What is the single most important thing I must do to market my business now?
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If it was only one thing it would have to be to Capture and Control your Customer Experience! - I believe that this is one of the hardest things to achieve, and if done well, will almost guarantee your success!
The first step… Look at everything with a fresh perspective. I would start by reviewing your current marketing activities - consider the purpose and relevance of each item. Remember the most effective marketing activities are targeted, specific and with a call to action.
Next, gather the facts… Start by looking at your sales figures, position in the marketplace, ask your customers and review your competitors. Research will only provide a limited amount of information and not the whole picture as most customers will rarely give you honest feedback.
So what can you do… Always look at your business from your customers’ point of view. This should include every interaction with your business from advertising, internet to brand campaign or product communication. How do your customers’ feel about the whole buying experience? Do you control the trigger point - the moment they make the decision to purchase? Do you add value to their experience?
Time to create a customer focused brand... This will give your customers’ perceived benefits, both tangible and intangible. Bringing customer loyalty, added value and recognition, separating you from your competition.
The final stage... Make sure all marketing materials have a clearly defined purpose, each communication must be relevant to its intended target, not just a ‘one brochure fits all approach’. Remember your customers want to have a good experience and want to find a brand they can value, trust and come back and experience again! It is up to you to take up the challenge and provide them with the experience that does just that.
Meet the Expert:
Tim McCloud - Director
TMC Creative Ltd
Advocates of straight talking, marketing and branding solutions.
For further information contact Tim McCloud or Natalie Murfitt on 01260 295 700
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Some great tips here and just one or two to add from me...
Do you know how many customers you lost over the past couple of years? More importantly, do you know why you lost them?
One thing every business can do cost effectively is to target their lapsed customers. Sadly the recent difficult times may have led to some of your customers going out of business, but it may be that they decided to trim their costs and either 'make do' without your product or service or even try a cheaper alternative.
Now's the time to ask. Give them a call..."how have things been with you over the last 12 months or so?" They will probably be happy to speak to you and you may well find that they've not had such a good experience since they left you....you won't know unless you ask!
When you do successfully reignite your relationship with a lapsed customer then SHOUT ABOUT IT. Let the World and it's dog know. PR both online and offline is an excellent way of telling your customers, lapsed customers and prospects that you're good to do business with. Create a buzz and you'll all feel good about it....and who knows, you might get some new enquiries as a result.