In Part I, we established a few basics of marketing communication that lets your customers know they are the focus of your conversations whether by phone, e-mail or in-person.
Let’s shift our focus to look at a few components within communication marketing. In today’s fragile economic times, client-centered communication takes on a whole new meaning. Customers are more sensitive to the various channels of marketing. As a business owner, it’s up to you to gauge which methods to use that would benefit your specific customer base. In other words, it’s not always what works for another business that might work for you.
We’ve highlighted a few of the common marketing communication pitfalls to avoid so you can be efficient with your time and resources.
In an earlier blog, we wrote about the strengths of e-mail marketing. As much as this can be the darling of online businesses, too much of a good thing, even if your customers have opted-in, can devalue your products or service.
- Imagine walking around a shopping mall and having a store employee ask you multiple times if you need help with your purchases. The first two times might be fine, but anything over that might make you want to leave for fear of running into that sales associate again. Try not to overwhelm them at once with a bulk amount of e-mails, your e-newsletter, and online promotions. What we’re saying is that your customers need a break!
You know that communication is a 2-way street, but oftentimes the urge to market your brand and services collectively spurs a common denominator; me, me, and, more me. Where is the voice of the customer in all this?
- Asking your customers what their thoughts are about your business, especially given today’s economic challenges builds their self-efficacy, or a “can-do” mentality. It allows them to feel they have a sense of power in their choices.
- Since building a sense of community is the heart of communication, let your customers know how much you appreciate their business and referrals. Don’t just wait for the holidays to send cards, but also on their birthdays or if they’ve mentioned feeling under the weather. If they’re music fans, send them an i-Tunes gift card, or a pair of family tickets to the movies.
Just like any good relationship, customers will stay loyal especially when they sense it’s not just about the business. Our next piece will offer you a toolbox of communication resources.
Please contact OneIMS today at 1-888-ONE-IMS1, or send an e-mail to info@oneims.com and let us offer you additional, effective communication suggestions.
by Creating a Culture of Communication in Marketing: Part III : OneIMS | Integrated Marketing Solutions | Branding | Marketing | Interactive | Web Design | Web Development | Online Marketing | Search Engine Marketing | Email Marketing | SEO | On Demand Print
On November 26, 2008 at 4:09 pm
[...] covered some basic communication groundwork in Part I and Part II. To help you move from talk to action, here we look at more trends and offers tools to keep you on [...]