6 Ways to Improve Your Marketing Communications


When people think about marketing communications, they tend to envision cleverly worded sales pitches, but this is the thin end of the wedge. In today’s fast-paced world, marketing communications is a multifaceted endeavor that helps companies build a solid foundation for healthy and rewarding customer relations.  

Business owners who routinely work on improving the ways they engage with their audience enjoy the most success and continue to remain legitimate within their specific industry.

Connect with customers by using these insightful communication strategies.

Deliver a personalized marketing experience. It’s an indisputable fact that people prefer to receive marketing campaigns that are specifically addressed to them. This technique has helped numerous business owners experience enhanced customer loyalty. Nevertheless, this tactic only works when the information is relevant and useful to the receiver. To ensure engagement, research your customer base, then create multiple marketing campaigns that fit their interests.

Boost email communications. Sending ‘welcome’ and ‘thank you’ emails are extremely effective at increasing customer engagement. Likewise, educational emails are just as powerful. However, it’s counterproductive to overwhelm customers with marketing messages. People don’t appreciate it when businesses swamp their inboxes with too many emails. If you do this, don’t be surprised when customers unsubscribe from your newsletters or send your emails to their junk folder. Quality over quantity is the best way to keep customers interested in what you have to say.       

Provide gold standard customer service. When a customer’s concerns are addressed in a timely and amiable manner, you gain their loyalty because you’ve made them feel like a person instead of a number. When responding to feedback, make sure your words are thoughtful and personable rather than canned and robotic. This lets the customer know immediately that a human being is indeed reading the reviews, which gives them confidence about doing business with your company. Furthermore, potential customers who are reading the comments will recognize this and be persuaded into feeling good about spending their hard-earned money on your products and services.    

Keep your social media fresh and interesting. Love it or hate it, social media channels are the main ways businesses communicate with the public. Furthermore, when people see that a company’s social media is active and up to date, they can rest assured that the company is alive and prospering amid an ever changing tide. This is especially true for businesses that provide products and services that are covered under a warranty because nobody wants to invest in a company that can’t fulfill their obligations because they’ve gone belly up. Be sure to display information and topics that will grab and hold your audience’s attention. When you are at a loss for ideas, don’t be shy about asking your followers what they want to see. They’ll be happy to suggest a wide array of topics! If keeping up with social media feels overwhelming, hiring someone to monitor the channels and post replies will lift the weight from your shoulders.

Following up is the cherry on top! Customers appreciate it when businesses reach out to them after a sale. Not only does it make them aware of how important they are to the company, but it gives them the opportunity to ask questions and gain insight. There are several ways to initiate a follow up, but email is the preferred method because it’s unobtrusive and doesn’t require immediate action. Within the email, you want to thank them for their business and include a call to action such as a link they can click to provide feedback, a coupon they can use for their next purchase, or offer a discount for each referral they send your way. Last, but certainly not least, encourage them to contact you directly with their questions and concerns. By inviting them to reach out, you’re letting them know you’re dedicated to their continued satisfaction.  

People love a good story! Don’t be shy about letting your customers get to know you, and your employees. Business owners tend to forget about or decide to forgo marketing themselves, which is a huge mistake. When people like what a business is offering, they enjoy learning about the people behind the magic. If you don’t have an ‘About’ page on your website, create one that’s interesting by explaining who you are and why you started the business, and include information about your life and hobbies. This will be your springboard, so you can easily blog or vlog about the latest developments with your business and your life. Encourage your employees to open up as well, so customers will get a familiar feeling when they’re communicating or interacting with them. If you feel strange about putting yourself out there, just give it time. It won’t be long before you notice that your customers are starting to view you as a trusted friend, which will lead to them introducing their friends and family to your business!        

Perceptive marketing communications are keeping businesses thriving!

Today’s marketing communications is still about staying top-of-mind with customers, but it’s become more exciting and personable than it used to be. It doesn’t matter if you’re announcing new sales, publishing ‘how to’ videos, or blogging about your latest adventure, keeping your communications fresh and fascinating will grow your customer base and keep them coming back for more.       

If it’s time to revolutionize your marketing communications, Higgins Marketing Group can help. Contact us for a pressure-free chat about how advanced techniques in marketing communication can win you a captive audience that’s delighted to do business with you. Not sure yet? Check out our work and let us know when you’re ready.