Operations

How To Use Emarketing To Get Real With Clients

Lexi Tucker
Posted on July 6, 2018

When you send clients mail, are you creating content they will want to open?
When you send clients mail, are you creating content they will want to open?
MIAMI, Fla. — The session “Emarketing Unplugged: The Mechanics of a Great Email and Social Campaign” at the LCT Technology Summit hit on some need-to-know topics when reaching your clients in ways they will be comfortable with and act on.

Walking The Path To Customer Retention

With the recent Facebook/Cambridge Analytica debacle, protecting your clients and using best practices to assure you’re not pushing them further away is key to a good marketing campaign.

“Back in the day, you didn’t have to do as much as you need now to keep your clients,” said Shannon Faulkner of Delphis Creative Marketing Solutions who led the session with Bill Faeth of Limo University and Inbound Marketing Agents. “Now you put more energy and effort into the conversion process and spend most of the time trying to keep your customers.”

In today’s world, most people become aware of brands through Google searches, email, and social media. When sending e-newsletters, it’s important to consider how your potential clients perceive them. Faulkner had the audience perform a group activity to explain this concept.

(L to R) Mike Barreto receives a shoulder rub from Rick Versace as a part of a group activity to model how clients feel when they receive communications from you that make them feel uncomfortable.
(L to R) Mike Barreto receives a shoulder rub from Rick Versace as a part of a group activity to model how clients feel when they receive communications from you that make them feel uncomfortable.
Attendees first turned to their left and gave the person standing next to them a shoulder rub. After a few seconds, they were prompted to do the same to the person on their right. “It was a little awkward, right? Imagine how it feels to the consumer when you start connecting with them in ways they aren’t comfortable with. You have to get them to enjoy interacting with your brand,” she said.

Delivering Maximum Value To Customers

Faulkner also discussed the consumer lifecycle based on value proposition over time. First, the consumer explores the internet for a solution to a particular problem, and discovers your brand through the marketing channels you have reach with (TV, print ads, SEO, content marketing, etc.). This is why it’s important to understand your digital footprint so you will know where people are finding you. That way you don’t waste marketing dollars on channels that aren’t helping.

Shannon Faulkner helped the audience understand the best ways to reach and retain clients.
Shannon Faulkner helped the audience understand the best ways to reach and retain clients.
It’s also important to create a welcome email for anyone who signs up for your mailing list. Be sure to give them enough information to help them figure out if they want to pursue the service your company provides, but don’t make them feel like they are being pressured to decide immediately. When the potential customer then shifts to decision mode, it’s up to you to get them to act as buyers as well as influencers who will get other people to use your services.

Once the prospect makes a purchase, you have to continue to keep them loyal through personalization in your interactions. Keep them engaged. If you’re not going to do it, someone else will. You spend a lot of time and money to get them to this stage, so make it count.

Reaching With Content Creation

Faeth said every company represented at the Summit should have a content creator inhouse to help with marketing efforts. “That person needs to live inside of your business because working for Operator A is probably different than working for Operator B. Although Operator A is one of the largest companies in our industry in the same market, the communication needs to be different. It becomes difficult for an agency to understand your culture, how you’re selling, and what your underlying propositions are for each one of your customers,” he said.

Bill Faeth spoke to operators about what they need to do to make their marketing more effective.
Bill Faeth spoke to operators about what they need to do to make their marketing more effective.
He also confirmed the importance of a welcome email sequence tied to the segmentation of the customer you’re acquiring. “If you’re aiming to win over DMC Donna, the bulk of the email series should be different going to her than it should be going to Travel Manager Tammy because they have different pain points, solutions, and reasons they’re buying from you. What I call extracting more market share out of their wallet requires a different sales process and content that needs to be delivered to have them re-engage so you can gain market share. And it’s not one email. It’s a series.” 

Faeth closed his session by going over the two forms of content you can deliver to customers: Entertainment and education. Either be funny and personal, or flex your knowledge of the ground transportation industry because you know more than your consumers do.

“If you give great, valuable content, you’re going to build a relationship. Your customers will trust you. And you don’t actually have to ask them to buy from you. The human element is where we can sustain. Focus 75% of your time on client retention, and 25% on acquisition.”   

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Related Topics: Bill Faeth, customer service, LCT Summit, marketing/promotions, Sales & Marketing, technology

Lexi Tucker Associate Editor
Comments ( 1 )
  • Anthony

     | about 3 months ago

    Good article but, the most important thing is not talked about... DELIVER WHAT YOU PROMISE time and time again i see these owners that simply dont deliver the product or service and simply use tactics to pretend and actually lie about their company.. i was looking at one of them yesterday on their facebook... i took interest in his 9 30am post "oscars were amazing we still have some limos coming back to the shop" i am very familiar with this owner and simply laugh at his continues lies about his company :(

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