Delivering Marketing Joy is an award-winning interview show that helps marketers level up. Each week, Kirby Hasseman interviews the best and brightest minds in marketing to help you level up. This time on Lessons from DMJ, Kirby talks with Jason Friedman on the importance of the customer experience and why boring is beautiful. Watch now!
In this episode of Delivering #Marketing Joy, Jason Friedman, the founder and CEO of CX Formula, delves into the critical importance of designing a customer experience journey. He underscores the necessity of building strong relationships with customers and creating a seamless, frictionless experience. The focus of the discussion revolves around the core concepts of customer loyalty, lifetime value, and the power of referrals. Friedman’s insights shed light on the profound impact a well-designed customer experience can have on customer satisfaction and overall business growth.
Throughout the discussion, Friedman also highlights the often overlooked value of repeat customers and the need to prioritize their satisfaction. He strongly advocates against “random acts of marketing,” suggesting instead a focus on sharing customer stories and experiences to attract the right audience. He introduces the innovative concept of a “kinetic pathway,” which involves reducing friction and increasing momentum in the customer journey. The conversation also touches upon the importance of effective onboarding, emphasizing relationship building over information overload. Lastly, Friedman offers valuable advice on creating an ideal customer script to guide businesses in delivering the desired results.
The Importance of Customer Experience Journey
Jason Friedman places a significant emphasis on the customer experience journey. He believes that businesses should be proactive in designing this journey to ensure a smooth and enjoyable experience for their customers. This involves understanding the customer’s needs, expectations, and preferences, and then tailoring the business’s services or products to meet these requirements.
Friedman argues that a well-designed customer experience journey can have a profound impact on customer satisfaction and business growth. It can lead to increased customer loyalty, higher lifetime value, and more referrals. This, in turn, can result in increased revenue and profitability for the business.
The Value of Repeat Customers
Friedman highlights the value of repeat customers, arguing that businesses often focus too much on acquiring new customers and neglect their existing ones. He suggests that businesses should prioritize the satisfaction of their repeat customers, as they are more likely to become advocates for the business and refer others to it.
Understanding and meeting the needs of repeat customers is crucial. These customers have already demonstrated their loyalty and commitment to the business, and it is important to reward this loyalty by providing them with excellent service and value. By doing so, businesses can encourage these customers to continue supporting them and to spread the word about their positive experiences.
Avoiding Random Acts of Marketing
Friedman advises against “random acts of marketing,” which he describes as marketing efforts that lack a clear strategy or purpose. Instead, he suggests that businesses should focus on sharing customer stories and experiences. These stories can serve as powerful testimonials, demonstrating the value of the business’s products or services and attracting the right audience.
By sharing relevant and relatable stories, businesses can create a strong connection with their audience. This connection can lead to increased trust and loyalty, which can ultimately result in higher sales and profitability.
The Concept of Kinetic Pathway
Friedman introduces the concept of a “kinetic pathway,” which he describes as a customer journey that is designed to reduce friction and increase momentum. This involves removing any obstacles or barriers that may hinder the customer’s journey, and creating a fluid, seamless experience.
The kinetic pathway is different from a traditional customer journey in that it focuses on creating a sense of momentum and forward movement. By reducing friction and obstacles, businesses can make it easier for customers to move through the buying process, leading to higher conversion rates and increased customer satisfaction.
Effective Onboarding
Friedman emphasizes the importance of effective onboarding, arguing that it should focus on relationship-building rather than overwhelming customers with information. He suggests that businesses should help customers understand the relationship they are entering into, and acclimate them to the business’s products or services.
Overloading customers with information during the onboarding process can be counterproductive. Instead, businesses should focus on building a strong relationship with the customer, providing them with the support and guidance they need to get the most out of the business’s products or services.
Creating an Ideal Customer Script
Friedman advises businesses to create an ideal customer script, which can serve as a roadmap for delivering the desired results. This involves pretending to be the customer and writing a script of their experience, and then using this script to guide the business’s efforts.
The ideal customer script can help businesses understand the customer’s perspective and anticipate their needs and expectations. By incorporating elements of the script into the customer experience journey, businesses can ensure that they are delivering a consistent, high-quality experience that meets the customer’s needs and exceeds their expectations.
Conclusion
In conclusion, Jason Friedman offers a wealth of insights and advice on improving the customer experience. He emphasizes the importance of designing a customer experience journey, prioritizing the satisfaction of repeat customers, avoiding random acts of marketing, and creating a kinetic pathway. He also highlights the importance of effective onboarding and the creation of an ideal customer script. To assist businesses in implementing these strategies, Friedman offers a free tool to help improve their customer experience.
You know what time it is! It’s time for Thirsty Thursday! Thirsty Thursday is the award-winning piece of content from Hasseman Marketing where we take a mystery drink out of a piece of branded drinkware! Be careful…it’s not for everyone. This week we feature the 17 oz watercolor drip ceramic mug from Bel Promo. It’s a fun one. Get ready to giggle…and be jealous of this new piece of drinkware. Watch now!
Branded Drinkware from Bel Promo
Our drinkware for today’s episode is a 17 oz watercolor drip ceramic mug from Bel Promo. This mug is not just a vessel for your favorite beverage, but a piece of art in itself. The watercolor drip design gives it a unique and appealing look, making it a standout piece on any table or desk.
What’s great about this mug is its affordability coupled with its high perceived value. It’s a quality product that doesn’t break the bank, making it an excellent choice for businesses looking to impress their clients or employees. We’ve also noticed a fun trend of adding quirky imprints on these mugs, adding a touch of personality to the corporate branding. It’s a small detail that can make a big difference in how your brand is perceived. To learn more… head to our shop here.
Tasting the Mystery Drink
Now, let’s move on to the exciting part of the show – tasting the mystery drink. We’ve poured the drink into our Bel Promo mugs and are ready to take our first sip. The initial reaction is a mix of surprise and intrigue. The flavor is complex and hard to pin down, with a sweet and salty undertone that leaves us wanting more.
As we continue to sip, we start making guesses about the type of the drink. Is it a craft beer with a unique flavor profile? Or perhaps a flavored coffee with a twist? The suspense is part of the fun, and we’re all eager to find out what this mystery drink is.
Revealing the Mystery Drink
And now, the moment we’ve all been waiting for – the revelation of the mystery drink. It turns out to be a salted caramel coffee ale, a unique blend that combines the best of both worlds. The initial sweetness of the caramel is balanced by the bitterness of the coffee, with a hint of saltiness that adds an extra layer of complexity.
Our final thoughts on the drink are mixed. Some of us love the unique flavor combination, while others find it a bit too adventurous. But regardless of our opinions on the drink, we all agree on one thing – the quality of the Bel Promo mug has significantly enhanced our tasting experience.
Conclusion
As we wrap up this episode of Thirsty Thursday, we can’t help but praise the quality of the Bel Promo mug once again. Its unique design, high perceived value, and affordability make it a great gift for customers or as a room gift. It’s a product that people will use daily, keeping your brand at the forefront of their minds.
Here’s a big thank you to our viewers for tuning in. We hope you enjoyed this episode of Thirsty Thursday as much as we did. Until next time, stay thirsty!
Each Thirsty Thursday, we feature a cool piece of branded drinkware. To learn more… head to our shop here.
Delivering Marketing Joy is an award-winning interview show that helps marketers level up. Each week, Kirby Hasseman interviews the best and brightest minds in marketing to help you level up. This time on Lessons from DMJ, Kirby talks with Liane Davey about why conflict can be healthy at work. Watch now!
In this insightful discussion, Liane Davey, renowned author of “The Good Fight,” sheds light on the often misunderstood concept of conflict in the workplace. She argues that not only is conflict inevitable in any organization, but it can also be a healthy and productive force if managed correctly. Davey’s perspective challenges the conventional wisdom that conflict is inherently destructive and should be avoided at all costs. Instead, she presents a compelling case for embracing conflict as a catalyst for innovation, risk mitigation, and robust discussions about trade-offs.
Throughout the video, Davey provides practical advice on how to navigate conflict effectively, emphasizing the importance of feedback, the use of different managerial tools, and the art of handling difficult conversations. She also underscores the importance of reflection and follow-up after these conversations. This article delves into these key points, providing a comprehensive summary of Davey’s enlightening discussion.
Defining Conflict
At the heart of Davey’s discussion is a nuanced definition of conflict. She describes conflict as the struggle between incompatible needs and wishes, a natural occurrence in any environment where diverse individuals work together. Importantly, she clarifies that conflict does not necessarily involve negative behavior or bullying. Instead, it can lead to productive discussions about trade-offs, fostering a culture of open communication and mutual respect.
Moreover, Davey posits that conflict can be a potent source of innovation and risk mitigation. When employees feel comfortable expressing differing opinions and challenging the status quo, it can spark creative solutions and preempt potential problems. This perspective reframes conflict as a valuable resource for organizations, rather than a problem to be eradicated.
Giving Feedback
Another key theme in Davey’s discussion is the role of feedback in managing conflict. She defines feedback as providing novel information about the impact of behavior on others. This is crucial because most people lack self-awareness and may not realize how their actions affect their colleagues. By focusing on the impact of behavior, rather than passing judgment, feedback can be a powerful tool for personal growth and improved interpersonal dynamics.
According to Davey, feedback can be positive or negative, but it should always provide insight and value. It’s not about criticizing or praising for the sake of it, but about helping individuals understand the consequences of their actions and how they can improve. This approach to feedback fosters a culture of continuous learning and mutual respect, where employees feel valued and empowered to grow.
Different Managerial Tools
Davey also explores the use of different managerial tools in dealing with conflict and providing feedback. She emphasizes that feedback is subjective and suits situations with different choices. However, other tools like instruction, coaching, advice, and evaluation can also be effective, depending on the situation.
Instruction provides specific guidance on tasks or processes, while coaching helps individuals think differently and find new ways to achieve their goals. Advice draws from personal experiences to help others avoid mistakes, and evaluation assesses contributions relative to standards or objectives. By using these tools judiciously, managers can effectively navigate conflict and foster a positive work environment.
After Difficult Conversations
Finally, Davey discusses the importance of what happens after difficult conversations. She advises ending the conversation with a resolution or a thank you to tie a bow around it. This provides closure and reaffirms the value of the conversation, even if it was challenging.
She also emphasizes the importance of following up with any commitments made during the conversation. This demonstrates integrity and accountability, reinforcing trust within the team. Lastly, Davey encourages reflection on the conversation’s impact and expressing gratitude for the relationship. This helps to maintain a positive relationship, even in the face of conflict.
Conclusion
In conclusion, Liane Davey’s discussion provides a fresh perspective on conflict at work, arguing that it can be healthy and lead to productive outcomes. By giving effective feedback, using different managerial tools, and handling difficult conversations effectively, organizations can foster a positive work environment where conflict is seen not as a threat, but as an opportunity for growth and innovation.
Customer appreciation events are more than just a nice gesture; they are a strategic tool for businesses to deepen relationships, foster loyalty, and create new opportunities. This article, based on a comprehensive video guide, provides you with a step-by-step process to create a memorable customer appreciation event. We’ll delve into the reasons why these events are crucial, and provide you with a practical roadmap to create your own.
With a staggering 69% of customers leaving businesses due to perceived indifference, it’s clear that showing appreciation is not just a nice-to-have, but a must-have strategy. So, let’s dive into how you can create an event that not only shows your gratitude but also contributes to your business growth.
Why Create a Customer Appreciation Event
Creating a customer appreciation event is not just about saying ‘thank you’. It’s a strategic move that can significantly impact your business. The video guide highlights three main reasons why these events are important.
Firstly, a large number of customers, around 69%, leave a business due to perceived indifference. This means that customers want to feel valued and appreciated. By hosting an event dedicated to them, you’re showing that you care about their business and their loyalty. Secondly, customer appreciation events are a great way to deepen relationships. They provide an opportunity for face-to-face interaction, which can lead to stronger connections and increased loyalty. Lastly, these events can create business opportunities. They can be a platform for introducing new products or services, or for networking and forming partnerships.
Steps to Creating a Customer Appreciation Event
Creating a successful customer appreciation event requires careful planning and execution. The video guide provides a process to help you create an event that your customers will remember.
The first step is to find a suitable venue. The venue should be easily accessible and comfortable for your guests. Next, create a theme for your event. A theme can make your event more engaging and memorable. Then, identify potential partners or vendors who can contribute to your event. This could be in the form of sponsorships, collaborations, or providing services. The fourth step is to address all the senses. This means considering the ambiance, music, food, and visual elements of your event.
Once you have these elements in place, start promoting your event and get an RSVP list. This will help you manage your event better and ensure that you have a good turnout. At the event, give out merchandise that ties to the theme. This not only enhances the theme but also serves as a reminder of the event. Most importantly, make the event fun. A fun event is a memorable event. After the event, follow up with attendees. This could be a thank you note or a survey to get feedback. Lastly, track the success of the event and gather feedback. This will help you improve future events.
Conclusion
Creating a customer appreciation event is a strategic move that can significantly impact your business. It’s a way to show your customers that you value them, deepen relationships, and create business opportunities. However, the success of the event depends on careful planning and execution.
Remember to track the success of the event and gather feedback. This will help you understand what worked and what didn’t, and how you can improve future events. With careful planning and execution, a customer appreciation event can be a powerful tool for your business.
Delivering Marketing Joy is an award-winning interview show that helps marketers level up. Each week, Kirby Hasseman interviews the best and brightest minds in marketing to help you level up. This time on Lessons from DMJ, Kirby talks with Frank Husmann about becoming the authority in your niche. Watch now!
In this insightful video interview, Kirby talks to Frank Husmann, the founder of Maxiality. Frank shared his expertise on authority marketing, particularly for B2B companies. The conversation was a deep dive into the intricacies of becoming an authority in your niche, a feat that is not easily achieved but can be incredibly rewarding. The discussion touched on various aspects of authority marketing, from understanding what it entails to starting a successful campaign and avoiding common pitfalls.
Frank also highlighted the importance of demand generation in B2B marketing, explaining how it differs from lead generation and why it’s more effective in the modern B2B landscape. He also shared some practical tips on creating a pleasant buying journey for potential customers. Finally, he offered some advice on authority marketing and shared where viewers can find more information about him and his work.
What is Authority Marketing?
Authority marketing is a strategic approach that involves showcasing your expertise in a particular niche to establish yourself as an authority. This process is not a one-time event but a continuous effort that requires consistency and dedication. By consistently demonstrating your knowledge and skills, you gradually build credibility and trust with your audience, positioning yourself as the go-to expert in your field.
Frank emphasized that the key to successful authority marketing lies in identifying the main topics you want to be known for and creating content around them. This content can take various forms, including podcasts, YouTube videos, blog articles, and email newsletters. The goal is to consistently show your expertise over time, which will help establish your authority in your niche.
Starting an Authority Marketing Campaign
Starting an authority marketing campaign requires a clear understanding of your niche and the main topics you want to be known for. Once you’ve identified these topics, the next step is to create content around them. This content should be informative, engaging, and valuable to your audience. It should demonstrate your expertise and provide solutions to the problems your audience is facing.
Frank suggested using various content formats to reach a wider audience. These can include podcasts, YouTube videos, blog articles, and email newsletters. Consistency is key in authority marketing. By regularly producing high-quality content, you can gradually establish your authority in your niche and become the go-to expert for your audience.
Common Pitfalls in Authority Marketing
While authority marketing can be highly effective, there are common pitfalls that marketers should avoid. One of these is being too salesy. While it’s important to promote your products or services, your primary focus should be on addressing the questions and problems of your prospects. By providing valuable solutions, you can build trust and credibility with your audience.
Another common pitfall is focusing too much on personal stories at the expense of showcasing your expertise. While personal stories can help humanize your brand and build a connection with your audience, they should not overshadow your expertise. Instead, they should be tied to your expertise and used to reinforce your authority in your niche.
Demand Generation in B2B Marketing
Demand generation is a crucial aspect of B2B marketing. Unlike lead generation, which focuses on generating leads, demand generation focuses on creating demand for your products or services. This involves targeting the 97% of people who are not yet in the market for your products or services.
Frank suggested using various channels to showcase your expertise and create demand. These can include YouTube, LinkedIn, and articles. He also recommended using tactics like LinkedIn ads and LinkedIn Live to reach a wider audience and generate demand. By focusing on demand generation, you can position yourself as a top choice when your prospects are ready to make a purchase.
Lead Generation vs. Demand Generation
While lead generation and demand generation are both important aspects of B2B marketing, Frank argued that demand generation is more effective in the modern B2B landscape. Lead generation focuses on generating leads, while demand generation focuses on creating demand for your products or services and being on the shortlist of potential customers.
By focusing on demand generation, you can target the 97% of people who are not yet in the market for your products or services. This allows you to build awareness and credibility with a wider audience, increasing the chances of being considered when they are ready to make a purchase.
Creating a Pleasant Buying Journey
Creating a pleasant buying journey is crucial for attracting and retaining customers. This involves providing clear and transparent pricing information on your website and making it easy for prospects to get in touch and qualify themselves. By making the buying process as smooth and straightforward as possible, you can improve customer satisfaction and increase the chances of repeat business.
Frank also suggested automating processes and using forms or API calls to gather information about prospects. This can help streamline the buying process and provide valuable insights into your customer’s needs and preferences, allowing you to tailor your offerings accordingly.
Conclusion
In conclusion, the video interview with Frank Husmann provided valuable insights into authority marketing for B2B companies. From understanding what authority marketing is and how to start a successful campaign, to avoiding common pitfalls and understanding the importance of demand generation, the discussion covered a wide range of topics. Frank also shared some practical tips on creating a pleasant buying journey and offered advice on authority marketing. For those interested in learning more, Frank can be found at maxiality.com, where he offers a free video training on authority marketing.
As we approach 2024, it’s time to reevaluate our social media habits. The digital landscape is ever-evolving, and so too should our approach to it. This article discusses four key behaviors that need to be left behind as we move forward. These practices not only hinder personal growth but can also negatively impact businesses and their online presence. By understanding and addressing these habits, we can use social media more effectively and positively.
These four areas of focus include incessant selling without providing value, arguing with strangers on the internet, calling out other businesses for their practices, and comparing one’s life and success to others on social media. Each of these behaviors can lead to negative outcomes, from damaging a business’s reputation to causing personal dissatisfaction and unhappiness. It’s time to shift our focus and use social media as a tool for growth, both personally and professionally.
Stop Incessantly Selling Without Providing Value
The first point to address is the habit of incessantly selling on social media without providing any value. Businesses often fall into the trap of using social media solely as a platform for constant sales pitches. This approach, however, can be off-putting to audiences and may lead to a decrease in engagement and followers.
Instead, businesses should focus on providing value to their audience before asking for sales. This can be achieved by sharing useful content, engaging with followers, and building a community around your brand. By building trust and integrity through valuable content, businesses can foster a more loyal customer base and lead to more successful sales in the long run.
Stop Arguing with Strangers on the Internet
The second point is to stop arguing with strangers on the internet. As we head into an election cycle, the temptation to engage in online debates can be strong. However, these arguments are rarely productive and can be detrimental to mental health and business reputation.
Instead of wasting time arguing, focus on personal growth and filling your mind with positive content. Engage in discussions that are beneficial and constructive. As the election cycle approaches, it’s important to remember that getting caught up in online debates that serve no purpose will only lead to stress and negativity.
Stop Calling Out Other Businesses for Their Practices
The third point is to stop calling out other businesses for their practices. While it’s important to hold businesses accountable, constantly criticizing others takes attention away from personal growth and improvement. It also creates a negative online environment and can harm your own business’s reputation.
Instead, focus on providing value to customers and reaching more potential customers. Look for ways to improve your own business and practices. Shift the focus from what others are doing wrong to what can be done better in your own business. This positive approach can lead to better business outcomes and a more positive online presence.
Stop Comparing Your Life to Others on Social Media
The fourth and final point is to stop comparing one’s life and success to others on social media. This habit can lead to dissatisfaction and unhappiness, as it’s easy to feel inadequate when comparing oneself to the highlight reels often showcased on social media.
Remember that social media is not a full reflection of someone’s life. It’s important to avoid comparing behind-the-scenes struggles to others’ seemingly perfect lives online. Instead, use social media as a tool for inspiration and growth, not as a measure of personal success.
Conclusion
As we move into 2024, it’s important to use social media responsibly and positively. These platforms can be powerful tools for personal and business growth when used correctly. By avoiding these four common pitfalls, we can create a more positive online environment and use social media to its full potential.
As always, we want to provide you with value. So if you want to create marketing campaigns (and appreciation gifts) that hit the TARGET, check out our TARGET marketing playbook here.
