with Anna Tutckaia and Cam Petty
The two discussed the different benefits of utilizing your community, made of up prospective and past clients, as an extension of your marketing team. Click on “Apple” or Spotify” above to listen to the full episode for more tips on how to connect with your community, maximize partnerships, and stay connected to your core products while balancing your sales and marketing efforts.
I don’t know how we can still be so surprised at how quickly trends change and our marketing strategies need to be updated. It seems every year adjustments need to be made regarding cultural trends and technological advancements. If you scale out and look at how much things can change regarding marketing in 5 years, the changes are drastic! TikTok is one of the world’s largest platforms in today’s society and has only been a worldwide app for the past 4 years (follow us by clicking the link here).
With an ever-changing marketing landscape, you have to stick to your fundamentals. What are your fundamentals when it comes to marketing? If you were asked to define your company’s products/services and who your target clients/customers are, there’s your answer. Many companies can’t answer that question and that’s why marketing can be such a struggle because they are not placing their clients and products at the core of their decision-making in their marketing efforts.
Furthermore, you have to ask yourself if the products and services your company has actually address the needs of your audience. Once you get to a place where it does, ask yourself “how can I build out my marketing communications while addressing my audience’s needs?” Having that as the core and the reason why behind your marketing is how you start growing your business and benefiting your clients at the same time.
Okay, we are not suggesting you try to date your audience. Instead, we want to use dating as an analogy here. Typically, two people simply do not meet and immediately decide to get married. Instead, most couples take some amount of time getting to know each and building excitement within the relationship and eventually decide to spend the rest of their lives together. Take that and translate it to how you can build a relationship with those in your community.
You can’t expect everyone you interact with to be all in with your company’s goals and patiently wait for each sale or event you promote. You have to build the excitement. What can you do in your marketing to get people excited about your brand? What can you show them and share with them that makes them want to give you their email address or get them to your event?
Then once you’ve understood more about who they are and how to excite them and get them involved, it’s important that you also share with them the value your company’s products or services can have in their life. If there are ways you can assist them in overcoming stressors or bridging gaps, capitalize on that. If you don’t know who they are and what their problems are it can be tricky trying to connect.
“You are trying to show them and prove the value of using your company.”Cam Petty, The Render Podcast, Episode 113
Brendon Burchard introduced the Render team to the OVO tip and we live by it. What does OVO stand for? Often, Value, and Offer. What do those mean pertaining to this blog and podcast episode? You should be getting in front of your desired audience as often as you can. You want to overload them with seeing the value of your company, product, and services. Then you make them an offer. Taking the time to build trust with your clients by showcasing your value makes your offers harder to resist.
We’ve all tried partnerships to some degree before. Some of you may have even reaped large benefits from working with other brands, and maybe you haven’t. But what brands do you seek out as partners typically? We might have a new approach for you to take when brainstorming partnerships to use in your marketing.
Have you looked at your target audience enough to know what other brands they like to use, related to your industry or not? We’re not asking about competitors of yours. We’re talking about other places they go shopping or hire that could compliment your brand. How do they market to their clients/reach the same audience you are trying to? Is there a way your brands can come together to create richer and more full-content to entice the target audience? Create a list and see how your teams can work on serving each other’s needs while also trying to add value to your customer’s experiences.
Tip: did you know that if you utilize Facebook ads, you can review detailed analytics about your target audience? We’re not just talking about basic demographics or geography. You can actually see brands they like to shop with, products they like to buy, or even books they like to read. Crazy! Learn more about that by checking out this helpful article.
A lot of people only think about partnering with prospective clients and making sales as the entire process. However, that’s only the beginning of the journey. That’s where the customer joins your team. Ensure you create a good environment for them to join you, and start a community for your clients. They’ve already expressed interest in your company and products so fight to continue the relationship.
How do you do this? Find a safe space for them to share their values, provide interesting content for them, and share product/service updates. You should be keeping them interested and then letting the connection grow!
Marketing and Sales are a cyclical cycle, we all know that. It is a lot of work to market and sell, market and sell, market and sell over and over and over again. Whereas if you’re building a community of local and loyal clients, then you have champions who are consistently finding you new business by sharing their experiences with you.
You don’t want your customers to just rave about you after the one time they hired you, only when someone asks about the event you did or their overall experience with your company. You want to keep connecting with them so they are remembering often how great of an experience it was working with you. What’s the key again there? Connection. You have to keep connecting and communicating with them to make that happen.
It doesn’t require a lot of work on your side. You’re already working on sharing your product with prospective customers, but be mindful of your past customers when generating content. Give your past clients opportunities on how to use your products and services. Reframe content that you can for customers who have already used or purchased your products and find ways for them to relive their experience.
That’s the first part. The second part is inviting them into some of your company’s decision-making.
Google Forms, Instagram Stories, Twitter Polls, there are so many different ways you can engage with your clients and get feedback without sending out email surveys (which we are honestly also still fans of). You want to hone in on their engagement using it to your benefit when making decisions about your sales and marketing.
Ask your community what new products they’d like to see. Your audience will be happy to participate in your research and will anticipate your new products and services. Use “This or That” story tools on Instagram. Create a Twitter poll over a design trend and see what most of your audience prefers. Take that answer (that you found through easy engagement) and apply it to what you doing in your marketing!
If you’re going to spend time (which is money) and money on investing in a new product or by offering a new service, simply engage with your community to ensure it’s worth it.
The last thing we want to encourage you to do in order to turn your community into an extension of your marketing team is to ensure you have good, quality products. You know your products are good when they are addressing your targeting clients’ needs, which is the first thing we discussed in this episode. Figure out your clients’ needs, incorporate that into your products and services and then market the value to them. Hopefully, it’s that simple.
ManyChat might be just the tool you need in order to connect better with your audience and grow your company’s platform. Learn more about ManyChat by visiting their website here. If you are interested in purchasing ManyChat, you can try 1-month of ManyChat Pro completely free – just go to manychat.com and click “Get Started.” Once you sign up for your account, all you’ll need to do to unlock this offer is use the code “PODCAST.” This is a limited opportunity though, so be sure to sign up before all of the offers are claimed!
As always, we are here for you! Send us an email at email@example.com with any questions or comments you have!
TJ White | Content Manager
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