A company with strong leadership inspires customers by showing the reliability of managers and employees. People know they can expect the same level of quality and service each time they order. Building an excellent company culture takes hard work and dedication. However, don’t get so distracted you forget the importance of having branding goals for your business.
Hundreds of marketing reports exist, but one of the more interesting was Epsilon’s consumer study. Researchers discovered 80% of consumers buy from brands offering personalization. The trend syncs up to how customer-centric the business is and how much they care about clients.
When you’re focused on building a solid leadership team, never lose sight of the ultimate goal for your business: retaining customers and finding new ones. While finding the absolute best employees for each position and bringing them into your company culture, you should also pay attention to these branding goals.
1. Improve CRM
Customer relationship management (CRM) keeps your best customers with you and attracts new ones. Invest in CRM software to keep track of what types of products and services clients order. When something new arrives, segment your audience and let those most likely to be interested know about the addition to your inventory.
You can also use CRM software to reach out on special occasions, track demographics to create buyer personas, and check on problems to make sure they were resolved to the customer’s liking.
2. Choose Your Name Wisely
Your name is the face of your brand. When people recommend you to a friend or colleague, they mention your name. But does your name serve you well? Is it easy to remember? Does it signify what you do or who you are as a brand?
The three things which impact brand name performance are semantics, structure, and symbolism. When all three work together and fulfill their promise, the way others perceive your company becomes positive.
3. Generate High-Quality Leads
Each person who comes to your site has the potential to become a lead. Your first goal should be to create landing pages that filter people into categories. They will either move forward in the buyer’s journey or bounce away. It’s okay to let people go who aren’t truly interested in your product.
If your bounce rate is particularly high, you may need to tweak your target audience. Spend time talking with other leaders in the company and your sales team about who your ideal customer is. Once you have a list of traits, include them in your buyer persona so you can more effectively reach the right people.
4. Improve Customer Value
Spend time crunching numbers to see how much each customer is worth to your company in the long term. If they buy from you repeatedly for a year, what is their value to your brand? Once you have a number, brainstorm ways to raise the number.
For example, if you have a business client who purchases one type of software from you, is there another you offer they might be interested in? Your leadership team should look for ways to incorporate more than one product or service into your marketing plans. Which things go together best? Can you offer a discount for bundled services?
5. Take Responsibility
Every company makes mistakes here and there. People aren’t infallible, but what makes a brand with a strong reputation stand out is its commitment to making things right. When you mess up, take responsibility for your mistakes and strive to fix the issue.
Admitting your mistakes goes deeper than just replacing an order for a client or apologizing, though. You must also step up as a leader and admit your failure to your employees. It isn’t easy to humble yourself and say, “I messed up.” However, your staff already knows you did. They just want to know how you’re going to fix things moving forward.
When your workers trust you to do the right thing, they’ll convey your reliability to your customers. Salespeople will take an example from you and admit to a problem and work on solutions instead of excuses. The marketing team won’t be afraid to toot the brand’s horn, because they know you’re authentic. Taking responsibility has a trickle-down effect that improves every aspect of your interaction with customers.
6. Empower Your Employees
If you want to develop an excellent brand image, you must empower your employees to be problem solvers. Have you ever worked for a company where you were terrified of making a mistake and getting fired? Strong leaders trust those who work for them to make decisions and come up with creative solutions.
Reward people for coming to you with ideas, even if you don’t use each one. Allow your customer service reps to solve issues for customers without being pigeonholed into a tight box of approved solutions. Throw out the troubleshooting scripts and let people develop actual communication skills.
Recognize when someone does something that brings positive attention to your business. You may want to set some guidelines for things such as social media usage and have one or two people in charge of coming up with posts to share, but you should also trust your crew to have your best interests at heart.
Strong Leaders Build Empires
A strong leadership team empowers, motivates, and inspires. When your employees feel recognized and appreciated, they’ll pass on the attitude to your customers. Clients who receive personal service and attention will tell others and spread the word about your company. How you helm the ship determines how fast and how far it might go.
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