Everything marketing starts and ends with your customer… cater to them, listen to them, and react to them. The results are amazing.
Stop and think about the block quote above. Place your customer’s in your shoes. How did you decide to purchase a product or service, comparable in pricing and some resemblance of similarity? Was it price sensitive? Did it come in different colors? How was the service? After your purchase what did you think about the customer service?
Your answers will probably show, you are already doing a form of customer-centric marketing. The one marketing strategy, customer-centric marketing, pinpoints the many reasons on how to retain and acquire new customers.
However, many, if not all people working in small biz management or an owner, who read the preceding sentence will comment, “I know my customers and know what they want. I need more customers because I want to grow.”
Knowing the customer, in today’s small business environment, offers a wide range of opportunities to delve into individual preferences and behaviors of your prospects and customers. Why you ask? Marketing today is a sales-driven, lead generation discipline.
Now that you know a few bits and pieces about a customer, where do you place them? Is it a database? CRM? Or Quickbooks?
A small biz needs marketing and advertising that works, is affordable and will give them a clearer path to marketing success.
Suppliers of marketing automation offer a variety of solutions, but the cost and complexity are the biggest barrier to a small biz. True or False?
The answer will depend on what you want to purchase. For example, when buying a car, you may select a used car or a new car with all the bells and whistles. Depending on your usage, both will get you from point A to point B.
The bare minimum goes along with the customer collected data. You’ll want to start with simple segmentation and start building customer profiles. You’ll need something like Google Analytics to dig deeper in your data as you travel the path of the customer.
With the outbreak of digital marketing, the small biz needs to understand their target customers, where they live, and what they need and want.
Many marketing challenges confront a small biz every day. Not just any challenge, but how customers respond to and what you and your employees know how to use. Always ask yourself, “What can we add to our marketing to see better results?”
Now you decided to use a customer-centric marketing strategy, you’ll need an employee to focus on customer satisfaction. Customers are encouraged to share information when using your company’s product or service. A customer has more control of the buying process than ever before. Therefore, you’ll collect more customer data. The customer can be your advocate and tell all their friends. Unfortunately, the opposite is also a possibility.
You ask them a few key questions about their customer satisfaction. Did the product arrive when stated? Was the packaging up to your standings. Could you please answer the five short questions in our survey?
The advent of social media and its many channels increases a company’s ability to collect better customer information, expose prospects to new product sources, and to collect more marketing data. Knowledge, learning, measurement and response, are the basic recommended tools within customer- centric marketing strategy for profiling prospects and customers.
Tools are readily available and work best within a teamwork environment.
At the center core of your business world (violet) are the customers. These customers need to understand your product and service features and benefits.
In turn, you need to know what they want and why they buy. In the outer core (lighter green) are the two main marketing elements incorporated into our customer-centric marketing strategy.
The first one is a CRM to house your collected customer data. Once again, our very first recommendation is to create customer profiles based on your customers buying decision, segments and demographics. As additional data is collected, personal profiles become more complex.
The second piece is a custom marketing strategy that is predicated on existing customer profiles. Analyzing the data and customer profiles, creating theories and testing these theories to determine which will work best, is the end-result of a customer-centric marketing strategy. As additional customer information is collected, the strategy grows to remain in line with your company’s goals and objectives.
Finally, circling around in the outer core is the universe of a few tactical marketing communication channels available today. Some are the traditional channels such as direct mail or display and print advertising. Other channels are social media and digital marketing.
All you need to care or know about is what your customers prefer to use. It’s what your company says and how the message is delivered. That can make a significant difference in how your success is measured.