You may have heard some people claim customer service is dead. However, this can be one of the areas where smaller businesses truly excel. In fact, customer service is the new marketing for small business. When you combine your small business marketing with your customer service, you will have a better chance of effectively reaching your target audience and providing your customers with the positive experience they want.
Set Similar Goals
While not all goals will coordinate between your marketing team and your customer service staff, it’s important to make sure everyone is on the same page. Customer service marketing requires you to consider what your customers are looking for and determine how you can make that happen. When your customer service team is dedicated to keeping the customers the marketing team works so hard to attract, your business will generate more sales.
Understand Buyer Personas
Like all aspects of marketing for a small business, it’s important to know who your buyers are and what they are looking for. Your marketing team spends a lot of time determining which demographics they should target and who is most likely to purchase from them. Your customer service marketing team needs to recognize these personas and use that information to create an effective customer service plan that meets their needs. When your customers feel you pay enough attention to what they want, they are much more likely to remain loyal to your business.
Create a Unified Message
Every aspect of your business should work seamlessly with the others. While it’s important for your backend and other aspects of your business to work well for the sake of your customers, the message you share should be uniform across the board as well. Sharing the scripts of your marketing team can help your customer service staff provide the same answers to your customers when they have questions. Likewise, it’s important for your customer service team to communicate with your marketing team anytime there are changes to their strategy.
Enforce Your Brand
Branding is one of the most essential aspects of marketing for a small business. It’s essential you make your company recognizable among your larger competitors so you can attract more customers and assure them you can meet their needs. Your marketing and customer service departments should work together to reinforce your brand message. When your marketing team is making claims regarding your business operations, it’s necessary for your customer service team to backs that up to create an overall positive impression of your business.
Social Media Serves Both Purposes
Many people think of social media as a useful marketing tool. After all, you can effectively reach a larger target audience by increasing the chances people will share your content with their family and friends. However, social media is also a good place for marketing and customer service to work hand in hand. Some consumers will post complaints and questions to your business social media pages. In addition to posting your marketing messages, you will need someone from your customer service team to manage these inquiries and complaints for effective customer service.
Lend PR Stories
Press releases are a great way to market a small business, but you need newsworthy topics, which can include customer stories, for these to be effective. Your marketing team can learn valuable information by talking to customer service reps. These representatives can share their experiences and provide the valuable information your marketing team requires to create effective press release campaigns.
Customer service is the new marketing, but that doesn’t mean you should abandon your other marketing efforts. Instead, your small business marketing team has to work in conjunction with your customer service staff, giving your customers the optimal experience, from their first interactions to their future relationships with your company.
If you’re looking for a company to help with your customer service and marketing tactics, contact us. We can help you integrate these two aspects of your business into one smooth process.