Connecting with Your Customers: The Power of Digital Conversations (Guest – Richard Singleton) is the discussion of this Better Marketing podcast episode. You can listen or read the overview below.
Introduction
Hi, I’m Tracy Heatley—a Chartered Marketer, small business marketing specialist, and your host of Better
Marketing: Marketing Magic in Minutes. In this episode, I enjoyed speaking with digital marketing expert Richard Singleton, founder of Why-Us? Digital Marketing, about the true power of digital conversations.
It was Richard’s first-ever podcast appearance, and he brought a fresh, insightful perspective to the conversation. Whether new to digital marketing or looking to improve your customer engagement strategy, this episode is packed with practical advice.
Why Authenticity Matters More Than Ever
One of the first things we discussed was authenticity on social media, and how it can’t be faked. People quickly spot insincerity in today’s digital world, especially in service-based industries.
According to Richard, authenticity comes from understanding your competitors, not copying them. It’s about being true to your own voice and brand values and staying consistent with how you present yourself online. When you’re genuine, people notice—and they trust you.
Engagement Should Be a Two-Way Street
Many businesses still treat digital marketing like a broadcast channel. But Richard and I agreed: genuine connection happens when communication is two-way.
Pose questions, welcome feedback, and create opportunities for dialogue. This is particularly crucial in B2B marketing, where audiences are more specialised and generally more challenging to engage.
It’s not merely about posting content—it’s about engaging with your target audience. Platforms like LinkedIn are powerful not only for sharing updates but also for commenting, messaging, and participating in conversations that are significant to your industry.
Value Over Vanity
We also touched on one of the most common digital marketing traps—chasing vanity metrics like likes, views, and impressions.
I shared an example of a post that garnered only a few hundred views, yet directly resulted in new business. That’s the type of engagement that truly matters.
Richard emphasised the importance of aligning your content with your goals. If something goes viral but doesn’t support your brand or values, what’s the benefit? Focus on quality interactions that bring value to your business and your audience.
Smart Use of Tech Tools
Richard is a big fan of using tools to streamline and strengthen digital marketing efforts—when used with purpose.
CRMs assist businesses in managing and nurturing relationships. AI chatbots offer instant support, including after hours, and many now facilitate smooth transitions to real humans when necessary. These systems do not replace the personal touch; they enhance it.
Richard also spoke about AI-powered video FAQs, which are just around the corner. These tools will allow customers to receive answers in a more personal, conversational format, helping businesses build trust and improve the user experience.
Making Video Marketing Easier
Feeling uneasy on camera? You’re not alone. I expressed my own anxiety about video, and Richard provided some reassurance—like anything else, confidence develops with practice.
His team created a video platform tailored for small business owners. It allows you to quickly record short videos, featuring built-in tools for adding branding, captions, and music. No elaborate editing skills are needed. It’s ideal for social media content, FAQs, or even personalised messages to clients.
Tips for Future-Proofing Your Digital Engagement
We closed the episode with four powerful tips from Richard for any business looking to stay ahead of the curve:
- Respond quickly – Even a simple acknowledgement shows your customers you care.
- Do your research – Choose tools that suit your specific needs and budget.
- Integrate your systems – Use automation tools like Zapier to connect platforms and streamline your workflow.
- Test thoroughly, especially regarding notifications and user experience. Don’t assume it’s working—check it.
Remember, trying new software is only helpful if you actually use it. Please make the most of those free trials and explore their full potential.
Stay Connected
If you’d like to learn more about Richard Singleton and Why-Us? Digital Marketing, visit their website to see how they can help you connect with your audience in smarter, more meaningful ways.
For more marketing tips, insights, and business support, subscribe to the Better Marketing: Marketing Magic in Minutes podcast. And if you’ve found this ‘The Power of Digital Conversations ‘ episode helpful, please leave a review—it really helps other business owners discover the show.
Special Offer: Download my free guide, A Business Owner’s Roadmap to a Better Strategy,
from tracyheatley.com and use the code POD2025 for a chance to win a free Power Hour with me in my monthly draw.
I’m Tracy Heatley, and I thank you for reading or turning in to Connecting with Your Customers: The Power of Digital Conversations. Remember, Better Marketing, Better Business