Engaging is about more than just reaching out to your potential clients, vendors, and future employees. You also need to understand who you’re trying to engage specifically, where to find them, and get them to reach back to you.
To do this, you need a deeper understanding of yourself, your brand, and how you fit in the marketplace.
Customer experience is everything - but what does it take to differentiate yourself and make it memorable?
Go beyond the simple avatar to develop an empathic understanding of who they are. Understand their buyer’s journey and the questions they’ll have.
Create engaging content that answers the Top 10 questions you always get.
Know their pain points and why those are their pain points.
Use the approach they would take when asking Google. Customers, for example, will not want to dig around your site for a product or service question. Make your content easy to find, and copy friendly, concise and to the point.
Create several avatars to segment your market. The deeper you segment, the higher you will convert. This also allows you to speak more relevantly to your audience
Understand who you are as a brand and how that intersects with your customers. Don’t discount your values, however - because what you value can attract your customers as well.
A firm has a passion for mentoring underserved middle-schoolers. A local tech company finds out and wants to partner, so the company becomes a client.
Integrate your processes into a cohesive whole, built around the customer. Marketing process, strategy, sales process, operations should all be included. Entire team is involved in marketing and sales throughout the company.
Train all employees in brand identity and customer experience.
At its core, every organization should have a sales culture. Successful sales are not only transactional, which focuses on one-off sales, but are about investments and relationship-building. Sales cultures are not strategies, but philosophies that are based on action. It’s crucial to empower your employees by equipping them with the tools to help sell.
Give 5 points of value before asking for a sale. Indeed, it’s the impact of multiple touchpoints that makes the system work.
Read these tips in Entrepreneur on building a winning sales culture.
Access the Small Business Resiliency Playbook for additional steps and more detailed advice on putting the customer at the center.
Provide employees with call lists and a basic script. Know if people want you to diagnose the problem, fix it, or fix it better
and make sure you’re there for your people: Marketing is not about hype, but help.
to change your approach. Offer the same service in different ways.
and let them know you have solutions.
Watch the Session: Engagement
Sauce Marketing
The Selling Agency
KQ Communications
Whether a suggestion or comment, a question on your mind, or a request for additional resources, we can help – and we want to hear from you.
