3 Marketing Steps to Scale your Business Revenue Growth

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3 Marketing Steps to Scale your Business Revenue Growth

For years I have advocated that it is not about you but about them.

But what does it even mean and why does it matter are questions I have been asked frequently.

So often brands focus on their offers, products and services developing messages to lure their potential customers into a sales presentation with only one objective – to make a sale!

Truth be told the only way to enjoy higher sales and increase revenue, a business must focus on the positive interactions with their customers.

It is a journey, a customer journey, that starts with marketing campaigns and initiatives. Simply put it is the experience customers have with a business. Better brand experiences lead to more sales, and that is the business growth formula a business should focus on.

It is known as Customer Experience (CX) and is defined as the interactions and engagement your customers have with your business, from the first awareness to being a happy, loyal customer.

The first awareness always starts and is the responsibility of the brands marketing initiatives and activities.

I discovered and realised the positive impact a well-defined customer journey and experience can have on any business during my years spent in setting up Customer Experience departments, including Call Centres, in corporate South Africa. Motivated by this discovery led to starting MarketingCX, Marketing for the Customer Experience, in December 2015.

Since then, we have created a storm and disrupted the international market with customer experience marketing strategies that was unknown, unheard of and some of our clients even reported that we saved their businesses.

What is ‘Customer Experience Marketing’?

It can be defined as putting the needs of your customers above yours. A more formalised definition will be that it puts the need of your buyer persona and the act of providing value above the need of simply making a sale.

Loyal customers are the lifeline of any business, but this is not the only advantages of Customer Experience Marketing. Also consider higher customer retention and lifespan, better insights into customer behaviours, higher customer satisfaction rates, increased trust, and ultimately more sales.

They key to successful customer experience marketing is to deliver a consistent seamless experience through all touchpoints and to ensure that all information provided are relevant. Successful marketers can double sales year on year as customers are 5.2 times more likely to purchase from companies with a great customer experience, according to recent case studies.

More Memorable Experiences

The focus should be on creating a more memorable experience with your brand. It involves feelings, senses, thoughts, actions, and relations and should result in your customers talking about your brand and products in a positive way. ?

Research shows that customers are more influenced by word of mouth when making a purchase. Experiential brand experience is still the most powerful form of word of mouth. To achieve this requires a structured customer experience marketing approach and it does not need to be complicated. At MarketingCX we developed a simple approach to implement a proven customer experience marketing discipline that includes 3 easy success steps:

1. Plan
2. Execute
3. Measure

Plan

Planning your customer experience marketing initiatives has all to do with what you are aiming to achieve for your brand. You need to consider and include setting goals and KPI's, evaluate your customer experience expectations, your business brand awareness, and then define an implementation plan. Focus on defining strategies like:

1.?????Brand Guidelines

2.?????Social Media Policies

3.?????Social Media Channel Marketing Strategies specifically LinkedIn for B2B brands.

4.?????Engagement Strategies

5.?????Content Strategies

6.?????Messaging Strategies

7.?????Customer Experience strategies including the vision, ideal client mapping, the emotional connection, real-time feedback, framework for team involvement, employee advocacy and feedback, and the ROI measurements.

Execute

Executing your customer experience marketing initiatives has all to do with how to activate your strategies both internally (team and/or employees) and externally (customers). Consider the following:

1.?????Website development and implementation

2.?????Lead generators such as landing pages

3.?????Email marketing implementation and management

4.?????Social Media Channels to employ and why

5.?????Employee training as well as monitoring, managing and structures needed for support

6.?????Skills transfer initiatives for purposes of brand guidelines and social media policies

7.?????Brand awareness campaigns

8.?????Lead Generation materials and systems

9.?????Activating marketing and sales teams including leadership

10.??Process mapping and reporting

Measure

You cannot measure what you can’t manage, and you need to fully understand why you are implementing specific analytics and reporting tools. As customer experience is key to scaling your business revenue growth it is important to know that your customer experience marketing initiatives are in fact contributing towards a positive customer experience. Focus on:

1.?????Measuring the brands customer experience and how delighted your customers are with their experience. This can easily be achieved by the Net Promoter Score (NPS) calculator, customer surveys, customer churn rate, customer support ticket trends, and customer satisfaction scores (CSAT)

2.?????Use tools such as Google Analytics and Social Media Channel analytical systems to gain insights into customer experience marketing execution successes and failures

3.?????Measure marketing and sales conversion rates

Final Word

The key to any brands longevity is loyal customers.

The expectations of customers have evolved. Customers now can become satiated with more choices than ever. It is only through customer experience marketing, that your business, your brand, can create unique opportunities to create real, engaging, and meaningful relationships with customers.

Remember, also use these opportunities to win new customers and turn them into loyal fans of your brand.

The time is now to implement customer experience marketing. If you need assistance send Tilly Davies a DM

View our services HERE

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LinkedInBuddy Webinar Workshop

The LinkedInBuddy Webinar Workshop is a free no sales LinkedIn Marketing Information session to assist in providing LinkedIn hands-on solutions, how to guides and impactful marketing strategies, since August 2020.

Next Webinar: Thursday 6th October 2022 @09H00 SAST (GMT+2).

Topic: 3 Major Challenges of LinkedIn and How To Overcome

So you are not getting the results you need... on LinkedIn

It can be as easy as understanding what is hindering your progress.

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Final Thoughts

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