You’ve just implemented a new technology in your tech stack that will improve your ability to service your customers. You share the information with your colleagues, friends and customers, enthusiastically explaining the many benefits of this new program.
That is wonderful and your customers will certainly appreciate your efforts on their behalf to streamline and improve how you deliver your services.
But when you contemplated investing in the new technology you also probably considered what it could mean for meeting the greater goal of growing your company.
Now that the new program is in place and working well, it’s time to think about how you can leverage your technology investments to grow your customer base and meet your revenue goals in your 1-2-5 year plans.
Identify your market
The first step is to analyze the type of customer you know will benefit from an agency who is actively investing in technology and improving services. Who are the up-and-coming lender clients out there who are expressing an interest in plugging into agencies that can provide them with enhanced technological services?
A good way to find those lenders is to show up at local lender events and see who is sitting in on the tech presentations. Getting in their space and listening to their ideas and concerns will help you identify the kind of customer who would be open to hearing about your enhanced services.
Create a marketing campaign
The second step is to create a marketing campaign that will speak specifically to that audience in the channels most likely to reach them. And remember, you are looking for new customers, so its imperative that you explore new avenues
The first step is to think through the elements of your strategy to ensure you most effectively present the advantages of your brand. From that base, create specific messaging that presents that brand image and also evokes the highest emotional draw to your services. This kind of messaging has to go beyond the simplicity of expounding upon the fact that you have invested in technology to improve service. You want to elucidate the emotional and practical benefits technology affords that customer.
That is to say, how will this technology impact your client’s experience? Be specific. Tell a story about how a customer’s transaction was impacted by the technology you use, either by ensuring they met an important deadline on a single transaction or helping them meet their numbers for the month because it helped them complete more transactions.
You want to show them how you are leveraging your technology investments to make their lives better.
If you want some examples of this type of marketing, review some of the most successful marketing campaigns such as those created by Coca Cola or Nike. The idea is to create memorable content through story telling in a way that feels authentic and not just kitschy.
Once you have crafted the basics of this message, it’s time to determine the rollout, so that you can tailor the message to each outlet, i.e., video for YouTube, written content for your blog, story ideas and outlines for professional publications, high quality content for your own social media sites, or postings to industry groups on LinkedIn.
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