As business owners and marketers, it’s our job to connect with prospects and help them determine if our product or service is a good fit. The thing is, the interactions you have with website visitors can vary dramatically from person to person.

You’ll find some people are ready to buy after a brief conversation or the introduction of a special offer. Other folks may need a little more convincing before committing to your brand.

Along the way, you’ll notice that the people who need more convincing tend to experience communication barriers when engaging with your company. Simply put, communication barriers in marketing occur when a user cannot quickly and easily interact with a business. Alternatively, it could mean that they don’t see enough information to justify purchasing your product or service, which can stop them in their tracks.

It’s possible to overcome these roadblocks with everything from your content marketing strategy to your social media customer service channel. You can use every part of your business to reach your audience and overcome these inevitable barriers.

Our goal is to go over several powerful ways you can reduce the friction between prospects and your business. The four strategies below will help you have more meaningful interactions with your visitors, which can remove potential barriers and lead to more conversions.

Ready? Let’s dive in!

Offer Valuable Content with No Strings Attached

Let’s start by talking about the first thing visitors see when they land on your website; your content. Blogging is a powerful way to break down communication barriers and reach more prospects. On average, companies that blog tend to receive 126% more qualified leads when compared to non-blogging businesses.

We believe that this is true because high-quality content organically overcomes objections and shows new visitors why your brand is worth their time. In this sense, your content marketing strategy is your first line of defense in overcoming communication barriers.

Globally, 47% of online shoppers read at least three pieces of content from a company before committing to a purchase. This statistic shows us that people are more likely to understand the intent of a product and brand if they read their blog first.

The best way to publish barrier-busting content is to pay close attention to the needs and goals of your target audience. When someone finds your website for the first time, you want them to see and understand the value you bring to the table. Publish content that resonates with their interests and pain points, and you’ll see more people willing to communicate with your business.

Invest in Multi-Channel Support

The next topic we want to discuss today is your customer support channels. We’ve all had a poor customer service experience that led to us leaving a website when we were close to placing an order. The truth is, this happens way more often than you think. These communications barriers lead to potential customers abandoning your brand, even if they could benefit from your product.

You can step up your customer service by investing in multi-channel support. Communication barriers can happen on your website, but they can also occur through other channels, like social media. When you consider that 51% of the world uses social media, it’s clear that giving your audience options to reach you through various sites like Facebook and Twitter can lead to more engagement and trust.

Your goal is to make it easy for people to reach you if they have questions or concerns. Chatbots are an excellent way to give your support platforms an advantage. Train your bots to quickly answer common questions so your live team can help users with pressing issues.

We suggest holding a monthly training session with your support team so they can see the common problems expressed by your audience. This information can help your team navigate through conversations, which reduces the chance that they will hit a roadblock.

Host Live Video Sessions

Now, let’s talk about how live video can help you make it through a wide range of communication barriers. We know that most consumers want to ask questions before they commit to a product or service. Live videos on your website and social media will encourage visitors to stop by and get to know the face behind your brand.

Use this opportunity to overcome common objections and give a demonstration of your product or service. If people can see your product in action, they are more likely to consider buying your product.

At the end of each event, include about 20 minutes for a FAQ session. This is an excellent time to let customers ask critical questions about your service. Many businesses don’t afford their audience this option, which leads to a breakdown in the way marketing teams and consumers interact.

You’ll also want to ask visitors to leave feedback at the end of every live event. Not only will this help you improve your video marketing skills, but it will also help you learn about the common issues that prevent visitors from becoming paying customers. The key is to use this information to improve your business.

Overdeliver on Your Promises

The final topic we want to talk about today is how to overcome barriers after a user has purchased your product. There’s a good chance some of your customers made impulse decisions when completing an order on your website. If this is the case, overdelivering on your promises can reduce buyer’s remorse and actually convince them that they’ve made the right choice by investing in your brand.

There are several ways you can overdeliver. Our favorite way to surprise our users is to send them custom online courses that show how to use all of the features available through our SaaS. These easy-to-follow walkthroughs show users how to maximize the value of their purchase, which reduces friction and aids in retention.

You can also show your users that you’re committed to helping them by sending personalized content through email and by showing relevant offers on your website. A whopping 80% of online shoppers want more personalization from their favorite brands. When people don’t see content that resonates with their interests, you’re creating a communication barrier.

On the other hand, sending users targeted content that uses their preferences and order history can dramatically boost conversions and brand trust. The reason for this shift is in part due to you overcoming a communication barrier.

Final Thoughts

Let’s make one thing clear; you won’t be able to overcome all of the barriers between your brand and customers. However, the tips offered here today will help you better prepare for these situations when they arise. We suggest tracking your progress as you implement some of these changes so you can see just how much you stand to gain by actively flattening consumer communication roadblocks.