What does recovery mean to you?
To small business owners, recovery means a lot more than we can ever imagine. Although we’re still in a pandemic, we can finally implement all the recovery and growth strategies we’ve read so much about. Today’s growth strategy focuses on delivering unique experiences.
Images by Hannah Belton, Gene Gallin, and Tim Mosshold via Unsplash
Since consumers are only a few taps away from unlimited information and countless options, businesses have to deliver unique experiences in order to stand out.
Before you can deliver unique experiences, you have to know what sets you apart from competitors. I know you’ve heard it time and time again, but competitive advantages really are that critical to success.
If you don’t know, ask. Your customers know what they like about you. Why do you think they keep coming back?
Knowing this information can help you reach new audiences and retain your current customers.
For instance, providing relevant, timely, and accurate information can be a competitive advantage.
In a marketing study, Harvard Business Review found that brands that delivered simple and relevant information were 86% more likely to garner purchases, and 115% more likely to be recommended to others.
Leveraging competitive advantages can create exclusive or special environments for customers. Think Starbucks, third place.
Listening and Engaging
Second is listening and engaging. The essence of true customer service is active listening. In other words, you MUST know how to effectively listen to deliver unique experiences.
You can’t provide solutions to your audience’s needs if you don’t know and deeply understand what they are. So, pay attention.
In addition to listening, you should engage your audience. Engagement entails catering to your customers’ needs and wants, whether that is through products and services, content, conversation, or community. Find a way to connect with your target market and get them talking. You might be surprised to hear what they have to say.
Therefore, better engagement can help a brand deliver unique experiences to its consumers. For example, involving your target market in the decision-making process can prompt you to discuss pain points, gain important feedback, and discover new opportunities.
There are also other options to increase customer interaction, such as:
- Asking questions
- Sharing ideas or feedback
- Responding to inquiries on social media
- Cultivating evergreen content
- Developing a blog
- Leveraging storytelling
- Capitalizing on industry trends like live video
- Building branded communities
- Partnering with influencers or other small businesses
- Consistently posting valuable information
To repeat, it is imperative that you listen and engage with your customers because it can directly impact your growth.
Don’t forget about your competitors. Listen to them and their customers. Determine how your value proposition differs and ways to amplify it.
Lastly, social responsibility, especially green marketing and cause marketing, can help businesses provide unique experiences. Championing a cause that aligns with your company mission is a great way to build brand communities and encourage consumers to engage with you.
Now the public is demanding that organizations genuinely take interest in the state of the environment, animal protection, ethical practices, the welfare of the communities they serve, etc.
Due to changing consumer expectations, this strategy can help you grow your network, enhance your engagement levels, and even increase your profits.
Despite there being a billion causes in need of support, many brands are not sincere in their social responsibility. Don’t be like them.
Infographic: Small Business Corporate Social Responsibility (CSRI) via SCORE
It is important to realize that the key to effective social responsibility is to be authentic and do your research.
Above all, select topics you actually care about. Customers can tell when you are faking the funk. If you don’t know where to start, then encourage your audience to share their passions. Eventually, you will find a common ground between your interests and your target markets’.
Keep in mind that social responsibility can not only improve our society, but it can increase brand awareness and grow your value network.
Of course, cultivating unique experiences will get easier as you practice. Remember:
- Know what you offer
- Understand how to effectively listen
- Consistently interact with your audience
- Identify social responsibility passions
Overall, these strategy enhancements will give your customers more memorable experiences. Keep pushing, recovery and growth are right around the corner.
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Category: Advanced Tactics