find, keep and grow your customer

February 17, 2009

Customer Engagement Marketing In The World of Web 2.0

Filed under: sales process optimization, web/interactive marketing, internet marketing, marketing strategy —

BY ZAHIR PALANPUR

One of the cornerstones of the customer gap is understanding why our customers buy from us and what their criteria is in evaluating us and the options in front of them. Effective CRM and sales processes will highlight this critical step where you interview your customers to get this perspective and understand their needs and motivations to make their buying decision. 

So what if we could take this a step further and have your customer engaged in an ongoing interactive exchange to help you define and develop your products? Now, what if you could take it a step further and engage them in the selection process and have them help you in the marketing of your brand? This approach can dramatically increase the involvement and participation of your customers and sphere of users – they become part of your product development process, decision makers and marketers. This makes them highly vested in your brand. 

The ideas behind today’s web 2.0 networking technologies are making these ideas increasing feasible. Simply stated, Web 2.0 can be defined as that next wave of tools and platforms on the web that allows for greater collaboration and sharing of information including user generated content. It not so much about new technologies (as some of it has been around for awhile) as it is about new ways of applying it. 

You’ve probably heard about the main platforms like Linked In and Facebook and some of the tools out there like blogs and wikis. So how can you use this in your business context and how can it help you close the customer gap and “engage” the user group that makes your target market?  

A recent example that I can share with you is from what we did for a client. Late last year we partnered with them to launch a platform that you can view at - http://www.txstyle-mannington.com/. This is an exciting Web 2.0 / social media platform that allows target users for our client (in this case commercial interior designers) to submit design ideas, share these with their network of contacts and vote on the designs. It is taking the collaborative approach to the next with the user being involved in the product design creation process as well as the selection and marketing. By inviting people to come see what they have created and vote, the users are marketing for you and registration has risen rapidly from the first days of its launch. This has been very successful in the market with over 3,000 registered users and about 350 design submissions in the short time since it was launched. Equally compelling is the high level of interactivity including views, votes and comments – a designer called this the American Idol competition for the design community and said she had visited the site over 50 times in the last couple of weeks! You can imagine the level of engagement this has created and the potential benefits it can bring to our client. They couldn’t be happier! 

So think about how you can take advantage of this for your business. The above example may not apply to you, for that matter, no one platform or tool maybe directly relevant. Even blogs, one of the most common of these tools may not be right for all firms. By learning more about what’s out there and immersing yourself in these new tools, you will surely find the right mix for you. You now have everything from blogs, wikis and networking sites like Linked In to sites with specific applications like Yelp which gets customer feedback and business ratings on local businesses and Ning which allows you to create your own social network in a matter of minutes!This heralds a new level of marketing and sales that can best be defined as “Customer Engagement Marketing”. We’ll do our part in keeping you informed about by periodically profiling some of the tools, technologies and platforms on one of our web 2.0 customer engagement tool – here on the Growth Answers blog!

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January 2, 2009

Three Things You Can Do NOW To Be Intrepid Marketers

Filed under: 1-to-1 relationship marketing, web/interactive marketing, customer service, internet marketing, direct response marketing, branding/differentiation, lead generation, marketing strategy —

I wonder why some people are so afraid to market their business.

They say they want new customers - they say that want more revenue - they say they are worried about the impact of the economy. But they don’t take decisive action to do anything about it.

I think most of them are dealing with fear - or they are procrastinators - or they don’t have a plan in place to proceed. A fear of failing holds way too many people back from bold action.

I have resolved to JUST DO IT in 2009 - to just DECIDE to take action - to mercilessly kill any evidence of procrastination.

Yes, even I hate to admit - I too sometimes get snagged by procrastination. And it really stresses me out when I catch myself doing it. The only way to fight it? Take action. Smart action, of course, but action nonetheless.

When it comes to boldly marketing your business - here are three things you can do RIGHT NOW:

1. If you haven’t already done so, get active on social media. Start a company blog, get on Twitter, create a company Facebook page. They are free and can be set up in minutes. They are not all time-consuming, and they are a great way to promote your business, build your brand, and make new relationships.

2. Start a direct response campaign to find new customers. Assuming your have your niche target market defined and your marketing message secured, there is no reason not to do a campaign right now. If you have a good product or service, get it out there so that you can help new people. But get out in front - don’t assume your competitors will remain stuck in the goo. Be first in 2009!

3. Send out a survey mailer to your existing customers. Show you care, ask what they need, ask what their current problems are, ask how you can serve them better. [this can be done electronically too - and another reason to get active on social media] Your customers will appreciate the outreach. This will help differentiate you. This will generate action and conversation that will result in cross-sell opportunities AND serve your existing customers.

Well, there are three things you can start working on TODAY. Motion creates emotion. And that first step is the hardest. Choose to take bold, intrepid action in 2009. Good luck!

TODD SCHNICK - BE INTREPID. www.intrepid-llc.com

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December 30, 2008

Serve Your Competition, And You Won’t Have Any…

Filed under: web/interactive marketing, internet marketing, branding/differentiation, marketing strategy, General —

It took me a while to buy into this concept.  But I get it now.  And believe in it.

I first heard this phrase from Stone Payton, a friend and business partner.  At first, I didn’t want to do anything to help the competition - felt that I had to protect my space. But as both myself and my business matured, I came to understand what it means.

But with Intrepid now two years old and with my growing activity in social media, this concept of service is gaining increased power and weight.  Why?  It is essential to building a strong brand.  It helps differentiate you in the marketplace.

How does this manifest itself?  Here are nine ways:

1. Never speak ill of your competition. There will come a day when they need a strategic partner, and they just might throw that business to you.

2. Don’t be afraid to throw business to competition.  If you are too busy - or the new prospect is just not the best fit for you - never a bad idea to give it away.  I will bet many of those same prospects will still come back to you down the road.

3. In the social media world, there are only about 1.6 million other marketing pros like me.  What, am I gonna compete with all of them? Push them, promote them, forward their strong content - it all looks good on you.

4. We each have special skill sets. There will be a day when you need a competitor’s special talent to benefit your own client.  Get them on board.  I promise they will return the favor some day.

5. Despite what the press is reporting, there is enough business to go around. Help refer business to other competitors - and they in turn will become a secret sales force for you too.

6. Comment on the blogs of your competitors. Not to tear down their service, but rather to promote them as well as demonstrate your expertise. Some of those shopping around will land on your doorstep.  Encourage your competitors to contribute to your blog too…

7. When networking - both at the local Chamber and/or on social media - introduce people to your competitors. If you have self-confidence AND a strong service offering - you won’t lose any business.  And you will make friends with those in the enemy camp.  That friendship will mean something someday.

8. There will come a time when you need the expertise of one of your rivals to serve your client. With your client’s best interests at heart, you WILL NOT lose your client. And at the end of the day, you will go a long, long way to cementing customer loyalty by sacrificing for their benefit.

9. When answering general questions about your industry space on social media sites like LinkedIn and Twitter, don’t be afraid to speak positively about the whole industry - not just your company. Speaking well of everyone helps the whole bunch of us, and paves the way for customers to move forward confidently. A rising tide lifts all boats.

These are just a few ways to serve. I bet you can come up with more. Please share. But at the end of the day, by serving your competition, you will actually grow your business. And while you are at it, you will slowly build a strong network of friends and allies that will ultimately benefit both your business and your clients.

Todd Schnick. Be Intrepid. http://intrepid-llc.com

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December 28, 2008

Social Media and Manufacturing: The Wave of the Future?

Filed under: web/interactive marketing, internet marketing, lead generation, marketing strategy, General —

Q: I was reviewing the manufacturing white paper that was done recently by GrowthANSWERS, and I was surprised by how few manufacturers surveyed utilize online tools to prospect.  Is there a reason for this?  Can it change?

A: It’s a great question.  Many of the manufacturers surveyed are specialized, and focus on niche markets.  As a result, they will tell you that their potential customer base is quite small, and thus there maybe isn’t a real benefit to social media tools.

But I wonder.  I think there is a great opportunity for social media tools to expand the market place for manufacturers.  And in opening up new doors, provide extra prospects to feed into the direct or indirect sales channels that exist.

The advantage of targeting a niche market is that you should have a solid profile of the type of customer you can serve.  Why this is important is it enables you to find others who match that profile.

And I think social media and online marketing can be an important support strategy to find more prospects that meet that profile.

Other manufacturers said that trade shows were an important tool in their marketing program.  Makes perfect sense.  Marketing, in all its forms, is meant to engage and educate – to build community.

I am willing to bet that when surveyed a year or two down the road, online marketing strategies will make up a significantly larger percentage of tactical options used.  What do you think?

Let me know what you think about social media and manufacturing.  What strategies have worked?  What social media strategies have not?

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December 6, 2008

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Filed under: web/interactive marketing, sales process optimization, 1-to-1 relationship marketing, internet marketing, marketing strategy, branding/differentiation, General —

BY ZAHIR PALANPUR - www.azularc.com 

Recently we went through a very effective sales education process conducted by Mark Walker (who does a fantastic job). A good part of the sales training focuses around the “approach” that allows you to build rapport and a relationship and the “interview” which is where you listen and learn about what it is your client wants.

What if you could take this a step further and have your customer engaged in the process of helping you develop your products? Now, what if you could take it a step further and engage them in the selection process and have them help you in the marketing of your brand? This approach can dramatically increase the involvement and participation of your customers and sphere of users – they become part of your product development process, decision makers and marketers. This makes them highly vested in your brand.

The ideas behind today’s web 2.0 networking technologies are making these increasing feasible. An example of this is a platform we launched this week which you can view at - http://www.txstyle-mannington.com/. This is the first “user generated” web based system for commercial interiors and is already getting significant momentum. It is taking the collaborative approach to the next level by leveraging these web 2.0 / networking ideas and applying it to product development. The user is involved in the product design creation process as well as the selection and marketing. By inviting people to come see what they have created and vote, the users are marketing for you and registration has risen rapidly in the first few days of its launch by this push.

This heralds a new level of marketing and sales that can best be defined as “Customer Engagement Marketing”.

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October 19, 2008

“Would You Like Fries With That?” How this simple phrase – coupled with your Direct Response Marketing program – can power your sales!

Filed under: 1-to-1 relationship marketing, web/interactive marketing, internet marketing, direct response marketing, marketing strategy, lead generation, General —

BY TODD SCHNICK – www.intrepid-llc.com 

Do you know how many times I have pulled up to a drive-thru window with the sole intention of buying a single burger?  My intentions are sincere.  Honest.  Fries are high in carbs.  Salty.  Lots of reasons to avoid them.  I think to myself, this time I will avoid that bad, bad food. 

But then that pesky sales person in the first window says those magic words that get me every time.  You’ve heard them – uttering that phrase sprinkled with mystical pixie dust that turns me into soft goo every time… 

“Would you like fries with that?”   

“Yes,” Todd says quickly and matter of factly, as if it was his intention all along. 

Seems ridiculously simple, doesn’t it?  But this little sales technique is so powerful, so common sense, that every business utilizes it, right?   

Wrong.  You’d be surprised how many businesses – both large and small – don’t ask the equivalent of “would you like fries with that” for their products or services. 

Can you apply a similar technique to your business?  Yes you can.  Can you engage your direct response marketing program to execute it for you?  Again, yes you can. 

How? 

Remember, the advantage of direct response marketing is that it is direct.  It can be targeted with precision – unlike mass media.  If you have an existing database of customers – you know precisely what they have bought from you – and why.  (And if you don’t – you’d better…) 

The teenager sitting in the drive-thru window at the burger joint knows you just bought a burger.  They also know there isn’t anything better with a burger than fries.  And even if you don’t think you want fries, it’s hard to resist.  Even harder when someone asks.  You need to apply the same principle to your business. 

Utilizing this database, you can build your business by cross-selling.  What is cross-selling?  Cross-selling is defined by the Oxford English Dictionary as “that of selling an additional product or service to an existing customer”. 

The teenage kid asking you if you wanted fries was engaging you in the most basic form of cross-selling.  Another classic example is selling vacuum cleaners.  If you are selling new vacuum cleaners, you are a fool not to sell your customer an additional supply of vacuum bags. 

The beauty of cross-selling is that you are actually providing your customer better support and service, since the products or services you are cross-selling are helping that customer better fulfill their needs – or solve their problem.  Sometimes, you are merely asking them to consider something they haven’t thought about before, or didn’t know was an option. 

Now, how can you retool your direct response marketing program to do this?  Well, what direct marketing tactics are you employing?  Direct mail?  One-to-one marketing?  Telemarketing?  Email marketing?  All of the above? 

You sell widgets.  You have a database of the customers who have purchased widgets from you.  You also sell whatzits – which nicely compliment widgets and make them much more efficient and effective. 

Your customer base would benefit from adding the whatzits to their widgets.  Send them direct mail (or a coordinated one-to-one campaign, or an e-zine article, or call them thru your telemarketing program) and explain how whatzits improve the efficiency of their widgets and will help them further grow their business.   

Make the call to action simple and easy – just as easy as ordering fries – and not only will you better serve your customer – you will make additional sales and grow your own business.

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August 13, 2008

eMERGE! - The Journal of GrowthANSWERS

Filed under: sales team development, Resources, eMERGE!, sales process optimization, web/interactive marketing, lead generation, direct response marketing, General —

The Prospect Gap

While there is no doubt taking care of existing customers needs to a major priority, new business is the lifeblood of any growth-oriented organization. Unfortunately, many companies go about the process all wrong.

It’s not about just attracting eyeballs, getting people to call you or ask for more information. It’s about getting the RIGHT people to do those things. Now, the RIGHT people will be different for every organization, but the fact remains that every organization does have the RIGHT prospect. I would define that as a qualified prospect.

Does it matter that your website receives 1000 hits an hour or you’ve had 500 requests for information if those people are not going to buy from you - for whatever reason. I would rather have 10 hits a day from qualified prospects than 1000 hits a day from just anyone. And I guarantee you, so would your business development team.

Now that you’ve defined a qualified prospect, how can you figure out who fits that definition. Check out the article from Michael McClellan. Once you’ve determined who fits your definition, how can you cut through the clutter and reach them with your message. Check out Todd Schnick’s article on a new unique tool to do just that.

Zahir Palanpur’s article will highlight ways to keep that prospect engaged with your website. And don’t miss Stone Payton’s treatise on the misunderstood topic of Lead Generation, I mean Incubation.

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