How to balance between High Tech and High Touch & how to become an expert...

Written on the 15 September 2013 by Altitude Communications

High Tech High Touch

How to use technology to help automate your marketing processes.

Technology has become incredibly advanced over the past few decades. It has enabled businesses to operate 24/7 and consumers to obtain support, answers to their queries and make purchasers from anywhere in the world, around the clock.  As such, consumers have come to expect instantaneous reactions from companies with whom they wish to do business – this has become the norm. However, at the same time, community has never been more important, and contact which is personal holds far greater value over a very general computerized response over the phone or email. So, the trick, therefore, is finding the perfect balance in your business, and getting the right mix of high tech and high touch.

Due to the ever-increasing fast pace of life , and the fact that we expect more from our lives and ourselves than ever before, everyone is increasingly time-poor. Therefore, if someone decides they would like to do business with you, or need some answers to their queries, they expect an instant reaction. Your customers expect emails to be answered within mere hours of them sending it, and they expect to be able to be in contact with your business around the clock.

After all, they may only have the opportunity to address their personal and household issues after their busy work day has ended, at whatever time that may be, or on the weekend. The good news is that our customers’ expectations have forced us to find solutions that will enable us to address their needs. After all, we simply cannot be available for our customers 24/7, and it would cost those of us in small business an absolute fortune to hire personnel around the clock. 

Due to the latest cutting-edge technology, we can provide support and assistance to our customers at any time of the day, night or weekend.Auto-responders are automatic messages that are produced when a customer fills in a particular form on your website and can be used for a number of different purposes, enabling communication with your clients whenever they require it, around the clock, even while you are asleep. They can be used at your technical support email address to tell your users that you have received their message and will get back to them in person soon. Such messages are important because it reassures your customers that their support request has arrived at its destination and will be attended to as soon as you are available.

Auto-responders can also be used to send fixed information to your customers and potential customers, such as enewsletters, information on new products/services, or your FAQs (frequently asked questions). Another way businesses use auto responders is to send course modules or chapters of an ebook at scheduled times. There are many auto-responder systems available that can schedule different auto responder messages in for different client groups and enquiries that come through, depending on your business needs. At the same time, it has never been more important to make yourself personally available to your clients. 

The importance of community has never been greater, and businesses that treat their customers like family, never more profitable. With the advancement of technology, almost everything is computerised and one could consider themselves extremely fortunate to speak with “a real person” when they contact any large organisation - from your bank to your insurance company. This is an incredibly frustrating way for most people to get the answers and support they need! If you make yourself available regularly to your clients, be it in person, over the phone or via email, this makes an immeasurable impression on them, and will allow you and your business to stand out from the crowd.

You can also make yourself visible to your customers in other ways – on your website, in your enewsletters, advertising material and public relations activity. Make sure your website includes an “About Us” section with your photo, a bio and any articles and e-books you have written on your topic of expertise. Ensure that you are very visible in your enewsletters by including a photo of yourself and a personal message to your customers.

Public relations for your business is a great way to communicate your brand to your potential customers. Build yourself as the face behind your brand and position yourself to the media as the industry expert. Communicate with the journalists of the relevant media and industry – let them get to know you are available to comment and can help them with their stories. Send them well-written interesting media releases regularly. Make sure you are responsive when they contact you for a comment. If you are not sure how to proceed, consider consulting with a Public Relations specialist who will help you build your brand. 

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Author:Altitude Communications
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