So the question now is how does your company reach, win, satisfy and maintain profitable customer relationships in this day and age?
Choosing the right marketing partner
Be it employing a marketing manager, brand manager, communications expert or marketing consultancy; ensure that they are creative and have a continuous learning culture to implement innovative strategies.
Create a Brand
Create a connection with your customer by transforming your proposition into a unique offering, giving it a personality that your target market will relate to and ultimately become loyal to.
Be innovative
One of the most critical elements of a marketing strategy is providing space for innovation, uniqueness, which ultimately results in market success. Think out of the box in your strategies, listen to your customers through market analysis and build genuine creative solutions for their needs. To maintain a competitive edge, ensure that innovation is in all consumer contact-points; from the communications, the value proposition, post -purchase service and the overarching relationship management.
Embrace Digital
Social Media platforms, Blogs and Forums have shifted perception control from the marketer to the consumer. Consumers no longer wait to hear from you about your offering, they now actively use the internet to search for solutions, and information is just a click-away. Be there to provide the solutions that they are searching for in the following ways:
· Manage your online reputation
· Listen to what your customers are saying about you
· Use Keyword search to scan Blogs and other media
· Implement surveys and draw insights
· Offer information relevant to the market and information they search for online.
Elevate customer value
Maintain relationships with loyal profitable customers and continuously think of ways to get referrals to establish new relationships. Promote customers up the loyalty ladder and turn them into brand ambassadors, advocates and apostles to ensure greater word of mouth reach.
Target the niche. Follow the long tail
Everyone is busy going for the big round head (the conventional market) and neglecting the lucrative tail (niche segment). Identifying, cherry-picking and concentrating on your niche is a fundamentally rewarding strategy.
Communicate
Talk to your audience; tailor your communication to converse with all your different stakeholders where ever they are, when ever they need to hear from you. Be creative to keep them interested, listening and excited.
Differentiate your communication and stand out from everyone else. Be innovative and spend less to communicate more: Build content driven websites, blog relevant information, submit articles of interest, search optimize your online collateral, become your own publicist and take your PR direct to the public. More importantly, listen to your customer speak to you -two way communication.
Have a proactive media scanning strategy: listen to the pulse of the grapevine; keep an eye on the social media, the blogosphere and offline channels. Be proactive in your customer relationship management (CRM).
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