Customers must always be at the center of every business. Organizations with a customer-centric approach will more likely succeed than companies that don’t. If you’re a starting business owner, it’s important to understand that customer loyalty is one of the biggest pieces that will drive your business toward development and success. Without customers, there’s no point in running any enterprise.
Customers: What Are They? Why Are They Important?
When it comes to marketing any business, the question ‘What is a customer?’ is a big one. How do you define a customer? What does it mean to be a customer? What are your expectations for a customer? These questions should be answered before you open your doors at the start of your business day. It’s easy to get sidetracked when you’re just starting with a new business, so it’s essential to get down to the basics early.
The most important customer, according to marketing professionals, is the person who walks into your store. Without this person, your business would fail to exist. For you to be successful, your company must cater to regular customers. Without such customers, you would not have sales, revenue, or even a business in general.
It’s also relevant to understand what type of customer you’re targeting. Are they a shopper or are they a buyer? The difference between the two lies in the action and intention. A shopper could spend a long time researching, comparing, and scouting items they’re considering—without making an actual purchase at the end of all of those activities. On the other hand, a buyer simply does one thing—buys the product.
Which customer type are you attracting? Can they find the products they want by themselves or does their shopping take them to another company that sells them things they don’t want to buy? What do they want? What are their needs and wants? When you ask yourself these questions, the answer will help define your customer.
Understanding How Customers Think And Feel
First and foremost, the way customers think and feel about your company mainly drives your business outcomes, such as loyalty, purchase, and advocacy. If they can’t think of any positive impressions toward your business, they will not engage with you. If their way of feeling doesn’t resonate well with the values of your business, they won’t waste their time looking at your products.
While thinking and feeling are both drivers of the business outcome, emotions have more impact than logical thought. Variables that affect the latter may include your brand’s qualities and attributes, including high-quality products, excellent recommendations, or encountering friendly employees. On the other hand, the former involves more traditional brand characteristics that affect their feelings and experience, such as trustworthy customer service and exciting product experience.
To know how your customers feel and think, communication must be established. You can only start a connection with potential clients by getting in touch with them.
Reaching The Right Customers
Your products and services can either be suitable for the general population or target a specific group of people. Whichever the case may be, you should know the right strategies for reaching out to them.
The first step to pinpoint the right customers is to identify, define, and understand them. Who are your products mainly catered to? You can identify them by creating a consumer persona, the generalized representation of your ideal buyers.
Consequently, you can start making relevant and valuable content for your target audience that will pique their interest. Different types of content, such as blog posts, articles, videos, and social media posts, will greatly help in this purpose. This is an essential step for your lead generation, as well as slowly seeing your desired results.
Now comes the highlight of your business efforts, which boils down to marketing and promotion efforts. Many businesses tend to spend the most on their marketing efforts. While it’s completely okay, you should also work on improving your products and services to give an excellent customer experience.
Two of the most prominent, tried-and-true, and effective marketing strategies are telemarketing and mobile marketing, which will be the main discussion of this article, along with promotional strategies using this marketing type, and some tips for using them.
The Power Of Telemarketing And Mobile Marketing
Have you ever experienced receiving a phone call during your meeting, thinking it was urgent, only to answer the call and have a salesperson promote their new line of discounted products? That’s precisely how telemarketing works. In telemarketing, businesses bring their products and services to prospects or potential customers over the phone, fax, or internet.
The four main types of telemarketing used by various businesses today are:
- Outbound Calls: Companies contact existing customers and potential clients through outbound telemarketing calls, or ‘cold’ calls, to market their goods and services.
- Inbound Calls: On another end, inbound calls are known as ‘warm’ calls because a company contacts people who have shown interest in their products and services from advertisements and sales efforts.
- Lead Generation: Lead generation aims to attract possible customers and convert them into one. It also involves collecting information about a customer’s profile, demographics, and interests.
- Sales Calls: This basically pertains to encouraging customers to purchase goods, products, and services through the phone.
Because of the widespread use of technology today, businesses don’t think twice to incorporate technology into their efforts. Approximately, sources say five billion people across the globe own a mobile phone, with half of the population using a smartphone. In addition, there are 4.33 billion active internet users on different devices. Therefore, utilizing mobile marketing can remarkably contribute further to your business.
In mobile marketing, you’re not just bringing your products and services to a customer’s telephone, but also in the ecosystem of their mobile device. Since these gadgets can accommodate a plethora of applications, software, platforms, and the like, you also have abundant opportunities to connect with clients.
Strategies In Promoting Your Company Through Phones
Considering the given data in mind, check out these helpful strategies and tips on how you can bring your products and services to customers via phone and hopefully end up with a new purchase:
- Invest In Ringless Voicemail Systems
Nowadays, people don’t like receiving intruding and unknown calls, and they’re less likely to answer them. As an alternative to traditional marketing, you can hire companies specializing in ringless voicemail systems such as Drop Cowboy Ringless Voicemail, which allows you to send pre-recorded voice messages to your prospect’s inbox.
Utilizing ringless voicemail is a cost-effective and efficient way of reaching out to your audience in a non-intrusive way. Additionally, you can also integrate your ringless voicemail system in other marketing campaigns to improve convenience and lessen long-term costs.
Also, you won’t need to disturb your customer in the middle of an important event as services offered by companies like Drop Cowboy let you leave voicemails without even calling or ringing their phone.
- Engage In SMS Marketing
SMS marketing is an efficient way to generate more sales, build brand awareness, and increase engagement among potential clients. The key to SMS marketing is to ensure interesting messages are sent to potential clients. This means thinking of ways to make your messages more appealing and not just pushing your products or services.
When sending a text message, you can incorporate call-to-action (CTA) buttons to increase engagement and lead conversion. Here are some of the most effective CTAs you can use:
- Colored text with corresponding actions
- Large and legible text with no fancy fonts
- Adding a sense of urgency
- Sign-up or create an account links
- Action text such as ‘call us today,’ ‘visit us,’ and the like
- Invite People Nearby Through Location-Based Marketing
Location-based marketing is a highly effective telemarketing lead generation method and an emerging star amongst business-to-business (B2B) and business-to-customer (B2C) marketers. This strategy is beneficial for brands who just opened a new branch in specific locations or those who released new products and services recently.
In location-based marketing, you can send messages or display ads on a user’s phone wandering around the vicinity. This way, prospects could be more encouraged to visit your store since there’s no need to travel far.
Before incorporating this type of marketing into your business, you’ll first need to collect location-based data from potential clients, using the lead’s smartphone or wearable tech, and gather data from their Wi-Fi, IP address, GPS, cell tower triangulation, or Bluetooth.
- Consider User-Generated Content Campaigns
One of the biggest challenges of marketing is content creation, as it requires time and effort to make impactful content. Also, tech trends can quickly fluctuate within the market, demanding you to update your content to a more relevant one. To overcome this challenge, you can save more time and effort but still have promising results by hiring brand influencers and ambassadors.
These brand influencers and ambassadors will create reviews of your products and services and will be viewed by their family, close friends, and followers. Using this strategy is very likely to give positive results because people put more trust in word-of-mouth recommendations.
If you’re going to hire these users, allow them to criticize your products and services openly. After all, fabricated positive reviews could backfire sooner or later.
- Design A Mobile-Friendly Website
Since the availability of making transactions through the phone, people can browse, check, and place orders on-the-go. However, despite the potentials of your products and services, visitors will be turned off to browse your website if it looks complicated and awkward on their phone screens. When launching your website, always remember that your audience includes not only desktop users but also mobile users.
Here are some tips for making your website a mobile-friendly medium:
- Identify first if your website is indeed mobile-friendly using a mobile-friendly testing tool online.
- Make the website responsive to actions done by the visitor.
- Arrange information in a way that’s easy to find.
- Avoid pop-ups and text-blocking ads if you don’t want your visitors to leave the moment they enter your website.
- Prioritize website speed and loading rate.
- Keep the design simple with well-readable text.
Tips To Remember When Negotiating Via Phone
When negotiating with your potential clients on the phone, it’s vital to practice the following:
- Lend your ears to the customers. While your main goal is to sell your products and services, make sure to listen to your client’s concerns first. Not doing so will create a bad impression on your company. Customers are more likely to purchase from a brand that listens to its customers.
- Make and practice your script, but don’t stick to it all the time. For every telemarketing and mobile marketing campaign, you need a script or caption to endorse your brand. Although it’s good to prepare, it would be better to tweak the script occasionally for more variations. As much as possible, you’d like to sound real to your clients.
- Mention your customer’s name during the call. You can make your call more interesting by filling in the script with the customer’s name.
- Make the conversation light and engaging. People are doing their own business before answering your call. They might be having a bad or tiring day. Therefore, talk to them in a light and fun way and avoid overwhelming them with technical details if they didn’t ask.
- Be enthusiastic. Enthusiasm significantly affects a client’s impression of your business. After all, being enthusiastic during the call is contagious, and there are higher chances to make your client smile.
- Take advantage of urgency. When you’re leading prospects into their first purchase, you can top it off with words of urgency to inform them that they need to make a decision immediately. You can also add a limited time offer or discount to entice them in making a purchase.
- Don’t be pushy; accept rejections. By adopting telemarketing techniques into your business, you should be well aware that not every prospect will become a customer, no matter the strategy you apply. Thus, if your prospect directly declines the offer, or shows signs of disinterest, don’t push yourself and respectfully accept their decision.
Persuading a potential client to avail of your product and service offers through the phone can be difficult due to the lack of face-to-face interaction. With the help of technology, you can utilize new tools and platforms to fulfill this goal. If you’re going to incorporate telemarketing and mobile marketing efforts into your business, make sure to do it right with these strategies discussed to achieve your campaign goals without wasting essential resources.
Erna Frederick is an aspiring entrepreneur who spends most of her time learning about the industry and sharing her knowledge through her blogs. Erna regularly updates her blog with business-related content to inspire readers to start their own.