Wednesday 19 August 2015
Sam Walton, founder of Walmart, once proclaimed: “There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”
Whether you sell clothing, beauty products, steaming services, online games or something completely different, your customers have the power to make or break your business. To get an edge on the competition, you need to put the customer first. So how do you go about setting up a customer-centric marketing strategy?
Communication that revolves around customer needs
When it comes to customer-centric marketing, the objective is clear: You need to put the customer front and center. To sell your product or service, ticking off a list of features and benefits isn’t going to cut it anymore. Today, closing the deal means marketers have to focus on individual customers and their specific needs and desires.
Your client base is your most valuable asset. But each customer is driven by their own unique motivations. The key is getting to know your customers:
- Who are they? (Demographics like age, gender, education, etc)
- What do they want?
- Where are their “pain points”?
- Where do they hang out? (physical & virtual locations)
- What are their hobbies and interests?
- What influences their behavior?
Collect all the data you can (but keep consumer privacy in mind!) to make sure you have a complete picture of all your types of customers. By defining and categorizing the groups of people you want to connect with, you can customize your marketing efforts to meet their unique needs.
Automate your customer-focused marketing
Now that you have all the data about your clients, your next challenge is sending them tailored messaging. Automating your marketing and advertising activities is a simple way to be certain that your efforts are hitting their mark and delivering value. And by connecting all your various communications platforms, you can leverage the data collected throughout the entire customer journey. Automation gives you more time to focus on learning about your clients and discovering the most effective ways to reach them.
The thing to remember is that customer-centric marketing is an ongoing process. Combining the necessary information and tools will allow you to experiment, test and uncover what delivers the best results, as well as opportunities you may be missing. Once you know what works best, you can reproduce and/or expand upon specific tactics.
No matter how you approach it, putting your customers at the center of your marketing strategy will help you deliver the right message at the right time through the right channel. And when the customer comes first, you’ll see the impact on your bottom line.
If you’d like to learn more about how automation can improve your customer-centric marketing, get in touch to set up a free trial of Storyboard.