It'd be nice if all of our customers phoned up and asked how they could keep in touch with us, but I think we can all agree that pretty much never happens. So how do you start up and continue the conversation?
You need to go where they are and connect with them in ways they find to be interesting.
The first place you can find them is on Google - everyone goes there sooner or later to find an answer to a question. If the question is in your area, you need to make sure that your answer comes up towards the top. You do this by investing in an SEO strategy, so that your content is organized and formatted in a way that makes it easy for Google to pinpoint what questions you are answering.
The second place you can find them is social media. Yes, we know that's a broad term - we’re not saying Facebook or Twitter or Pinterest because it might be some, all or none of these, depending on who your target audience is. Before leaping into any of the social channels, do your groundwork to find out which members of your audience are there, and what kinds of content they are consuming within the social environment.