Serving Your Client. What It Means in Digital Marketing
Serving is the answer to your business' 'how' question nowadays. It's all about your audience, not you anymore. Serving applies to all business areas: operations, staff training, customer experience from start to finish, writing copy for ads, sites, brochures, social media, and so on.
Long gone are those times when businesses bragged about their products and services on every corner of our digital and print space. As we all get busier, entrepreneurs have less time to grab customer's attention, namely around 3 sec. Naturally, we are all a bit selfish, and we want to see right away what's in that ad or post for me, what I gain if I stay here longer.
For us, entrepreneurs, it translates into turning our message 180 degrees, and instead of speaking about our products, we talk about customers' benefits. Which means to develop empathy, be able to relate to our customer's struggles and challenges, and express the message in our clients' own words.
Craft Your Message To Perfection
You have a brand. And your brand has its values, a message, its soul, and essence. You established your business because you wanted to bridge a gap for your audience. Ideally, your message has to reflect your intention to serve your customers, resonate with them, and be relatable. To connect with your audiences, you speak about their benefits coming out of their challenges.
When crafting your message for online channels, you only have 3 sec to draw your customer's attention before they scroll past your post.
If you want your copy to stay longer in front of your customers’ eyes, apply the below rules:
state your customers’ problem clearly;
tell your customers about their benefits using pain-points triggers;
express the message in your clients' own words;
add a call to action.
Serving your client goes beyond selling them the right product. Serving also implies being available for any pre- or post-sale communication.
As customers, we often develop trust and later buy from the first seller who's available for a chat or replies to our DM or email in a reasonable amount of time. It speaks for itself that a properly set-up answering system benefits customer relations and sales.
Customer surveys are a great tool to get feedback about your customer's experience. With customer surveys, you learn which areas of the customer journey to optimize. Here, a rule of thumb is to keep your surveys relatively short and draft some open-answer questions, asking users to reflect on both positive and negative experiences.
Train Your Staff
There's nothing more annoying to be redirected multiple times until your call sinks into oblivion. When a company has a training system for employees' in place, it contributes to customer experience and works towards sales growth.
Go Beyond Ordered Work
When hired for work, you can choose to either do the work or do the work plus add value. The difference between good and excellent customer experience is your desire to go one step further and be prepared to share insights into your work, develop alternative solutions, and optimize your client's processes to save them resources.