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Hello, hello, my lovely, beautiful Yafers, Kieran here.
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Welcome back to another episode of the Conversation Club.
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I can't believe we're almost at 20 episodes.
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How is that possible?
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And I know that someday I'm gonna look back and be like, 20 episodes?
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That was nothing.
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But here we are.
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I wasn't able to record this episode when I wanted to record it.
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I wanted to record it during the day with the beautiful natural light, and hopefully when my neighbors are a little quieter.
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But the universe had different plans.
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Nature had different plans.
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Yesterday, when I was supposed to record this episode, there was a thunderstorm.
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So I was like, okay, obviously I can't record during a thunderstorm.
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And today, as I'm trying to record, I don't know if you just heard that, my neighbor's bird is deciding to be very, very noisy right now.
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So I apologize if this is a noisier episode.
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I'm going to try to be a little louder in my voice so that you hear me and not anything else going on in this building.
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But before we get into our topic today, I did want to, as promised, your girl has a new set.
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So I wanted to show you my beautiful new set.
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And for those of you who have not discovered the beauty and the magic of our video side of the podcast, tune in on YouTube or Apple Podcasts.
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You will be able to find our videos on both platforms.
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And yeah, I wanted to show you some of my nail art.
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This is all hand painted, by the way, by my incredible nail artist Vanessa.
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And yeah, look at this like 3D action here.
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Do you see this?
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This is so cool.
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I love this so much.
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And then, like, look at this, this like dewy effect that's going on here.
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So this is like a nail polish that created this dewy effect.
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It was so cool.
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Anyway, I'm traveling soon.
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So these are my vacation nails.
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And I wanted to get a little inspired by nature.
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So there's some animal print, there's a little bit of that dewy greenery that we see in nature.
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But also, you know, just had to make it my own, right?
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Okay, let's get into our episode subject today.
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Today we're talking about community.
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Now we've talked about community quite a few times on this podcast in various capacities, specifically episode six, where I share the people, my community that have helped me get where I am today, right now.
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As I'm talking to you, we've also talked about why it's important to be building community, but today I want to talk about community building for your business, for your brand, and how it's going to benefit you in the long run to build that business with the community in mind, with the community aspect in mind.
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Now, I know a lot of people throw the word community around, so I wanted to give you a little bit of a definition of what I mean by this word.
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A community is a group of people who share an identity-forming narrative.
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Okay, so they come together for a common goal or shared common values.
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This is in regards to business specifically.
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It's about relationship building.
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Okay.
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How does this relate to running your business, growing your business?
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Well, loyal customers don't just come from repeat orders, okay?
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Loyal customers, they see a commonality between you and them.
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They share probably similar values to you.
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They probably have a similar life perspective, okay?
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So when we're talking about building community, we're ultimately talking about building loyalty with our customers, with our potential customers, people who have purchased from us especially, but also people who haven't, who haven't had the opportunity or the confidence to purchase from us yet.
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And the thing is, building loyalty, it takes time, it takes nurturing.
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And that's why we have email marketing.
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That's why we have these spaces, whether digital or in person.
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And we'll get into that in just a second, the difference between the two and what community building looks like in those different kinds of spaces.
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But I really want to emphasize that community building in business, it's not just about creating a space for people, potential customers, to come together and connect, connect with each other, connect with you as the business owner, as the team member of this business, this brand.
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But it's also about feeling like there's this give and take, that there is a back and forth, that there is an actual conversation going on between your audience and you, right?
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That there is this relationship forming, okay?
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Because I think a lot of the time businesses tend to treat marketing and treat a lot of these promotional or sales techniques.
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They treat it as broadcasting.
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They treat it as I have a message and I'm gonna tell that message to a bunch of people.
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But the thing is, I really do believe, and I know a lot of business owners out there have seen a tangible difference in this need to foster communication and conversations instead of just asking people for money, instead of just asking people to buy from you.
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We're not just talking at you, we are talking with you.
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We are communicating with each other, we are learning about each other, we are growing together.
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Okay, so I want to encourage a lot of business owners out there who haven't necessarily thought about marketing in a community-building respect.
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I want to encourage you to think about how to engage with your customers, how to ask them for feedback, start that dialogue, start that two-way street, encourage responses from them, encourage questions, encourage that engagement because ultimately it's gonna help your customers feel like you care about what they have to say.
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You care about what their experiences are with your product or service.
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You care about learning their needs and how you can serve those needs, learning what problems come up for them, how your product or your service can solve those problems.
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Again, like I said, it's that two-way street, it's that relationship building, it's that nurturing.
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And this is where it starts.
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Okay, community building is a really, really great place to begin to foster that customer loyalty, to foster those long-term, what I like to call brand champions, people who are going to shout your brand and your product or service from the rooftops.
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They're gonna tell their friends, they're gonna tell strangers they don't even know.
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They're gonna talk about it the next time they get into a ride share vehicle, they're gonna talk about it on the metro, they're gonna talk about it at a party, at a networking event, wherever.
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That's what we want to be fostering here is to get these people so excited because not only are they excited about the product or service that you are selling, but they're excited about you.
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They're excited about who they're giving their money to, they're excited about the team, they're excited about what you care about because what you care about is what they care about, and vice versa.
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Okay, and that's what we are establishing with community building when it comes to your business growth.
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Okay.
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So let me give you an example of one of my clients and how they were able to, with my help, of course, build lasting customer relationships and stories and experiences that these customers are gonna remember for a really long time.
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Okay.
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So with one of my old clients, they were creating these beautiful bottles, okay, for their product.
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But the bottles had some of them, not all of them.
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Some of the bottles had these faulty quarks on top of them.
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So some of them would be looser, and obviously liquid would get out, and that's not what we want.
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We don't want our customers to be losing any product or suffering from the effects of the oxygenation of the liquid.
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So, with the faulty corks on their bottles, it wasn't happening with every bottle, and we just didn't know which one would pop up and cause a problem for a customer.
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So, what we would do every time we would get a message from a customer that said, Hey, my cork on my bottle is loose, we would, step number one, immediately acknowledge the issue.
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We would say, Hey, thank you so much for letting us know that this is going on.
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And we want to send you a new cork.
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And depending on the situation, if they were very, very angry, we would also offer to send them a new bottle if the product itself inside wasn't compromised, right?
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If it was compromised, obviously we would automatically offer to send them a new bottle.
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But in the meantime, a cork was usually enough for most people to be happy with feeling like their problem was resolved, right?
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So with these new corks, we would also send a little bit of a special gift.
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We would send this beautifully designed custom topper or pourer of the bottle.
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And a lot of people were looking for this beautiful special topper, but it was really hard to find.
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We only had them during specific flash sales.
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The accessibility was very exclusive.
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And so adding that little bit of a treat into those packages of the new corks or the new bottle and adding that personal note as well, that was something we did too.
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It led to a lot of really, really happy customers and a lot of really, really loyal customers.
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People who would tell their friends, hey, I had this issue with my bottle.
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I reached out to them.
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They were really quick with responding to me and providing me with a solution.
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We had so many customers who were so grateful when we actually responded and we followed through with action, and they were able to get a new cork, be able to enjoy the product once again.
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And with that, we almost always got such a grateful response and with so much specificity of thank you for actually responding.
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That was the biggest feedback, and thank you for sending not only the thing that helps me resolve the problem, but that extra little special gift, that extra little topper that helped make this a lot more memorable.
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And a lot of those people ended up responding and saying, This just guaranteed a customer for life.
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I'm about to go out and buy another bottle right now.
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And that kind of acknowledgement, that kind of awareness of, okay, you're a human, you're clearly frustrated.
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Let's make sure that we are addressing this frustration right away and we're providing a solution.
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That in and of itself was so, so important to making sure that the customer had a good experience and that the customer felt seen, felt heard, and felt served, right?
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I know I mentioned earlier, ask, right?
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Ask your customers for feedback, start that dialogue with them.
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But the thing is, we don't just want to start talking to them.
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We don't just want to talk to them.
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We want to actually listen.
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Actually listen to the feedback they're giving us and then actually deliver it.
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Take action on what they shared that they would prefer, what they shared in terms of feedback, in terms of answering a question that you prompted of them.
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So having those conversations, but not only talking and not just leaving those conversations in the DMs or in the comment section or wherever, but actually following through.
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Can we do that?
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Can we do that together?
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Amazing.
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Okay, so here are some examples of how we can actually not just talk, but conversate, as I like to say.
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I feel like I'm gonna try to use that a little more on this podcast because this is the conversation club and we conversate here.
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But in terms of places you can continue that conversation with your customers, build that community with them in your DMs, in the comment section.
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For example, you can prompt in stories, put a stories poll up for people to submit or to vote on what they want to learn more about when it comes to your product or a behind the scenes of a recent event that you did.
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Ask them, how would you like this?
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Would you like this in a video format?
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Would you like this in a newsletter?
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Would you like this in a carousel with some photos?
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Continue that conversation that you prompt them for response.
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And then in response to their submission or their vote, you can keep that dialogue going in the DMs or in the comment section.
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Prompt in the caption of a reel or a post and keep chatting either in those comment sections or move them to the DMs, whatever it is.
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It's also a great way to just start the conversation so that you feel like, okay, we have a jumping off point with our customers to get their feedback, to hear what they have to say.
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Another great place to have these conversations with your customers is in your emails, making sure to have that call to action and say, hey, I really want to know what you think, or I really want to hear from you.
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Ask them to reply to the email and share XYZ, share their story, share their feedback, share their opinion, share whatever.
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Actually ask them to respond, to reply.
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Okay, because sometimes customers feel like, I don't know, am I allowed to?
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Am I allowed to start this conversation?
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Am I allowed to initiate?
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And I want you to open that door for your customers, your potential customers, to feel like they're welcome.
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They're welcome to have those conversations with you.
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They're welcome to reply.
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They're welcome to ask questions.
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Whenever you're in doubt, just ask your customers.
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Just ask them, say, hey, I want to know what your goals are, what your desires are, where you're at in your journey.
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Actually ask them and then deliver what they're sharing.
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Ask, listen, deliver.
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Okay, don't just receive the messages and then ignore them and never implement them.
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Okay, because people want to share their desires, they want to share their goals, they want to share their feedback.
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You just have to be willing to ask and you have to be willing to listen.
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Another really great way to understand what it is your customers are looking for and to build that community and help them feel like they're being heard, they're being seen, they're being understood, is to measure, is to look at what they're clicking on, what they're engaging the most with.
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Serve more of what they like.
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And also don't forget to pay attention to what they don't engage with, because that tells you just as much as what they do engage with.
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And you want to deliver a little less of the things that they are less interested in.
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Even if it's what you feel like they might be interested in, you still have to pay attention to their actual behavior.
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Okay.
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So I always say, what doesn't get measured doesn't get managed.
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So make sure you are paying attention.
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Are there certain types of content they open?
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Are there certain things that they really like to click through to your site for?
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Are there certain pieces of content formats that really get people not only to click through but actually to purchase?
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Is it an image?
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Is it a graphic?
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Is it a video?
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Going out there and testing those different types of content and then actually making sure that you are paying attention to whether or not your audience likes it.
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Those are great ways to not just have to ask them, but to read and to understand and to pay attention.
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Okay, how does that sound?
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How does that feel?
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With community building, I really want to emphasize that it's not just about the relationship between you and your customer.
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I know I've just given you a couple examples of how you can interact with your customers, specifically you and them.
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But I also want to emphasize that we need to be creating spaces for customers to relate to each other and to connect with each other and have those conversations with each other, not just with you.
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Yes, with you, that's important, but also with each other.
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Okay, can I say that?
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Can I say that again?
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So spaces like memberships or virtual meetups, things like forums, like a Reddit thread, that kind of thing, an Instagram group chat or a Slack channel, a lot of different places where people can come together, chat with each other, get feedback about their own tips and tricks when it comes to your product or your service, and they can exchange that information between each other, whether you're involved or not, whether you're facilitating or not.
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This is another space for them to be able to connect and align and feel like they're building that trust, that community, that nurturing, fostering, that warm, fuzzy feeling inside that we want them to associate with our brand and with our product.
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Yeah?
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Yeah, are you with me so far?
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So I mentioned a little earlier the difference between virtual and in-person communities.
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Yes, you remember that?
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So with a virtual community, there are benefits to each.
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And with a virtual, sometimes it's easy to reach more people for sure, with a virtual event, with a virtual community.
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And it also helps because sometimes I think we forget that there's a real person behind the screen.
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So it's good in a virtual sense with a wider audience to be able to put a face to the brand, to be able to show people who you are as the founder of this business, as the founder of this brand, and also share who your team is, who the other people that these customers are gonna be interacting with are, and being able to share a little bit more of that transparency in this virtual setting.
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Now, in an in-person community, of course, it's gonna be a little more limiting, obviously, because of geography.
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There's gonna be a location and you're gonna have to be able to commute to that location.
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But it's a great opportunity to provide an experiential brand moment where people can tangibly touch and feel and experience your product or your service.
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It helps people remember what it feels like to interact with your team, to interact with your brand, to interact with your product, and you can translate those in-person interactions and feelings into online engagement and vice versa.
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I think there is a time and a place for virtual, and there's a time and a place for in-person.
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And I don't think they're mutually exclusive.
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I do think that you can use both of them to your advantage.
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It just boils down to what your goals are.
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Are you trying to reach more people or are you trying to have maybe a little bit more of an intimate experience, but a nice tangible, tactile experience in person?
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There are some pros and cons to each, but I really do love both for different reasons.
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As we round out this episode, I do want to try to continue keeping these shorter and sweeter.
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I did want to get into my five components for building those lasting customer relationships and encouraging that community to be built, to grow, and to flourish.
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Some of these I've already said before, but as we all know, it doesn't hurt to hear it again.
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Doesn't hurt to hear it again, doesn't hurt to make sure that we are actually taking in what's being emphasized.
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And implementing it.
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Okay, so let's get into number one.
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Number one is, as I've said already in this episode, and I will say a million more times on this podcast, talk to your customers.
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Talk to your customers and then actually listen to them.
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Their feedback, it comes from a very, very real place, a place of experience with your product, or at least the problem that your product is aiming to solve.
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So make sure to use social media, encourage those comments, let them know that your DMs are open, that the comment section is open.
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Utilize stories and polls to engage your customers, get that feedback, and then also get those responses.
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And then, for example, in your email marketing, include surveys in your strategy.
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Okay.
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At least have some multiple choice options so that they, and by they, I mean your customers, can be a part of the process.
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Have these conversations with them.
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It may take time, but it's definitely time worth taking.
00:23:06.319 --> 00:23:07.359
That's number one.
00:23:07.599 --> 00:23:11.279
Number two, I want you to serve their needs.
00:23:11.440 --> 00:23:17.279
Okay, I said this before, but don't just listen, don't just ask.
00:23:17.680 --> 00:23:21.039
Actually implement, actually serve their needs.
00:23:21.279 --> 00:23:26.000
I had a client that made hair care to repair scalps.
00:23:26.240 --> 00:23:36.880
And when they first were getting started with their business, they messaged every single one of their followers and asked them why they were interested in scalp repair hair care.
00:23:37.039 --> 00:23:50.880
And the responses they got not only shaped how they were talking about and explaining the products and the benefits of their products, but also it changed the formulation to help their customers even more.
00:23:51.039 --> 00:24:01.759
They actually went in and said, we are going to change the ingredients, the formulation of our product based on the responses and the feedback that we got from our customers.
00:24:01.920 --> 00:24:04.240
They didn't just talk and they didn't just listen.
00:24:04.480 --> 00:24:06.559
They implemented and they adjusted.
00:24:06.640 --> 00:24:12.400
And this new formulation very, very quickly became more popular than the original.
00:24:12.480 --> 00:24:16.000
And customers noticed the difference and they shared that they noticed the difference.
00:24:16.079 --> 00:24:18.160
They shouted it from the rooftops.
00:24:18.319 --> 00:24:25.839
They brought in even more customers because they were so passionate about this change and about being seen and being heard.
00:24:26.079 --> 00:24:30.000
Passionate buyers are so fucking valuable.
00:24:30.160 --> 00:24:51.519
Okay, especially in our very like short attention span, media landscape, authentic excitement, it cuts through the noise, it cuts through all this like AI slop, it cuts through the sea of content that you see on the internet as you're infinite scrolling every single day through this sea of content.
00:24:51.680 --> 00:25:13.279
When people are authentically excited and you can feel their excitement, you can feel their passion behind the voiceover, behind the video, behind the content in that caption, that is going to make such a big difference when it comes to what your customers remember and how your customers feel.
00:25:13.440 --> 00:25:15.200
And that's what we're going for here.
00:25:15.440 --> 00:25:17.680
Step number two, we did it.
00:25:17.920 --> 00:25:26.720
Moving on to step number three, making sure that you tell your story, that you share your customer stories too.
00:25:26.880 --> 00:25:30.799
I've said this before and I will say this again on this podcast.
00:25:31.119 --> 00:25:38.240
You want to give people a glimpse into what their lives could look like when they use your product.
00:25:38.480 --> 00:25:40.079
Show them these examples.
00:25:40.240 --> 00:25:55.519
Let them relate to the stories of other customers and come to the conclusion, what they may feel like is their own conclusion, that purchasing your product is going to improve their own lives, going to improve their stories, their experiences.
00:25:55.759 --> 00:26:07.279
Okay, that's going to resonate with your customers a lot more, a lot more than when you just say, Oh, here are the benefits of the product and da-da-da-da-da.
00:26:08.000 --> 00:26:15.839
Sure, that's also helpful, but having those emotions, having that world building is what we're looking for here.
00:26:16.079 --> 00:26:18.160
Also, share why you do what you do.
00:26:18.319 --> 00:26:19.759
Why did you create this company?
00:26:19.920 --> 00:26:21.519
Why did you create this product?
00:26:21.759 --> 00:26:30.960
People want to know, especially post-pandemic, I've really noticed that people want to know that there's a real human being that's creating this product for them.
00:26:31.119 --> 00:26:38.880
There's a real human being that had the intention to help them solve X problem with Y product.
00:26:39.279 --> 00:26:39.920
Yeah.
00:26:40.319 --> 00:26:56.000
My most successful emails always include some kind of social proof or words from the founder, something that gives customers the confidence to hit the purchase button to say, okay, I know who I'm giving my money to and I know why.
00:26:56.240 --> 00:26:58.079
That's what we're going for here.
00:26:58.319 --> 00:27:02.000
And then also making sure that we go above and beyond.
00:27:02.240 --> 00:27:12.400
Okay, not just the bare minimum, but when the public hears, for example, when brands do something a little extra sweet, they go above and beyond.
00:27:12.640 --> 00:27:14.559
People love those kinds of anecdotes.
00:27:14.720 --> 00:27:17.519
They love to share them too, very far, very wide.
00:27:17.599 --> 00:27:32.480
Those are the ones that go viral, as I'm sure you can think of several examples of brands that have done well by their customers, done right by their customers, and their customers go online and say, hey, please, I need everyone to know how great of an experience I have.
00:27:32.640 --> 00:27:34.400
It's kind of both ends of the spectrum.
00:27:34.480 --> 00:27:38.000
It's either really, really terrible or really, really wonderful experience.
00:27:38.079 --> 00:27:40.319
And we're going for really, really wonderful here.
00:27:40.480 --> 00:27:41.039
Yeah.
00:27:41.359 --> 00:27:54.400
So we want to show your customers that you appreciate their continued support, that you appreciate their loyalty, and that you will send that love back tenfold, right?
00:27:54.880 --> 00:27:57.519
This is what creates meaningful relationships.
00:27:57.680 --> 00:28:00.160
It shows what you stand for as a company.
00:28:00.319 --> 00:28:06.960
It shows that you can create these authentic moments for your customers to talk about for years in the future.
00:28:07.279 --> 00:28:11.519
That in and of itself shaskiss, beautiful, gold.
00:28:11.759 --> 00:28:13.440
Go above and beyond for your customers.
00:28:13.599 --> 00:28:14.720
Don't be afraid to.
00:28:14.960 --> 00:28:18.960
I know that people think, oh, it's gonna dig into my bottom line.
00:28:19.200 --> 00:28:22.799
Oh, if I give them a gift, what if everyone expects a gift?
00:28:23.359 --> 00:28:26.160
Honestly, though, sometimes all it takes is just one.
00:28:26.319 --> 00:28:40.880
Sometimes all it takes is just that one excited customer that had a really wonderful experience to set the tone for everyone else to understand where you stand as a brand and why you care about your community and your potential customers.
00:28:41.119 --> 00:28:52.079
And the best way to do that as we round out our five ways to build those long-lasting customer relationships and those communities is to follow up.
00:28:52.480 --> 00:28:53.279
Follow up.
00:28:53.359 --> 00:28:56.319
Don't let the conversation end with one interaction.
00:28:56.480 --> 00:29:00.720
Don't just take the feedback or take the engagement or take their money.
00:29:00.960 --> 00:29:02.799
Give them something in return.
00:29:03.039 --> 00:29:06.319
Show your appreciation and continue that dialogue.
00:29:06.559 --> 00:29:11.759
Nurturing these relationships can benefit you so much down the road.
00:29:12.000 --> 00:29:15.200
People will continue to engage with you.
00:29:15.359 --> 00:29:24.319
They will continue to remember you, keep you top of their mind when it comes to holiday time, when it comes to thinking about gift giving.
00:29:24.559 --> 00:29:41.200
Continue to repost their stories, respond to their comments, share information that's gonna help them, like how to use your product for their lifestyle needs if they are an active lifestyle kind of person or maybe a more relaxed lifestyle kind of person.
00:29:41.599 --> 00:29:47.759
Show them how they can use your products for their lives, for their everyday daily incorporation.
00:29:47.920 --> 00:29:48.480
Yeah.
00:29:48.720 --> 00:29:50.160
And this is just the beginning.
00:29:50.319 --> 00:29:54.720
Customer relationships are not one and done exchanges, okay?
00:29:54.960 --> 00:29:57.279
We're going for long lasting.
00:29:57.359 --> 00:29:59.759
That takes time and it takes patience.
00:30:00.079 --> 00:30:02.720
I am actually going to start implementing.
00:30:02.880 --> 00:30:05.920
I had a chat with my podcast manager about this.
00:30:06.079 --> 00:30:11.440
Those of you that don't know, I do have a podcast manager who helps me edit and publish these episodes.
00:30:11.680 --> 00:30:23.759
And what I've really found with the Conversation Club, and I thought about rebranding, but thank you, Haley, my podcast manager, for being like, we don't need to rebrand this whole podcast.
00:30:24.079 --> 00:30:32.400
But I think in the last few episodes, I've really had a lot of conversations around doing 1% better.
00:30:32.640 --> 00:30:36.480
And that was always the goal when I created this podcast.
00:30:36.640 --> 00:30:55.599
That was my one thing that I was really clear on is that I want people to feel like they're walking away from each of these episodes 1% better, that they know 1% more about something, that they have an idea, a step that they can take 1% better than yesterday, better than before they listened to this episode.
00:30:55.839 --> 00:31:03.519
So instead of homework, quote unquote, we're not gonna call it that anymore, we're gonna call it your 1% better.
00:31:03.680 --> 00:31:04.000
Okay.
00:31:04.319 --> 00:31:11.839
We're gonna have a 1% better option for you to take just a baby step towards what I'm talking about in each of these episodes.
00:31:11.920 --> 00:31:18.799
And then I'm also gonna have a nice like 20% modification, which is to do just a little bit more than 1%.
00:31:19.279 --> 00:31:26.000
And then I'm also gonna have a 50% better modification, which is if you want to do even more than just the 20%.
00:31:26.559 --> 00:31:34.079
So 1% is bare minimum, baby step, something that feels manageable, quick win, baby bite.
00:31:34.160 --> 00:31:35.119
Okay, that's 1%.
00:31:35.440 --> 00:31:39.519
And if you feel like you can take that 1%, take it and run with it.
00:31:39.759 --> 00:31:44.960
20% is when you're like, 1% I can do, but I think I can do a little bit more.
00:31:45.039 --> 00:31:49.119
I don't think I can commit to more than just that, but I can bite off a little bit more.
00:31:49.279 --> 00:31:50.640
And that's your 20%.
00:31:51.200 --> 00:31:54.400
And then 50%, again, I'm not trying to get you to 100%.
00:31:54.720 --> 00:32:00.880
We're not gonna get to 100% after one episode of talking about this after 30 to 60 minutes of talking about this.
00:32:01.119 --> 00:32:04.079
I want you to do maybe 50% better.
00:32:04.160 --> 00:32:09.039
So I'm gonna give you a 50% better option, which is I'm gonna do a little bit more.
00:32:09.200 --> 00:32:12.480
I have the capacity and the energy and the excitement to do a little bit more.
00:32:12.559 --> 00:32:13.519
So I'm gonna do that.
00:32:13.680 --> 00:32:14.000
All right.
00:32:14.160 --> 00:32:22.079
And that's how we're gonna end each of our episodes from here on out, is we're gonna have a 1% option, a 20% option, and a 50% better option.
00:32:22.319 --> 00:32:26.559
So your 1% better option for this episode starts here.
00:32:26.720 --> 00:32:31.599
I want you, for those of you who are like, I can do 1%, I can take a baby step today.
00:32:31.839 --> 00:32:37.359
I want you to share an intro or a reintroduction this week to your customers.
00:32:37.519 --> 00:32:50.480
I want you to put a picture of your face or video of your face up, talk to them like they're your friends because they are, and share how you can help them, who you are, how you can help them, how your product can help them.
00:32:50.640 --> 00:32:52.240
I want you to share that introduction.
00:32:52.319 --> 00:32:57.279
Just a nice quick, quick introduction so that people know who they are giving their money to.
00:32:57.359 --> 00:32:59.359
Okay, that's your 1% for the week.
00:32:59.599 --> 00:33:05.279
Now, if you feel like you can do a little bit more, I'm gonna encourage you to take this next step, your 20% better step.
00:33:05.440 --> 00:33:05.759
Okay.
00:33:06.000 --> 00:33:13.039
I want you to share at least one post or newsletter asking for feedback from your customers.
00:33:13.200 --> 00:33:27.119
It can be a simple DM asking them to respond to you via DMs, it could be voting in a poll on stories, it can be asking them to respond to you in the comment section, it can be asking them to reply to the email that you send.
00:33:27.359 --> 00:33:33.680
Whatever it is, I want you to share at least one post or newsletter asking for feedback from your customers.
00:33:33.759 --> 00:33:35.759
What's something you want to ask your customers about?
00:33:35.920 --> 00:33:37.839
Is it a product change?
00:33:38.000 --> 00:33:41.599
Is it a color assortment, a variation, a restock?
00:33:41.759 --> 00:33:43.599
What do you want to get from them?
00:33:43.759 --> 00:33:45.839
What kind of feedback are you looking for?
00:33:46.000 --> 00:33:48.720
Go ahead and do that if you think you can do your 20%.
00:33:49.119 --> 00:33:56.880
Now, if you're like, I got this, I'm gonna do even more than that, and I have the energy to, I want you to try this 50% better goal.
00:33:57.039 --> 00:34:08.000
And that is to create a survey for your customers to fill out so that you can understand whatever it is you're looking for, what kind of content they want, what kind of questions they have.
00:34:08.159 --> 00:34:10.079
You can even collect some testimonials.
00:34:10.239 --> 00:34:11.519
This is a really great way.
00:34:11.679 --> 00:34:13.119
Keep it nice and short and sweet.
00:34:13.199 --> 00:34:23.920
You don't want this like huge long survey, make it a minute or two tops, but create a survey for your customers to fill out so that they can share their feedback or they can share what it is that they're looking for.
00:34:24.000 --> 00:34:29.199
And you can make that multiple choice, you can make that a checkbox, you can make that a scale, whatever it is.
00:34:29.360 --> 00:34:31.519
I want you to create that survey.
00:34:31.679 --> 00:34:34.639
And that's your 50% better if you think you can do that.
00:34:34.800 --> 00:34:40.159
But if you're like, I can only do the 1% better, the 1% better is perfect enough.
00:34:40.400 --> 00:34:41.920
And that is okay.
00:34:42.159 --> 00:34:44.719
I hope we're liking that new format a little bit more.
00:34:44.800 --> 00:34:50.239
I'm really excited about it because I really do want you to feel like, okay, I can take this baby step.
00:34:50.320 --> 00:34:54.480
I don't have to take my 50% better step, but I can take my 1% better.
00:34:54.559 --> 00:34:57.280
Or if you're feeling like that week, okay, I could do 20%.
00:34:57.599 --> 00:34:59.199
I can't do 50, but I can do 20.
00:34:59.360 --> 00:35:00.960
I could do a little bit more than one.
00:35:01.119 --> 00:35:02.320
That's the goal here.
00:35:02.480 --> 00:35:06.400
So I hope you had fun with this episode.
00:35:06.559 --> 00:35:16.400
I really had fun putting this together and starting to sort of transition us into 1% better territory in Conversation Club land.
00:35:16.800 --> 00:35:18.079
Thank you so much, Yappers.
00:35:18.400 --> 00:35:21.679
It has been another wonderful episode of the Conversation Club.
00:35:21.840 --> 00:35:26.480
I appreciate you so much for tuning in and for riding with us.
00:35:26.639 --> 00:35:28.719
And please, please share your feedback.
00:35:28.880 --> 00:35:30.719
This is the Conversation Club.
00:35:30.800 --> 00:35:31.920
You are the Yappers.
00:35:32.000 --> 00:35:43.199
So let me know if you like this 1% better idea, this 20%, 50%, if there's something else that would be more expansive, helpful, supportive for you, please let me know.
00:35:43.360 --> 00:35:46.159
And I hope you found this episode super helpful.
00:35:46.320 --> 00:35:48.079
I will see you very, very soon.
00:35:48.239 --> 00:35:49.519
All right, yappers.
00:35:49.679 --> 00:35:50.639
Ciao ciao.
00:35:50.960 --> 00:35:56.159
If this episode gave you something to think about, take it and do something with it.
00:35:56.400 --> 00:36:04.559
If you want more of this, or you just want to see what my life actually looks like, come follow me on Instagram at it's almost with two L's.
00:36:05.039 --> 00:36:06.800
Be sure to link it in the show notes.
00:36:07.039 --> 00:36:12.719
You can also follow me at Almost Consulting for some juicier, spicier takes.
00:36:13.039 --> 00:36:31.360
And if you're serious about getting your emails to convert, you can check out the Conversion Club, our monthly email marketing membership for founders who are ready to turn email into their most profitable and sustainable sales channel with expert guidance, plug and play tools, and strategy you'll actually use.
00:36:31.840 --> 00:36:32.480
Check it out.
00:36:32.719 --> 00:36:34.159
That's the link in the show notes.
00:36:34.320 --> 00:36:36.480
I'll see you in the next episode, Yappers!
00:00:00.000 --> 00:00:05.120
Hello, hello, my lovely, beautiful Yafers, Kieran here.
00:00:05.519 --> 00:00:11.039
Welcome back to another episode of the Conversation Club.
00:00:11.759 --> 00:00:14.640
I can't believe we're almost at 20 episodes.
00:00:14.880 --> 00:00:16.399
How is that possible?
00:00:16.640 --> 00:00:20.320
And I know that someday I'm gonna look back and be like, 20 episodes?
00:00:20.399 --> 00:00:21.600
That was nothing.
00:00:21.920 --> 00:00:23.440
But here we are.
00:00:24.079 --> 00:00:29.600
I wasn't able to record this episode when I wanted to record it.
00:00:29.760 --> 00:00:36.799
I wanted to record it during the day with the beautiful natural light, and hopefully when my neighbors are a little quieter.
00:00:37.039 --> 00:00:39.439
But the universe had different plans.
00:00:39.759 --> 00:00:41.200
Nature had different plans.
00:00:41.359 --> 00:00:44.880
Yesterday, when I was supposed to record this episode, there was a thunderstorm.
00:00:44.960 --> 00:00:48.479
So I was like, okay, obviously I can't record during a thunderstorm.
00:00:48.719 --> 00:00:57.840
And today, as I'm trying to record, I don't know if you just heard that, my neighbor's bird is deciding to be very, very noisy right now.
00:00:58.000 --> 00:01:01.520
So I apologize if this is a noisier episode.
00:01:01.840 --> 00:01:11.439
I'm going to try to be a little louder in my voice so that you hear me and not anything else going on in this building.
00:01:11.599 --> 00:01:18.560
But before we get into our topic today, I did want to, as promised, your girl has a new set.
00:01:18.640 --> 00:01:22.000
So I wanted to show you my beautiful new set.
00:01:22.159 --> 00:01:34.239
And for those of you who have not discovered the beauty and the magic of our video side of the podcast, tune in on YouTube or Apple Podcasts.
00:01:34.319 --> 00:01:38.000
You will be able to find our videos on both platforms.
00:01:38.239 --> 00:01:41.120
And yeah, I wanted to show you some of my nail art.
00:01:41.280 --> 00:01:47.200
This is all hand painted, by the way, by my incredible nail artist Vanessa.
00:01:47.840 --> 00:01:50.799
And yeah, look at this like 3D action here.
00:01:50.879 --> 00:01:51.439
Do you see this?
00:01:51.519 --> 00:01:52.319
This is so cool.
00:01:52.480 --> 00:01:53.439
I love this so much.
00:01:53.519 --> 00:01:56.959
And then, like, look at this, this like dewy effect that's going on here.
00:01:57.040 --> 00:02:00.879
So this is like a nail polish that created this dewy effect.
00:02:00.959 --> 00:02:01.680
It was so cool.
00:02:01.840 --> 00:02:03.439
Anyway, I'm traveling soon.
00:02:03.519 --> 00:02:05.599
So these are my vacation nails.
00:02:05.760 --> 00:02:08.400
And I wanted to get a little inspired by nature.
00:02:08.560 --> 00:02:15.039
So there's some animal print, there's a little bit of that dewy greenery that we see in nature.
00:02:15.280 --> 00:02:18.240
But also, you know, just had to make it my own, right?
00:02:18.960 --> 00:02:24.159
Okay, let's get into our episode subject today.
00:02:24.400 --> 00:02:26.479
Today we're talking about community.
00:02:26.560 --> 00:02:40.960
Now we've talked about community quite a few times on this podcast in various capacities, specifically episode six, where I share the people, my community that have helped me get where I am today, right now.
00:02:41.120 --> 00:03:06.479
As I'm talking to you, we've also talked about why it's important to be building community, but today I want to talk about community building for your business, for your brand, and how it's going to benefit you in the long run to build that business with the community in mind, with the community aspect in mind.
00:03:07.120 --> 00:03:14.800
Now, I know a lot of people throw the word community around, so I wanted to give you a little bit of a definition of what I mean by this word.
00:03:15.120 --> 00:03:20.560
A community is a group of people who share an identity-forming narrative.
00:03:20.639 --> 00:03:27.439
Okay, so they come together for a common goal or shared common values.
00:03:27.759 --> 00:03:31.840
This is in regards to business specifically.
00:03:32.000 --> 00:03:34.000
It's about relationship building.
00:03:34.240 --> 00:03:34.560
Okay.
00:03:35.039 --> 00:03:39.360
How does this relate to running your business, growing your business?
00:03:39.520 --> 00:03:44.639
Well, loyal customers don't just come from repeat orders, okay?
00:03:44.879 --> 00:03:50.479
Loyal customers, they see a commonality between you and them.
00:03:50.800 --> 00:03:54.319
They share probably similar values to you.
00:03:54.479 --> 00:03:58.479
They probably have a similar life perspective, okay?
00:03:58.800 --> 00:04:16.399
So when we're talking about building community, we're ultimately talking about building loyalty with our customers, with our potential customers, people who have purchased from us especially, but also people who haven't, who haven't had the opportunity or the confidence to purchase from us yet.
00:04:16.639 --> 00:04:21.519
And the thing is, building loyalty, it takes time, it takes nurturing.
00:04:21.680 --> 00:04:24.319
And that's why we have email marketing.
00:04:24.480 --> 00:04:28.959
That's why we have these spaces, whether digital or in person.
00:04:29.040 --> 00:04:37.519
And we'll get into that in just a second, the difference between the two and what community building looks like in those different kinds of spaces.
00:04:37.759 --> 00:04:58.560
But I really want to emphasize that community building in business, it's not just about creating a space for people, potential customers, to come together and connect, connect with each other, connect with you as the business owner, as the team member of this business, this brand.
00:04:59.120 --> 00:05:11.839
But it's also about feeling like there's this give and take, that there is a back and forth, that there is an actual conversation going on between your audience and you, right?
00:05:12.000 --> 00:05:15.360
That there is this relationship forming, okay?
00:05:15.519 --> 00:05:28.639
Because I think a lot of the time businesses tend to treat marketing and treat a lot of these promotional or sales techniques.
00:05:28.800 --> 00:05:30.879
They treat it as broadcasting.
00:05:31.120 --> 00:05:36.000
They treat it as I have a message and I'm gonna tell that message to a bunch of people.
00:05:36.240 --> 00:05:56.160
But the thing is, I really do believe, and I know a lot of business owners out there have seen a tangible difference in this need to foster communication and conversations instead of just asking people for money, instead of just asking people to buy from you.
00:05:56.399 --> 00:06:02.160
We're not just talking at you, we are talking with you.
00:06:02.399 --> 00:06:09.360
We are communicating with each other, we are learning about each other, we are growing together.
00:06:09.600 --> 00:06:20.720
Okay, so I want to encourage a lot of business owners out there who haven't necessarily thought about marketing in a community-building respect.
00:06:21.040 --> 00:06:46.000
I want to encourage you to think about how to engage with your customers, how to ask them for feedback, start that dialogue, start that two-way street, encourage responses from them, encourage questions, encourage that engagement because ultimately it's gonna help your customers feel like you care about what they have to say.
00:06:46.319 --> 00:06:51.519
You care about what their experiences are with your product or service.
00:06:51.839 --> 00:07:04.560
You care about learning their needs and how you can serve those needs, learning what problems come up for them, how your product or your service can solve those problems.
00:07:04.720 --> 00:07:10.560
Again, like I said, it's that two-way street, it's that relationship building, it's that nurturing.
00:07:10.720 --> 00:07:12.480
And this is where it starts.
00:07:12.639 --> 00:07:33.920
Okay, community building is a really, really great place to begin to foster that customer loyalty, to foster those long-term, what I like to call brand champions, people who are going to shout your brand and your product or service from the rooftops.
00:07:34.079 --> 00:07:38.240
They're gonna tell their friends, they're gonna tell strangers they don't even know.
00:07:38.319 --> 00:07:47.839
They're gonna talk about it the next time they get into a ride share vehicle, they're gonna talk about it on the metro, they're gonna talk about it at a party, at a networking event, wherever.
00:07:48.240 --> 00:07:59.439
That's what we want to be fostering here is to get these people so excited because not only are they excited about the product or service that you are selling, but they're excited about you.
00:07:59.600 --> 00:08:09.199
They're excited about who they're giving their money to, they're excited about the team, they're excited about what you care about because what you care about is what they care about, and vice versa.
00:08:09.360 --> 00:08:17.360
Okay, and that's what we are establishing with community building when it comes to your business growth.
00:08:17.519 --> 00:08:17.839
Okay.
00:08:18.319 --> 00:08:36.799
So let me give you an example of one of my clients and how they were able to, with my help, of course, build lasting customer relationships and stories and experiences that these customers are gonna remember for a really long time.
00:08:37.120 --> 00:08:37.440
Okay.
00:08:38.080 --> 00:08:47.279
So with one of my old clients, they were creating these beautiful bottles, okay, for their product.
00:08:47.440 --> 00:08:50.240
But the bottles had some of them, not all of them.
00:08:50.399 --> 00:08:53.360
Some of the bottles had these faulty quarks on top of them.
00:08:53.440 --> 00:08:59.600
So some of them would be looser, and obviously liquid would get out, and that's not what we want.
00:08:59.759 --> 00:09:07.279
We don't want our customers to be losing any product or suffering from the effects of the oxygenation of the liquid.
00:09:07.519 --> 00:09:18.159
So, with the faulty corks on their bottles, it wasn't happening with every bottle, and we just didn't know which one would pop up and cause a problem for a customer.
00:09:18.399 --> 00:09:32.080
So, what we would do every time we would get a message from a customer that said, Hey, my cork on my bottle is loose, we would, step number one, immediately acknowledge the issue.
00:09:32.399 --> 00:09:37.200
We would say, Hey, thank you so much for letting us know that this is going on.
00:09:37.840 --> 00:09:40.080
And we want to send you a new cork.
00:09:40.159 --> 00:09:50.320
And depending on the situation, if they were very, very angry, we would also offer to send them a new bottle if the product itself inside wasn't compromised, right?
00:09:50.480 --> 00:09:55.440
If it was compromised, obviously we would automatically offer to send them a new bottle.
00:09:55.759 --> 00:10:04.240
But in the meantime, a cork was usually enough for most people to be happy with feeling like their problem was resolved, right?
00:10:04.480 --> 00:10:11.279
So with these new corks, we would also send a little bit of a special gift.
00:10:11.440 --> 00:10:18.000
We would send this beautifully designed custom topper or pourer of the bottle.
00:10:18.320 --> 00:10:24.480
And a lot of people were looking for this beautiful special topper, but it was really hard to find.
00:10:24.559 --> 00:10:27.200
We only had them during specific flash sales.
00:10:27.440 --> 00:10:29.679
The accessibility was very exclusive.
00:10:29.759 --> 00:10:40.399
And so adding that little bit of a treat into those packages of the new corks or the new bottle and adding that personal note as well, that was something we did too.
00:10:40.639 --> 00:10:46.399
It led to a lot of really, really happy customers and a lot of really, really loyal customers.
00:10:46.720 --> 00:10:54.080
People who would tell their friends, hey, I had this issue with my bottle.
00:10:54.240 --> 00:10:55.600
I reached out to them.
00:10:55.759 --> 00:11:00.480
They were really quick with responding to me and providing me with a solution.
00:11:00.720 --> 00:11:14.720
We had so many customers who were so grateful when we actually responded and we followed through with action, and they were able to get a new cork, be able to enjoy the product once again.
00:11:14.960 --> 00:11:26.240
And with that, we almost always got such a grateful response and with so much specificity of thank you for actually responding.
00:11:26.399 --> 00:11:42.000
That was the biggest feedback, and thank you for sending not only the thing that helps me resolve the problem, but that extra little special gift, that extra little topper that helped make this a lot more memorable.
00:11:42.159 --> 00:11:49.519
And a lot of those people ended up responding and saying, This just guaranteed a customer for life.
00:11:49.600 --> 00:11:52.639
I'm about to go out and buy another bottle right now.
00:11:52.960 --> 00:12:02.639
And that kind of acknowledgement, that kind of awareness of, okay, you're a human, you're clearly frustrated.
00:12:02.879 --> 00:12:08.720
Let's make sure that we are addressing this frustration right away and we're providing a solution.
00:12:08.960 --> 00:12:21.519
That in and of itself was so, so important to making sure that the customer had a good experience and that the customer felt seen, felt heard, and felt served, right?
00:12:21.679 --> 00:12:24.159
I know I mentioned earlier, ask, right?
00:12:24.399 --> 00:12:28.399
Ask your customers for feedback, start that dialogue with them.
00:12:28.559 --> 00:12:32.320
But the thing is, we don't just want to start talking to them.
00:12:32.480 --> 00:12:34.080
We don't just want to talk to them.
00:12:34.159 --> 00:12:35.919
We want to actually listen.
00:12:36.240 --> 00:12:42.399
Actually listen to the feedback they're giving us and then actually deliver it.
00:12:42.720 --> 00:12:54.240
Take action on what they shared that they would prefer, what they shared in terms of feedback, in terms of answering a question that you prompted of them.
00:12:54.559 --> 00:13:06.799
So having those conversations, but not only talking and not just leaving those conversations in the DMs or in the comment section or wherever, but actually following through.
00:13:07.039 --> 00:13:07.919
Can we do that?
00:13:08.080 --> 00:13:09.279
Can we do that together?
00:13:09.519 --> 00:13:09.919
Amazing.
00:13:10.080 --> 00:13:16.720
Okay, so here are some examples of how we can actually not just talk, but conversate, as I like to say.
00:13:16.799 --> 00:13:23.120
I feel like I'm gonna try to use that a little more on this podcast because this is the conversation club and we conversate here.
00:13:24.639 --> 00:13:36.320
But in terms of places you can continue that conversation with your customers, build that community with them in your DMs, in the comment section.
00:13:36.480 --> 00:13:50.799
For example, you can prompt in stories, put a stories poll up for people to submit or to vote on what they want to learn more about when it comes to your product or a behind the scenes of a recent event that you did.
00:13:50.960 --> 00:13:52.639
Ask them, how would you like this?
00:13:52.720 --> 00:13:54.159
Would you like this in a video format?
00:13:54.320 --> 00:13:55.759
Would you like this in a newsletter?
00:13:55.919 --> 00:14:00.000
Would you like this in a carousel with some photos?
00:14:00.320 --> 00:14:05.519
Continue that conversation that you prompt them for response.
00:14:05.759 --> 00:14:14.639
And then in response to their submission or their vote, you can keep that dialogue going in the DMs or in the comment section.
00:14:14.960 --> 00:14:26.240
Prompt in the caption of a reel or a post and keep chatting either in those comment sections or move them to the DMs, whatever it is.
00:14:26.399 --> 00:14:39.200
It's also a great way to just start the conversation so that you feel like, okay, we have a jumping off point with our customers to get their feedback, to hear what they have to say.
00:14:39.360 --> 00:14:53.600
Another great place to have these conversations with your customers is in your emails, making sure to have that call to action and say, hey, I really want to know what you think, or I really want to hear from you.
00:14:53.919 --> 00:15:02.960
Ask them to reply to the email and share XYZ, share their story, share their feedback, share their opinion, share whatever.
00:15:03.360 --> 00:15:07.840
Actually ask them to respond, to reply.
00:15:08.000 --> 00:15:12.559
Okay, because sometimes customers feel like, I don't know, am I allowed to?
00:15:12.720 --> 00:15:14.480
Am I allowed to start this conversation?
00:15:14.639 --> 00:15:16.399
Am I allowed to initiate?
00:15:16.639 --> 00:15:23.679
And I want you to open that door for your customers, your potential customers, to feel like they're welcome.
00:15:23.919 --> 00:15:27.440
They're welcome to have those conversations with you.
00:15:27.519 --> 00:15:28.960
They're welcome to reply.
00:15:29.120 --> 00:15:30.960
They're welcome to ask questions.
00:15:31.200 --> 00:15:35.200
Whenever you're in doubt, just ask your customers.
00:15:35.360 --> 00:15:43.440
Just ask them, say, hey, I want to know what your goals are, what your desires are, where you're at in your journey.
00:15:43.759 --> 00:15:50.240
Actually ask them and then deliver what they're sharing.
00:15:51.120 --> 00:15:53.600
Ask, listen, deliver.
00:15:53.759 --> 00:15:58.320
Okay, don't just receive the messages and then ignore them and never implement them.
00:15:58.559 --> 00:16:05.200
Okay, because people want to share their desires, they want to share their goals, they want to share their feedback.
00:16:05.360 --> 00:16:09.279
You just have to be willing to ask and you have to be willing to listen.
00:16:09.519 --> 00:16:29.360
Another really great way to understand what it is your customers are looking for and to build that community and help them feel like they're being heard, they're being seen, they're being understood, is to measure, is to look at what they're clicking on, what they're engaging the most with.
00:16:29.679 --> 00:16:31.519
Serve more of what they like.
00:16:31.600 --> 00:16:38.000
And also don't forget to pay attention to what they don't engage with, because that tells you just as much as what they do engage with.
00:16:38.080 --> 00:16:43.200
And you want to deliver a little less of the things that they are less interested in.
00:16:43.440 --> 00:16:50.879
Even if it's what you feel like they might be interested in, you still have to pay attention to their actual behavior.
00:16:51.120 --> 00:16:51.440
Okay.
00:16:51.919 --> 00:16:56.159
So I always say, what doesn't get measured doesn't get managed.
00:16:56.399 --> 00:16:58.799
So make sure you are paying attention.
00:16:59.120 --> 00:17:01.840
Are there certain types of content they open?
00:17:02.080 --> 00:17:05.920
Are there certain things that they really like to click through to your site for?
00:17:06.160 --> 00:17:13.119
Are there certain pieces of content formats that really get people not only to click through but actually to purchase?
00:17:13.359 --> 00:17:14.160
Is it an image?
00:17:14.319 --> 00:17:15.119
Is it a graphic?
00:17:15.279 --> 00:17:16.160
Is it a video?
00:17:16.400 --> 00:17:25.599
Going out there and testing those different types of content and then actually making sure that you are paying attention to whether or not your audience likes it.
00:17:25.839 --> 00:17:34.559
Those are great ways to not just have to ask them, but to read and to understand and to pay attention.
00:17:34.880 --> 00:17:36.640
Okay, how does that sound?
00:17:36.799 --> 00:17:38.240
How does that feel?
00:17:38.640 --> 00:17:46.559
With community building, I really want to emphasize that it's not just about the relationship between you and your customer.
00:17:46.799 --> 00:17:52.720
I know I've just given you a couple examples of how you can interact with your customers, specifically you and them.
00:17:53.200 --> 00:18:06.559
But I also want to emphasize that we need to be creating spaces for customers to relate to each other and to connect with each other and have those conversations with each other, not just with you.
00:18:06.799 --> 00:18:11.119
Yes, with you, that's important, but also with each other.
00:18:11.279 --> 00:18:12.559
Okay, can I say that?
00:18:12.880 --> 00:18:14.400
Can I say that again?
00:18:14.720 --> 00:18:50.559
So spaces like memberships or virtual meetups, things like forums, like a Reddit thread, that kind of thing, an Instagram group chat or a Slack channel, a lot of different places where people can come together, chat with each other, get feedback about their own tips and tricks when it comes to your product or your service, and they can exchange that information between each other, whether you're involved or not, whether you're facilitating or not.
00:18:50.720 --> 00:19:09.119
This is another space for them to be able to connect and align and feel like they're building that trust, that community, that nurturing, fostering, that warm, fuzzy feeling inside that we want them to associate with our brand and with our product.
00:19:09.519 --> 00:19:10.000
Yeah?
00:19:10.160 --> 00:19:11.839
Yeah, are you with me so far?
00:19:12.079 --> 00:19:18.319
So I mentioned a little earlier the difference between virtual and in-person communities.
00:19:18.880 --> 00:19:20.480
Yes, you remember that?
00:19:20.720 --> 00:19:25.039
So with a virtual community, there are benefits to each.
00:19:25.200 --> 00:19:34.720
And with a virtual, sometimes it's easy to reach more people for sure, with a virtual event, with a virtual community.
00:19:34.960 --> 00:19:41.440
And it also helps because sometimes I think we forget that there's a real person behind the screen.
00:19:41.680 --> 00:20:08.079
So it's good in a virtual sense with a wider audience to be able to put a face to the brand, to be able to show people who you are as the founder of this business, as the founder of this brand, and also share who your team is, who the other people that these customers are gonna be interacting with are, and being able to share a little bit more of that transparency in this virtual setting.
00:20:08.240 --> 00:20:13.680
Now, in an in-person community, of course, it's gonna be a little more limiting, obviously, because of geography.
00:20:13.759 --> 00:20:19.039
There's gonna be a location and you're gonna have to be able to commute to that location.
00:20:19.200 --> 00:20:31.839
But it's a great opportunity to provide an experiential brand moment where people can tangibly touch and feel and experience your product or your service.
00:20:32.000 --> 00:20:48.160
It helps people remember what it feels like to interact with your team, to interact with your brand, to interact with your product, and you can translate those in-person interactions and feelings into online engagement and vice versa.
00:20:48.480 --> 00:20:53.759
I think there is a time and a place for virtual, and there's a time and a place for in-person.
00:20:53.839 --> 00:20:56.000
And I don't think they're mutually exclusive.
00:20:56.160 --> 00:20:59.680
I do think that you can use both of them to your advantage.
00:20:59.920 --> 00:21:02.799
It just boils down to what your goals are.
00:21:02.880 --> 00:21:13.519
Are you trying to reach more people or are you trying to have maybe a little bit more of an intimate experience, but a nice tangible, tactile experience in person?
00:21:13.839 --> 00:21:20.079
There are some pros and cons to each, but I really do love both for different reasons.
00:21:20.319 --> 00:21:26.240
As we round out this episode, I do want to try to continue keeping these shorter and sweeter.
00:21:26.640 --> 00:21:41.759
I did want to get into my five components for building those lasting customer relationships and encouraging that community to be built, to grow, and to flourish.
00:21:42.079 --> 00:21:48.720
Some of these I've already said before, but as we all know, it doesn't hurt to hear it again.
00:21:49.440 --> 00:21:59.759
Doesn't hurt to hear it again, doesn't hurt to make sure that we are actually taking in what's being emphasized.
00:22:00.319 --> 00:22:01.440
And implementing it.
00:22:01.519 --> 00:22:03.359
Okay, so let's get into number one.
00:22:03.519 --> 00:22:11.119
Number one is, as I've said already in this episode, and I will say a million more times on this podcast, talk to your customers.
00:22:11.440 --> 00:22:14.799
Talk to your customers and then actually listen to them.
00:22:15.039 --> 00:22:25.039
Their feedback, it comes from a very, very real place, a place of experience with your product, or at least the problem that your product is aiming to solve.
00:22:25.279 --> 00:22:35.119
So make sure to use social media, encourage those comments, let them know that your DMs are open, that the comment section is open.
00:22:35.440 --> 00:22:44.720
Utilize stories and polls to engage your customers, get that feedback, and then also get those responses.
00:22:44.960 --> 00:22:50.319
And then, for example, in your email marketing, include surveys in your strategy.
00:22:50.480 --> 00:22:50.799
Okay.
00:22:50.960 --> 00:23:00.079
At least have some multiple choice options so that they, and by they, I mean your customers, can be a part of the process.
00:23:00.400 --> 00:23:02.079
Have these conversations with them.
00:23:02.240 --> 00:23:06.079
It may take time, but it's definitely time worth taking.
00:23:06.319 --> 00:23:07.359
That's number one.
00:23:07.599 --> 00:23:11.279
Number two, I want you to serve their needs.
00:23:11.440 --> 00:23:17.279
Okay, I said this before, but don't just listen, don't just ask.
00:23:17.680 --> 00:23:21.039
Actually implement, actually serve their needs.
00:23:21.279 --> 00:23:26.000
I had a client that made hair care to repair scalps.
00:23:26.240 --> 00:23:36.880
And when they first were getting started with their business, they messaged every single one of their followers and asked them why they were interested in scalp repair hair care.
00:23:37.039 --> 00:23:50.880
And the responses they got not only shaped how they were talking about and explaining the products and the benefits of their products, but also it changed the formulation to help their customers even more.
00:23:51.039 --> 00:24:01.759
They actually went in and said, we are going to change the ingredients, the formulation of our product based on the responses and the feedback that we got from our customers.
00:24:01.920 --> 00:24:04.240
They didn't just talk and they didn't just listen.
00:24:04.480 --> 00:24:06.559
They implemented and they adjusted.
00:24:06.640 --> 00:24:12.400
And this new formulation very, very quickly became more popular than the original.
00:24:12.480 --> 00:24:16.000
And customers noticed the difference and they shared that they noticed the difference.
00:24:16.079 --> 00:24:18.160
They shouted it from the rooftops.
00:24:18.319 --> 00:24:25.839
They brought in even more customers because they were so passionate about this change and about being seen and being heard.
00:24:26.079 --> 00:24:30.000
Passionate buyers are so fucking valuable.
00:24:30.160 --> 00:24:51.519
Okay, especially in our very like short attention span, media landscape, authentic excitement, it cuts through the noise, it cuts through all this like AI slop, it cuts through the sea of content that you see on the internet as you're infinite scrolling every single day through this sea of content.
00:24:51.680 --> 00:25:13.279
When people are authentically excited and you can feel their excitement, you can feel their passion behind the voiceover, behind the video, behind the content in that caption, that is going to make such a big difference when it comes to what your customers remember and how your customers feel.
00:25:13.440 --> 00:25:15.200
And that's what we're going for here.
00:25:15.440 --> 00:25:17.680
Step number two, we did it.
00:25:17.920 --> 00:25:26.720
Moving on to step number three, making sure that you tell your story, that you share your customer stories too.
00:25:26.880 --> 00:25:30.799
I've said this before and I will say this again on this podcast.
00:25:31.119 --> 00:25:38.240
You want to give people a glimpse into what their lives could look like when they use your product.
00:25:38.480 --> 00:25:40.079
Show them these examples.
00:25:40.240 --> 00:25:55.519
Let them relate to the stories of other customers and come to the conclusion, what they may feel like is their own conclusion, that purchasing your product is going to improve their own lives, going to improve their stories, their experiences.
00:25:55.759 --> 00:26:07.279
Okay, that's going to resonate with your customers a lot more, a lot more than when you just say, Oh, here are the benefits of the product and da-da-da-da-da.
00:26:08.000 --> 00:26:15.839
Sure, that's also helpful, but having those emotions, having that world building is what we're looking for here.
00:26:16.079 --> 00:26:18.160
Also, share why you do what you do.
00:26:18.319 --> 00:26:19.759
Why did you create this company?
00:26:19.920 --> 00:26:21.519
Why did you create this product?
00:26:21.759 --> 00:26:30.960
People want to know, especially post-pandemic, I've really noticed that people want to know that there's a real human being that's creating this product for them.
00:26:31.119 --> 00:26:38.880
There's a real human being that had the intention to help them solve X problem with Y product.
00:26:39.279 --> 00:26:39.920
Yeah.
00:26:40.319 --> 00:26:56.000
My most successful emails always include some kind of social proof or words from the founder, something that gives customers the confidence to hit the purchase button to say, okay, I know who I'm giving my money to and I know why.
00:26:56.240 --> 00:26:58.079
That's what we're going for here.
00:26:58.319 --> 00:27:02.000
And then also making sure that we go above and beyond.
00:27:02.240 --> 00:27:12.400
Okay, not just the bare minimum, but when the public hears, for example, when brands do something a little extra sweet, they go above and beyond.
00:27:12.640 --> 00:27:14.559
People love those kinds of anecdotes.
00:27:14.720 --> 00:27:17.519
They love to share them too, very far, very wide.
00:27:17.599 --> 00:27:32.480
Those are the ones that go viral, as I'm sure you can think of several examples of brands that have done well by their customers, done right by their customers, and their customers go online and say, hey, please, I need everyone to know how great of an experience I have.
00:27:32.640 --> 00:27:34.400
It's kind of both ends of the spectrum.
00:27:34.480 --> 00:27:38.000
It's either really, really terrible or really, really wonderful experience.
00:27:38.079 --> 00:27:40.319
And we're going for really, really wonderful here.
00:27:40.480 --> 00:27:41.039
Yeah.
00:27:41.359 --> 00:27:54.400
So we want to show your customers that you appreciate their continued support, that you appreciate their loyalty, and that you will send that love back tenfold, right?
00:27:54.880 --> 00:27:57.519
This is what creates meaningful relationships.
00:27:57.680 --> 00:28:00.160
It shows what you stand for as a company.
00:28:00.319 --> 00:28:06.960
It shows that you can create these authentic moments for your customers to talk about for years in the future.
00:28:07.279 --> 00:28:11.519
That in and of itself shaskiss, beautiful, gold.
00:28:11.759 --> 00:28:13.440
Go above and beyond for your customers.
00:28:13.599 --> 00:28:14.720
Don't be afraid to.
00:28:14.960 --> 00:28:18.960
I know that people think, oh, it's gonna dig into my bottom line.
00:28:19.200 --> 00:28:22.799
Oh, if I give them a gift, what if everyone expects a gift?
00:28:23.359 --> 00:28:26.160
Honestly, though, sometimes all it takes is just one.
00:28:26.319 --> 00:28:40.880
Sometimes all it takes is just that one excited customer that had a really wonderful experience to set the tone for everyone else to understand where you stand as a brand and why you care about your community and your potential customers.
00:28:41.119 --> 00:28:52.079
And the best way to do that as we round out our five ways to build those long-lasting customer relationships and those communities is to follow up.
00:28:52.480 --> 00:28:53.279
Follow up.
00:28:53.359 --> 00:28:56.319
Don't let the conversation end with one interaction.
00:28:56.480 --> 00:29:00.720
Don't just take the feedback or take the engagement or take their money.
00:29:00.960 --> 00:29:02.799
Give them something in return.
00:29:03.039 --> 00:29:06.319
Show your appreciation and continue that dialogue.
00:29:06.559 --> 00:29:11.759
Nurturing these relationships can benefit you so much down the road.
00:29:12.000 --> 00:29:15.200
People will continue to engage with you.
00:29:15.359 --> 00:29:24.319
They will continue to remember you, keep you top of their mind when it comes to holiday time, when it comes to thinking about gift giving.
00:29:24.559 --> 00:29:41.200
Continue to repost their stories, respond to their comments, share information that's gonna help them, like how to use your product for their lifestyle needs if they are an active lifestyle kind of person or maybe a more relaxed lifestyle kind of person.
00:29:41.599 --> 00:29:47.759
Show them how they can use your products for their lives, for their everyday daily incorporation.
00:29:47.920 --> 00:29:48.480
Yeah.
00:29:48.720 --> 00:29:50.160
And this is just the beginning.
00:29:50.319 --> 00:29:54.720
Customer relationships are not one and done exchanges, okay?
00:29:54.960 --> 00:29:57.279
We're going for long lasting.
00:29:57.359 --> 00:29:59.759
That takes time and it takes patience.
00:30:00.079 --> 00:30:02.720
I am actually going to start implementing.
00:30:02.880 --> 00:30:05.920
I had a chat with my podcast manager about this.
00:30:06.079 --> 00:30:11.440
Those of you that don't know, I do have a podcast manager who helps me edit and publish these episodes.
00:30:11.680 --> 00:30:23.759
And what I've really found with the Conversation Club, and I thought about rebranding, but thank you, Haley, my podcast manager, for being like, we don't need to rebrand this whole podcast.
00:30:24.079 --> 00:30:32.400
But I think in the last few episodes, I've really had a lot of conversations around doing 1% better.
00:30:32.640 --> 00:30:36.480
And that was always the goal when I created this podcast.
00:30:36.640 --> 00:30:55.599
That was my one thing that I was really clear on is that I want people to feel like they're walking away from each of these episodes 1% better, that they know 1% more about something, that they have an idea, a step that they can take 1% better than yesterday, better than before they listened to this episode.
00:30:55.839 --> 00:31:03.519
So instead of homework, quote unquote, we're not gonna call it that anymore, we're gonna call it your 1% better.
00:31:03.680 --> 00:31:04.000
Okay.
00:31:04.319 --> 00:31:11.839
We're gonna have a 1% better option for you to take just a baby step towards what I'm talking about in each of these episodes.
00:31:11.920 --> 00:31:18.799
And then I'm also gonna have a nice like 20% modification, which is to do just a little bit more than 1%.
00:31:19.279 --> 00:31:26.000
And then I'm also gonna have a 50% better modification, which is if you want to do even more than just the 20%.
00:31:26.559 --> 00:31:34.079
So 1% is bare minimum, baby step, something that feels manageable, quick win, baby bite.
00:31:34.160 --> 00:31:35.119
Okay, that's 1%.
00:31:35.440 --> 00:31:39.519
And if you feel like you can take that 1%, take it and run with it.
00:31:39.759 --> 00:31:44.960
20% is when you're like, 1% I can do, but I think I can do a little bit more.
00:31:45.039 --> 00:31:49.119
I don't think I can commit to more than just that, but I can bite off a little bit more.
00:31:49.279 --> 00:31:50.640
And that's your 20%.
00:31:51.200 --> 00:31:54.400
And then 50%, again, I'm not trying to get you to 100%.
00:31:54.720 --> 00:32:00.880
We're not gonna get to 100% after one episode of talking about this after 30 to 60 minutes of talking about this.
00:32:01.119 --> 00:32:04.079
I want you to do maybe 50% better.
00:32:04.160 --> 00:32:09.039
So I'm gonna give you a 50% better option, which is I'm gonna do a little bit more.
00:32:09.200 --> 00:32:12.480
I have the capacity and the energy and the excitement to do a little bit more.
00:32:12.559 --> 00:32:13.519
So I'm gonna do that.
00:32:13.680 --> 00:32:14.000
All right.
00:32:14.160 --> 00:32:22.079
And that's how we're gonna end each of our episodes from here on out, is we're gonna have a 1% option, a 20% option, and a 50% better option.
00:32:22.319 --> 00:32:26.559
So your 1% better option for this episode starts here.
00:32:26.720 --> 00:32:31.599
I want you, for those of you who are like, I can do 1%, I can take a baby step today.
00:32:31.839 --> 00:32:37.359
I want you to share an intro or a reintroduction this week to your customers.
00:32:37.519 --> 00:32:50.480
I want you to put a picture of your face or video of your face up, talk to them like they're your friends because they are, and share how you can help them, who you are, how you can help them, how your product can help them.
00:32:50.640 --> 00:32:52.240
I want you to share that introduction.
00:32:52.319 --> 00:32:57.279
Just a nice quick, quick introduction so that people know who they are giving their money to.
00:32:57.359 --> 00:32:59.359
Okay, that's your 1% for the week.
00:32:59.599 --> 00:33:05.279
Now, if you feel like you can do a little bit more, I'm gonna encourage you to take this next step, your 20% better step.
00:33:05.440 --> 00:33:05.759
Okay.
00:33:06.000 --> 00:33:13.039
I want you to share at least one post or newsletter asking for feedback from your customers.
00:33:13.200 --> 00:33:27.119
It can be a simple DM asking them to respond to you via DMs, it could be voting in a poll on stories, it can be asking them to respond to you in the comment section, it can be asking them to reply to the email that you send.
00:33:27.359 --> 00:33:33.680
Whatever it is, I want you to share at least one post or newsletter asking for feedback from your customers.
00:33:33.759 --> 00:33:35.759
What's something you want to ask your customers about?
00:33:35.920 --> 00:33:37.839
Is it a product change?
00:33:38.000 --> 00:33:41.599
Is it a color assortment, a variation, a restock?
00:33:41.759 --> 00:33:43.599
What do you want to get from them?
00:33:43.759 --> 00:33:45.839
What kind of feedback are you looking for?
00:33:46.000 --> 00:33:48.720
Go ahead and do that if you think you can do your 20%.
00:33:49.119 --> 00:33:56.880
Now, if you're like, I got this, I'm gonna do even more than that, and I have the energy to, I want you to try this 50% better goal.
00:33:57.039 --> 00:34:08.000
And that is to create a survey for your customers to fill out so that you can understand whatever it is you're looking for, what kind of content they want, what kind of questions they have.
00:34:08.159 --> 00:34:10.079
You can even collect some testimonials.
00:34:10.239 --> 00:34:11.519
This is a really great way.
00:34:11.679 --> 00:34:13.119
Keep it nice and short and sweet.
00:34:13.199 --> 00:34:23.920
You don't want this like huge long survey, make it a minute or two tops, but create a survey for your customers to fill out so that they can share their feedback or they can share what it is that they're looking for.
00:34:24.000 --> 00:34:29.199
And you can make that multiple choice, you can make that a checkbox, you can make that a scale, whatever it is.
00:34:29.360 --> 00:34:31.519
I want you to create that survey.
00:34:31.679 --> 00:34:34.639
And that's your 50% better if you think you can do that.
00:34:34.800 --> 00:34:40.159
But if you're like, I can only do the 1% better, the 1% better is perfect enough.
00:34:40.400 --> 00:34:41.920
And that is okay.
00:34:42.159 --> 00:34:44.719
I hope we're liking that new format a little bit more.
00:34:44.800 --> 00:34:50.239
I'm really excited about it because I really do want you to feel like, okay, I can take this baby step.
00:34:50.320 --> 00:34:54.480
I don't have to take my 50% better step, but I can take my 1% better.
00:34:54.559 --> 00:34:57.280
Or if you're feeling like that week, okay, I could do 20%.
00:34:57.599 --> 00:34:59.199
I can't do 50, but I can do 20.
00:34:59.360 --> 00:35:00.960
I could do a little bit more than one.
00:35:01.119 --> 00:35:02.320
That's the goal here.
00:35:02.480 --> 00:35:06.400
So I hope you had fun with this episode.
00:35:06.559 --> 00:35:16.400
I really had fun putting this together and starting to sort of transition us into 1% better territory in Conversation Club land.
00:35:16.800 --> 00:35:18.079
Thank you so much, Yappers.
00:35:18.400 --> 00:35:21.679
It has been another wonderful episode of the Conversation Club.
00:35:21.840 --> 00:35:26.480
I appreciate you so much for tuning in and for riding with us.
00:35:26.639 --> 00:35:28.719
And please, please share your feedback.
00:35:28.880 --> 00:35:30.719
This is the Conversation Club.
00:35:30.800 --> 00:35:31.920
You are the Yappers.
00:35:32.000 --> 00:35:43.199
So let me know if you like this 1% better idea, this 20%, 50%, if there's something else that would be more expansive, helpful, supportive for you, please let me know.
00:35:43.360 --> 00:35:46.159
And I hope you found this episode super helpful.
00:35:46.320 --> 00:35:48.079
I will see you very, very soon.
00:35:48.239 --> 00:35:49.519
All right, yappers.
00:35:49.679 --> 00:35:50.639
Ciao ciao.
00:35:50.960 --> 00:35:56.159
If this episode gave you something to think about, take it and do something with it.
00:35:56.400 --> 00:36:04.559
If you want more of this, or you just want to see what my life actually looks like, come follow me on Instagram at it's almost with two L's.
00:36:05.039 --> 00:36:06.800
Be sure to link it in the show notes.
00:36:07.039 --> 00:36:12.719
You can also follow me at Almost Consulting for some juicier, spicier takes.
00:36:13.039 --> 00:36:31.360
And if you're serious about getting your emails to convert, you can check out the Conversion Club, our monthly email marketing membership for founders who are ready to turn email into their most profitable and sustainable sales channel with expert guidance, plug and play tools, and strategy you'll actually use.
00:36:31.840 --> 00:36:32.480
Check it out.
00:36:32.719 --> 00:36:34.159
That's the link in the show notes.
00:36:34.320 --> 00:36:36.480
I'll see you in the next episode, Yappers!
