The Anatomy of Emotional Marketing
The same goes with your customers, just slightly different.
When your business establishes a friendly, happy, and welcoming relationship with customers they want to share your product and the overall experience with friends and family.
Essentially, well-executed customer service is an incredible marketing tactic!
Here are a few simple tools you can implement into your daily work routine to enhance your customer relations and augment the success of your business:
When Email Marketing…
- Reply to all customer emails within an hour during the work day. The sooner your customers receive an email response, the quicker you build trust.
- Monitor eblast click-throughs, and send a personal follow up email to those individuals who are potentially interested in your product or service.
- After chatting with a customer on the phone, send an email to summarize what you talked about, and also provide your contact information so they can follow up with you if they have any questions.
When Participating in Social Media Conversations…
- Always respond to personal messages from customers. If you can’t answer the question posed in the message, direct them to a co-worker who can.
- If someone comments on a post, make sure to "like" their comment and post a response. The more personalized, the better (if need be, check out their profile, and ask them a personal question).
- Use a keyword tracker (like Hshtags) to monitor your industry's discussion; answer questions posed by social media users, and strike up conversations with people interested in your product or service.
- "Like" and comment on your followers' posts; just because they aren't engaging with your content at the moment, doesn't mean you shouldn't engage with them.
When Hosting a Webinar…
- Email the participants directly after your webinar, providing them with supplemental content and bullet points of the topics you covered.
- Ask if anyone has questions, and encourage them to ask whatever comes to mind. Respond to every question.
- Thank the participants for listening to your webinar by sending them a discount code or a personalized branded product.
When Meeting a Customer in Person…
- Don't let them leave empty-handed. They took the time to come to your office, so make sure to give them some sort of goodie to take away with them.
- Make sure to take care of whatever parking fees were accumulated from their visit.
- Make sure they are provided with water and food if you meet them during meal hours.
- Make sure to smile, and keep your conversation light. Don't take yourself so seriously, it will be your downfall.
In summary: Marketing has shifted from emotionless to emotional. Your customers don’t want to be talked at, they want to converse with you and learn about your brand. Make the extra effort to make your customers feel special; a great relationship can help your business excel, while a forgotten customer can ruin your reputation.
Parris Wells is the social media copywriter for Trade Only. She received her BA in English from UCLA, and has 5+ years of experience with social media marketing and blogging in a variety of industries including: business, technology, beauty, pop culture and fashion.
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