Ever wonder how your business will reach your target market? Or how you’ll hit those monthly targets?
If your answer is “Yes” to any of the questions, you need to determine the demographics of your target customers. Shift your approach from just working on your business’s objectives and start focusing more on customers.
To stay competitive in any business field, you need a customer-focused marketing strategy. The strategy should include important insights about the customers. Who are they? What is their age group? How do they communicate? Where do they receive their information from? And so much more.
Here are some tips you can implement to develop a powerful customer-focused marketing strategy without compromising your business objectives and values.
i) Start with Data
Data plays an integral part in building a results-oriented marketing strategy. At its core, customer-focused marketing refers to individual marketing.
To be successful with customer-focused marketing, you need to integrate and activate all your customers’ information from different sources. An example could be the use of a call tracking software. When a call tracking software is integrated with your CRM system, it puts important upfront information about the caller, you can know their location, product/s they are interested in, and their call history. This info is used for improving the caller’s experience, as they then get routed to the sales and support teams who are better equipped to help them out with their specific needs. They can be attended to by someone local to them or someone who knows where to pick things up from.
ii) Communicate to the Customer
You should not follow a one-size-fits-all approach in your marketing strategy. Customers think differently and have different lifestyles.
Marketing communication is based on customer understanding. While that is important, you need to be aware that prospects have various needs and act in different ways.
Know your customers and come up with ways to segment them based on their demographics and interests. For example, you can create multiple customer profiles, list their common variables (audience segmentation), implement programmatic optimization, and follow up with automated marketing. Your end goal should be to get the customer to go down your sales funnel and convert.
iii) Approach Omnichannel Marketing as Single Channel Marketing
Omnichannel marketing is the concept of providing an ideal user experience across all the relevant channels relevant in a prospect’s journey to becoming a customer. This means recognizing that both online and offline channels are simply sales enablers for the company.
You need to reorganize your marketing structure to be one. For example, you should allow the offline and online marketing teams to work together rather than separately.
iv) Debrief after Customer Engagement
In business, the key to attaining your revenue objectives is to retain customers. This can be achieved by developing long term relationships with your customers.
Be where your prospects are and personalize your engagements based on their specific characteristics. To give an example, we at GMR Transcription regularly interact with our customers on platforms like Yelp and Google Plus to give more personalized services to them to foster a long-term relationship.
Your business will learn from its mistakes or successes by integrating customer engagements. Whether you make a sale or not, get every member of your team to discuss freely what went right or wrong. This move will create a culture of honesty, which will help to uncover strengths and weakness in your future campaigns.
v) Send Customized Messages
Take advantage of the signals and feedback received from every aspect of your customer engagements. Then, based on your observation, adopt a model suitable for your prospects’ needs. This will help improve customer experience and your return on investment (ROI).
When it comes to customer-centric marketing, avoid vague and generic messages as they are not likely to resonate well with customers than specific, direct communication. You won’t reach anybody if you try to address everybody.
vi) Celebrate your Customers
When was the last time you took your time to send a postcard, an email or called your customer just to say, “Thank you!”?
Don’t be the business that spends a lot of money on creating websites and detailed marketing campaigns but forget your customers immediately after making a sale.
Most customers are likely to engage with businesses that appreciate them.
Pick up the phone and show gratitude to your customers. Don’t try to sell them anything while at it. Just say, “Thank you”. It’s nice and thoughtful.
vii) Develop a Comprehensive Understanding
This last tip will not only allow you to understand your customers better but also in a timely manner so that you can take action on those insights.
Deep understanding of your customer is critical to achieving your short- and long-term business objectives. When you understand your customers, you can take actions or make decisions based on the information you have.
It’s easy to understand your customers thanks to advanced analytics, customer touchpoints, and behavioral recording tools.
The above are some customer-focused marketing tips that will help you connect better with your customers. The tips will also reduce your marketing costs, help you attract and convert high-quality leads, and differentiate your brand from competitors’.
Use the above tactics to revive your business goals and get on the right path to consistent growth.