While the statement that corporations are people has entered popular culture, there is some truth to it. Not in the political or economic sense, but in the practical sense. Your company is only as good as the people behind it, and that includes both customers and employees. Using this knowledge when developing your corporate marketing program can help you maximize your sales and marketing efforts.
Customers: Personalization counts
Nobody likes to feel like a number or a faceless sales target. Even if you market to other businesses, remember that there are people behind those businesses, and if you want to gain their trust and loyalty, you have to treat them like individuals. Incorporating personalization into your corporate marketing program is an excellent way to foster this feeling.
Ideas you can use to personalize your communications include:
- Cross sell and up sell based on products or services the customer has already purchased.
- Use customer names in direct mail and email marketing campaigns.
- Send thank-you cards after customers make a purchase.
- Send your campaign out on behalf of the salesperson who actually worked with the customer, and include many ways to connect with the salesperson as well as the company in general.
The more you can make your customer feel valued and special, the more likely they are to continue doing business with you.
Employees: Get with the corporate marketing program
Although you may have a sales team, a marketing department and a customer relations team, it’s important to remember that every employee is a salesperson. Your employees are the face of your business, no matter what role they play, which is why it is so important for every single one of them to understand the consistent brand image you want to display.
Incorporate ongoing training for your staff members to ensure that they are aware of the marketing messages and value propositions you want to promote. Make sure every employee knows all the details of your latest product release, even those who are not members of your sales force.
How does your corporate marketing program ensure that all of your customers receive the marketing messages that resonate most with them?
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