Connecting With Your Customers Is The Key To Long Term Success

Implementing a good marketing strategy is essential to any business’s success, and many organizations spend significant time and resources promoting products and services to a target market. With the emphasis on attention-grabbing ads and consumer demographics, a number of marketing professionals can make one critical mistake. They can neglect efforts to build meaningful customer connections, which can affect a company’s profitability in the long run. A comprehensive and effective marketing organization structure will address this problem by examining core buyer behaviors as they make purchase decisions. This type of plan facilitates creating a total customer experience that people feel they cannot receive anywhere else.

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Building customer connections is a process with several key steps. If one step is not properly planned and organized, the entire strategy has smaller chances of success. The first step is to break the existing customer experience into two main components: current satisfaction and future loyalty. High customer satisfaction naturally increases the likelihood of stronger loyalty. Marketing professionals and business owners also understand that customers have a far-reaching influence due to social media and similar forms of online communication.

After examining current levels of customer satisfaction and loyalty, the next step for a business owner is to generate open communication channels with both current and future customers. Creating a strong online presence has become an important part of fostering this two-way communication. Professionals who design social media campaigns report that companies now need to talk “with” rather than “at” their customer bases.

A successful marketing organization structure takes a close look at any core customer base to determine their most common behavioral traits and external influences. This type of strategy defines what is important to these customers and outlines their frequent reasons for making the purchases that they make. These reasons can vary by different demographic traits and individual circumstances, but the goal of this marketing strategy is to create a broad outline that still has room for added specifics.

Evaluating current satisfaction and loyalty, examining what matters to customers and fostering two-way dialogues are three essential parts of marketing a business’s products and services in a world where customers have more influence than in the past. Online reviews, comments and recommendations from friends can determine a sale or even an instance of repeat customer business much more than traditional marketing methods. Standard advertising copy that does not create dialogue is not nearly as effective as it was only in the recent past. Newer tactics for a marketing organization structure focus on determining customer preferences and engaging them in communication about how a business’s products and services can meet those needs and wants.

Jesse Dugan is a part of an elite team of writers who have contributed to hundreds of blogs and news sites. Follow him @JesseDugan.

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