Essential Marketing Tips | How to Give the Loudest Voice to Your Best Advertisers: Your Clients

Essential Marketing Tips | How to Give the Loudest Voice to...

Essential Marketing Tips | Treat every client as if they were a newspaper reporter; this is the new mantra for savvy businesses of all sizes. As consumers, we’ve become disillusioned with advertising and marketing of all sorts, having being tricked on more than one occasion. Given the wealth of information available online, relationship marketing is becoming ever more important. Why? Because today’s consumers are more informed than you can imagine.

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The last true medium that holds sway is referrals from friends, colleagues, or online reviews from the likes of Yelp, AngiesList or TripAdvisor. According to a survey by the American Marketing Association, 90 percent of consumers trust peer reviews and 70 percent trust online reviews.

What is relationship marketing really about | Essential Marketing Tips

As opposed to transactional marketing’s focus on direct sales, relationship marketing emphasizes increase in word-of-mouth activity, repeat business and a willingness on the customer’s part to provide information to the organization. Understanding your potential client should go beyond knowing facts like their gender, age and geographic location. The more you know, the more you’ll be able to create a specific brand experience catering to what your specific clients want and need.

Get clients to send more clients your way | Essential Marketing Tips

Client referrals are the most honest source of new business. There are lots of different viral marketing tools and tactics that can help you get clients to refer other clients to your company. Offer client discounts or free trial offers to share with friends, and encourage them to “like” the product on Facebook.

Doing a great job and just assuming that your clients are passing the word about your business isn’t going to do much to increase your client base; you have to actively seek referrals. During or after every job or sale, ask your satisfied client if they know anyone else who would be interested in your products or services.

Essential Marketing Tips | How to Give the Loudest Voice to...

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Make yourself available | Essential Marketing Tips

Social media allows for immediacy that is instant gratification for users, especially users experiencing a problem. Most marketers are using social media to provide customer service. But is your marketing team’s social media account manager really capable of handling these customer service issues as effectively as someone on your customer service team? The days of the customer service window (“down this aisle, and past the restrooms on the right”) are long gone. Frontline customer service agents have to be multi-disciplined professionals.

Remember, whether the client is right or wrong, and even on days when you deal with complaints that are unreasonable, the way you handle them can show customers that you are committed to delivering the best customer service. Complaints are an opportunity to improve your product and up your game.

Influence the Influencers | Essential Marketing Tips

Say you’re a photographer who specializes in wedding pictures. If you can get just one bridal store to recommend you to its clients, you’ve done the equivalent of advertising yourself to the dozens or hundreds of people who shop there every week. While influencer relations can help you achieve your business objectives, understand that you need put yourself in the influencers’ shoes and provide incentives for them to work with you.

When building your brand, think of it as a person | Essential Marketing Tips

Every one of us is an individual whose character is made up of stories, beliefs, values and purposes that define who we are and who we connect with. Our personality determines how we behave in different situations, how we dress and what we say, even how we interact with brands. Your brand should always speak to your clients with a consistent tone of voice. It will help convey the business’s character and clarify its offering so clients are aware exactly what to expect from the product or service.

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Essential Marketing Tips | How to Give the Loudest Voice to...

Be original | Essential Marketing Tips

Try and carve out your own distinctive identity. There is a big consumer trend towards independent establishments, and several big brands are in fact trying to mimic an independent feel to capture some of that market. Be true to your brand. Clients won’t return to you, or refer you to someone else, if you don’t deliver on your brand promise.

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Be true | Essential Marketing Tips

Don’t dress up your offering and raise expectations that result in broken promises, create trust with honest branding — be clear who your company is and be true to the values that drive it every day. Avoid superficial values or vague statements about profit and revenue. Your brand values should be earnest and enthusiastic declarations that reflect the winning qualities of a memorable brand.

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