Way back in the ’80s, if you wanted to go check out a new restaurant or hair salon, you had to pull out the phone book and look up the business’ address. If you were lucky, you knew the general area where the business was. If not, you had to get out a map or call and get street by street directions to write down. Then, of course, if the business was closed for renovations or due to a holiday, there was no way you would know until you drove up to the location. I lived it, and yes, it was rough.
It doesn’t take a genius to realize that the more times you connect with your customers, the more likely they are to remember you and choose your company's product and/or services over a competitor.
In marketing, the official term is called ‘touches’ – an instance where your customers see or interact with your company.
When it comes to customer delight [see the Four Actions of Inbound], 'touches' can go a long way. According to Stacy Willis on iMPACT, "When expectations are met, you have customer satisfaction. When expectations are exceeded, you achieve customer delight. How do you get there? By being human. Listen to your customer and their needs."
Studies have shown that it takes at least 7 or more touches to generate a person’s interest.
So, how do you make sure you interact with customers in an engaging way and often enough so that your company becomes memorable without you spending a fortune trying to do so?
Regardless of which mass media routes you're using to market your business, it is vital that you take the time to have a comprehensive plan in place. Without a thoughtful plan, you risk wasting valuable time and money on unfruitful marketing efforts.
In the Elements of an Inbound Marketing Campaign, we covered:
With all of those basics laid out, we wanted to delve deeper into the email marketing portion. Although many businesses (maybe even yours) may dismiss email as simple one-on-one digital communication that doesn't require strategy, it is actually a powerful tool that too many businesses miss out on because they don't understand how it can be used for so much more.
Truth be told, I’ve never fancied myself a writer. I would classify myself as a reader--someone who enjoys reading fiction and non-fiction book, blogs, and stories. I’m not bad at writing, and I don’t dislike the thought of having to write a blog or any kind of content to be put on the internet, I just never thought of myself as a writer in the way I had perceived that title.
Years ago, I was at a conference in Orlando, Florida and happened to stay across the street from Downtown Disney. I spent each of my nights there walking around, riding the water taxi, eating dinner and just relaxing. Usually when I travel for work, it’s all about work. Rarely do I find the time to enjoy my surroundings, so this was new for me.
I started thinking a bit about what Disney knows how to do right, and that is to provide the customer an experience that they won't forget. As I sat there one evening eating dinner I realized that my reality seemed suspended for a short while.
Think about Las Vegas. Every so often, a casino will be torn down so that there can be room made for a new one. The casinos get bigger and better. Moreover, they are all designed to give the visitors an experience that is otherworldly. It’s a design that is meant to suspend reality.
Now, I can understand that people want different experiences, but which experience do you think fosters a sense of excitement for your customers? Which experience do you think causes people to tell their friends? Which experience is worth more to the consumer?
When I look at the successes and failures in business, I think I have found consistency between them.
The successful businesses remember their primary objective and the businesses that fail have forgotten what they are working for. Their efforts are misplaced because they forgot the reasoning and goals behind their efforts.
Let's put a practical example with this concept.
There is no single business that doesn't require a bit of understanding of technology in this day and age. Even the least technical professionals are sporting smartphones or alternate mobile devices to check email, talk to staff and connect with clients.
The challenge is that technology can be a bit unnerving for some business owners. It’s not unnerving because it’s technology, per se. It’s unnerving because of the need to understand, yet again, something new.
When there is so much technology to keep up with, how do we keep it all straight?
Think of it this way- Technology helps us solve problems and improve our processes the same way any other tool would. Until we understand that the technology we use is meant to solve problems, we’ll continue to focus on how hard it is to integrate technology into our business and marketing efforts.
A trending term right now in the business world is "martech." Maybe you've heard of it, but for the sake of those who haven't, martech is the blending of marketing and technology. Every company has at least a smidge of this happening within their walls, whether they realize it or not. It's a thing of beauty. Let's explore a few examples of martech to give you a clearer idea of it in action.
We get questions from people all of the time looking for the best way to market themselves. They want to know the right strategy and tactics to developing great sales and marketing funnels, going viral, getting a higher ROI... the list goes on. Well, there is, in fact, a root ideology that we believe strongly impacts all of these things:
Be uniquely YOU and the rest will follow.
Client: "I want to rank for the keywords X, Y and Z."