How far have you got with your new year marketing strategy? Are you confident it’s going in the right direction? At the heart of every marketing campaign should be one word: audience. Let’s look at why this is and how we can approach it.
Your Goal = Happy Clients
From the outset, marketing campaigns should consider the situation of the audience. Once you know what challenges they’re facing, you can offer the solutions using language they can relate to.
A marketing strategy focused on your customer will, of course, bring you revenue. That’s the ultimate objective for all of us in business. On top of that, it’s going to result in happy customers – they’ve got what they need from you and they’re likely to return.
Satisfied customers will recommend you, and they’re more likely to write reviews which are incredibly valuable to your business: according to Bright Local, 85% of people treat online reviews as they would a personal recommendation. Who doesn’t want that?
By now, you probably know who your target customers are. If you don’t, you need to spend some time identifying your niche market so you’re not wasting time trying to resonate with people who have no interest in your business.
You can go one step further by creating customer personas:
- Who are they?
- Where do they live?
- What’s their age group?
- What are their values?
- Where are they heading in life?
- What goals do they have?
- What challenges do they face?
Give the personas a real name and base your marketing strategy around them. Having a strong understanding of your customers and their lifestyles is key, and this is a popular method for helping you get there.
By adding value you’ll keep customers engaged with your business. Don’t put them off with constant sales messages full of unnecessary product or service details. Instead, make your marketing content useful by giving them the information they’re searching for. Solve their problems for them.
Look at it from their perspective and offer something they can’t get from your competitors. Conversion rates will go up and you’ll see a better return on investment.
Show Your Human Side
Sometimes, when we have our business hat on, we forget how we normally interact with others. We regularly hear that “people buy from people” and this hits the nail on the head.
Let your customers know that you’re here for them. There’s a human on the other side of the screen so let some of that personality show; cultivate real relationships with customers and they’re more likely to stay loyal to you.
How Are You Doing?
Factor in some time to get regular customer feedback. This differs from online reviews as you can ask specific questions about your product, service or staff, for example, and the answers come directly to you to analyse.
- Create online surveys
- Pose questions on your social media
- Ask for feedback as part of your after-sales process
Your marketing strategy can only be called a success if what you’re offering appeals to your customers, so find out whether it does.
In the spirit of new year generosity, we’re offering our readers a free Customer-focused Marketing Strategy Template.
It contains headers and a contents page to help you get on your way. Use and adapt it to suit your needs. Just email us and we will send it across. We’d love to know how you get on.
If you need any further help with your marketing planning, don’t hesitate to get in touch.