Marketing is a critical component to business success, especially small business. Small business owners are typically experts in their field, who were brave enough to step out on their own. As a small business owner, most take on multiple roles in the beginning. They focus on their expertise and the service they provide to their customers (what they’re great at)… they also find that their responsibilities include: administrative duties; billing/invoicing; payroll/HR; property developer — and marketing. It’s challenging, exhausting, totally rewarding, and A LOT of work! (I understand this myself as a small business owner.)
Understanding your clients is good business. Deconstructing the client experience and finding systematic ways to address client needs helps you do business better. Encouraging your firm’s stakeholders to think about client needs effectively, identify pain points and opportunities for solutions will help set you apart from the competition and ultimately lead to more business.
Have a couple of hours handy? And a stash of sticky notes? Client Empathy Mapping is a fantastic tool designed to help you step inside your client’s mind to better understand how they engage with your firm/company, your staff or yourself at any given point during your relationship. Within 2-3 hours of working through the mapping process, you and your team will walk away with valuable insights and actionable items to help improve the client’s experience with your team and the firm/company.