valuable and engaging content, which they can save for later use.
You will have to make sure that with your ebooks and white papers, the copy is not the only thing that is appealing – the design has to be too. If you don’t have a graphic designer in your marketing team, there are plenty of free sites you can use, such as Canva and Adobe Spark.
5. offer freebies!
Very few people will turn down a free gift. So if you offer your visitors a free trial or a reduction on their first order, in return for signing up to your newsletter or simply providing their contact information, you’re bound to get a good response.
You do have to be careful with this strategy though – if you’re offering too much away for free, you could end up making a loss. So if you’re offering a free trial of your services, ensure that it’s only for a limited time, and try and encourage people to make further purchases by offering discounts on these orders, rather than just giving them a free product.
6. Requesting a Callback
Within certain industries, there is an expectation that customers should be speaking with a company representative before making a purchase.
This is particularly true in the B2B sector and with businesses selling high value products.
If you feel like your business would benefit from a ‘request a callback’ form, it’s probably a good investment – speaking with someone directly over the phone is usually much more reassuring for clients than a generic contact form.
7. live chat
Some people these days, particularly the younger generation, don’t enjoy speaking on the phone. It’s therefore becoming increasingly common for organisations to include a live chat facility on their website.
There are a lot of options when it comes to live chat – for example, you may wish to include an AI feature that can answer initial questions, or find out more details about the customer. Live chat can also be used within business hours, where customers can speak with a staff member, or as the primary method of contact during off peak hours.
8. social media
As with live chat, a younger audience often won’t want to speak with your business in a direct way. Social media can therefore be a fantastic opportunity to connect with this demographic. Getting followers on social channels can be just as beneficial as building up your email newsletter subscription list, as both of these methods of communication are less formal ways to connect with customers.
You can use social media to promote new products, let people know about any special offers you have, and generally increase brand awareness. Social platforms also provide the chance to show more of your personality – people connect best with other people, rather than corporations, so try to be more informal on these channels.