OPINION: Sometimes I think admitting to a marketing strategist that the only reason you have grown is through word of mouth and repeat business seems like failure. It really is not. It tells me you’ve built an incredible business that people like and trust.
You can just keep on doing that, and the business will grow. Good businesses grow organically.
Extra marketing is really only necessary if you have bigger goals than your current growth patterns allow, your audience is changing, and you need to change your message, or you have now got a lot more competitors doing a great job at their marketing (and it’s starting to hurt).
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One of the unfair parts of business ownership is it may not be enough to just have great customer service, and deliver on your promises. Finding ways to surprise and delight existing customers or showing potential customers you value them can be the extra marketing activity you need.
At my company we invest a lot of time in good quality, informative social media posts. We write blogs that anyone can read to inspire and educate.
We’ve used marketing automation to help us connect and stay connected with people who show interest in our brand in some way. This includes a series of emails (called a nurture sequence) after attending a live event or webinar, or downloading a checklist from our website. We also have automations to help onboard new clients, or for different parts of the customer journey.
All of this builds trust. And aspeople show more interest in what we are doing, the communication becomes more personal too.
Our automations are addressed to individuals, and written in a friendly, welcoming tone. But as people are becoming more savvy, most people are aware these are automated sequences of some sort.
That’s where true personalisation comes in.
I interviewed Casey Hill from Bonjoro, an Australian tech business with an international team, on my podcast MAP IT Marketing. We talked about the power of creating and growing a superfan base to help your business.
Bonjoro is an app that allows you to send personalised videos to people who have shown interest in your products or services in some way, and can help you build loyalty, trust and add that delight factor into your relationship with your customer.
Hill is a huge advocate for the need for personalised touchpoints in your marketing to set yourself apart from everyone else. “When you are a small business you don’t have a huge budget, so you need to find creative ways to differentiate yourself from your competitors,” he explains.
It’s weird to think that as our world has become smaller, in terms of how easy it is to communicate with people all over the globe, the more we have begun to crave personalised connection and a sense of belonging.
Casey explains this is key to business growth. “The world we are in today is driven by customer proof. It just needs that critical mass, that organic word of mouth growth.”
In the past all marketing and sales were done face-to-face, human-to-human. We’ve been able to extend our coverage and reach using technology, but have lost some of the effective methods of creating connection, relationship and trust.
Part of this is finding ways to stick in people’s memories. Video helps you do this easily.When we can see you, it adds context to the business. We add facial expression, tone, and body language that helps build trust and relationship.
My first Bonjoro video was sent to a potential client while I sat on the sofa at the end of a long day. I am not too sure what I said, and I’m sure it wasn’t polished, but she was delighted and came on board immediately as well as referring many other clients to our services.
She’d often reference the two-minute video I’d made as a reason she connected with our business. That’s a great return on a two-minute time investment.
What’s cool about Bonjoro is it sends a little moving gif with some text into the client’s inbox. With a normal video, I’d have to record and add an attachment, which the client would have to trust me enough to open. It’s quick, simple to use and easy for them to respond to.
The secret of building a superfan…