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Five Essentials of World-Class Marketing
What do customers get from you, and what do they get from your competitor? This is the essence of the customer experience, and it’s what differentiates your business. The better you are at shaping that experience, the greater your reach—and your profits. Force # 3 of the 7 Forces of Business Mastery is World-Class Marketing. Fundamentally, it requires knowing:
- Who your customers are, and what they want and need
- How to tell your core story in a way that compels them to buy
- Everything there is to know about your product or service, so you can educate your prospects about why your offering is the best choice
A strategic social media presence can help make your customer service more responsive, enable you to reconnect and reengage with your customers, and make your marketing truly world-class. Here are five essential keys to making it happen.
1. Be Available
You are there for your customers when they need you. In today’s always-on environment, you must meet that expectation by helping your customers access information, get help, and share experiences, on their schedule, across different forms of media, including Facebook, Twitter, Google+ and other channels. Spend a few minutes daily monitoring your social media presence, or assign a staff member to do so, and you will gain valuable intelligence about your prospects and customers.
2. Respond Quickly and With Meaning
Everything is immediate now. Customers expect prompt interactions. A quick reply is valuable only when you fully understand a customer’s questions, intentions, and needs. You’ve spent years learning the competition; now it’s time to learn your customers, and respond in a meaningful fashion when they need your help.
3. Understand Their Goals, Help Them Make Informed Decisions
Social media channels provide the opportunity to ask your prospects about what they really want from your product or service. In this consultative approach to marketing, you’re letting each customer know, “We’re listening, and we want to establish a long-term relationship with you.” When you really understand your customers’ needs, you can take massive action to create the outcomes that make them feel welcome, important, and comfortable.
4. Collaborate With Your Customers to Create Value
You’re not just marketing a product—you’re partnering with your customers. Successful businesses are more collaborative now than ever before, adding value that helps clients realize their goals. You must tailor your products and services to the customer, not the other way around, and that begins with your marketing outreach.
5. Add a Personal Touch
You probably remember every detail from your company’s earliest days—including the face of your very first customer. Are your current customers as memorable? Individualized relationships now trump routine transactions. A thoughtful social media strategy, properly executed, will enable you to become more familiar with your customers. You’ll then be in a position to ask questions, gather intelligence, become more of a partner, and add the personalized grace notes that make your customers into raving fans.
“I remember saying, ‘Why can’t I be one of those people?’ and I just felt like Tony was telling you that you can, and I really felt that. I felt that if those guys can do it, why the hell can’t I? And ten years later I am.” —Dan Caldwell, Owner of TapouT Clothing