How to build your brand
Email Branding – Get Smart
Turn the emails, you and your staff send every day into your most targeted and cost-effective marketing tools.
No matter how you look at it, email is the most powerful and widely used business tool of all times. In 2017 the average number of emails sent per day came to a staggering 269 Billion!
Sending emails is something you do all day every day. Why? Because it’s the quickest, cheapest, most effective and accepted means to communicate and keep in touch with clients and suppliers.
When it comes to building and maintaining client relationships email comes out tops. Why? It’s personal, accepted, trusted and can be sent and received on mobile.
Getting and keeping in touch has never been easier. How many times a day do you hear the words “send me an email”?
When branding and personalizing your everyday email, not only do you differentiate your business from your competitors you’re also turning email into your most powerful and owned marketing and sales machine.
When each email your customers receive carries a brand, product or value add message, an otherwise anonymous blank email is turned into a branded revenue generating “sales and marketing machine”.
The value in advertising space you and your staff’s everyday emails generate will carry on growing while growing your brand and adding value to your customers’ lives.
How many emails do you and your staff send each day? Think how powerful email campaigns can improve brand image and sales without spending a cent on marketing and advertising, just by working smarter.
List Building – Get Connected
Convert the first contact you have with customers, into the start of a long and mutually beneficial relationship.
In a competitive world your existing customers are worth gold and new customers essential to business growth. Building and maintaining a quality customer database is key to your email marketing success.
“You can’t sell to a man that doesn’t listen”. Developing a customer database requires focusing on people with a shared interest and a friendly means to “talk to them”.
People like to “belong” and your most powerful tool to manage customers’ sense of belonging is database marketing.
Truth be known, your customers need you because of the bewildering choice of products business “throws at them” which cause them to seek out reliable service providers and trusted relationships which exactly what you want!
By owning your database, you can own the customer for life. They in turn have peace of mind in dealing with a reliable brand which they’ll be proud to refer to family, friends and colleagues. A win win situation!
What constitutes a quality customer database? Products and services relevant to their needs. There’s no sense in offering a man who lives in a third-floor apartment a lawnmower! Profile your customers and understand their needs.
Size does matter. There’s no need for an extra-large database for the sake of it – if he has no need for your products he won’t buy from you. Quality over quantity.
Reason to get connected? Your customer database is your first and main route to market from which to build and grow your business.
Targeted Communication – Get Chosen
Turn your customers into loyal supporters of your business through smart profiling and targeted communication.
Getting your brand known is one thing. Getting is wanted is the answer!
Getting connected by building your customer database is a good start but doesn’t equate to building customer loyalty. Loyalty, like trust, is earned.
The next step is to understand who your customers are, their preferences and needs, to deliver products the exact moment they want it and to know what makes them tick. It’s how you use the data to create better customer experiences. Getting to know your customer is called “profiling”.
The key to customer loyalty is personalization. Make them feel welcome and special by calling them by their first names. Increase customer satisfaction by engaging and delighting them and imparting relevant information that adds quality and value to their lives.
They consented for you to “talk to them” so treasure the relationship and resist the temptation for every communication to be an offer to purchase.
Consumers can see a strategy from a mile away. They know full well they’re in a business relationship but remember Raymond Ackerman words “The Customer is Queen”!
Retaining loyal customers is critical to growing your business. It’s a known fact that 20% of your clients will be loyal and contribute 80% to your sales and profits; and a 5% increase in customer retention can translate to a 25 – 50% jump in profits.
Last word: loyal customers are earned by paying attention to doing things that matter to them most.
Referral Programs – Get Referred
You worked hard to gain the Trust and Respect of your customers. Now you can make it easy for them to pay it forward. Loyal customers hold far more value than what they buy from you…
Recommendations by satisfied customers to family, friends and colleagues is one of your most powerful and cost-effective selling and marketing tools.
The best “advertisement” for your brand and source of new business is a referral from a satisfied customer. Called “word-of-mouth” it doesn’t cost you a cent and a well-known fact that 70% of online shoppers read reviews from other users before buying.
People pay more trust in other peoples’ brand experiences than paid advertising because referrals happen spontaneously. As a business owner however, you are able to capitalize on your word-of-mouth value by identifying and rewarding loyal customers for referring new customers.
The key ingredients for a successful word-of-mouth campaign? Loyal and believable brand advocates. People who talk favourably about your brand and passes the information on to other people.
Referrals are based on personal, first-hand brand experiences and as a brand owner you’ll find it impossible to not onboard a service that guarantees new customers and business growth.
What does it take? A simple business brings business incentive plan that rewards key loyal customers for converting friends and third parties as viable new customers and support.
Referral programs are internationally recognized as one of the most cost- effective tools available to unlock new customer relationships and help small business grow. Business benefits are self-explanatory – not least of which a committed sales force which pays for itself!
For a tailored marketing solution to suit your budget.