7 Heart-Centered Content Strategies to Strengthen Your Client Relationships
Simple, fun ways to communicate with your audience thoughtfully.
In the flurry of emails, newsletters, promos and social media posts, it can be easy to forget that marketing is about building human connections and relationships that last. That’s why creating content that’s human-centered, empathetic and thoughtful should be part of your overall content strategy.
I get it. The word strategy sounds so calculating. Historically, it’s a word that’s been used in war as a plan of action “to gain advantage or achieve success" on the battlefield.
It’s no wonder it can feel a little off-putting, especially if you’re a heart-centered business owner.
But, here’s the thing. Without a strategy, we end up doing things that don’t make a lot of sense, don’t support our clients and don’t align with our business goals.
It can mean we waste a tremendous amount of time and money doing things that fail to help us build lasting relationships with the people we want to do business with.
Often it’s the small, thoughtful things we do in our businesses that make us stand out. It’s like the packaging around a gift. We could skip the ribbon, the eco-friendly packaging and the pretty card and just throw it in a box with bubble wrap, calling it good.
But what if we didn’t?
Here are seven ways to add a bow on top of your communication in a way that strengthens your audience relationships and won’t feel like you’re going off to battle or selling your soul in the process.
1. Check in.
Make a list of your favorite customers or clients who you haven’t heard from in a while. Send a personalized “checking in” email or text that encourages dialogue and lets past clients know that you’re thinking about them.
These notes can range from reminding them that you’re available to offering helpful resources. For example:
Can you believe it’s been three years since you last had your headshots done? I’m booking for the spring and wondered if you’d like to schedule a fresh set of pics.
You mentioned that you loved our lavender-scented soap last time you ordered so I wanted to let you know about a new product I’ve just launched that I think you’ll also love.
Last time we chatted, you were planning to talk to your boss about a promotion. I know you were nervous about it. How did the conversation go?
Hey, I saw this article and thought it might interest you based on our last discussion.
2. Connect thoughtfully.
Do you collect your clients’ birthdays and mailing addresses? If so, send a handwritten card or audio message wishing them a happy day. Also, try choosing holidays outside of the norm like Halloween, Valentine’s Day or the 4th of July to stand out from the pack.
Our realtor is a particularly savvy marketer with a long-term relationship-building approach. For the past 15 years since we moved into our house, she’s done things like deliver a pumpkin to our front porch in the fall, a pumpkin pie at Thanksgiving and a Kansas City Chief basket when we the Chiefs went to the Super Bowl. She also sends hand-written cards during the holidays. Guess who will be top of mind when we’re ready to buy our next house?!
Early in my freelance career, I started sending out handwritten holiday cards to my editors thanking them for including my work in their publications. It was a personal way to further connect with people who I’d only talked to via email. An unexpected bonus—my article reprint sales also increased the following year.
3. Share an exclusive discount or freebie.
Offer an exclusive discount or coupon code or free, valuable digital download just for your email subscribers to thank them for being a subscriber. Some ideas to get your creative juices flowing:
Wellness coach
A new recipe that features spring farmer’s market veggies that pack a nutritional punch.
Physical therapist
Video: Favorite exercise for “text neck” and other head and neck pain problems.
Essential oil distributor
Cheat sheet for making a household cleaner using specific essential oils.
Life Coach
A handy guide to creating a simple self-guided retreat.
4. Deliver a free personalized gift.
After someone has done business with you, think about ways you can show your appreciation with thoughtful intention. Maybe a fun bumper sticker or graphic t-shirt?
A free gift doesn’t have to cost anything except time. For example, let’s say you’re an interior designer, home remodeler or professional organizer…
Put together a personalized reel highlighting the before, during and after photos of a big project that you did with your client and text or email it to them as a keepsake. Who doesn’t love to show off before and afters with their friends?
5. Integrate your clients into your content.
Ask clients you’ve worked with if you can share their stories through case studies, social media and your website. This not only makes them feel proud of their achievement and strengthens their bond with your business, but it can also help others envision the possibilities of working with you for themselves.
6. Celebrate milestones.
I have a sauna membership and every time a client reaches their 100th visit, the sauna celebrates them on their social media channels. Again, this celebratory acknowledgment strengthens the bond between the business and the client.
7. Champion your clients.
Think about ways you can support something your clients care about that highlights shared values. For example:
Donate to a cause that’s important to them.
Interview a client for your podcast.
Help your client spread the word on social media about something they’re promoting.
Send a handwritten thank you note letting them know how much you appreciate them.
What do you do to strengthen your relationships with your clients?
Such great ideas. Thank you for sharing! :)