I was invited to speak at a LinkedIn event about business resilience and how marketing can add value and robustness to a business in the current climate. The talk was called the 4 C’s for Robust Marketing.
Customers
- Get close to your customers. Talk to them, get comfortable discussing the real issues that both organisations are facing.
- Understand your customer base. How long does a ‘typical’ client stay with you? How many new clients do you need to win each month to replace the natural attrition? Finally, how many enquiries must be generated to convert to a client? With this information you are able to gauge the necessary rhythmic acquisition of clients for your business.
- If your business has a large number of small customers (a long tail customer model) and you invoice them monthly. Consider incentives to move to direct debit. The cost of sale will fall and the customer life will rise.
Communication
- Now more than ever you need to be talking about your business. No one else will do it for you. The understated English reserve will not serve you well at this time.
- What others say about your business is worth so much more than anything you can say about yourself.
- The kind of positive messages at this time are testimonials, case studies, awards and other independent recognition and community contributions.
Culture
- Marketing is the job of everyone in a business, not just those in the marketing department.
- Think like a new customer. Know all of the touchpoints a new enquirer will come across in your business. If you’re unsure how positive each interaction is, you can arrange to be mystery shopped.
- Remember a new customer’s first point of contact may well be with people in the administrative rather than management side of your company. Is your customer service training adequate across the whole business?
Community
- A growing area of importance.
- The way a business behaves, treats its staff and engages with its community and stakeholders is important and becoming more so.
- Understand the growth of the ‘kindness economy’ and that consumers are making brand choices influenced by the values of a company and its CSR credentials.
- Find out about ways for your company to positively engage and give your team opportunities to make a difference via corporate volunteering.
To know more about building resilience into your business with good marketing practices, contact us at hello@sixthsensemarketing.co.uk
