The CEO's Blog (4)
You left work late because a meeting ran long; a meeting in which you were given the responsibility of reducing office supply costs.
Now you’re driving home listening to talk radio. Traffic is a mess, and you need to pick up something for dinner. You pass, not one, but two billboards promoting the grand opening of a new store that sells deeply discounted office supplies. But, you’re so busy fighting traffic and looking for a drive-thru that you never see them.
Traditional outbound marketing and advertising rely on a “shotgun” approach for their delivery. Just present the messages over and over to as large an audience as possible and someone is bound to see or hear them.
And hopefully, your potential buyers will be in the right frame of mind to process the information.
That’s a very expensive way to market, largely because you're paying for access to a city's or region's or nation's worth of impressions, when only a small percentage of that audience will have an interest in what you sell at the time they see or hear your message.
Inbound, or Point-of-Entry Marketing, uses more of a “rifle” approach. It focuses on a one-to-one experience that always takes place when your prospects and customers are ready to do business with you.
They’ve taken the time to seek you out. They’ve called you on the phone, looked you up online, or walked through your front door. Usually their hands are on their wallets and they’re prepared to spend money.
I’m not suggesting that you eliminate traditional marketing and advertising from your strategy. Most often it’s the best, if not only, way to attract the number of prospects you need to be successful.
What I am suggesting is that you also implement robust marketing programs at the three points-of-entry into your business: your telephone, website, and front door / physical spaces. That way you’re sure to engage your prospects and customers when they’re in the right frame of mind to do business with you.
Don’t Set Customer Expectations with Your Outbound Marketing That Your Inbound Marketing Can’t FulfillWritten by Jerry Brown, Chief Executive Officer
A few months ago, I started seeing a local outfitter's online ads for Lucchese boots. The more I saw the ads, the more I wanted to buy a pair. They were beautiful boots!
The last ad I saw offered a 20% discount on the boots through the end of the month.
I didn't hesitate. I clicked on a link that took me to the seller's website. But since I never buy shoes or clothes without trying them on, I was searching the site for the store's hours.
The website was not impressive. I couldn't find their hours, and I couldn't find pictures or even a mention of the boots showcased in all those ads.
I finally found a phone number, so I gave them a call.
My visit to the store's website was disappointing, but my telephone experience was even worse.
After the fourth or fifth ring, a woman answered with only the name of the store and then "please hold." And then...nothing!
It took me a few seconds to realize I was on hold.
After what seemed like five minutes (but was probably closer to one or two), she picked up the phone. I let her know I was interested in their Lucchese boots and asked for the store's hours.
"We're closed," she said.
No effort to answer my question. No "I'm sorry." No "but we'll be open at 9am tomorrow."
I was so frustrated I hung up without saying good-bye.
That company obviously spent time and money trying to attract my attention. And they did a good job drawing me in. But the excitement their advertising built in me was quickly eroded when I visited their website, and it completely vanished after being treated so callously on the phone.
How could this business have ensured that my customer experience matched the expectation they encouraged with their ads?
1) They should have made the product they were advertising easier to find on their website.
2) They should have made their store hours - and other basic information - easy to find on their site.
3) They should have taught all their employees about the value of proper telephone etiquette. Answering my call with "Thank you for calling XYZ Store. This is Judy. May I put you on hold for a moment?" would have done wonders for my attitude.
Hearing her name would have made her seem more personable and suggested that she was taking responsibility for my call. And asking my permission to put me on hold would have given me a sense of control and reduced any stress. Pretty basic stuff, but what an immediate difference it makes.
4) My time on hold would not have been wasted if the owners had used that time to share information about the purchase and care of their boots, or tell me about one of their convenient services, or provide an on-hold offer, or reinforce the reasons for shopping there.
5) The company should have provided all of their employees with communication and customer service training. I clearly told the lady I spoke with that I wanted to try on their Lucchese boots. She could have said she was sorry the store was closed. And she should have told me right away when they would re-open.
Your customers will tolerate disappointment when you offer solutions, or, at the very least, a little empathy.
6) Perhaps most importantly, the company should have a more stringent hiring process to ensure that only happy, confident, customer-centric employees are given the responsibility of communicating directly with prospects and customers. Make it a privilege to represent your brand, not a chore for those unwilling to embrace the honor.
A solid Point-of-Entry Marketing program that focuses on providing a more fulfilling online and on-phone experience would have definitely brought me into that store to buy a new pair of Lucchese boots.
I did buy the boots, by the way. Two weeks later. From that store's competitor.
Worldwide, advertisers will spend $600 billion this year.
The money in most of those budgets will fund projects, programs, and initiatives that focus on trying to get people to call, click, or visit. Many studies claim that 90% or more of those marketing dollars are spent on outbound marketing using broadcast, print, digital, outdoor, and other channels.
But a very small amount is spent on inbound marketing - marketing focused on those prospects and customers who contact or visit you.
So what happens to the interested prospects and repeat customers who actually take the time to seek you out?
They can reach out to you in one of three ways. They can call you on the telephone. They can look you up on your website. And they can walk through your front door.
What will their experience be when they do? Will they be greeted by friendly, helpful telephone personnel, or will they get lost in a cumbersome and time-wasting automated telephone system?
Will they enjoy a well-designed website with quality content that's easy to navigate, or will they be relegated to an online wasteland of limited information and confusing directions?
Will they feel warm and welcome in a professional, sophisticated environment, or will they stumble into an uncomfortably sterile and uninteresting atmosphere?
As a marketer, you invest a lot of time, energy, and money building your brand, creating awareness of your products and services, and getting prospects to seek you out. Why waste those efforts and money by building up prospect expectations with your outbound marketing that your inbound marketing doesn't support?
A sound and comprehensive marketing plan must include both outbound and inbound strategies. It would be quite hard to build your business without prospects. It would be just as hard to build your business without being able to turn prospects into customers, or existing customers into repeat customers.
Trying to make the best possible impression on, and the best possible experience for, those who take the time to call you on the telephone, look you up on your website, or walk through your front doors is what we call Point-of-Entry Marketing (POEM).
Not only is Point-of-Entry Marketing essential to an effective and successful marketing plan, but I believe impressions made by Point-of-Entry Marketing are more valuable than those made through outbound marketing for the following reasons.
With Point-of-Entry Marketing you...
1) Always reach your most important target audience. Your existing customers and interested prospects. Broadcast, print, outdoor, or any other traditional advertising can't guarantee every impression it makes will be on a viable prospect or customer. But Point-of-Entry Marketing can.
While traditional advertising may only reach your targeted audience one out of a thousand times (or less), POEM will make impressions only on interested prospects and customers 100% of the time.
2) Always reach your prospects and customers when they're in the right frame of mind to do business with you. When it comes to marketing - or any other type of communication - there's something to be said for timing. Your audience is either ready to listen to and act upon your message, or they're not.
POEM influences prospects and customers who have taken the time to seek you out. And it's especially important to reach buyers during business or shopping hours when they have their hands on their wallets and they're ready to buy.
3) Make invaluable marketing impressions on every person who enters your company - EVERY SINGLE ONE. There's no other method of marketing that can make that claim. Digital marketing can't. Direct marketing can't. And print, broadcast, and outdoor advertising can't. Only Point-of-Entry Marketing makes an impression on every single person who enters your company, whether they call you on the phone, visit your website, or walk through your front door.
4) Pick up where your traditional outbound marketing leaves off by providing a consistent transition "into" your organization. How many times have you been impressed by a company's marketing and advertising only to be completely let down when you actually followed through and contacted the organization?
Maybe it was a poorly designed website, a cluttered lobby, or a frustrating telephone system. POEM can keep you from wasting the interest your outbound marketing generates.
5) Reinforce your brand identity. Can you think of a better opportunity to reinforce your brand identity than during the thousands of hours a year your customers are spending on hold, perusing your website, or shopping in your store?
6) Expand top-of-mind awareness of your products and services. How many of your customers aren't aware of everything you do? I'd bet it's the majority of them.
People are bombarded with information on a non-stop basis every day. As a marketer, you know that to get your message to stick, you have to repeat it over and over. Each time a customer is on your website, or visits your store, or calls you on the phone is an opportunity to reinforce awareness of what you sell.
7) Improve your call-to-action or direct response marketing. I once called a car dealer for a price on tires. They were too expensive and I ended up getting them elsewhere. But during the call, I was put on hold and heard about a winterization special that sounded like a great deal. I had the work done and was so pleased with the service that I ended up buying my next car from them.
Don't underestimate the power of using the time your customers spend on hold, stand in your lobby, or read through your website to ask them to take action.
8) Increase impulse purchases. There are some pretty reliable sources that claim up to 90% of all sales are made on impulse at the point-of-purchase. I can't tell you the last time I went into a grocery store to buy a gallon of milk and came out with just a gallon of milk.
9) Increase your customer share and retention. Have you ever heard a customer say "I didn't know you did that"? Hopefully, it wasn't right after they switched to a competitor for a broader selection of products or services.
The more you provide a customer, the more valuable your relationship is perceived to be and the less susceptible your customer is to competitors. And Point-of-Entry Marketing is one of the best ways to let your customers know about all you do.
10) Spend less money. With POEM, the medium is FREE. The cost to produce a radio or TV commercial, a magazine or pay-per-click ad, or an online video can be expensive. But it's nowhere near the cost of actually running the ad.
Media can be ridiculously expensive. With POEM, you still pay to create the content, but the media is free. Whether you're telecasting messages to your callers, store casting specials to your shoppers, or using your website to provide information to online visitors, you own the media.
So, if you're not doing it already, focus on providing the best possible impression on, and the best possible experience for, people who take the time to call you on the phone, look you up on your website, or walk through your front doors.
If you’re like most marketers, you focus on getting prospects and customers to seek out your product or company. While that can be an effective way to grow your business, it lacks an integral component.
It’s my opinion that the best way to ensure long-term growth is to provide positive customer experiences each time someone contacts your organization. A successful marketing strategy must include a plan for delighting your prospects and customers EVERY time they call, click or visit.
Occasional efforts don’t guarantee a consistently positive customer experience. Outstanding products and customer service supported by strategic, integrated, and sustained marketing programs are the best way to develop loyal brand ambassadors.
Years, months, weeks, even days after customers interact with your company they may not remember the details of the experience, but they’ll always remember how you made them feel.