Unless you are drowning in new customers, getting your marketing right should always be a priority. As business owners, we face many challenges and have to be able to react and adapt to the constantly changing market, customer behaviour and other aspects of our particular industries.
Certain things, however, remain the same, like the importance of great customer service and building trust with your customers. In fact, they are becoming increasingly important in order to maintain a viable business. What has changed completely, however, is how we deliver customer experiences. Using software it has become easier than ever to design and deploy personalised customer experiences that result in higher trust levels through increased relevancy and consistency. Moreover, it is now possible to automate your entire marketing strategy, from first contact with your brand to after-sale care. Thus, we have now reached a stage where we are able to develop what I call digital marketing ecosystems that perform and deliver results 24/7.
A digital marketing ecosystem can help your business move from a reactive way of marketing (only marketing when business is down) to a proactive, more predictable and fully automated approach that produces a steady stream of qualified leads, builds trust through nurturing these leads, makes the sale and even guides your customers after they have made a purchase. By automating this entire cycle we can move our focus towards delivering amazing customer experiences, identify exactly which strategies work and which don’t, and dedicate more of our time to producing kick-ass products and services.
The result of implementing such strategies is a healthier business, happier customers and more time for business owners to focus on what truly matters to them.
Here are 3 things you can do now to take your marketing strategy into the now.
1. Map out your customer experience
What happens after a customer opts-in for an offer? Design a series of emails that will guide your customer. Communicate the benefits of what you do in a non-salesy way. Try to connect on a deeper level, tell stories your customers relate to and encourage them to join the conversation. E-mail is a two way medium. Recognise the fact that it’s not about your brand or product. It’s about your customers. Consider the emotional journey they go through, from not knowing you to increased brand awareness, over considering to buy to actually making the purchase. Help them with their decisions during each of these stages by delivering relevant content.
2. Automate, automate, automate
Use software, such as Ontraport, Infusionsoft or Mailchimp, to automate the delivery of your content. This set-and-forget approach will save you many hours of manual communication each week while creating consistency in the way you communicate with your customers. This, and the fact that you deliver relevant content at each stage of their emotional journey, results in increased trust levels and sales.
3. Ditch print advertising
The amount of money I see still being invested in print ads that don’t work is staggering. Moving your advertising budget to online ads (if done right) will bring you not only much higher returns but allow you to test and measure results much faster and more efficiently. Launch your ads the day you decide on a campaign and you’ll start seeing results in a matter of hours, not weeks. Print advertising certainly still has it’s place, and might work well for certain industries. Just make sure that everything you spend money on is trackable and brings measurable, quantifiable results.
Need help? Let’s work together!
As a marketing consultant, I help business owners to develop the right strategy for their business and implement an actionable plan with them. In the 90-Day Marketing Transformation, my signature program, we will transform your marketing in a matter of 90 days and automate the process of attracting and winning over new customers, so you can focus on running your business. You can learn more about my program and apply here.