Reach Customers with Effective Marketing

Try putting yourself in your customer's shoes.

The most important thing is to focus on the entire customer experience from the time they learned about who you are until after they leave and are using the products. You have to step back from it and look at the big picture of this experience.

Don’t stop at the time they pick up the order, either. For example, if you sell shirts for a 5K race, is it easy for the volunteers to hand out those shirts or do they have to deal with a printer’s fold? Are you making memorial products, and if so, are you making sure that everything is assembled and ready to give directly to the grieving?

Then, take a good, hard look at your marketing from the beginning to the end. Does the look of your marketing match the look and feel of the follow-up email, or any other transaction email, your customer gets? Think of the things like proof approvals and tracking numbers you send out. Ask yourself, did you give the customer opportunities along the way to build a relationship with your business? Things like encouraging social media sharing, offering tours of your facility, or even making sure your customers have an account representative they can contact all build that relationship.

If you have done all those things – put yourself in your customers’ shoes and are confident that you and your entire staff really care about your customers – then the next time a potential customer says they can get it up the road cheaper, offer to drive them there!

-Aaron Montgomery, MontCo Consulting, 2 Regular Guys

Aaron Montgomery

Aaron Montgomery

Our Success Group

Aaron Montgomery is certified by New York Times best-selling author Jack Canfield as a Success Principles Trainer and has nearly 30 years of experience providing essential support to small businesses. His company, Our Success Group, assists with setting and reaching goals, creating a solid business plan, knowing their numbers for a better pricing strategy, and establishing a customer-focused approach while devising a targeted marketing strategy. He is the author of the business foundation book ‘The FUNdamentals of Business Success.’ He is the Co-Founder of a facilitated 6-month Mastermind collective called Radical Goal-Getters. You can also find him hosting a weekly show called Small Business Saturdays and co-hosting the 2 Regular Guys Podcast.

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