With such a focus on the use of automation in marketing, it can be easy to lose sight of your goal as a marketer: to build a relationship with your prospective customer in an effort to ultimately get them to buy.
Our digital environment is here to stay however; beware of relying too much on technology. While companies like Pandora are able to grow without ever talking to a live person, is this a realistic approach for your small or medium sized business?
Recently, HelpScout, released a report on the “personalization” of marketing. It revealed that 70% of final purchases are dictated by how a person feels they are being treated as a customer.
Are you making your customers feel special? If not, someone else will! In fact, this survey also showed 59% of people saying they would happily check out a new company if they thought they would get a better customer service experience.
This is where traditional marketing tools like testimonials, birthday cards and thank you notes really help not only personalize your marketing efforts but also work hand in hand with your digital efforts as well. Also, if you are using “no reply” emails, consider replacing with emails from a real person within your company.
All of these personalization tools will help your prospective customers feel comfortable choosing you as the business to solve their problems.
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