The Basics Of Strategic Marketing

Strategic Marketing, Inside & Out

Your strategy is in motion, and you're now converting leads into paying customers. Isn't this a sign that your marketing strategy is working?

 

That's not the case. While closing a sale is clearly one of the most arduous tasks in the client lifecycle, it is not the final step in the marketing process. At the very least, it shouldn't be.

 

While many business owners concentrate their marketing efforts on what happens before prospects sign on the dotted line, a successful marketing plan goes beyond the prospect's perspective before committing to the sale or entering into a partnership.

 

An effective marketing strategy, on the other hand, extends internally, addressing a client's experience within the organization. Today, we'll discuss several internal marketing components that many business leaders miss.

 

New client onboarding

 

The official customer-brand connection begins with onboarding. As a result, it's one of the most important occasions to make a lasting impression and gain loyalty and trust.

 

How do you communicate with a client once they start working with your company? What is your team's procedure for dealing with new customers?

 

Depending on the nature of your business, each onboarding procedure is unique. Regardless, to be consistently efficient, your approach must be simplified.

 

Establishing SOPs (standard operating procedures) for onboarding new clients is essential for keeping the messaging you've worked so hard to advertise to them.

 

To begin, define your internal team's onboarding client workflow. But, beyond how you and your staff come up to speed, you'll need to figure out when, what, and how you'll prepare your clients.

 

Here are a few things to think about right away:

 

•How will clients be billed and when will they be billed?

 

•How clients should expect to be communicated with

 

•Who to contact if you have any questions or issues about the brand

 

•What the partnership's objectives are

 

No message is a message in the eyes of your clients, but it isn't a good one. If you don't take the time to communicate with your customers right away, you'll create misunderstanding, which can taint your brand's image and reduce the likelihood of client retention.

 

An systematic approach, on the other hand, will remind clients why they were so excited to begin working with you in the first place and keep them enthusiastic throughout their trip.

 

Customer satisfaction

 

However, setting expectations is simply the beginning. Follow-through is crucial to the customer experience once you've laid out the path ahead for your new clients. After all, actions speak louder than words, regardless of what you say to your clientele.

 

We highlighted why employees may make or destroy internal marketing in a recent post, depending on how well they represent brand values.

 

However, brand vision alone is insufficient; it must be accompanied by action and execution. Employees must not just embody the brand's ideals, but they must also know how to interact with customers on a regular basis. This entails informing staff about the standard operating procedures you've set and fixing any gaps in implementation.

 

Brand awareness is important.

 

Do your clients have a full understanding of what your firm has to offer, or are they merely aware of the services you currently provide?

 

For our clients, we have done various customer surveys at CRAFT. In doing so, we've seen a pattern: customers aren't always aware of your whole range of services. Instead, they're lumped into a single division of the corporation, with little to no overlap.

 

Consider how many possibilities are squandered simply because your customers are unaware that they exist!

 

As you onboard your customers, make sure they have a thorough awareness of your brand. This will enable them to become true brand advocates, as well as introduce them to various ways you might assist them in the future.

 

Overall, the message is this: don't let your marketing stop once you've acquired a customer. Instead, use the customer journey ahead of you to weave your marketing efforts all the way through your process, from onboarding to service and beyond.


Alfred Genius

60 Blog posts

Comments
Vivian Okafor 40 w

Great

 
 
Fortune 2 yrs

Thanks