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Submission: On October 31 via api from US — Scanned from DE
Effective URL: https://www.jeffkorhan.com/
Submission: On October 31 via api from US — Scanned from DE
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* Home * About * Speaking * Coaching * The Book * Contact Us * * Podcast * Newsletter CUSTOMER EXPERIENCE GAPS FEEL LIKE ENTRAPMENT May 20, 2018 by Jeff Korhan I experienced my first MRI this week. It’s a medical procedure for capturing an accurate picture of what the doctor is looking for inside of your body using magnetic resonance imaging. It’s hell for people like me that are afraid of enclosed spaces. You have to lie motionless while you are inserted via a mechanical bed into a giant iron tube containing super powerful magnets. The magnets bang, buzz and whirr while the machine gets that picture. Oh, yeah. And it takes 50 minutes. Who knows where our fears come from – probably childhood, like everything else that seems to have no rational basis. Whatever the source, our mind makes it real. Your customers have similar fears. It’s the feeling of not being in control. “What happens if this malfunctions?” “Are you sure it will hold up to periods of peak demand?” “Can I expect to recoup our investment when we sell it?” Educating buyers throughout their journey with your business is a job that should not be taken lightly. It requires a strategy that gets to the heart of what customers desire … and fear. Had I known more about the MRI experience in advance I would have been OK, but I didn’t. So I freaked. It’s the not knowing that creates that feeling of entrapment. This may sound completely irrational, but then you aren’t me. You are also not your customer, but somehow you have to be. You have to plan the customer experience and execute it with empathy. They have to trust you now and for years to come. Embrace their irrational fears of entrapment because they are real to them. Then set them free with content marketing education, meaningful website copy, newsletters and social media that solve problems that may only exist in their minds. Help your customers do more of what they want by taking action. And empathy is an action. > About the Author: Jeff Korhan, MBA, is the author of Built-In Social and host > of This Old New Business podcast. He works with owners, marketers and sales > teams to craft and communicate branded customer experiences that sell. MARKETING AUTOMATION: WHAT YOUR BUSINESS NEEDS TO KNOW February 13, 2017 by Jeff Korhan According to our recent survey, more than 2/3 of landscaping business owners are primarily responsible for their marketing. This challenge has a solution, and it’s marketing automation. Routine activities can be automated to free you from working in your business so that you can invest more time working on it. While there is a learning curve with the technology, the true challenge is taking the time to design what can be automated. In other words, if your business does not have a written process in place for activities like following up on leads or upselling current customers, then clearly, that’s where it needs to start. AUTOMATION FOLLOWS ORGANIZATION Start thinking in terms of triggers and actions. The phone rings (trigger) and your team answers (action). The buyer asks for a quote (trigger) and your team dispatches a representative to learn more (action). Automation Formulas: Trigger > Action > Trigger > Action … Organize everything and automate what you can. #1. List the actions What are the actions you want your buyers to take from their first contact with your business? List them, step- by-step. #2. Test the sequence How many of your recent customers have followed those steps? Patterns outside of your ideal flow may suggest disallowing these actions in the future. The other option is to create multiple pathways to success. It’s important to be clear about the process steps that are inflexible. Often this involves legal issues or payment terms, but it can include anything in the buyer’s journey. #3. Automate what you can Let’s face it, nowadays a website visit is replacing the telephone call. Clicks to your website are triggers. You can use marketing automation to take action on them to send relevant information. And you can tag that interest to segment prospective buyers into categories. As they move through your funnel they will trigger new actions. Every successful action should trigger another. Take the time to automate what you can, even if that’s only one step in your process. After you nail that give yourself a pat on the back and celebrate. You’ve saved some time! Now look for more ways to automate. BONUS TIP: Marketing automation gets a bad reputation when it’s used to interrupt people to sell to them. But there’s nothing wrong with selling when it’s done right. The key is finding ways to use marketing automation to personalize. For example, a sales transaction could trigger an email that offers an automated booking calendar such as ScheduleOnce that the buyer can use to independently book a time to meet with your company representative to address whatever issues there may be. And that personalization just may trigger new business! > About the Author: Jeff Korhan, MBA, is the author of Built-In Social and host > of This Old New Business podcast. He helps organizations create exceptional > customer experiences that drive business growth. THE MOST SUCCESSFUL CONTENT FORMATS January 10, 2017 by Jeff Korhan A recent study by BuzzSumo reveals the top 6 types of content that attract massive engagement as measured by social shares and incoming links. 1. Practical guides and helpful content 2. In vogue and hot topics 3. Research and insights 4. Case studies 5. Infographics 6. Authoritative industry news Every single one of these content […] Read the full article Share Tweet Share4 Pin3 7 Shares MARKETING SYSTEMS: HOW GUIDING THE CUSTOMER JOURNEY WITH CONTENT WORKS July 19, 2016 by Jeff Korhan This is Episode 74 of This Old New Business weekly business podcast with Jeff Korhan and John Jantsch. In this episode, we are thrilled to have John Jantsch back on the show to discuss marketing systems. John is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine, and also […] Read the full article Share Tweet Share7 Pin 7 Shares AUDIENCE ENGAGEMENT: THE CONTENT SECRET OF THE AUDIENCE OF ONE June 27, 2016 by Jeff Korhan This is Episode 73 of This Old New Business weekly business podcast with Jeff Korhan and Jerod Morris. In this episode, we have a conversation with Jerod Morris, VP of Marketing for Rainmaker Digital. Jerod manages the ongoing education at Digital Commerce Institute, which is hosted on the Rainmaker platform. He also hosts The Showrunner, The Digital Entrepreneur, […] Read the full article Share Tweet Share8 Pin 8 Shares OWNERS MINDSET: GETTING PROGRAMMED FOR CUSTOMER SUCCESS June 14, 2016 by Jeff Korhan This is Episode 72 of This Old New Business weekly business podcast with Jeff Korhan and Chris Brogan. In this episode, Chris Brogan and I continue the conversation we started in Episode 2 on entrepreneurship. If you don’t know Chris Brogan, he has worked with some of the biggest brands, like Disney, Microsoft, and Google. He is also […] Read the full article Share Tweet Share5 Pin 5 Shares SMALL TOWN MARKETING: WHAT BUSINESSES NEED TO KNOW May 24, 2016 by Jeff Korhan This is Episode 71 of This Old New Business weekly business podcast with Jeff Korhan and Tom Egelhoff. In this episode, we have a conversation with small town marketing expert Tom Egelhoff to learn what businesses need to know. In addition to being a Vietnam veteran, Tom is also a veteran of 25 companies in 18 industries. His […] Read the full article Share Tweet Share11 Pin 11 Shares CONTENT STRATEGY: TAKEAWAYS FROM SOCIAL MEDIA MARKETING WORLD 2016 April 25, 2016 by Jeff Korhan Content Strategy is Episode 70 of This Old New Business weekly business podcast with Jeff Korhan. Frank Kenny has twice been a guest on the show. This week he graciously interviews me to discover and share the top takeaways from Social Media Marketing World 2016 hosted in San Diego, CA last week. The key was having a strategy […] Read the full article Share Tweet Share17 Pin 17 Shares SMALL BUSINESS PR: HOW TO BUILD RELATIONSHIPS WITH JOURNALISTS April 15, 2016 by Jeff Korhan Small Business PR is Episode 69 of This Old New Business weekly business podcast with Jeff Korhan. Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin […] Read the full article Share Tweet Share11 Pin 11 Shares MARKETING SYSTEMS: HOW TO TAKE THE ACTIONS THAT GET RESULTS March 31, 2016 by Jeff Korhan This is Episode 68 of This Old New Business weekly business podcast with Jeff Korhan. David Newman is a nationally-recognized marketing systems expert and author of the Amazon #1 bestseller, Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits and Crush Your Competition. He runs a marketing and training firm dedicated to helping speakers, authors, consultants, and […] Read the full article Share Tweet Share3 Pin 3 Shares * 1 * 2 * 3 * … * 90 * Next Page » Get Free Weekly Updates Web Marketing News Practical tips, advice, and trends First Name * Email * Get The Info CONTENT MARKETING AND SOCIAL MEDIA FOR BUSINESS POPULAR ARTICLES CUSTOMER EXPERIENCE GAPS FEEL LIKE ENTRAPMENT May 20, 2018 By Jeff Korhan MARKETING AUTOMATION: WHAT YOUR BUSINESS NEEDS TO KNOW February 13, 2017 By Jeff Korhan THE MOST SUCCESSFUL CONTENT FORMATS January 10, 2017 By Jeff Korhan MARKETING SYSTEMS: HOW GUIDING THE CUSTOMER JOURNEY WITH CONTENT WORKS July 19, 2016 By Jeff Korhan AUDIENCE ENGAGEMENT: THE CONTENT SECRET OF THE AUDIENCE OF ONE June 27, 2016 By Jeff Korhan OWNERS MINDSET: GETTING PROGRAMMED FOR CUSTOMER SUCCESS June 14, 2016 By Jeff Korhan SMALL TOWN MARKETING: WHAT BUSINESSES NEED TO KNOW May 24, 2016 By Jeff Korhan CONTENT STRATEGY: TAKEAWAYS FROM SOCIAL MEDIA MARKETING WORLD 2016 April 25, 2016 By Jeff Korhan SMALL BUSINESS PR: HOW TO BUILD RELATIONSHIPS WITH JOURNALISTS April 15, 2016 By Jeff Korhan Return to top of page Copyright © 2024 on Genesis Framework · WordPress · Log in