Content creators need to guide their target audience and to do this you need to let them feel that you understand their choices, that the value of your engagement is in the lasting relationship you are establishing and not just a one-off purchase that most companies do to their customers.
It takes a bold move to shift from traditional marketing to customer-focused strategies. Traditional marketing may give you page views, shares, and likes but if your customers are not able to share with their circle the value of your brand, you are missing a great deal of opportunities to grow and reach the bigger markets.
Here are four reasons that we hope can convince you to start designing your online marketing content strategy that centers on your customers.
1. It gives you a clear understanding of who your customers are.
The more you create content that are focused on your clients, the more you build your understanding of their behaviors and their reactions to the latest trends and, as a result, you connect with their emotions. And customers are making buying decisions based on how they feel.
2. It results to customer loyalty and not just a one time purchase
When customers feel taken care of, they are more inclined to buy from you again. The only way you have a chance of winning the ‘new’ marketing competition is when you can build a tribe of followers, the most logical reason for the growth of this tribe is when you start to generate content that they want, and not content that you wish them to have.
Traditional marketing may give you page views, shares, and likes but if your customers are not able to share with their circle the value of your brand, you are missing a great deal of opportunities to grow and reach the bigger markets.
3. Customers are in charge, not you!
This is the post-digital world, customers have tons of options in front of them and they make their decisions along their path to purchase. If you are in it to win it, you must engage your customers in the right way through what is aptly called – The Customer Life-Cycle. Your marketing strategy (videos, blogs, infographics) should be aligned with customer experiences and not on your product/service updates, features and what not. Customers don’t need to know that in their decision-making stage.
4. Your customers are your most valuable asset
Dr. Theodore Leavitt wrote that the most valuable asset that a company has been its reputation and reputation is defined as how you are known to your customers. This is going beyond the word of mouth; this is establishing the value of your service to your clients, enough for them to talk to you, therefore, making you a leader of choice to your potential customers. If all that brands can think of when they see their clients is the dollar sign, then they are in for a big surprise. Your competitors are only a click away; it would be less of an effort for your customers to change course.
Most of the clients we worked with have this thinking that only specific products and services can leverage on the value of customer-centricity, we don’t exist to argue with these clients, but all of us have to face the reality that customers are human beings, your product features can convince them but only your brand stories can touch their emotion – that leads to them taking action.
And guess who benefits in the end- you!
Get in touch with us for a free consultation, we will have you up and running in creating your own content!
