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0:00 Introduction
0:41 The tip
0:58 Use casual subject lines
1:31 Adopt a conversational tone in your content
1:57 Improve your support chat
1:51 Make your website easy to navigate
3:23 Create instructional videos
RESOURCES & LINKS:
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Ubersuggest: https://neilpatel.com/ubersuggest/
AnswerThePublic: https://answerthepublic.com/
Crazy Egg: https://www.crazyegg.com/
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When your customers see your brand, do you know how they perceive you? Are you just a faceless entity? Or do they feel like they really know you and your team and how you can help them as quickly as possible? According to HubSpot, 68% of customers say they're willing to pay more for products and services from a brand that provides high-quality customer service experiences. So not only are they more satisfied with your company, they're also more likely to spend money with you.
If you offer them something of value and treat them with respect, you'll make a positive impression, especially in terms of your marketing. And my favorite customer service tip that really helps with marketing is actually pretty straightforward and I think most successful business owners and marketers should practice it every day. Speak like your customers do. So what does that look like in practice, especially as a marketer?
First, use casual subject lines. A study by Barilliance shows that 64% of customers make their decision to open emails based on subject lines. Casual subject lines, like something your friend would send you, are much more likely to be opened than ones that are just super professional. If a friend sends me emails like, "Hey, you have to check this out," I open them. If I see a subject line that's all caps and professional, or the first letter of every word is capitalized, I'm less likely to open it.
Second, adopt a conversational tone in your content. While you should still present yourself as an industry expert, a true thought leader doesn't talk down to their audience. You should talk to them like you're talking to one of your friends. Build that relationship, build that emotional connection. That's how you build a community that's more likely to evangelize you and promote your products or services in the future. That's what will generate a lot of good word of mouth.
Third, improve your support chat. 52% of consumers are more likely to make a repeat purchase if the company offers support via live chat. My buddy Yaniv is the co-founder of a company called Nextiva. Nextiva is a phone service company and provides phone services to people all over the world.
They built the company from their own resources and then raised money at a valuation of over $2 billion. Chat accounts for about 33% of their revenue. That's chat on a website, huge. It ensures that there are people there to help people and really care about them because they want people to be happy even if they don't buy anything from them.
Fourth, make sure your website is easy to navigate. 56% of customers expect to find what they want from a business in three clicks or less, so make sure the language on your website is absolutely clear and if customers are using a mobile device, ideally they want it in less than three clicks, so just think about your navigation and consider how you can improve it. You can use tools like CrazyEgg to see how people interact with your website, where they get stuck, and they do user recordings so you can use that data to improve their overall experience.
Fifth, create how-to videos. Users are three times more likely to watch a YouTube tutorial than read a product's manual, so people want to see how-tos. You can do this in GIFs or videos.
Trust me, you shouldn't talk to them like you're an expert at looking down on them. That's just not nice. You shouldn't talk to them like you're an Ivy League Harvard graduate using all this high-sounding vocabulary they don't understand. If you do that, you're not going to get any open rates or conversions either. Talk to them like you're one of them, and be one of them, so you really understand how to improve their experience.
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