In the interest of launching a big idea, and at the risk of being considered grandiose, I’d like to say that this year one goal for Hardenbrook Marketing Solutions is to engage clients in the process of improving their lives through employing better marketing principles.
What? Did you really just read that some guy wants to “improve your life through better marketing principles for your business?”
Before you raise your brows any further, let me point out that solid marketing principles are no different than solid life principles and will improve your business just as they’ll improve your marriage or feelings of self worth. Now that we’re back to a more comfortable zone, let’s discuss this in a bit more detail.
It doesn’t have to be about spending more money. It might simply be about spending money in better ways or about improving the business experience so that customer retention and referrals increase. Better marketing, for purposes of this discussion, involves taking better care of your customers and employees and developing and exhibiting a mindset for the business that is focused on being the best you can be at what you do.
Now, how do you get started?
It starts with self improvement.
Every day you personally have the ability to improve your marketing and your business. Every single day you get the chance to motivate by example. How you interact with your employees will make a difference in how well your business performs. The same is true for how they interact with customers. The best place to start is with your own behavior and mindset. Making the decision to pass it on the your team is simply natural.
In 2012, you can refresh your business and focus on showing genuine care and concern for the people your business serves, the people who work for the business, and everyone who is associated with it.
People notice changes in how business is getting done, and they learn from example. Imagine if every day your positive attitude and “can do” spirit rubbed off on someone else. Imagine if every day the people you motivate put someone else in a good mood, treated a customer extra special, or put extra effort into their sales efforts. Imagine the multiplier effect on the culture at work and ultimately on the success of your business.
How this all fits in the marketing mix is very simple: it’s about the product or service you’re offering. In many cases, the customer experience is the primary way your commodity business differentiates itself. It is just possible that the attitudes of the people who work for your business make all the difference in the world to your customers. Think of Zappos, a company worth nearly a billion dollars that differentiates itself primarily with exemplary customer service. As the person at the top of the chain, you set the pace.
I’d like to suggest that this year is the year to place the priority on consistently improving yourself and creating a culture at work that encourages your employees to do the same. It will make a difference. Small improvements add up, just as small steps backward add up. Think of it this way: if you eat a doughnut every morning for a year, your body will look different than if you skip the doughnut every day. If every day you do something good for yourself and for your business, it will make a difference over time.
Get the best return for your marketing investment
In today’s’ information loaded world, businesses need to improve their business so that once someone converts to customer as a result of marketing, they are not disappointed with their decision. You want your business to be perceived as being caring, honest and sincere. In today’s world, you are increasingly more connected to your customers.
The ability for anyone to communicate loudly about a customer experience through social networks and the Internet makes it imperative that businesses develop the substance to live up to their own marketing hype.
The most exciting part, is that it’s not just about the bottom line… From my perspective, transforming a business into a societal asset is an exciting prospect. Consumers like that idea, and employees like it too. Everyone can get involved.
Proverbs 15:22 reads “Plans fail for lack of counsel, but with many advisers they succeed.” By involving everyone in your business with improving the customer experience, you’ll be following a time tested and proven path to lasting success with your endeavors.
Best of all, focusing on your business in this way will change your life, for the better.