Welcoming customer-centric marketing
When you really start focusing on customers in every aspect of your business, you begin to embark on customer-centric marketing. Because customers are driving brands today, make sure that your brand messaging disseminates with some consistency. Stay in touch with your customers every step of the way.
Consider the following to see where your organization stands with customer-centric marketing:
Are you listening to consumers everywhere that they’re talking? Are you tapped into the channels where they prefer to communicate about your brand? Customer-centric marketing requires understanding our customers’ perceptions about our brand.
Take a look at your monitoring software and see what sites have a lot of mentions for your brand. Then do a quick search online for your industry and see if you might have missed some niche sites. And always monitor keywords outside of your exact brand name, taking into consideration that customers may misspell or use abbreviations when talking about you.
After you hear what’s really going on with your brand and consumers, you can offer real solutions. A customer-centric organization wants to help consumers really and truly. Marketing 2.0 breaks down walls with customers.
In order to engage consumers in social channels where they’re surrounded by their personal networks, brands must approach them as their friends would. When a friend struggles with something, we want to rush to help him, to the best of our ability. That’s the mentality needed for social CRM.
People want more for their money and attention today. The marketplace is flooded with options. Social businesses must really determine how they can offer value to consumers to set their brand apart. When you’re listening and hearing your customers, you can unveil the value sweet spot.
You get the opportunity to wow your customers when they feel heard and understood. In this world of customer-run business, consumers determine and demand a lot of what happens.
However, it doesn't always mean they really expect that all of their demands will be met or even heard. So when you see a real opportunity to provide a solution and add value, you increase your chance at brand advocacy.
Also, take the time to thank your brand advocates. Make them feel an even deeper connection to your brand. You may want to brainstorm low-cost ways to make them feel special, such as upgrading their membership status, offering them lifetime free shipping, or sending them a personalized gift.
Customer-centric marketing has relationship goals in place, not transactional goals. Social business aims to have conversations and engagement with consumers. From these conversations, businesses can yield new customers and deeper insight into the ever-changing needs and interests of their audience.
Current and repeat customers are a gold mine of information and data, but it’s what you do with all of that data that sets your business apart from the competition. Gathering data is one thing; understanding the data is a whole other piece to the CRM puzzle.