delight! - how to turn your customers into your biggest fans
TRANSCRIPT
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Delight.Joey Borane
VP of Marketing
[ InboundPHX ]
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What do we mean “DELIGHT?”[ enroll ]
Why should you care?
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[ impact on the funnel ]
Marketplace Customers
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You are just a commodity.[ tough love ]
Get your brand together.
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Your core offeringYour core offering.
[ qualitative differentiation ]
[ brand ]
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Premise.[ Yum! Cake! ]
Be a giver.
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Delighting customers is more than saying “Thank you.”
[ once they say ‘yes’ ]
Extend the relationship.
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[ breaking your promise can be unrecoverable ]
Deliver on your promise.
“Don’t hide.”
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Everything today applies.[ marketing best practices ]
Delight your customers.
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Great [ ] appreciate people and respect the individual.
marketing activities
companies
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Superior marketing knows not to treat everyone the same.
[ that’s why we say ]
Jargon alert: “Persona."
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Individuals have different perspectives.
[ look through your audience’s eyes ]
An experiment.
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Uni-corn.
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Marketing activities depend on where you are on the marketplace spectrum.
[ be potent ]
Brand to Consumer – Business to Business
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[ brand to consumer ] [ business to business ]
[ focus on emotion – individual ][ shorter sales cycle ][ impulse buy ]
[ focus on benefits - organization ][ longer sales cycle ][ consultative sale ]
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People know who they are and they know what they want.
[ eliminate clutter ]
Information & Action
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Tips for connecting with the human animal.
[ primal instincts ]
Put nature on your side.
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Speak in the affirmative.[ the mind needs direction ]
Another experiment.
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Ideas for delighting customers.[ jedi mind control ]
Successful, actual tactics.
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[ brand to consumer ] [ business to business ]
Give them a way to show they are loyal. Create a conduit to share their success.
Customer testimonials & case studies.
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[ brand to consumer ] [ business to business ]
Loyalty reward program with tiers. Special access to insiders and experts.
Create an Inner Circle.
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[ brand to consumer ] [ business to business ]
Offer a “Secret Files” training class. Host a tailored Webinar.
Share knowledge.
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[ brand to consumer ] [ business to business ]
“Try for Free” offer. Allow customers to participate in design.
Skip the survey: Test Drive!
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[ brand to consumer ] [ business to business ]
Remember a special date. Mention a press worthy win.
Use data & make them feel important.
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[ brand to consumer ] [ business to business ]
Send a note or a gift. Throw the team a party.
Say “Thank you."
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It all comes back to…[ persona ] [ content ] [ action ]
Put the activities in place to give individuals what they want – with WOW.
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Turn looks into leads… and leads into sales.
[ expert marketing ]