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:MAD<AF? KLJGF? ;DA=FL J=D9LAGFK@AHK Author Paul G. Krasnow outlines key factors to help cement client loyalty and keep your customers coming back to you. 6
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Volume 25, Issue 3
18
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Inbound marketing is a technique for drawing customers to your products and services via content marketing, social media marketing, search engine optimization, branding and more. The term “inbound marketing� was coined by HubSpot CEO Brian Halligan and is synonymous with the concept of Permission Marketing, which was a great book by author Seth Godin. In contrast to outbound 2VJW]VL 6IZSM\QVO LZI_[ K][\WUMZ[ QV Ja KZMI\QVO
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company initiating the converMVOIOQVO KWV\MV\ LQ[[MUQVI\ML \PZW]OP ^IZQW][ KPIVVMT[ sation by spreading its message out to an audience, inbound marketing reverses the relationship between company and customer.
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Ă Q 867> approval on publishing projects. My employer at the time, was certainly happy knowing that the time saved allowed me greater opportunity to prospect and service other clients. Then came the advent of emails, and with it came greater efficiencies along with new time management challenges.
" * ) / -The pace of advancement in technology does not necessarily guarantee that the pace of success is equally achieved.
with us any and everywhere we go. The downside of always being “plugged inâ€? has created a perfect storm for stress and breakdowns to occur (two huge factors which inhibit the increased productivity technology is supposed to bring). Is there a solution?Â
Projects and tasks began to present themselves more rapidly, thereby demanding more and more input of human resources. As an employee however, my speed with which to successfully complete these rapidly mounting tasks was finite. A perfect environment for stress to flourish was created.
Success has its own pace. It runs or crawls depending on market conditions and resources invested to aid it along. Nowadays, the stress levels that employees deal with are directly tied to the targeted expectations that exist in an environment where human efficiencies cannot keep pace with technological advances.
That was then. Now it’s a “whole new ball game� where, as tools of the trade get sharpened daily, projects also evolve daily. And yet the human speed - or lack there of - to achieve targets and goals lags behind with each passing hour. As such, stress levels continue to climb to new highs, where the new norm is for workers to be over-stressed by the daily demands of their positions.
Twenty years ago, the popularization of the fax machine saved me countless hours from not having to drive to various clients’ offices for artwork
Technological innovation has always inspired economic prosperity -Â but at what price? The advent of the smartphone has allowed us to bring our offices
Artificial intelligence is one solution that science is focusing on, and for good reason: technology is the only thing can keep up with technology. Human efficiencies cannot keep pace with instantaneous requirements that modern day technology has bestowed on us. As a society, technology has inflated our expectations and we are stressing ourselves out just trying to keep up. Advances in technology have done very well to provide us all with efficiencies and time-saving benefits. However, we all may be better served (and far less stressed) if we tempered our expectations with respect to the speed in which these efficiencies are realized.
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Industry News
May/June 2018 - Volume 25, Issue 3
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#& ( Ă .#0 1 , , *),.- 867> #,-. / ,. , -/&.Gildan Activewear Inc. (GIL: TSX and NYSE) announced its results for the first quarter ended April 1, 2018. Net sales of $647.3 million (all figures US) in the first quarter ended April 1, 2018, were down 2.7 per cent compared to the prior year, reflecting a 3.2 per cent increase in activewear sales and a 20.4 per cent decline in the hosiery and underwear category. International sales in the first quarter were up 24 per cent,
reflecting strong growth momentum in all markets. The decline in the hosiery and underwear sales category was mainly due to the anticipated decline in unit sales volumes of socks at mass retailers which are shifting emphasis toward their own private label brands. Net earnings for the three months ended April 1, 2018 amounted to $67.9 million, compared with net earnings of $83.5 million for the same period last year.
!(/- ( *,)'). - ." ( /,# Magnus Pen has promoted Nathan Daurie to the position of vice president of sales & marketing. “We are very confident Nathan has what it takes to build relationships and foster growth of the expanding Magnus Pen,
Masterworks and Galleria brands throughout the Magnus North American distributor network,� said Magnus Pen in a statement.
Ă E , & - #.- 867=Q7> ),*), . /-. #( #&#.3 *),. American & Efird (A&E) released its 2017-2018 Corporate Sustainability Report. The report emphasizes A&E’s commitment to its industry-leading sustainability program and spotlights its continued progress and improvements in global water recycling and reuse, Zero-Waste-to-Landfill efforts, and reduction in carbon footprint among others. “We strive to produce and distribute responsible, premium quality, ethical thread products every day through excellence in innovation and good manufacturing practices,â€? said Les Miller, CEO, A&E. “We are committed to ethical manufacturing. It’s the right thing to do for our customers and stakeholders, but also our future generations.â€? This year’s notable Sustainability Highlights include: • Over 1.5 billion liters of wastewater has been recycled and reused
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since 2013. This amount of water would be enough to supply 75 million people with water for one day at 20 liters per person. • 48 per cent reduction in global water consumption (liters per kg of thread) since 2006. • Zero-Waste-to-Landfill status has grown to 16 global manufacturing operations and support facilities in 2017, with five other operations over the 91 percentile mark. A&E’s global goal is to achieve this sustainability designation in every manufacturing operation worldwide. • 11 per cent reduction of global carbon footprint (CO2e in kg per kg of thread) since 2006. • 7 per cent reduction in global power consumption (kwh per kg of thread) since 2006.
To view the full 2017-2018 Sustainability Report, please visit: www.amefird.com/sustainability.
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PUBLISHER
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PRODUCTION MANAGEMENT
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These days, loyalty seems to be harder to come by. People in general, are more suspicious of organizations, institutions, and leaders. At the same time, competition is fierce. Your clients can leave you at any time (and for any reason), replacing your services with something newer and shinier. But here’s the good news: when you’re able to engage with clients the right way and build deeply connected, trust-based relationships with them, you automatically set yourself apart. Strong client relationships are hard to come by and clients know this! In my book, The Success Code: A Guide for Achieving Your Personal Best in Business and Life, I explain that when you know how to create these types of relationships, your business will win clients’ loyalty, earn referrals, and enjoy repeat business‌for life! Deep connections like this can’t be faked; they require attention, care, and your authentic desire to serve your clients to the best of your ability. In both bad times and good, your commitment to them should be a top priority. Not everyone is willing to create and nurture these kinds of relationships. If you are, your business has a far better chance at thriving. I know this, because I have lived it. As a financial representative at Northwestern Mutual Life Insurance Company, I’ve been top producer for 40 years and have won many “Top Agentâ€? titles. My perform-
ance record is built upon years of engaging with clients and acting on the best practices revealed in The Success Code. Here are some tips to learn how to foster superior client satisfaction and loyalty.
Commit to a personal code of integrity and live it each day: Integrity should be a core value that steers all of your client interactions. This means committing to honesty and working hard with your clients’ best interests in mind at all times. Develop a set of business integrity mantras you can strategically place around your office and use them as daily affirmations to remind yourself to align your decisions with your code of business conduct.
Give clients peace of mind: Your clients should always feel as though their business is in good hands with you. Develop a system that works for you to proactively provide clients the highest level of service. Whether it is having a finely tuned project management system in place, or clear communication system, make sure you respond to your clients in a timely manner and that you provide expert answers to any and all of their inquiries. In doing so, you’re providing something that money can’t buy: peace of mind (and this goes a long way in establishing loyalty). ,TQMV\ ;MTI\QWV[PQX[ KWV\QV]ML WV 9IOM
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through a stop sign and our policy is to fail anyone who doesn’t come to a complete stop.â€? Second examiner: “The fact that you rolled through a stop sign is a safety concern that we just can’t #*&)' 3 .#*- .) " &* % * /-.)' ,- #( ." 1 % ) ( 1overlook. So you didn’t qualify this time.â€? 3 )1 .. Same information, but the second examiner’s word choices When corporations ask me to train their employees on and I will do everything that needs to be done to fix the error.  made the examiner sound more knowledgeable, empowered enhancing customer retention, I find that one common skill- What happened was‌â€?  Since he was already berating him- and reasonable. set is frequently weak across the board: how to diplomatically self, my response could only be benevolent. Accepting full responsibility, while recognizing the consequences of the Express negatives as positives give customers bad news.  Rather than saying, “Your order won’t be here until Tuesday.â€?  Unfortunately, the task of giving bad news goes with error, shows that you’re prepared to take your lumps like a Instead try, “Your order will be here as soon as Tuesday.â€? Same almost every job, yet it is not frequently a point of emphasis grown-up. People respect that. information, but wording it positively enhances customer when it comes to training. You may have to inform your cusperception. tomers of a price increase, of a product being out-of-stock, Tone it down Literally! Try lower the tone of your voice and your speed or that their children aren’t allowed to use your heat press as Help them find an alternative of talking.  a pull up bar. If you’re out-of-stock when the customer’s rushed, recomGenerally when people get excited or emotional about Employees facing these scenarios worry that the custommend your competitor, (if you can’t deliver what they need, ideas good or bad and they tend to raise their pitch and er might become defensive, offended, or worst of all, simply pace. When you’re giving bad news you want to give the they may end up going there anyway). When you help them take their business elsewhere.  find another avenue to solve the problem, the customer will Internally, when bad news needs to be communicated, impression that you are thinking clearly, logically and rea- associate your service with solving their problem, and in employees typically become more stressed, absenteeism and sonably (not emotionally, and certainly not irrationally).  future they may return to you. turnover increases, and customer retention plummets. In You can do this easily by slowing down the rate with which In other words, recommending a competitor when you you’re speaking and lowering your tone slightly. That way, other words, everyone loses.  can’t deliver is not a losing proposition. Most importantly, So, in our training programs we equip potential “bearers you come across more as the calm, quiet voice of reason, than you’re helping your customer. Plus, you can call your compeof bad newsâ€? with valuable tools to help make the process less the bearer of bad news. tition and let them know that you are sending business their painful‌for everyone!  Begin with the good news way, which is something they should appreciate. When you have both good news and bad, start with the good. Who knows? They may return the favour in the future. Warn in advance When people hear bad news they have an internal stress reacWhen you realize that you may not be able to give the cusFollow-up tomer exactly what they’re expecting, it’s critical to give them tion that causes them to tune-out other information. With some incidents, a well-timed phone call after the bad So, to ensure that the customer fully comprehends and appreadvance notice.  news goes a long way in proving to the customer with the You can actually turn giving advance-warning into a sell- ciates the entire message, make sure you give the good news first. notion that you’ve tried to go the extra mile. “I just wanted ing opportunity. “Martin, you’re an important customer so I Express empathy to check with you to see how things are going with that replacethought I’d better inform you about this right away. Our energy Empathy helps soften the blow.  A claims adjustor attending ment item we provided‌ â€?  That raises the perceived value of costs have almost doubled over the past year so we’re forced to my seminar explained that she used to have difficulty telling your service without spending more money. put through a 10 per cent price increase effective July 1st.  As clients, whose vehicles had been stolen and damaged, that Bottom line: no one ever enjoys receiving bad news, but you order items regularly, I thought I’d better check with you they still had to pay the deductible even though they weren’t to see if it would make sense to reorder now to save you money to blame. Ironically, she’s had much better impact dealing you can help soften the blow by presenting the information in a diplomatic and genuine manner. Often times, it’s not and prevent any unpleasant last-minute surprises.â€? with these customers since her aunt had a similar experience In doing something like this, you’ve taken the unpleas- with her vehicle. Now she shares this personal experience what you say, but how you say it that matters. ant task of proactively informing clients of impending rate and her clients now feel less like they’ve been singled-out and increases and turned into a goodwill gesture that your client victimized. Sometimes misery does love company. might appreciate as well as selling opportunity. *JW]\ \PM *]\PWZ#
Accept responsibility While serving as President of our professional speaking association, I received a ‘bad news’ call from one of our event organizers: “Jeff, I wanted to talk to you about a situation that has just come to my attention. I want you to know that I accept full responsibility for the foul-up. It was a mistake on my end
Avoid “trigger� words
Two words that act as hot buttons: “It’s policy.�  A better approach if this is the case is to explain to customers why a policy actually exists. Compare the word choices of two driving examiners who are dealing with a customer who rolls through a stop sign.  First examiner: “You rolled
Jeff Mowatt is a customer service strategist and Hall of Fame speaker. He’s the author of the best-selling business books: Becoming a Service Icon in 90 Minutes a Month and Influence with Ease. This article is based on the bestselling book, Becoming a Service Icon in 90 Minutes a Month. Jeff heads his own training company and has written and produced 13 self-study coaching tools. His Influence with EaseŽ column has been syndicated & featured in more than 200 business and online publications.
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Outbound marketing aims to push a product or service out through various channels, inbound marketing draws customers in to you by creating awareness and educating them through content of interest by using vehicles like blogs, social media, video marketing, and more. Inbound marketing is so effective because it provides your customer with information, as well as an improved customer experience, and it builds trust by offering potential clients content they may value. Inbound marketing allows marketers to “earn their way� into a customer’s awareness rather than invading their awareness through paid advertisements. Inbound Marketing is composed of four main steps: Attract, Convert, Close and Delight.
Use blog content to feed social media channels, which are the best ways to find prospects. Also make sure you are using keywords and that your web pages are optimized for search so that you can be found by potential customers. The objective is to use inbound marketing to turn Web strangers into visitors, and ultimately followers.
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à .., . Attract does not mean attracting random people; companies want to attract the right people at the right time. By creating an ideal buyer’s persona, a business can help define which are the beliefs, likes, dislikes of the ideal customer, and thus create the content to attract like-minded visitors to a company’s website, blog and/or social media channels. Blogging and offering information that attracts the right visitor is a great way to launch an inbound marketing campaign.
up to a sale. Ranking or prioritizing leads collected is critical and can help you bring them through the sales process using a series of emails. You also want to keep track of which conversion tools work best for you. Customer Relationship Management (CRM) tools and marketing automation tools help you accurately follow your lead from capture to close so you can refine your marketing program based on what works.
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)(0 ,. After attracting a visitor to their content, a company should look to convert him/her into a prospect by gathering the visitor’s contact information. Typically, marketers use landing pages to get visitors to surrender personal information - such as an email address - in exchange for something visitors want, such as a webinar. The best conversion tools are unique and informative; if the offer isn’t attractive enough (i.e. valuable), then you won’t convert the visitor to a lead.
8]Q^d]S \PaZTcX]V Xb b^ TUUTRcXeT QTRPdbT Xc _a^eXSTb h^da Rdbc^\Ta fXcW X]U^a\PcX^] Pb fT[[ Pb P] &)- X\_a^eTS Tg_TaXT]RT P]S Xc QdX[Sb Now that the company has the needed contact information, cadbc Qh ^UUTaX]V _^cT]cXP[ R[XT]cb they can stay in touch with prospects and provide timely content that would be appealing to them. Closing a converted lead R^]cT]c cWTh \Ph eP[dT
is a delicate process. It can take numerous interactions to build
You’ve attracted the visitor, converted him/her into a prospect and ultimately a customer. Now what? Your inbound marketing program shouldn’t end once you have made the sale. You now need to nurture your customer and reassure them that they made the right decision when they made a purchase. A big plus is to continue to offer superior content (probably the vehicle that got the visitor to notice you in the first place). Delighting customers and providing value is a good way to keep them coming back to your products and services. The end game is to convert them into hard core supporters of your business who will spread word about your company and its products to their network. Below are some of Inbound Marketing tips that you can use to leverage this methodology to boost sales and increase business!
Create value with podcasts and/or blogs To keep a steady inflow of ongoing leads, small businesses are spending quality time creating engaging audio and video content which helps boost engagement and act as a lead acquisition method. Podcasts are easy to make, cater to many different audiences, are cost-effective, and highly shareable which helps keep the lead inflow ongoing. To make your podcasts more effective, keep them original in content, consistent in quality and integrate through multi-channels. 2VJW]VL 6IZSM\QVO KWV\QV]ML WV 9IOM
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Add a quiz on your website to improve your lead-to-customer ratio. Offer a creative quiz to your website visitors to learn more about their particular interests and acquire their contact information. Interactivity is an excellent way to familiarize prospects with your brand.
Use Social Media to drive traffic Social media is one the most inexpensive, revolutionary tools that businesses can use to generate awareness of their products and services and drive traffic to their website.
Increase visitors to your site With proper search engine optimization (SEO) strategies, your website will be more visible to the millions Googling
any given moment. In general, being in the first search position for just one keyword will drive you 33 per cent of the entire traffic per month.
Develop a simple email collection strategy Every business should have an active client and prospect email list. Not collecting emails from your customers is a huge mistake. As mentioned earlier, you can ask for prospects’ emails in exchange for content of value.
Be the solution to your customer’s problems One obvious, yet often overlooked, inbound marketing tip is to build your whole content strategy around answering your customers’ FAQs. Instead of writing content that keeps
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repeating why readers should try your service or buy your product, give your customers direct value by addressing common obstacles.
Leverage online communities Online communities and forums shouldn’t be ignored. Many niche sectors have online communities dedicated to it. From browsing these topics, you’ll get an insight into what questions and concerns people have about your product type. From here you can create content to specifically answer those questions. Once created, you can share your content in those communities so you can drive targeted, referral traffic to your business.
Leverage influencers When creating a content marketing strategy, start with the people you’re going to promote it to. Base your content on what groups of influencers are talking about; search out the names in your industry who have the power to spread your content through their social accounts or websites, and research what it is they tend to talk about and link to.
Market content your audience wants (that has nothing to do with your brand). A good way to keep followers coming back is to develop and market content that is of interest to your target audience but has little to do with your brand. This non self-serving content will resonate with audiences and promote a sense of authenticity about your brand (because you’re not trying to sell them). If your target market is broadly defined, such as every business in your geographical market, craft your content to be locally-focused, and you’ll enjoy better engagement, more brand exposure, and more relevance.
Use embed codes so it’s easier for people to share your content Using embed codes on your website, blog or podcast makes it easy for visitors to share your content. If you offer very informative or entertaining content on your website, and help people share it with embed codes, you can gain new back links and advertise your brand without having to reach out to people.
Repurpose what was once old Inbound marketing is effective because you’re creating value for customers that draws them to your brand, and eventually to your product. To create effective content, you first need a strategy. Start with your company blog and use a CRM to keep track of each post. When you see one post doing particularly well, try converting it into a checklist, eGuide, or interactive quiz to create even more value for your potential customers.
Use SMART forms on your website Usually, the initial amount of information someone will hand over to you for your premium content is a first name and email address only. Once you entice them back to your website with other offers, a SMART / Dynamic Form will ask for more information but will not show the initial information they already completed in their previous visit. This makes it easier for the lead to accept your offer and easier for you to ask targeted questions and build your customer profile. Hopefully these tips will help you in creating and honing your next inbound marketing campaign. Good Luck! IMPRINT CANADA _ 0D\ -XQH
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ing a long-term relationship. This approach ensures that you
Don’t forget about your existing clients (even if your
same level of care by delivering consistently high-quality service, time and time again.
every step of the way by reaching out and staying in clear communication with your clients.
Be authentic with clients: Authenticity, by definition, can’t be faked. Your customers will know if you are being friendly just to make a sale. But genuine interactions allow people into your life by sharing your personality and getting to know the real you, outside of your role in the business. Friendliness goes a long way.
Resist going on autopilot: Try to step into the shoes of your
1h RaTPcX]V P] T\^cX^]P[ R^]]TRcX^] are successful in building a solid foundation for your client business is booming with new ones): Clients can tell when they’re on the back burner. I urge you to consciously devote P]h RWP]RT h^d PaT PQ[T c^ h^d relationships. time to touching base with your loyal long-term clients - esAlways Be Consistent: Clients come to expect what they have PaT bcaT]VcWT]X]V cWT QdbX]Tbb pecially when new customers are banging down your door. experienced with your services in the past. aT[PcX^]bWX_ X] P] ^aVP]XR P]S Align yourself with a clearly defined mission, set of goals, Nobody wants to feel like a ‘third wheel,’ certainly not your trusted clients. Keep that connection strong and nurture it VT]dX]T \P]]Ta and level of commitment and ensure that clients receive the Build trust by keeping your promises: Trust is the cornerstone of a healthy client relationship. Remember to keep your word and to deliver without fail. Keeping your word can be as small but equally important as never canceling an appointment or going over the allotted time for a meeting. This guideline may seem simplistic, but this approach will not only impress and delight your clients, but it will allow them to trust you with more business in the future. When you can build client trust, your business will be a winner every time.
Be honest about what your services can deliver: Don’t oversell Ma
or overpromise the results you offer. It’s critical to manage your clients’ expectations so they won’t be disappointed (and thus lose trust in your business). If there is a service or product you cannot provide, be honest – and whenever possible - put them in touch with others that you know who can help them. Be sure to expose your clients to your networks just to be helpful. This will further enrich the trust they have and help further strengthen your client relationships. Don’t sell your customers products they don’t need. Be upfront about any products that would be a waste of their hard-earned money. Make your clients’ best interests your focus in approaching clients with your services. This tip is part of a larger philosophy of moving away from seeing a client as an immediate sale and moving toward build-
IMPRINT CANADA _ 0D\ -XQH
Find thoughtful ways to show you care: Taking the time for small gestures to show you genuinely care about your clients is a sure way to solidify your connection with them. Sending out birthday cards, or making a donation to a charity in your client’s name are a few thoughtful examples. Try to get to know each of your clients & show genuine interest in their lives: By creating an emotional connection any chance you are able to, you’re strengthening the business relationship in an organic and genuine manner.
Check in even when you have nothing to sell them: This tip is very important. Clients enjoy knowing that you care about them beyond the sale of products and services. Try reaching out to your clients from time to time and check in with them to see how they are doing. Take them to lunch, meet up for a game of golf, ask them about the outcome of an important event. These ways of connecting are opportune times to find out if there is anything you could be doing even better to make this client happier than they already are.
client each time you’re having a meeting. Find ways to really connect with the human being sitting across from you and remember that you are striving to improve their lives.
Apologize if you make a mistake & fix the problem:: In most cases, customers aren’t interested in holding grudges – they’re busy and want to forgive and forget. The best way to smooth things over when you’ve erred is to make a heartfelt apology and then make it right. Take a moment to address mistakes and put in place ways to continually improve on your process by addressing obstacles that may slow down your momentum. If your business is anything less than thriving, you should first and foremost examine your relationship with your clients. The truth is, you are far more in control of your brand’s growth than you give yourself credit for. That’s why it’s so important to take true ownership of the connection you build with your clients. You’ll be amazed how much your deeper commitment to them will pay off in the long run. *JW]\ \PM *]\PWZ#
Paul G. Krasnow is the author of The Success Code: A Guide for Achieving Your Personal Best in Business and Life. He is a financial representative at Northwestern Mutual Life Insurance Company, where he has been a top producer for 40 years. Paul regularly speaks for multiple life associations in the U.S. and has given seminars for law firms and CPA firms in the Southern California area. For more information, please visit www.paulgkrasnow.com.
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Source: Fibre2Fashion.com, CNN Money, BizJournals.com, NASDAQ, Vogue.com
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