Any business worth their salt seeks first and foremost to provide quality products and services that truly meet a customer need.
While philanthropy may not be the first word that springs to mind when you think about marketing, the reality is that marketing, at its root, is about meeting that need and solving that problem. It’s about helping people.
In my experience, prolonged ‘naval-gazing’ is one of the most common blockers to growth encountered by businesses. Simply put, building a successful business isn’t really about you: it’s about your customers, and understanding where their expectations, pain points and motivations lie. It is only once you truly get under the hood of this that you should be in a position to start developing a marketing strategy.
The good news is that identifying and understanding your target audiences needn’t be particularly time consuming, complicated or expensive. My advice is to root your strategy in data as far as possible rather than making subjective assumptions. For example, use Google Analytics to understand the online interactions of your customers at the moment. If your product or service is new to market or you don’t have historic customer data, you might want to consider developing a user testing program. This can be a really effective way to get feedback on the current customer experience, allowing you to tweak and hone ahead of launch. One way to approach this is to host face-to-face or online group or solo user testing sessions, or you could carry out surveys among your target audience groups.
Social media listening tools also provide a great means to help you understand customer behaviour and sentiment. Being aware of what your target audiences are speaking about in the online social space allows you to start building a picture of who they are, after which patterns should start to emerge, allowing you to bundle them into segmented sets.
This thorough audience research will allow you to develop a marketing strategy that is tailored to the individual needs of your respective customer groups. You can craft messaging that really resonates with the people you are trying to reach, speaking directly to customers about the things they care about the most, thereby delivering a truly personalised and valuable experience.
In short, it’s about taking the time to get to know who you’re taking to, and recognising that, more often than not, a one size fits all approach, just won’t cut it when it comes to really getting through to your customers and solving that problem for them.
If you’re looking for help in building powerful customer-first marketing strategies, please get in touch on 0800 612 9890 or drop me an email.