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Published on Monday 19th of November 2018

What Customer Experience Has to Do With Marketing?

The link between customer experience and marketing

While most of our clients contact us in search of new customers, it is imperative to remember that continued investment in your existing customers will ensure that you reach higher rates of loyalty. It costs dramatically more (i.e., 5-7 times) to campaign for new clients than to simply retain existing clients. So, no matter how potent and effective one’s marketing strategies may be, without the ability to retain customers, you will have a very inefficient system. Client retention tactics are therefore an imperative part of a successful marketing arsenal.

Organizations that consistently deliver excellent experiences for their clients are much more successful than those that do not. Esteban Kolsky, a leading Customer Experience Management (CXM) researcher, extensively studied the effects that bad experiences have on customers. His research shows that 67% of ex-customers named a poor experience as their reason for leaving. Furthermore, 91% of dissatisfied customers do not bother to voice their grievances. They simply shift to another solution.

These statistics show how intertwined the client’s experience is to the likelihood that they will return or stay. Especially in this modern age of technology, customer experience is absolutely crucial to your success. If a customer has a bad experience, not only will they likely not return, but they may also vent their frustration through word of mouth or various social media platforms. This can easily spoil an otherwise exceptional reputation which you managed to build.

Benefits of Excellent Customer Experience Through the Marketer’s Lens

  1. Strive to demonstrate to clients that you focus on their state of mind, and focus on exceeding their expectations in every interaction. Your goal is to ensure that, regardless of their opinion on the product/service itself, their takeaway from each interaction is nothing but positive. Through these actions, customers will see that you genuinely care and their satisfaction levels will extend far beyond tangible benefits for you.

  2. Satisfied clients can act as advocates to new prospective clients, which will allow you to broaden your client base significantly. Clients may reflect their satisfaction with your organization through word of mouth and social media channels, which is a very beneficial form of organic marketing.

    Personal recommendations from friends and professional acquaintances seem more trustworthy than a traditional “one-size-fits-all” advertising approach. Consider what would happen if each of your clients advocated for your service/product to even just one other person. This surpasses the reach of many marketing campaigns and quickly establishes a high level of trust for your future customers. Thus, creating an opportunity to shorten your sales cycle.

  3. Ensuring the best treatment for your clients allows you to stand out from your competition. Customers notice when their needs are being met. If you acknowledge these needs and continue delivering the best experience possible, they will consistently choose you over the alternative options.

  4. An often overlooked benefit is the way that positive customer experiences impact revenue. Kolsky’s study on CXM also found that 55% of surveyed customers would be happy to pay more for a better experience. That means that over half of your customers don’t mind giving your organization more of their hard-earned money if it means they are guaranteed to be treated better.

  5. Finally, great customer relations allow you to devote less of your precious resources to crisis management. By prioritizing the customer’s experience, you may anticipate potential crises before they even happen. Dissolving customer concerns produces a positive interaction, which may turn into additional purchases from the same client.

Employing the Best Client Experience Strategies

It is evident why successful organizations focus on delivering outstanding client experiences and why retaining existing customers is just as important as recruiting new ones. If you are seeking advice on how to create, implement and solidify retention techniques to give your clients a memorable experience, contact us today. Direct Objective Consulting has over 15 years of experience in implementing marketing tactics and will be happy to help your organization realize its full potential. Contact us today!


Customer Experience    Client Retention     Customer loyalty    

Published on Monday 16th of April 2018

5 Tips for Writing an Effective Business Blog

Business blog marketing writeup tips

Successful business blog writing is both a science and an art. Although there are many ways to write a corporate blog, without proper blog marketing, you will not win the traffic you’re looking for. Here are some qualities of an effective business blog that gets plenty of views:

  1. Authentic and engaging

    Blog marketing is about storytelling. The tone of the post should be honest and straightforward, without any hard selling or marketing fluff. The content of a corporate blog should be relevant to your readers while contributing a certain added value. It should be relatively short
    (300-400 words) to keep their interest high.

  2. SEO optimized

    Search engine optimization (SEO) ensures your content gets ranked high on Google and other search engines. Whatever your business blog subject, select the topics you want to rank on and seamlessly infuse synonymous keywords into the text. For more information, check the
    6 stages to increase your SEO ranking.

  3. Shareable content

    When you create valuable content on a corporate blog, friends and colleagues want to share it with their network. Write content that people will enjoy reading. Give them a little bit of useful advice and leave them wanting more. This approach will lead to increased social sharing and incoming links from other relevant sites. As a result, your online reputation, your ranking and your traffic will be enhanced.

  4. Consistent message

    A company’s blog is like a puzzle. You build post by post until ultimately your readers see the bigger picture. If you keep your message consistent with your differentiators, over time you will manage to educate website visitors with the areas that are relevant to your business and become the “go-to” source of information.

  5. Strong images and a good design.

    A picture is worth a thousand words. This means that blog marketing is not only about writing; it also involves images that grab the attention of readers. Choose attractive images to support the message of your corporate blog.

If you have any questions about writing a corporate blog and how blog marketing works, go ahead and contact us. We can help you build a successful business blog that gets you noticed, with shareable content and high traffic.

For additional resources on company blogs, refer to:


Content Writing Services    Content Development Marketing     Content Development Services