If you’re putting time and money into advertising, you’ll want to make sure that your efforts aren’t wasted when that potential customer actually makes contact with your team.

What do I mean? Picture this.

Someone who needs your tax resolution services sees your ad on Facebook and follows it to your website. They send you an instant message over your chat feature and a person on your staff replies. But instead of using the same warm and reassuring language employed in the ad, after hearing the person’s situation, the employee abruptly explains that you might not be able to help in this case. Discouraged, the person leaves your website. Lead lost.

It is a crucial part of management to ensure that every single person on your team is aligned with your marketing campaigns and messaging. You have to decide what experience you want to create for clients and make sure it will happen, no matter who they get on the phone.

Banks and other large companies are notorious for failing in this department. They look amazing on their marketing, they say amazing things on their advertisements, but when you actually go to do business with them, the experience is horrible.

One of the best ways to fix this is ensuring that whoever interacts with customers on your team – sales, customer support, and those involved in the delivery of your product/service – knows the experience you expect each client to have.

Bonus: This is also one of the best ways to get more business. Keeping your existing customers happy so they can refer you, leave great reviews, and come back again is your strongest marketing technique.

How to Align Your Team

In our company, I am constantly retelling the mission and purpose of why we do what we do.

“I believe entrepreneurs are wired to solve problems. If we help more entrepreneurs succeed, we can solve a lot of the problems in the world.”

“I want to give small businesses a fighting chance.”

“We partner with clients to grow their businesses effectively and sustainably.”

I’m constantly repeating phrases like these in our team meetings, our chats, our emails, and everything we do so that everybody gets aligned with the messaging that we’re putting out there in the marketplace. So when someone has a conversation with one of my team members, they feel like they’re being cared for, like we’re their partner and we’re there for them.

Whatever your business is, you want to make sure that everybody has that same mission-driven attitude so that when they’re engaging with the most important people in your business – your customers – they can create an amazing experience. Only then can that vibe or culture that you’re creating in your business translate to your customers.

What’s Your Something More?

This is what makes some of the most successful companies in the world successful – it’s that ethos, the intangible stuff that makes you want to be a part of it. Look at The Honest Company, Apple or Nike. They don’t just sell home products or computers or shoes – they’re about something more.

And the more you’re able to articulate that “something more,” the better off you’ll be.

If you’re a CEO or a small business owner, start thinking about the experience you want to create for your customers and how to communicate that to the rest of the people in your organization. If you’re a solopreneur right now, this is a great exercise for the future if your business is going to grow and add more people.

If you don’t know what kind of culture you’re creating in your company or what your “something more” is, take a look at our video explaining how to clarify your business value proposition. You’ll find a step-by-step guide for bringing clarity to your own messaging about your business.

And as always, if you have any questions about marketing or business management, feel free to reach out to us directly or leave your comments in the section below. We look forward to hearing from you!

Read Also:

• How to Determine Your Marketing Budget in 3 Steps
• 5 Tips from Brilliant Examples of Lead Capture Forms