If you’d ask me what my biggest takeaway from this year’s outstanding Tech Startup Day was, it must be that entrepreneurship in Belgium is very much alive. Starting and growing your business in Belgium might not be easy, but it is most certainly being done. Besides being a great opportunity for exchanging ideas with like-minded people, Tech Startup Day hosted various workshops that excelled at covering a broad range of start-up needs. Product design, business models, financing, market and marketing, growth, press relations, .. all were discussed.
On of the big benefits of event workshops like these is that they often give you the opportunity to learn outside of your ‘niche’ (‘growing your business’), or give some structure and additional tips for applying what you already know (‘getting started with your digital marketing plan’).
Get Started With Your Digital Marketing Plan
Digital Marketing 101 was the subject of iBert Van Wassenhove ‘s ‘Get Started With Your Digital Marketing Plan’ talk (slides). Besides stressing the importance of ‘agile marketing‘, it reminded me that:
Having a quality website remains of utmost importance. Because it is the only ‘digital real estate’ where you have full control over, because content-marketing wise it allows for in-depth exploration of topics and ideas which you can only touch upon through social media and other platforms, and because you can measure and A/B test the hell out of it.
Although the Zero Moment of Truth, as Google’s markets the customer’s exploration phase, is important to capture attention, don’t lose track of the traditional First Moment of Truth. When people have decided they’d want to give your product a try, make it as straightforward as possible. Being cute is nice, but being predictable is better. Again, measure conversion, and check if a simple ‘Free demo’ button might not work that much better than one saying ‘Lemme in’.
Good customer service equals content creation. Public exchanges you have with happy customers is great marketing on itself. Public exchanges with users that need help is even better: you show you care, and in that process, you possibly teach other users a few additional tricks too. (And if there’s no happy customers? Stop marketing & start working on the product.)
Growing Your Business To The Next Level
Or maybe, as Forte’s Jan Lagast pointed out, you should not ask them if they are happy with your product or service in the first place. In what was maybe (to me) the best advice of the day, he explained that customer satisfaction is all about perceived value and making good on your promises:
Promise it > Do it > Get it confirmed
So don’t bother asking your customer the open-ended question ‘are you satisfied with our product?’, instead, remind them of the promise you’ve made, and check with them if you’ve delivered on your promise. In case you didn’t, again, check what went wrong, and improve upon your product. If you get a confirmation that you’ve delivered what you said you would, your customer’s confirmation of that is the best testimonial you can get.
Tech Startup Day 2013 promised a broad gathering of startup-minded people, and tips & tricks on all the fields of building and growing your startup. As far as I’m concerned, they have delivered. A job well done, startups.be!
a satisfied Tech Startup Day customer