Wednesday, June 6, 2012

Customer Communication = Marketing Success

Sometimes you have to listen past the words begin said
to communicate effectively.
Listening is the key to success in any form of communication and marketing is an important form of communication, but if you do not know how your customers communicate then you are not reaching them effectively.

Well that was a lot of wisdom in such a compact little space. What does that mean?

Your customers are extensions of your marketing.

1) They talk about your brand.
2) They recommend your brand.
3) They buy your brand.

Just as helpful as they might be, they can also be as detramental to the success of your brand as well.

But what does understanding their communication have to do with your success? Easy! You must be an integral part of their communication and to do that you need to be top-of-mind.

Consider this...if a customer is decidingly looking for coupons, but only has access to the internet, then they are totally passing up the direct mail campaign you just spent $1,300 implementing! Likewise, if you have a group that is speaking on home phones and still gets the paper each Sunday and you are launching a Facebook campaign, then you are not part of their conversation.

Pretty simple things, but they have such a huge impact on sales. People say you have to do direct mail, you have to do newspaper ads, you need to have a yellow pages presence, you have to have a Facebook page...but until you know your audience and have figured out how, when, and why they communicate with you, you won't be as successful with your marketing campaigns.

Remember, people want to be the expert and your company will allow that to happen! (more on that later)

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