Archives for April 2010

Dialogue Marketing: It’s All About Customer Communications

The following was excerpted from an article by Customer Communications Group.

Why use customer communications? Customer communications CAN impact your bottom line. The case to use customer communications mirrors in many ways the case to invest in relationship marketing. A customer communications strategy may be for you if your objectives are to:

  1. Enhance your relationships with your customers
  2. Upsell and cross-sell products and services
  3. Retain customers (especially best customers)
  4. Build loyalty and advocacy among customers

Build Credibility. Newsletters allow you to build your company’s credibility as an expert by providing customers with educative information.

Convey Information. Got a lot to say? Have plenty of information to share? Customer communications work well if you need to convey complex information about your products or services on an ongoing basis.

Break Through the Clutter. Customer communications can be an excellent tool to break through junk-mail clutter. If it offers valuable information to the customer, rather than just trying to sell products, a newsletter can become something that the customer anticipates, especially when sent frequently and regularly.

Deciding Whether to Seek Help or Go Out of House. Don’t have the resources in-house? Consider taking your project to an agency. Being consistent is the key.

Musings on Marketing Print – Part II

  • More print providers are effectively utilizing social media as part of their marketing mix. Those that do not will be at a competitive disadvantage.
  • Marketing content is now about creating two-way discussions with your audience. Dynamic content on websites helps engage customers and improve SEO. If your website is not as good as those of your top five competitors, you will be at a disadvantage.
  • Many print providers are now promoting the use of QR codes (I’m averaging one free consultation per day!) QR codes can drive new opportunities and are a great way to show that your company is on top of the latest trends and technologies. Customers seek that assurance. Be seen as a leader.
  • Marketing is going mobile, and faster than most of us even want it to. Pay close attention and seek out the opportunities.
  • The use of communications programs as a way to engage customers is no longer a nice to do – it’s a need to do. More than half of my B2B vendors have a vehicle to engage me on a consistent basis. It’s even more prevalent in the B2C market.
  • Don’t discount human emotion and its role in sales relationships. A motivated competitor will often promise your customers better quality, service and price. At the very least, make sure that you communicate with your customers as often as your competitors do. In the end, it will come down to who’s better at building trust and making the customer feel wanted.

As we enter Q2, things seem to slowly be improving. I recently received this feedback from a new client that I wanted to share. I’m happy to discuss our programs and send samples – please feel free to contact me at anytime. Best of luck to all!

“Patrick: Quick update on our first release of the newsletter. I got a call from someone who had given us one job previously. After seeing the newsletter, he said he wants to hire us as his company’s marketing department now because it’s clear we ‘do things first class.’ Please convey our appreciation to your staff – we are delighted!”