Customers are like plants. They require feeding and watering if they’re going to thrive. Unlike plants, your customers can simply leave if they don’t feel cared for.
Non-profits lose 80% of their donors simply by failing to say “Thank you.” The same goes for your prospects, leads and customers—neglect them and they’ll wither.
We hear so much about offering quality content that just the thought of continuing to give may be overwhelming, but keep in mind that consistent communication doesn’t mean launching a rocket every month. It means communicating your value on clear, consistent basis. There are a lot of ways to do this, and it can be pretty simple, but the key is consistency. Marketing isn’t a one-time victory. It’s a slow, steady race. Whether you’re doing your own marketing or leveraging an agency to do it for you, keep in mind that you’re not going to hit the big time overnight and get to retire from marketing. You’ll be marketing till the day you leave your business, finessing your message and keeping in touch with your prospects and customers alike.
The basic recipe for a successful marketing strategy is to listen to your audience and use what you learn to get in touch and stay in touch. This cycle doesn’t end and consistency is always going to be key. You never stop learning about your customers. There is always more to discover and a better way to meet their needs.
Hiring the right people
Marketing is a full-time job. At some point you’re going to want to look at hiring a marketing team or contracting with an agency. When that time comes, choose wisely. Any established marketer or agency should be able to show you what they’ve done for previous clients and what kind of results they had. Look for concrete metrics they could measure consistently. Nobody’s marketing just for the sake of marketing. The point is always results. If your potential marketing team is great at adding followers on social media, ask how effective their social strategy is at creating new business and growth for the company. Truthfully, anybody can add followers—even if they have to buy them—but not everybody takes the time to listen and respond to the right people in the right way in the right places. You’re not going to grow your business with anything less.
Expect your marketing team to need things from you. Their expertise is creating content to address an audience in an effective voice, so they’re going to need your guidance when it comes to who your customers are and what their concerns are. This kind of synergy is incredibly effective for your marketing efforts.