I recently conducted a 2-day free class to teach small businesses to build their website. Seven people participated in this session. All of them believed that a website was essential for the growth of their business. Over the last 1.5 years, I have also taught people to use tools like Mailchimp for email marketing and using social media for their business.
So, in one of the sessions, a participant asked me whether digital marketing has completely changed the paradigm. This question got me thinking. It dawned on me that the way we are using social media is creating this impression. It is easier and economical to build a website and post on Facebook and Instagram. But, most small businesses use it as an alternative for TV and Print Media. In the process, they waste resources by using the digital medium as a mass marketing tool. Its real power is its ability to create highly personalized connections.
However, very few small businesses use it as a tool to enhance the relationship with their customers. We can carefully craft custom messages for individual consumers based on their hyperlocal needs and wants. We can analyze their reviews, likes, shares and create highly targeted content. No wonder these messages have a much higher probability of receiving a favorable response.
It is essential to define the elements of the customer relationship. I think these 5 objectives put us on track.
Reduce friction at critical customer touch-points.
Offer subscription services.
Offer self-service options.
Build personal rapport.
Share knowledge.
As you would note, selling is not in the top 5 goals.
Is your last customer-email getting ticks in at least 2 or more of the above objectives?
Metrics:
Are your initiatives making it convenient for customers to reach out to you and make it easy to transact?
Are your messages personalized for the audience?
Are you really working on removing roadblocks at critical points?
Subodh
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