How to go the extra mile and show off your expertise

Editor’s note: This post comes from our Constant Contact UK office. You can view all posts from our UK team here. Or connect with us on Facebook and Twitter.

It’s unlikely that you exist in a market of one. Almost every business has competitors contending for market share. Even if you have pioneered a new service, product or new technology and don’t yet have any competition, you will do soon.

Businesses that understand their product, their customers, and communicate with dynamism will always stand out. Whether you are a newcomer in a crowded field or are trying to defend your market share from the new kids on the block, digital marketing is a fantastic leveller for going the extra mile. Get it right and you can build a loyal tribe of followers and see your bottom line soar.

1. Show your expertise with knockout customer service

Brilliant customer service always builds a buzz around a business. From a digital media point of view, there’s no excuse not to nail it. You should respond to customer queries and comments as soon as possible, whether it’s an email to your support team or an interaction on social media. And do so with one, unified brand voice that is consistent across all of your communications.

This is a fantastic way to show off your expertise, not only around what you are selling, but your knowledge and helpfulness can ‘wow’ customers.

2. Make it personal

Personalising your email campaigns and social media interactions based on your customers’ online behaviours is a tried and true way to increase your lead conversion and a great way of showing you have gone the extra mile. With the right software you can acquire a huge amount of data on your web visitors, email subscribers and social media followers.

You could use the data to segment your list. The more targeted your communications, the better the chances of conversion, not to mention sticking in your reader’s memory above competitors.

3. Be proactive

When it comes to going the extra mile and showing your expertise to potential customers, you cannot afford to be passive. Sure, bombarding your prospects with white noise is a dead-cert for turning them against you, but being proactive with well-planned communications will show why you are better than your competitors and that you are willing to go the extra mile. It could be your outstanding knowledge of your products or some amazing pieces of content. Test different types of content and keep a close eye on your analytics to see how your audience responds. When you have an idea of what’s working, you can double down on your efforts to keep your audience engaged.

4. Be in the moment

Context should be a key word when planning your digital marketing campaigns. What real-world talking points are your target audience engaged with? How do your business’s products or services tie in? Anchoring your communications around real-world events and popular culture is a great way to break down barriers between you and your prospects and show some personality.

The tools to help you get advanced insight into your audience’s online behaviour are out there. The hard bit is finding time to make sense of the data and plan your marketing accordingly. Especially when you are already stretched. In time you will build an identity for your business that knocks spots off your competitors, engages your audience and boosts your conversion rates.

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