Have you ever stopped and asked yourself if you are worthy of having customers? What exactly does that mean?
Well it starts with having a thorough understanding of your customers. They are people with wants and needs, and can get motivated and/or disillusioned by your actions and presence. You need to understand your target audience beyond an interest in their purchases. Previously, I stated that empathy was the most important word in marketing. Marketing strategy must start with target audience empathy.
If you really understand your target audience, you are in a position to prove to them that you are worthy of their business. And digital marketing is a key asset to use to demonstrate your worthiness? Not sure about that? Consider the following …
1) Where do consumers and business decision makers go to capture product/service information?
2) What does it take to be perceived as a subject matter expert?
3) How relevant and prolific is the use of mobile?
4) What is more compelling and believable … Hearing a product/service is great from the brand itself or an objective individual?
If you take time to answer the questions above, I think it becomes a no-brainer how important a strong digital presence. As you think about your digital marketing strategy, go back to the first question I asked … Are you worthy of having me as a customer?
Think about how your digital presence can continually prove you are worthy of your target audience’s business. Here are some elements that should be part of your digital activities, presence, and implementations …
1) Listen – listen to what your target audience is saying. This should guide everything you do in business if you truly are a customer-centric business.
2) Engage – connect with people to build deeper relationships such that you learn more from them and win their trust and support.
3) Content – deliver stories and information that your audience truly values. Give them a reason to stay connected and interested.
4) Outreach – actively seek people that are interested in your product/service area. Search the internet, forums, communities, online groups, etc. for relative conversations and participate.
5) Mobile – everything you produce online needs to be accessible via mobile. Just look at the growing number mobile use. If your digital presence is not mobile-ready, you are missing out on a good part of your potential audience.
Granted, much of what I have just stated resembles last week’s post where I focused on the areas you need to focus on for social marketing success. The point in this week’s article is that social marketing actions are driven by the objective of winning the customer over. And this goes far beyond a particular product or service. Digital presence gives marketers an opportunity to provide a product/service extension … a strong enhancement of the user experience.
If there is one reason why you need to ask yourself if you are worthy of having your target audience as customers, it is because the actual audience is asking themselves, “are you worthy of having ME as your customer?” Purchase decisions are being driven by customer use of digital technologies more and more. Social and mobile technologies may not invoke “last click” purchase action, but they certainly set the path to the final purchase, ongoing loyalty, and advocacy.
Make It Happen,