How Automated Is Your Digital Strategy?


In a human world, are you forgetting about people?

Regardless if your business is B2B or B2C, treating people as humans is critical to your business.

Engaging with business and people in general seems to fast becoming a forgotten art. With many social media and digital marketers relying on automation and broad range methods of getting their message out, personal services, advice and interactions are increasingly leaving businesses scratching their heads and confused about how to communicate effectively with their clients.

Much of the advice given by agencies, as well as independent digital marketers, forget that you know your business better than anyone. Ensuring people are interested in what you offer and building effective relationships is of critical importance and can make the difference in retaining good customer relationships, for the long haul. Having said this, business owners expanding your efforts through inbound marketing, organically and broad range, can be highly effective at creating leads. But don’t forget to communicate and nurture those valuable relationships.

Mix it up.

Today buyers and business owners/managers are more tech-savvy and quite competent social media users. Most under 40’s B2B use social media more than those in their 50’s, but don’t let age be a barrier. Statistics show that under 40’s tend to follow Twitter, Facebook and YouTube, where more business professionals and over 50’s use LinkedIn, particularly in Australia. And although Twitter seems to be the most powerful social media site, it may not suit your business.

Just because a product or service is popular in the U.S.A, or Europe, doesn’t mean it would have the same popularity in Australia. Knowing the culture and market of your clients and where they hang out on social media is of the utmost importance, before deciding to promote there, whether it be organic or paid articles and promotions.

A friend of mine worked at a media company who sold Google Adwords, an outbound marketing category. The company began seriously pushing the sell objective rather than focussing on customer service, so he resigned and is now a successful freelancer and certainly gave me a great insight into the world of google AdWords and Analytics, which really helps me to be the best I can be in my line of work.

“Not having compassion and the right customer care, your business won’t be successful. Old ways may work for sometime but you should evolve your strategies in order to succeed”. Maria Johnsen.

The six “Ps” have long been the provision of the comprehensive framework to develop an effective marketing plan, often identified as the “6Ps” or ‘marketing mix’: This should also be applied to your digital strategy.

Product

Ok; what is it you are really selling here? It could be any combination of goods and services that your business offers, including quality, style, variety, design, features, services, warranty, sizes, packaging, brand name and returns.

Place

How and where does the consumer come into contact with your product or service? What are your; distribution channels, logistics and retail outlet location and how do you get your product to them?

Price

How is your product priced within the market? Do you offer discounts or add on incentives or extended payment periods? Do you provide credit?

Promotion

It's not about you telling your customers about you, it’s about communicating with your customers. Try a mix of brand exposure exercises, advertising, one on one selling, getting current customers to refer you, promotion and public relations. See what works and develop it.

People

Your staff and loyal customers are envoys to your business, ambassadors if you like, but ultimately they are your representatives. Give your staff the knowledge, experience, skills, communication, environment and attitude they need to help you be successful. And reward those loyal customers for beating your drum.

Process

Ensure the processes that you use on a daily basis have a flow-on effect through to the customer's experience, effectively manage orders and services. Follow processes in planning, procedures, quality control, and handling of customer responses. Review and ensure you are diligent in continuous improvement, documentation and feedback channels. And most of all communicate.

Regardless of what style or platform you market to, remember there is a person at the other end who ultimately makes the decision as to whether or not they will utilise your products or services.