Being the best in your small business marketplace, requires engagement with the customers that matter most to you, and enabling the formation of a long term connection. It’s a way of doing business that aligns your services and products with your best customers wants and needs. As a result, your “brand marketing” offer will be targeted and more successful gaining new customers over time.
This approach to marketing requires that you think deeply about your customers; understand their wants and needs; consider the scenarios in which they’re most likely to purchase your service or product; and how they interact with your informational messages and content.
You need to carefully research the customers that matter. These customers today have taken control of social media and are placing greater demand on you to engage them in a one-on-one marketing conversation. To know these customers, research must enable you to measure your “best” in whatever you do, through your customers viewpoint.
Growth of social media means that businesses must understand and optimise every interaction, both off and online. Meaning interaction with customers in a way that establishes positive, emotional responses to form meaningful relationships with your brand and message. Over time, these customers will become your best marketing advocates and promoters.
What remains certain – a strong brand message and customer relationship will create business value; and these relationships are founded on consistent delivery of a relevant business offer and good customer service.
What is constantly changing – maintaining a position as the best and the challenge in meeting customer service expectations. You can have the greatest impact on improving your customer’s service experience by ensuring that you consistently deliver what is promised and expected. Consistent delivery in meet changing customer service expectations, requires research, data, good process and constant situational reviews to ensure you continue to meet those customer wants and needs.
Taking an authentic marketing approach, developing insights into your customer wants and needs, and understanding what motivates them requires effort and investment. Figuring out what you stand for and the core marketing message you present to your target customer market as a brand, is easier said than done, but is easier with the help of a skilled marketer.
I’d love to hear your thoughts? Please feel free to leave a comment or question below.
Marketing Offer: For a short time only, Zenworkz can provide a quick survey link on your social media wall; which asks your choice of 5 key questions, to gain insight about the customers that matter, your followers and fans. It can be delivered for an unlimited number of responses, with an emailed response report. Introductory pricing $180 +GST for a limited time *conditions apply.
About the author: Teresa Bassham is the principle of Zenworkz Authentic Marketing, and is passionate about educating small and medium business professionals to research their customer market; create their authentic marketing message; attract more ideal customers; and create a marketing plan to achieve success in 2012/2013. She runs local workshops in Northern NSW and coaches customers online and by phone – if you would like to attend the next scheduled workshops or request distance coaching online –please contact me.
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