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Direct Marketing Article |
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Unconditional (Client) Love: Nine Marketing
Strategies That Work to Win Over Your Clients (and Referrals) Again and
Again
By Maribeth Kuzmeski
Keeping current clients happy and drumming up new business can be quite the
juggling act, but it's one that is necessary for keeping your business
running (profitably!).
Here are nine marketing strategies that will keep
your clients coming back time and again...and inspire them to bring their
friends and colleagues with them.
If you own a business, you may have noticed that the marketplace is starting
to feel more than a little crowded. With an economy that is still
less-than-stellar, it is more saturated than ever with businesses vying for
the attention of customers and potential customers. In fact, your own
mailbox and inbox are probably full of ads, coupons, and marketing messages
trying to win your business. And if you're feeling inundated with offers and
information, just imagine how your customers must feel. If you aren't doing
something to set yourself above the competition and establish customer
loyalty, your business is in big trouble.
This shouldn't be a newsflash for business owners. Businesses have been
advised to "think outside the box" for years. But with the current market
the way it is, you have to take it one step further. You have to drive your
clients wild! The differentiator is the relationship that you have with your
current clients. They are the key to keeping your business alive and
thriving. If they are happy, they stay and they'll refer others to you as
well. Concentrating on the connection between client referrals and the bond
you form with your clients is essential.
When you drive your clients wild, they'll be so impressed with you that
they'll simply want to introduce your business to their friends, family, and
colleagues. Want to get in on the action? Read on for nine marketing tactics
that will drive your clients wild (and win you plenty of referrals):
Become the media.
One of the most powerful ways to gain exposure, increase your
credibility, and get people talking is to get media coverage. This can be
difficult to do on a regular basis, though. Busy schedules and, well, work,
can get in the way. And often times, people are hesitant to put themselves
out there because they are unable to control what the media says about them.
One way to get publicity via the media and still have control over the
content is to host your own radio show. In essence, you become the media;
and you can do so by using some new tools that are available for free and
right from your desk. One popular resource is the web-based company Blog
Talk Radio (www.blogtalkradio.com), which hosts Internet talk radio shows
that
anyone can use easily—and for free. All you need is a computer and a phone.
I personally use this tool to share valuable business-building ideas by
interviewing authors, CEOs, and other professional thought leaders. It is a
unique way to extend your brand and communicate with other experts,
prospects, and advocates. By linking to your shows from your website,
clients can listen online live or to archived recordings. They can even
download your material to their iPods or other portable devices. There are
countless advantages to employing a service like Blog Talk Radio to enhance
your brand.
Say hello (again) to seminars.
Most businesses have written off seminars as an expensive strategy that
hasn't been successful for quite some time. But the truth is that they are
still working! From dinner seminars to referral-based seminars to the
tried-and-true presentation, seminars are a great way to get your
message—and expertise—in front of your target audience. And according to
companies that are currently hosting these types of events, the response
rates are up and the feedback is all positive.
If you want your clients and prospects to know what you can do for them, you
have to tell them. Getting in front of a group of thought leaders and
decision makers in your industry is a literal gold mine. If you can prove to
them how knowledgeable you are, and how valuable your service or product can
be to them, then you can create a very profitable relationship. Don't shy
away from setting up an event or offering yourself as a speaker for your
clients' events. Put yourself out there; you won't be disappointed.
Rake in the referrals (without ever even asking!).
Have you ever sat through a workshop designed to improve your
referral-generating skills? Did you develop your script, role play with
others, ask yourself if you're referable, etc.? Although this exercise can
be extremely valuable for acquiring referrals, the reality is that most
people would rather not ask their customers for referrals. With that in
mind, there are two proven referral-generating strategies that don't require
asking that every small business owner should know:
Don't miss the boat. Don't miss the boat is similar to a
client appreciation event, but the only people invited are those clients who
have referred others to your business. The key is to hold a can't-miss-it
event that clients will want to attend again and again - meaning they will
be prompted to make referrals again and again.
The fuel card. The manner in which you thank clients who refer people
to you can actually generate even more customers. If you send a small gift
that the referrer can use right away, it will prompt those same clients to
give more referrals. For example, if you send a $20 fuel card as a referral
thank you, when do you think a client will use it? Right away! And who do
you think they'll be thinking of when they use it? You! Most of your good
clients want to recommend you to others - they may just need a friendly
reminder. A fuel card or other small gift provides them with an immediate
reminder of you.
Ultimately, receiving recommendations is all about the way you make clients
feel and how often that happens with positive results. Remember, referrals
are a cornerstone to garnering new business, and you really can't afford not
to have them.
Make a charitable connection.
If you want to take a slightly different approach to developing referrals
from centers of influence in your business, consider focusing on your
involvement with charitable events and causes. Instead of a more traditional
gala or client appreciation dinner, offer instead the same date to a charity
to do a fundraiser for them. In most cases the charity will be incredibly
grateful—and may even hand over a list of the charity's top donors to invite
them to your event, which means a list of potential clients being delivered
right to your doorstep. Invite current clients as well and use the event as
a great chance to get in a little one-on-one time.
Hosting fundraisers, big or small, can create a winning situation for
everyone involved. It allows you to develop many new relationships with
high-net-worth individuals, and it enables the charity to raise valuable
donations. It may turn into one of the best financial and personal
investments you ever make.
Build a better (stronger!) brand through awareness.
The most successful businesses often have a strong brand that can be
described very simply. Your brand is what people say about you. It's not
your logo, tag line, or "elevator speech." It is how someone else describes
you, your business, your staff, and your offerings. Your brand exists
whether you like it or not, but you do have the power to control it. Your
clients are the leading source for letting you know what people think your
business is all about, and you can control your brand through your clients
almost entirely through your communication with them.
Impactful contact with your clients leads to confidence and trust. It will
differentiate you from others, make your clients feel important, give them
something to talk about, and bring you the referrals you deserve. The
stronger your brand, the more credible and visible you are, and the easier
it becomes for others to do business with you.
Take care of your community.
Being an active member of the community establishes name recognition and
positive awareness. It's no coincidence that many top businesses are also
very involved in their towns and cities. It's almost like magic - when you
give back and develop a positive brand as a good member of the community,
business naturally comes your way. Consider taking a leadership role in your
local Chamber of Commerce, sponsor a local charity or school, or volunteer
to work a booth at the town's annual Fourth of July picnic. It's a great
opportunity to meet new faces, to tell others about the work you do, and to
support the community that, in turn, will support you.
Don't overlook the clients and potential clients who may be right under your
nose. You can make big waves right in your own community if you simply take
the time to reach out to them. Your involvement in the community around you
will set the tone for how you are viewed by the people around you, and that
makes a big impact towards building your brand and connecting on a very
important level.
Make waves on the World Wide Web.
When a prospect or client searches for you online or arrives at your
website, do they see what they want to see? Does the material you provide
serve to answer their questions and meet (and hopefully exceed) their
expectations? Most importantly, does it create a connection between the
visitor and your business? Research shows that you have seven seconds to
make a great first online impression, so you have to make sure that what you
have in place is working for you. There are a few key elements that every
good website should have:
A clear, concise message. Make sure that your homepage has a clearly
stated message that is specifically aimed at your target market.
A call to action. The success of your site is determined by the
amount of visitors you convert into customers. Create a call to action by
offering something of value in exchange for their filling out information.
A thorough evaluation. Find out if people searched for your site,
what key word they used, how long they stayed, and if they were repeat or
new visitors by using analytics software like Google Analytics. Use the
information to continue to improve your homepage and entire site.
Be a viral video star.
Meeting with customers face-to-face is vital to earning more referrals,
but can often be a difficult task given busy schedules, long distances, and
the sheer number of customers you service. A new and innovative solution to
this problem is to deliver messages to prospects and clients via video.
Services like AdvisorTLC.com allow you to quickly and easily create and
deliver personalized, emotional, and relevant video content to clients - and
then send it through email. You can use video for a number of things - to
deliver market updates, provide education, give referral introductions,
transmit thank-you messages, and announce special event wishes and product
information and updates. Video even allows you to automate the ability to
receive more highly qualified referrals. Messages that recognize certain
events and dates like birthdays and anniversaries will go out automatically
or on a predetermined schedule.
The biggest benefit to using video - beyond crafting a more personalized
message - is the ability to go viral. For example, one businessman
videotaped himself singing "Happy Birthday" - a video that each of his
clients received via email on their respective birthdays. He has already
counted fourteen referrals from clients who have passed it along to their
family and friends!
Do something really out of the box.
By now, you know that "thinking outside the box" is a valuable business tool
that, when done right, can set you apart from your competition. But in
today's market, it's not good enough anymore. Everyone, especially your
competition, is thinking outside the box, so you have to take it one step
further in order to get noticed.
Sit down with your employees or business partner and have a brainstorming
session. Don't throw out any ideas because they are "too out there." After
all, sometimes you have to do something a little crazy or shocking to garner
attention. And if you have the reputation and service to back you up, once
you have people's attention, you'll close the deal every time.
Think about what would get your attention if the tables were turned. One
example is a business that sent a "Show & Awe box" to qualified prospects.
They delivered a box by private messenger that included a table of contents
that described the box's items - a service guarantee, mission statement and
a list of services, a package of Omaha Steaks, a referral worksheet, a
temporary tattoo with the company name on it, and a Rolls-Royce Limousine
Service certificate good for a ride to the office for the client's next
appointment (among other things!). When a prospective client gets a box like
this, they can hardly ignore it! A real "out of the box idea"-with tangible
results!
There are a lot of different methods for setting yourself apart and driving
your clients wild. Don't let yourself become overwhelmed by trying to do
them all at once. Pick one that you think will work for your company and
give yourself six months to a year to try it out. Focus on the task at hand
and execute it well. If it doesn't work, try a new one. The key is to keep
the ideas flowing and fresh, and to continue to make relationships a
priority. Your clients will love you for it, and your business will be
booming in no time.
About the Author:
Maribeth Kuzmeski, MBA, is the author of five books. She is the founder of
Red Zone Marketing, LLC, which consults with businesses from entrepreneurial
firms to Fortune 500 corporations on strategic marketing planning and
business growth. Maribeth has personally consulted with some of the world's
most successful CEOs, entrepreneurs, and professionals. An internationally
recognized speaker, she shares the tactics that businesspeople use today to
create more sustainable business relationships, sales, and marketing
successes.
She is an international keynote speaker and regularly speaks to audiences on
topics relating to business development, marketing, and sales strategies.
She is also a member of Entrepreneurs' Organization (EO) and is a regular
media contributor appearing on Fox News, ABC News, WGN-TV, and in
publications such as The New York Times, BusinessWeek, Entrepreneur, and
Forbes. For more information, please visit
www.RedZoneMarketing.com and
www.AndTheClientsWentWild.com. |
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