3. Never Forget What Got You Here: Your Customers
Maintaining that relationship is key to the success to your business—and thanking them often is even more important. Social media is only one part of the equation when it comes to this and setting yourself apart from that competitor. You need to show your customers what you’re made of—literally.
It never ceases to surprise me how many printers out there don’t market using printed materials. What message is that sending to their customers?
Be sure to show off your wares by sending at least a few printed marketing pieces each quarter—newsletters, direct mail, even a simple, well printed insert in an invoice could go a long way.
One more non-digital idea to set you miles apart from your competitor—the simple, all too often forgotten, handwritten thank you note. Taking the time and the effort to show a customer you truly value their business will win every time. In a cluttered, crazy, online driven world, this note will speak volumes. Your customer might even thank you for the note on your Facebook fan page. That would be ideal!
4. Keep It Consistent
No matter what marketing we’re talking about, consistency is key. Because we have so many places our name and company messages will appear—online, in print, in person, you name it—be sure you keep confusion at bay by keeping your look and your message consistent.
This doesn’t mean you have to say exactly the same thing on Facebook, LinkedIn, and your direct mail piece, but the overall tone of the message should be the same. People should be able to read your Facebook post or your latest newsletter article, or even talk to one of your customer service reps and know they’re hearing from your printshop.
The design of your marketing pieces, your Facebook profile picture, your LinkedIn profile, etc., should follow this rule, as well. Ideally, your customer would see, read, or hear something about your company and would know it’s you before they ever see your name or your logo. That’s marketing at its finest, and something you’ll find with most successfully marketed companies.
5. Keep It Up And Keep It Repetitive
Keep the momentum going as much as you possibly can. You will hopefully start off on this journey with great enthusiasm and excitement. If you’re like me, you won’t be able to help it when you realize how great these tools are—don’t let that excitement die!
Do whatever you have to do to keep the conversation going. That may mean involving more of your staff in social media updating. It may mean marking your calendar with must-have marketing reviews each month that you treat with as much importance as a meeting with your biggest client. Maybe it’s a monthly incentive for your employee who receives the most comments on his company Facebook post. Whatever it takes, be sure to not let the conversation die. If it does, your following will die with it.
Need one more reason to stay engaged? This, in my opinion, is the biggest one—people love to be paid attention to, especially by their service providers. An unexpected handwritten note that comes in the mail, a Facebook message of appreciation, a monthly newsletter full of useful and educational information that proves to your customer you’re so much more than their printer—you’re truly their partner.
That’s what this is all about. That’s what will keep that competitor from taking your clients. That’s what so few businesses remember to do and why, if you take the time to pay attention, you’ll stand out from the crowd without really having to take much time at all.
Take time to take five. Follow these five simple tricks to steal the show and loyal customers are sure to follow. If you do, your competitor can price cut, he can claim better quality, he can even directly approach your customers with what he considers a “better offer.” It will matter less if your customers feel loved and well taken care of. They’ll be yours forever.