March 5, 2015
Since reading our last two blogs, you made a client survey and analyzed the data you received. Now how do you turn this into marketing? You can use the results of your data to market to your top clients and get better results. Here are some ways to turn your survey results into marketing:
- Pay Attention. See what your clients are saying about you and adapt. If your data says that your lobby is a reason clients feel uncomfortable with your business, do something about it! Then write about it in your monthly newsletter or send out a special email drawing attention to your new-and-improved space. This shows that you care about your clients and improving yourself.
- Publish the Results. This is another way to get your client’s attention. Write a report and invite your clients to read it. This proves that the work your clients did answering the survey mattered. It’s a great way to let your clients know what your company is working on and keeps them in touch with your business.
- Compare and Contrast. Use the data you got from your survey to compare yourself to the competition. Look at what your strengths are and use those to your advantage. Advertise that clients reported “trusting your employees” or “timely and friendly service”, depending on what your results show. Customers will respond to client-provided options.
Surveys are a fantastic idea for any business that wants to gain insight. Surveys are a great way to connect with clients and find out their opinions. After organizing that data, you can use it to improve your business and tell your clients about your new improvements. So, why aren’t you using surveys yet?
How do you market your survey results to top clients?
February 19, 2015
You’ve made a great survey (using tips from our last blog) and have the results from your clients. What now? The next step is reading and analyzing your data to make it useful. A bunch of filled out surveys aren’t going to do you any good if you can’t examine the results and use the information to improve yourself and your organization. Here are some ways to go about analyzing your survey data.
- Start at the beginning. Go back to the original goals of the survey. What did you want to accomplish with this survey? What kind of information did you want to receive? You want to make sure you are focused on the right part of the data.
- Research Questions vs. Survey Questions. Next, you want to organize your data by putting the research question (or your goal) next to the questions that give you informant about that goal. For example, if your research goal was to find out how people rate your office atmosphere, you would put that next to the survey questions “Do you feel comfortable in the office” and “How would you describe the feeling in the office.” This will allow you to target specific questions quickly.
- Trends. Once you have your survey organized, you can start to look for trends in the data. Frequent similar responses can point to a potential flaw in your organization that can be benefitted by change. If many people respond negatively to an aspect of your business, it may be a reason to look into altering that aspect.
- Use it! Now that you have some organized data it’s time to use it! If you find a trend in your data that seems reasonable, make a change! Listening to your customers is the best way to make them happy. When your customers are happy, your business is happy!
Analyzing the data from client surveys can be a great way to find out information about your business. Client surveys can tell you problems your clients have with your business. They can also tell you what clients like about your business and want you to continue doing. Analyzing this data can be extremely beneficial for your organization, so make sure you don’t let it go to waste!
How do you analyze your client survey data?
February 5, 2015
Wait. You’re NOT surveying your top clients? Your clients have tons of valuable information that will help you improve your business in ways you might never think of. But you have to ask. Many people are very willing to take a short survey. You can take those responses and analyze them (look our next blog for tips on analyzing) to strengthen your client relationships. Here are 6 tips for creating the best client surveys.
- Start it off simple. Your first few questions shouldn’t be complicated. Participants won’t bother to finish the survey. Keep it easy by asking yes or no questions or multiple choice in the beginning.
- Don’t waste your time. Make sure you don’t include questions just to take up space. It’s important that every question be well thought out with a goal in mind. Really consider if the information they are giving is necessary.
- Stay consistent. If you’re asking questions with a rating scale (like excellent through poor) make sure to keep it the same throughout the whole survey. If you switch it up, participants may get confused.
- Be specific. You definitely want to be specific, especially when using open-ended questions. The wording of a question really matters, and you want to make sure you’re getting an accurate response. If you want your clients to explain, make sure you tell them! Or you’re sure to get one-word answers.
- Test it out. It can be really helpful to get someone form the target audience (like a close client) that will take the survey before you send it. This way you can eliminate confusing wording or differing interpretations in your questions.
- Send reminders. Taking an optional survey can easily slip a busy client’s mind. Try to send reminder emails or updates to encourage clients to send in responses. Consider offering an incentive if clients respond.
Your clients are the best way to get truthful information about your business. Make sure you’re taking advantage of this data pool!
How do you survey your clients?
January 22, 2015
You know the saying “A picture is worth a thousand words,” but your brain ignores the cliché when you’re thinking about your business. Lucky for you, we’re here to tell you how to utilize pictures in your marketing and make them speak volumes. Here are 5 reasons to incorporate pictures into your online and traditional marketing:
- Posts with photos get 94% more views. NINETY-FOUR PERCENT. That is reason alone to include images with your social media and blog entries. There are tons of pictures available on the internet to choose from. Just make sure you pick something relative; you don’t want to confuse your readers with non-sensical pictures.
- It gets the media interested. Stories or events with pictures are way more likely to be covered in local papers and online newspaper sites. Make sure you keep a camera on hand at your next volunteer event or awards dinner to snap a few shots.
- They’ll help drum up new business. 60% of clients are more likely contact a business when they find a picture in their local search results. Take pictures of your office, your staff, and your building. Getting a preview of the environment will encourage clients to approach you.
- You can boost your presentations. Presentations with images are more effective at getting your audience to take action. Including (well thought out) pictures in proposals will help you get your clients motivated.
- It’ll capture their attention. Pictures are much more likely to capture someone’s attention. This is exactly what you want your marketing materials to do. Mailers get thrown away constantly, but what if a great picture caught a client’s eye? Instead of being put immediately in the trash, your mailer gets the attention it deserves.
There are countless other reasons why pictures are important for your business. Make sure you website, social media, flyer, mailers, and anything else you can think of has appropriate pictures to add to your brand. You know what they say, “a picture IS worth a thousand words.”
How do you utilize pictures in your business?
November 13, 2014
Every time you look for potential business or new customers, you are prospecting for your business. While you may not find gold, you just might find some great clients if you play your cards right. Here are some tips for making your prospecting as successful as possible.
- Digital interaction. Connect with a potential client on LinkedIn. Retweet something they posted on Twitter. Comment on their LinkedIn articles. These small interactions will get you on a customer’s radar and build a relationship before you even talk to them.
- Make a plan. Thinking out your prospecting will make it much easier to keep yourself organized. Schedule time every day to investigate new clients and do research. Taking it in smaller doses can make prospecting less daunting.
- Stick to what you know. Focus your efforts on what you do best. If you are really experienced in email marketing, use that to your advantage! Just make sure you don’t get stuck. Make sure you try new ways of prospecting, too. You never know what might work.
- Think about your words. No matter how many people you call or emails you send, if you aren’t using the right language you’ll never make connections. Really focus on the words you choose, you might only have a few seconds to get someone’s attention.
- Remember it takes time. Sometimes you meet the right person at the right time, but most cold calls don’t end in an appointment. Build up relationships a little at a time to create trust with potential clients. Customers want to work with people they know, so keep in touch to remain in contact with prospects.
Prospecting isn’t always easy. It takes time and practice, just like everything else! If you focus your efforts and take time to plan, you can make the most of your prospecting and have the greatest success.
What are some ways you prospect?
September 4, 2014
A great way to market your business is with sponsorships. But what exactly is a sponsorship? And how does it help my business? A “sponsorship is a financial or in-kind support of an activity, used primarily to reach specified business goals”. The organization or activity being sponsored usually gives recognition at their event or in some other way to the sponsor. So now that we understand a little more about sponsorships, why give money to these organizations?
- Niche Markets. Giving money to an organization gets your business recognition in a new and different way. Showing your support for something gets your name out there to people interested in a cause. Your business is exposed to new potential customers that already have positive feelings towards your company.
- Get a Leg Up on the Competition. Providing a sponsorship can set you apart from other companies in your industry. Sponsorships can introduce you to new customers that your competition is vying for. Sponsorships also allow small companies to compete on the same level as large corporations with equal or more impressive sponsorships.
- Choose you Comfort Level. Many sponsorships offer different packages for the same event. You can pick a level that you and your business are comfortable with and still get recognition. Some packages might make more sense for your business, while others would be too much or not enough.
Sponsorships are a great way to market your business, while at the same time helping an organization or event you care about. You get good exposure in a positive light, while staying in your comfort zone. Sponsorships can be a great way to stay ahead of the competition and market your business in a simple and effective manner.
What sort of sponsorships are you involved in?
July 24, 2014
In the age of social media and cell phones, we sometimes forget that there were ways of communicating without pressing “send”. Back in the day, snail mail was the only way to reach business; but that doesn’t mean you can’t use it today. Traditional marketing is still useful and can be very effective, if done correctly. Here are some ways to make your traditional marketing relevant.
- Don’t bombard your clients. Sending out information everyday is unnecessary and costly. Make sure you are only sending out useful mailings that mean something. Too many boring letters and you’re sure to be ignored.
- Everyone is different. Make your clients feel special by using triggered mailings. Personalize your letters by automatically sending a birthday announcement to someone a week before their birthday. Try changing your message to suit your audience.
- Don’t be afraid to ask for help. It can be hard to think of new techniques to keep current customers involved and new customers interested. Sometimes all you need are fresh eyes to see what you’re missing.
- Balance is key. While traditional marking is a great way to promote business, make sure you aren’t ignoring the new developments of the future. Be active on social media, while also sending flyers out by mail. This way you hit every target.
- Try new things. Change up your current techniques, even if it’s only for a month or two. Try something different and it could pay off in the long run. Playing it safe in marketing won’t cut it.
How do you use traditional marketing in your business?
March 27, 2014
The holidays may be over, but that’s no reason to stop being thankful. Giving thanks shows those surrounding your business how much you really value them. You should make it a habit to thank the people who contribute to your success – employees, clients, businesses that help you along the way and more.
We’re often too busy trying to get on with the next big thing to think about sending out thanks, but you may only need to spare an hour, half an hour, sometimes even just 10 minutes of you time. Thank you goes a long way when it comes to doing business.
These are some times when you should be giving thanks:
- Business with new (and returning) clients
- An associate has been particularly creative, prompt, helpful, etc.
- Project milestones or completion
- Referral from a friend, family member or another business
- Any business opportunity – whether you get the deal or not
It doesn’t have to be a grand expression; a simple thank you will usually do the trick. But that doesn’t mean you shouldn’t put any effort into it. Small, thoughtful actions are more than enough to show people your appreciation.
Here are some ideas of showing gratitude to those around you:
- Mail or drop off a handwritten card
- Stop by with a small gesture like coffee or tea
- Reward employees with gift cards or other small gifts
- Hold fun team gatherings outside the office
- Sometimes a phone call or an email is OK if you truly don’t have the time to do more – be sure to make these come across particularly intentional and personal
If regular thank you’s aren’t part of your business practice, they should be. The quality of your work is important, but ultimately it comes down to the way you do business that will bring in (or turn away) clients.
How do you say thank you?
Three Point Marketing offers marketing support for professional service providers such as financial planners, attorneys, and accountants.
December 2, 2013
Thanksgiving decorations are all put away and the turkey leftovers have been eaten. Everywhere you turn there is holiday décor.
It’s not too late to think about holiday gifting. First, start off with creating a manageable list of clients. There is no magic number here – it can be as few or as many as you want. Try to keep it to your very best clients though – no need to send a gift to everyone in your database.
Many of us get stuck on this issue of what to give … really, what could our clients receive from us that would be meaningful, but not break the bank?
Our advice is to keep it simple. Don’t overthink it. Yes, your top clients may have the means to go buy anything they want at any time they want. That doesn’t mean they won’t appreciate a small, thoughtful token of cheer from you.
Here are our top gift ideas for the holidays:
- Edible arrangement
- Cd of holiday songs
- Engraved wine glass
- A good book
What else would you suggest?
Three Point Marketing offers marketing support for professional service providers such as financial planners, attorneys, and accountants.