Chic Marketing

Building Customer Awareness Before Purchase

Chris @ Chic — Mon, 08 Dec 2025 14:45:44 +0000

Or How to Attract Customers Before They Know They Need You

As a small or medium-sized business, you know how important it is to stand out from the crowd. But here’s the thing: your customers don’t always know they need you until the moment they’re ready to buy. So, how do you make sure they pick you when that moment comes? The answer lies in building awareness and trust before they’re ready to make a purchase. By creating content that helps them during the early stages of their decision-making journey, you can position yourself as the go-to expert in your field.

Why Awareness Matters

If a potential customer is scrolling through a list of businesses that offer the product or service they need, see your name and think, “Oh, I’ve heard of them before” then that familiarity can be the difference between clicking on your website or choosing a competitor. Building awareness isn’t just about being visible; it’s about being memorable. If your business has already provided helpful information or answered their questions earlier in their journey, you’re more likely to be front of mind when they’re ready to buy.

The Customer Journey: It’s Not Just About the Final Step

While impulse buys exist, it’s generally for cheap items. For more expensive purchases, customers go through a process. Before someone buys curtains for their new home, they’re researching interior design ideas, figuring out how to measure windows, or learning about different fabric types. Before someone books a holiday, they’re looking up destinations, reading travel tips, or comparing accommodation options. If you want to increase your chances of being in the mix at the time of purchase, you should try and meet them during these early stages. By providing valuable content that answers their questions or solves their problems, you’re building trust and showing them that you understand their needs.

How to Create Content That Attracts Customers Early

So, how do you create content that grabs attention before your customers are ready to buy? Here are some practical tips:

Understand Their Journey Think about the steps your customers take before making a purchase. What questions do they have? What problems are they trying to solve? For example: – If you sell baby products, create content about pregnancy tips or preparing for a newborn. – If you’re a home improvement business, write articles about DIY hacks or how to choose the right materials.
Be Helpful, Not Salesy The goal here isn’t to push your product or service right away. Instead, focus on being genuinely helpful. Share advice, tips, or insights that show you’re an expert in your field.
Use Blogs, Articles, and Guides Your website is the perfect place to host this content. Write blog posts, create how-to guides, or even share checklists that your audience will find useful.
Encourage Engagement Don’t stop at just providing information. Invite your audience to sign up for your newsletter, download a free resource, or follow you on social media. This keeps them connected to your brand and gives you more opportunities to nurture the relationship.

The Benefits of Early Engagement

By creating content for the early stages of the customer journey, you’re doing more than just attracting visitors to your website. You’re building trust, establishing your expertise, and making your brand familiar. When the time comes for your potential customers to decide, they’ll already know who you are. They’ll remember the helpful advice you gave them, and that familiarity can give you a huge advantage over your competitors.

Start Building Awareness Today

So, what can you do right now to start building awareness and trust with your audience? Here’s a quick checklist:

Map out the typical journey your customers take before making a purchase.
Brainstorm content ideas that address their questions or challenges at each stage.
Start creating blogs, articles, or guides that provide real value.
Promote your content on social media and through email marketing to reach more people.

Remember, marketing isn’t just about selling – it’s about building relationships. By helping your customers before they even know they need you, you’re setting yourself up for long-term success. Not sure how to get started? Or don’t have the time or resources? Contact us today, and we’ll help you let your expertise shine!

The post Building Customer Awareness Before Purchase first appeared on Chic Marketing.

Unlocking Success: The Power of Added Value for SMEs

Chris @ Chic — Wed, 12 Jul 2023 10:40:46 +0000

In a competitive landscape, businesses of all size, including small and medium-sized enterprises (SMEs) face numerous challenges when it comes to standing out from the crowd. The key to thriving in this environment lies in going the extra mile and providing added value to your customers. By offering that bit extra, you can differentiate yourself from your competitors and carve out a unique position in the market. Here we’ll explore the concept of added value and explain why it should be a fundamental part of your business strategy.

Understanding Added Value

Added value refers to the additional benefits or enhancements that you provide to your customers, beyond the basic features of your products or services. It’s about exceeding expectations and delivering exceptional experiences that leave a lasting impression. While price and quality are important factors, added value is what truly sets you apart and builds customer loyalty.

Differentiation in a Competitive Market

With numerous businesses vying for customers’ attention, differentiation is crucial. When you focus on adding value, you create a distinct identity that sets you apart from your competitors. By going above and beyond, you demonstrate your commitment to customer satisfaction and build trust, leading to increased customer loyalty and advocacy.

The Benefits of Added Value

Increased Customer Satisfaction: When customers receive added value, they feel appreciated and valued. This fosters a positive relationship, resulting in higher levels of customer satisfaction and loyalty.
Competitive Advantage: Offering something unique and valuable gives you a competitive edge. Customers are more likely to choose your business over others that only provide basic offerings.
Brand Reputation: Consistently delivering added value establishes your reputation as a business that cares about its customers. Positive word-of-mouth spreads, attracting new customers and enhancing your brand image.
Repeat Business and Referrals: Satisfied customers are more likely to return and make repeat purchases. Additionally, they become advocates, recommending your business to others, leading to organic growth.

Implementing Added Value Strategies

Personalised Customer Service: Get to know your customers and tailor your interactions accordingly. Address their specific needs, offer personalised recommendations, and provide exceptional support.
Value-Added Features: Identify additional features, services, or resources that complement your core offering. These extras can enhance the overall experience and create a sense of added value.
Educational Content: Share your expertise and industry knowledge through blogs, videos, or webinars. Educating your customers positions you as a trusted authority and adds value beyond the transactional relationship.
Surprise and Delight: Surprise your customers with unexpected gestures, such as free samples, exclusive discounts, or personalised thank-you notes. These small acts of kindness can leave a lasting impact.

Time to Act

Now that you understand the importance of added value for your SME, it’s time to take action. Evaluate your current offerings and identify opportunities to go the extra mile. Develop a strategy to consistently deliver added value and monitor the impact it has on customer satisfaction, loyalty, and business growth.

Remember, in today’s competitive market, providing added value is not just a nice gesture; it’s a necessity for success. Set yourself apart from your competitors, build strong customer relationships, and watch your SME thrive.

Ready to unlock your potential through added value? Contact us today to discuss strategies tailored specifically for your business.

You can read more about added value in The Elements of Value by Eric Almquist, John Senior, and Nicolas Bloch

The post Unlocking Success: The Power of Added Value for SMEs first appeared on Chic Marketing.

Boosting Your SME’s Visibility Locally: The Power of Local SEO

Chris @ Chic — Wed, 21 Jun 2023 14:50:21 +0000

If you’re looking to attract more customers from your local area, then you’re in the right place. With the rise in searches made on mobiles, local search engine optimisation (SEO) has become a game-changer for small and medium-sized enterprises (SMEs). By optimising your online presence to target local customers, you can increase your visibility, attract relevant traffic, and ultimately grow your business. So, let’s a have a look some local SEO tips that can help make your business shine.

Why Local SEO Matters

Search engines like Google understand that when people are looking for services, they quite often want something local. It might be ok to order a product like a book to be delivered from the other end of the country, but no one wants to see results from pubs or plumbers that are miles and miles away.

If a potential customer searches for a product or service you offer, but your business doesn’t appear in the search results you’re going to lose out. That’s where local SEO comes in. It helps your SME get discovered by people in your area who are actively seeking what you have to offer. By optimising your website and online listings, you increase your chances of appearing in local search results, leading to more visits, phone calls, and ultimately, more business.

Optimising Your Website for Local Searches

To get started with local SEO, begin by optimising your website. Incorporate your location in key areas such as page titles, meta descriptions, headings, and content. Create location-specific landing pages to target different areas you serve. Ensure your website is mobile-friendly, as more and more people are searching for local businesses on their smartphones. Lastly, don’t forget to include your business name, address, and phone number (NAP) consistently across your website, social media profiles, online directories, and review sites. Inaccurate or inconsistent NAP information can confuse search engines and hurt your rankings.

Claim and Optimise Your Google Business Profile

When it comes to local SEO, Google Business Profile (GBP), formally Google My Business, is your best friend. Claiming and optimising your GBP listing is essential. It’s a free tool provided by Google that allows you to manage your SME’s appearance on Google Search and Maps. Ensure your listing contains accurate and up-to-date information, including your business name, address, phone number, website URL, business hours, and a compelling description. Upload high-quality photos showcasing your products, services, and team to help promote your business and make it stand out. Encourage customers to leave reviews, as people choose businesses with positive ratings and they can also improve your visibility in local search results.

Microsoft’s equivalent is Bing Places for Business and is also free to add your business to.

Online Directories and Citations

Listing your SME in online directories and local citations is crucial for local SEO. Start with popular directories like Yell, Thompson Local, and industry-specific directories. Ensure your NAP information is consistent across all listings, as discrepancies can harm your local SEO efforts. Remember to optimise your listings with compelling descriptions and high-quality images. Encourage satisfied customers to leave reviews on these platforms, as they can significantly impact your visibility and reputation.

Local Content Creation and Engagement

Create relevant and engaging content that appeals to your local audience. Write blog posts, articles, or guides that highlight local events, news, or stories related to your industry. Engage with your community on social media by sharing local success stories, customer testimonials, and participating in local conversations. Collaborate with other local businesses and organisations to cross-promote each other and create a sense of community.

Online Reviews and Reputation Management

Online reviews play a vital role in local SEO. Ask customers to leave reviews on platforms like Google and Facebook. Respond to reviews promptly, addressing both positive and negative feedback, but don’t defensive or abusive. This demonstrates your commitment to customer satisfaction and improves your reputation. Monitor your online presence regularly and address any negative reviews or concerns proactively.

What’s next?

With these tips you’re now equipped with the knowledge to boost your SME’s visibility locally through local SEO. By optimising your website, claiming your Google My Business listing, utilising online directories, creating local content, and managing your online reputation, you’ll be well on your way to attracting more customers from your local area.

Remember, local SEO is an ongoing process, so monitor your performance, adapt your strategies as needed, and stay up to date with the ever-evolving world of SEO. Good luck, and here’s to your SME’s success in the local market!

If you have any questions or need further assistance, feel free to get in touch. I’m always here to help.

The post Boosting Your SME’s Visibility Locally: The Power of Local SEO first appeared on Chic Marketing.

Hyper Personalisation: Is it Necessary for Small Businesses?

Chris @ Chic — Mon, 05 Jun 2023 12:39:00 +0000

Personalisation has become a key strategy for companies aiming to connect with their customers, but have you heard about the latest trend in personalisation? It’s called hyper personalisation, and it’s poised to change the way businesses engage with their customers.

First, we’ll look at why businesses use personalisation, what hyper personalisation entails, its benefits, and some concerns consumers may have. We’ll also discuss how small businesses can embrace basic personalisation and collect valuable customer data.

Why Businesses Use Personalisation

Personalisation is no longer a luxury; it’s a necessity. While people aren’t screaming out for it, they are responding better to those businesses that are providing it than those who are not. By understanding individual preferences, businesses can create personalised communications with relevant offerings that resonate with customers. Providing these tailored experiences drives engagement and increases customer loyalty.

Understanding Hyper Personalisation

Hyper personalisation takes personalisation to a whole new level. It harnesses advanced technologies like artificial intelligence, machine learning, and big data analytics to deliver individually tailored experiences. By analysing vast amounts of customer data, such as browsing history, purchase behaviour, and demographic information, hyper personalisation enables businesses to make highly targeted and precise recommendations and offers.

The Benefits of Hyper Personalisation

Hyper personalisation done well is win-win for both businesses and customers.

It enhances customer satisfaction. Delivering recommendations for items that the customer is interested in turns “annoying messages” into useful and helpful ones.
It increases customer loyalty. If you offer goods and services that your customers want and need, they’ll keep coming back to you.
It increases positive brand sentiment. Delivering targeted items means that your customers will look forward to receiving your messages rather than avoid them.
It boosts conversion rates. By offering relevant recommendations, businesses increase the likelihood of customers making a purchase.

And The Disadvantages

Unfortunately, when the wrong, or incomplete data is used, the resulting communications can have the reverse effect.

After a purchase has been made. Delivering recommendations based on items your customers are searching for before they make a purchase is useful. However, repeatedly recommending alternatives after they’ve bought something is counterproductive.
Browsing for a gift. If a customer’s browsing and purchasing habits differ from usual just before Christmas or Valentine’s Day, it is more likely they’re buying a gift, than making a dramatic lifestyle change. Suggestions based on these interactions after these times are likely to be less welcome.

Consumer Concerns about Hyper Personalisation

Despite the numerous advantages, hyper personalisation does raise some valid concerns among consumers. Privacy tops the list of concerns, as customers worry about the collection and usage of their personal data. Transparency and ethical data handling are crucial for businesses to build trust and address these concerns effectively. Consumers want control over their data and the assurance that it will be used responsibly.

Hyper Personalisation Challenges for Small Businesses

Implementing hyper personalisation can be challenging, especially for small businesses. It requires significant investment in technology, data infrastructure, and skilled personnel. Small businesses often face resource constraints, making it difficult to adopt and maintain complex hyper personalisation systems. However, this doesn’t mean they can’t benefit from personalisation.

The Power of Basic Personalisation

Basic personalisation, though less advanced than hyper personalisation, can still have a profound impact. Small businesses can address customers by their names, send personalised emails, and tailor content to specific segments. These small touches show customers that they are valued and understood, leading to improved engagement and customer satisfaction.

Collecting Basic Customer Data

Small businesses can gather basic customer data without extensive resources. Simple methods such as customer surveys, feedback forms, and in-person interactions provide valuable insights into preferences and needs. Engaging with customers on social media platforms and monitoring purchase history also offer opportunities to collect data and improve personalisation efforts.

Personalisation is undeniably a powerful strategy for businesses, allowing them to create meaningful connections with customers. While hyper personalisation may seem out of reach for small businesses, basic personalisation can still yield significant benefits. By understanding customer preferences and employing targeted approaches, businesses, regardless of size, can deliver exceptional experiences. Remember, personalisation is not just a luxury but a necessity in today’s competitive landscape.

If you would like help in embracing the power of personalisation and watch your business flourish, get in touch, we can help.

The post Hyper Personalisation: Is it Necessary for Small Businesses? first appeared on Chic Marketing.

Are They Really Digital Marketers?

Chris @ Chic — Thu, 11 May 2023 10:43:18 +0000

There are lots of digital marketing experts out there, I know, I’m regularly contacted by them on LinkedIn. My favourite ones are the ones who’ve told me they’ve done lots of research on me and my business. Then offer me digital marketing services.

I’m sure you had similar messages, but here’s one I’ve had before:

“We create websites that generate more business for our clients and are proven to do so, recently we rebuilt a 400+ page site at 70% of the cost that our client was quoted and also managed to help them reach the 1st page of Google. How is your business using your website and social media to generate leads/raise brand awareness?”

Curiosity piqued, I thought I’d do a bit of research myself, and guess what? That’s right, they weren’t a digital marketing company at all. They were coders who could build websites and thought digital marketing sounded better. Now there is nothing wrong with offering a web building service, but…

Being able to use WordPress does not make you a digital marketing specialist!

Knowing how to use WordPress doesn’t make you a digital marketer any more than being able to use Microsoft Word makes you a copywriter. Copywriting is a skill that involves crafting persuasive and compelling content. Content that captures your reader’s attention and motivate them to take action. Whereas digital marketing covers a broad range of skills and knowledge.

There’s a very simple test you should use to see if a company actually understands digital marketing. Just check their website is not breaking the law.

At more than 700 pages long, The Companies Act 2006 is one of the UK’s longest pieces of legislation. While it’s not the most exciting thing to read, it does state the information you must have on your website. Where applicable you need to show the following:

Company name
Company registered number
Place of registration, such as England and Wales
Registered office address
Your company name, postal address and company email address
How to contact your business via non-electronic means
Your VAT number, even if the website is not being used for ecommerce transactions
The name of any trade bodies or professional associations that the business is part of, including membership or registration details

This information doesn’t need to be on every page, but you shouldn’t hide it away either. Your Contact Us, About Us or Privacy Policy pages are all suitable places. Including some of this information in the website footer is actually useful for your customers. It can also help your search engine optimisation too.

Unsurprisingly, this supposed digital marketing company’s website failed miserably.

There are different skills you may want (email, social, SEO) from your digital marketing support. But, whichever service they provide, making sure it doesn’t break the law should be a given.

I responded to this company as it’s always good to know a decent web designer, and it’s not something I offer. I thanked them for the offer, but pointed out, I was ok and knew what I was doing.

In my 20+ year career in digital marketing I have set the digital strategy for both SMEs and multinational companies. Although I’m sure they knew that already from researching my LinkedIn profile after all.

I then suggested that as we had complimentary skills, maybe we could work together. Especially if they needed any help with anything; like knowing the legal requirements for a website. I’m still waiting to hear back!

If you’d like support with a marketing strategy that doesn’t break the law, then we’d be happy to help. Or if you just want to make sure that your current website and campaigns are legal, please, get in touch.

The post Are They Really Digital Marketers? first appeared on Chic Marketing.

Wanting It All: Quick, Cheap and Great Quality

Chris @ Chic — Thu, 20 Apr 2023 13:28:07 +0000

When it comes to requesting a service, it’s natural to want quick, cheap, and good quality. Unfortunately, the reality is that in most situations, you can only choose two of these options. This is because they’re all connected, and maximising one often requires sacrificing another.

Let’s explore this in more detail:

Quick

No one likes hanging around, so when you request a service, you tend to want it done straight away. Often there’s a deadline to meet, or once you’ve made the decision you simply don’t want to wait for a long time.

The problem is that if completing a service requires a set number of hours, you’re left with two options.

Require the provider to cut corners or rush through the process. This can result in mistakes or results you’re not happy with. For example, let’s look at the situation of hiring a graphic designer to create a logo and you want it done quickly. Here they may not have the time to research your brand properly, or to create multiple drafts to ensure you get the best possible logo.
Require the provider to bring in extra resources which will increase the cost.

Cheap

Price is often a major factor when requesting a service. You may have a limited budget and want to keep costs as low as possible. However, the cheapest option often means sacrificing speed or quality. It may mean the provider will not be able to allocate adequate time or resources to your project. Or you may sacrifice the knowledge and experience which can provide a better result.

For example, if you hire a web developer to build your website, the cheapest option may not provide ongoing support or may use pre-made templates rather than creating a custom design.

Good quality

Of course, when you request a service, you want it to be of good quality. You want to be satisfied with what you’ve paid for and feel that you’ve received value for your money. The problem is that good quality often requires time and expertise, which increases the cost.

A good example is if you hire a photographer to produce high-quality imagery. If the original photos need lots of post-production work, then you’re paying for time. But, a photographer whose photos need less editing, may be in greater demand, pushing up the price.

Two Out of Three Ain’t Bad

So, what should you do when you’re faced with the choice of quick, cheap, or good quality? The answer depends on your priorities and the situation at hand. Here are a few things to consider:

Determine which factors are most important to you. On a tight budget? Cost may be your top priority. In a rush? A quick turnaround may be most important. Looking for a long-term solution? Then good quality may be your main concern.
Be realistic about your expectations. Want a service that’s both quick and of good quality? Be prepared to pay more. Want something cheap? Be prepared to accept some compromises.
Communicate your priorities with the provider. If you’re working with a service provider, be honest about what you’re looking for. They may be able to offer solutions that meet your needs or suggest alternatives that better suit your budget or timeline.
Do your research. Before choosing a service provider, do your due diligence. Read reviews, ask for references, and compare prices. This will help you make an informed decision and avoid any unpleasant surprises.

So, when requesting a service, you can only have two out of quick, cheap, and good quality. While this may be frustrating, it’s important to understand the trade-offs involved. Then you can make an informed decision based on your priorities and the situation at hand.

By being realistic and communicative, you can increase the chances of getting a service that meets your needs and provides value for your money.

If you would like help working out which way your business should go, contact us. We’re always happy to chat and talk through your options.

The post Wanting It All: Quick, Cheap and Great Quality first appeared on Chic Marketing.

Email Marketing – Still Going Strong

Chris @ Chic — Tue, 11 Apr 2023 12:05:37 +0000

Do you do social media? Of course you do, everyone does. It’s why social media seems to be the go-to marketing channel for businesses looking to connect with customers. It’s flashy, trendy, and has a wide reach. Yet, as a channel, email marketing is far more profitable and beneficial for a business.

Email marketing is a tried and trusted method of connecting with customers and one that has been around since the inception of the internet. Despite its longevity, email marketing has maintained its relevancy because it is incredibly effective.

Here are some of the reasons why email marketing is still the default tool for many businesses.

Email Marketing has a Higher ROI

Many studies show that email marketing has an average ROI of between 3,600% and 4,300%. That means for every dollar spent on email marketing, businesses can expect to make on average between $36 and $43 in return. In contrast, while still generating positive returns, the ROI for social media is much lower. Industry figures are showing average returns of $2.50-2.80 for every dollar spent.

This higher ROI is due to a few factors. First, email marketing allows businesses to reach a targeted audience, one that has already expressed interest in their product or service. Second, email marketing is a cost-effective marketing channel and relatively inexpensive. Especially when compared with the advertising costs required to reach a broad audience on social media.

Email Marketing is Personal

Email marketing allows businesses to connect with customers on a personal level. When you sign up for a business’s email list, you give the business permission to speak direct to you. Businesses can then send targeted messages to customers, that focus on their interests and needs.

As long as your deliverability is good, your email will be there waiting in your customer’s inbox. In contrast, your social media post competes with tens, if not hundreds, of other voices for attention. Blink and your customer could miss it. This makes it far harder to cut through the noise and create a personal connection with customers.

Email Marketing Provides Great Control

Email marketing provides businesses with high levels of control. By tracking metrics such as open, click-through, and conversion rates, you can gain a better understanding of what content resonates with your audience. This then allows you to optimise your future campaigns for better results.

Targeted and segmented lists mean you can regulate how many and how often people receive emails. And it makes it as easy to send to a message to a single individual as it is to the entire database.

By not sending irrelevant emails, businesses can build a loyal following that is more likely to convert into, and remain as, customers.

Email Marketing Has High Conversion Rates

According to the latest study by Monetate, email marketing has a conversion rate of 2.2%. That’s slightly lower than direct traffic or search, but much higher than social media. This makes sense as people who are actively looking for something are going to be coming to your site to make a purchase.

Email though, is going out to your customers and putting your product in front of them. It’s then bringing them back to your website to make a sale.

You’ll never get it right 100% of the time, but targeted emails are more likely to be of interest to the individuals receiving them. Far better than the blanket approach of other channels.

Email Marketing Allows for A/B Testing

Rather than having arguments about subject lines and CTAs, test. You can try both and let your customers decide which is the best. The ability to test what works best, in real time is a fantastic benefits of email marketing. A/B tests can also include different images, copy and layout. You send different versions to a percentage of your audience and the best performing version is automatically sent to the rest.

The Benefits Continue

Email marketing is an incredibly versatile tool that can be used in a variety of ways and works equally well for both B2B and B2C companies. Whether you’re promoting a new product, sharing a blog post, or sending a newsletter, email allows you to reach your audience in a personalised and engaging way.

It also allows you to build long-term relationships with your subscribers, gain their trust and establish yourself as an authority in your industry. This in turn can lead to increased loyalty, repeat business, and referrals.

Email may not be seen as being as glamourous as some other channels. It is far more profitable and beneficial for a business though, which in the end is what everyone wants.

Businesses that prioritise email marketing will see a significant return on their investment. They’ll also build a loyal following that is more likely to convert into long term customers.

We’d love to help you with your email marketing, so get in touch to find out what we can do for your business.

The post Email Marketing – Still Going Strong first appeared on Chic Marketing.

Do You Want to Build a Snowman?

Chris @ Chic — Thu, 27 Feb 2020 15:03:40 +0000

When I asked my daughter this morning if she wanted to build a snowman, she told me there wasn’t enough snow. But as you can see from the header, there was. Ok, so it may not be a big snowman, but it’s still a snowman. It was still fun to make, and in the end, we had something tangible to show for our efforts.

Many businesses I have spoken to are like my daughter – they don’t want to build a snowman with me either. They also tell me that they don’t do any marketing because they don’t have a large budget like other companies do.

The thing is, you don’t need a lot of snow to make a snowman and you don’t need a large budget to create something that works. Do things the right way, and you can still see a positive response. Do lots of little things the right way and the cumulative effect can be impressive.

A big campaign may work, it may not, but is it sustainable? Can you handle a sudden influx of new customers?

Small changes to your website can see you convert an extra couple of visitors. Making it easier to upgrade or buy accessories can increase the average spend. Sending targeted offers straight to your clients will encourage them to purchase more often. These things might not show an immediate jump in profits, but you will see steady growth.

At Chic Marketing we can help you achieve these objectives. Get in touch and we will be more than happy to visit you and discuss ways in which we can help your business grow. We may even be able to build a snowman together.

The post Do You Want to Build a Snowman? first appeared on Chic Marketing.

The Benefits of Training

Chris @ Chic — Fri, 30 Aug 2019 12:59:27 +0000

Last week I delivered another training session for Firebrand Training. The 4 day course was teaching apprentices the Principles of Digital Marketing. It’s something I’m enjoying doing, and I’m learning things too.

For example, while going through sample papers I found out that;

“Using an email campaign with a call to action in order to drive more traffic to a website, is aligning a digital strategy with business objectives.”

Up until then I had just thought it was common sense. And part of every digital marketing role I’ve had over the last 15 years.

I’ve had to develop parts of the course as well as deliver it, and that meant revisiting marketing theory. Having to explain to my students why and how things are done, has made me take a step back. It’s also meant looking at things from a different perspective.

The reasons why I do something are simple. It’s the knowledge and experience I’ve gained from marketing campaigns over the years.

My students though, needed to know the fundamental principles, the reasoning behind why I do what I do. They needed to understand the theory that underpins everything.

They also needed the real-life examples to help bring things to life for them.

Training the trainer

Going back to basics like this has also changed my perspective when talking to new clients. I sometimes forget that while marketing strategy is second nature to me, it isn’t to everyone.

On several ocassions while I was delivering the training course I looked at things and thought: I haven’t done that in years. Then I realised that I actually do it all the time, but not as a separate process. They are things that are just built in, almost without thinking. They’re now so ingrained in the way that I work, it’s instinctive.

When presenting a proposal, the idea on its own is not enough, regardless of how great it may sound. People want to know you’re not guessing at what might work.

I need to be able to show why it will work and give people the reassurance they need. Explaining the solid, proven basis behind an approach does this.

I’m not going to start referring to an email campaign as a digital strategy aligned to a business objective any time soon. But, from now on, a reworded version may form part of the reasons why I’ll suggest it.

If you need help with aligning your digital strategies to your business objectives, or just a plain old email marketing campaign, get in touch.

The post The Benefits of Training first appeared on Chic Marketing.

New Customers. How Many Do You Actually Need?

Chris @ Chic — Wed, 17 Jul 2019 08:15:41 +0000

The desire for new customers is usually the starting point of conversations with new clients. Very few however have thought about how many new clients they want or how many they could cope with.

Regardless of how well you look after your existing clients, the truth is, every business needs new customers, but it’s not always a case of more is better. In fact, too many in one go can cause you problems if you’re not ready for them, and ultimately damage your business.

How many new customers could you realistically cope with?

In theory, thousands sounds great, but is your business set up to accommodate them?

If you are Amazon or an online publisher, then yes, you probably could – happy days, now go and count all that lovely new money.

On the other hand, if you are a family run bakers or a provider of specialist software then I would suggest not.

The bakers probably wouldn’t have the capacity to store twice the ingredients, enough ovens to bake twice the products, or the staff to serve twice the number of customers over night.

Integration of specialist software takes time to set up, embed into a business and train the staff to use. Would they have the skilled, experienced employees available to suddenly double or triple the number of installations?

Can you meet your customer’s expectations?

The figures vary across different sectors, but generally it costs between 5 and 13 times the amount to get a new customer than to keep an existing one, so:

The first rule when spending all that money, is – Don’t upset the customer.
The second rule when spending all that money, is – Don’t upset the customer.

If you’re spread too thinly, not only will you fail to look after your new clients properly, you may upset your existing clients and no longer give them the service they are used to. Not only will they not come back, they’ll tell everyone else to avoid you too.

As a business, you should be looking for sustainable growth, with a steady increase of new clients over time. This number will be different for each business and be dependent on a number of factors. Do you know what it is for your business?

At Chic Marketing we can create a marketing strategy just for you. So, if you’re looking to attract new customers at the right rate for your company, get in touch.

The post New Customers. How Many Do You Actually Need? first appeared on Chic Marketing.