Page 8 - March 2024 SRG Flipbook

8 | April 2024 Slippery Rock Gazette
Training & Education
Bridging the Gap: From Marketing to Customer Experience for Countertop Shops
2. Clear Brand Promise
A well-defined brand promise communi- cates the value and benefits customers can expect from your countertops. Aligning your marketing efforts with your brand promise helps set accurate expectations and creates a consistent experience throughout the customer journey.
3. Educating and Informing (content marketing)
Effective marketing strategies educate and inform customers about your prod- ucts, services, and their benefits. Educated customers are more likely to have positive experiences as they understand the value and features of your offerings.
In fact, according to Statista, content marketing generates three times as many leads as traditional outbound marketing but costs 62% less. By providing valuable con- tent and resources, such as how-to guides, videos, blog posts, or social media content, you empower customers to make informed decisions.
4. Personalization
By leveraging customer data and insights, you can deliver personalized messages, recommendations, and offers tailored to individual preferences. Personalization makes customers feel valued, understood, and appreciated, leading to a more positive experience.
5. Seamless Omnichannel Experience
Customers today interact with brands across multiple channels, such as web- sites, social media, mobile apps, and phys- ical stores. An effective marketing strategy ensures a seamless and consistent experi- ence across these channels.
Integration between channels, cohesive branding, and synchronized messaging contribute to a smooth customer journey and enhanced experience.
6. Anticipating Customer Needs
Homeowners’ needs change and your countertop shop must change with those needs. A successful marketing strategy focused on customer experience proac- tively addresses customer needs through relevant marketing campaigns, product updates, or service enhancements. Move with the trend.
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True marketing goes beyond adver- tisement tactics; it is an immer- sive journey that captivates and delights customers at every turn.
In a world where more than 5.3 trillion ads are shown every year and where one customer comes across up to 5000 ads per day, it’s crucial to stand out from the crowd with a strategy that shows more concern and care.
It is in this regard that Steve Cannon, former CEO of Mercedes-Benz - USA, says succinctly that “Customer experi- ence is the new marketing.”
How can you bridge the gap between marketing and customer experience? How can you create a marketing strategy that not only aims to promote your countertop shop but connects you to your customers at every step of their journey?
According to a renowned marketing car- toonist, Tom Fishburne, “The best mar- keting doesn’t feel like marketing; it feels like a personalized and delightful experi- ence [for the customer].”
How do you promote your countertop business without making it feel like a pro- motion? The simple answer is through excellent CUSTOMER EXPERIENCE.
What Constitutes a Positive and Successful Customer Experience?
When you hear the words “customer experience,” it’s easy to mistake it for customer service or customer satisfaction. But it’s far greater than that. It encom- passes the entire journey and relationship your customer has with your countertop shop.
It includes every touchpoint and inter- action, from initial awareness and con- sideration to purchase, usage, and post-purchase support. Every touchpoint, whether a website visit, social media interaction, customer service call, or prod- uct usage contributes to shaping the over- all customer experience.
So, what constitutes a positive and suc- cessful customer experience strategy?
• Ease and convenience
• Personalization
• Prompt and effective communication
Anthony Milia
Milia Marketing
• Exceptional customer service
• High-quality products or services • Consistency across channels
• Emotional connection
• Proactive problem solving
• Continuous improvement
These strategies will succeed over out- right promotions and ads every day because they don’t simply focus on selling your countertops but on tackling the challenges of your customers and connecting with them on a personal and emotional level.
Why CX-Based Marketing Strategies Are Crucial To Countertop Shops
The countertop industry does not benefit from impulse buying. Homeowners have to make a lot of considerations before decid- ing on who to buy from, what materials to use, size, shape, design, budget, and many more.
Promotional marketing strategies often rely on quick deals or discounts to drive immediate purchases and may not reso- nate with homeowners who understand that countertops are an investment that requires due diligence.
Simply seeing an advertisement or promotional offer is unlikely to sway their decision to choose your counter- top shop. Instead, they’ll be looking for
expert guidance, personalized consulta- tions, and tangible evidence of quality and craftsmanship.
As such, you must focus on establishing trust, showcasing your expertise, and pro- viding exceptional customer experiences.
You’ll achieve this through informative content marketing, an online and offline presence that highlights your portfolio and testimonials, and building strong relation- ships with customers through personalized consultations and follow-ups.
This is CUSTOMER EXPERIENCE.
How Effective Marketing Strategies Can Improve Customer Experiences
An effective marketing strategy is one that places customer experience at the forefront of its planning and execution. It typically involves understanding your cus- tomers and prospects, delivering experi- ence, and building lasting relationships.
Here’s how marketing strategies can con- tribute to enhancing customer experiences:
1. Targeted Messaging
A successful marketing strategy begins with identifying your target audience. By understanding who’s more likely to buy from you and their specific needs, prefer- ences, and pain points, you can create tar- geted marketing messages that resonate with them.
When customers feel that your marketing speaks directly to their needs and interests, it enhances their overall experience and establishes a connection with your brand.