A customer-centric marketing strategy will drive more leads and sales.
For the modern marketer, a customer-centric marketing strategy is critical. It helps define the target market, performance marketing campaigns, and much much more.
Research says that almost 80% of customers will engage with your offers only if they’ve been personalized. Moreover, 77% of them recommended and paid more for a brand that understands them and provides personalized experiences.
Precisely because of that, brands need to put their customers’ needs and buyer personas first and tailor each segment of their digital marketing strategy to them.
Here are a few tips on how to build a customer-oriented digital marketing strategy.
Constantly Seek Customer Feedback
To build a marketing strategy that resonates with your customers, you need to see the world from their point of view. This means listening to them continuously and understanding what their major needs, problems, and demands are.
Send out customer satisfaction surveys.
Creating a customer satisfaction survey enables to you collect your individual customers’ insights directly. You will get a better understanding of your customer, gather customer data, customer behavior all to help build long-term customer relationships. Modern marketers, marketing teams, marketing and sales departments all use these techniques to help build relationships.
For starters, choose the right medium for your survey. Apart from email surveys, SMS surveys have gained momentum lately. That’s logical, given that SMS open rates beat email 5 times over, while their response rates are 7.5 times higher.
To increase your response rates, keep your surveys simple. Make them engaging, visually appealing, and easy to understand and fill out.
Finally, A/B test your surveys to see what tactics work for you. For example, when sending out email surveys, should you include embedded questions or simply post a link to your survey?
Your customer-centric marketing strategy will require you to understand your customer requirements better.
Listen to your Customers on Social
Your customers voice their opinions on social. And, to keep track you’re their discussions, you should use social media monitoring tools like Hootsuite or Mention. With their help, you will stay on top of both your direct and indirect brand mentions and be able to respond in a timely manner.
Connect with Your Customers
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Encourage Online Reviews with Your Customer-centric M
Register on all major business directories and social networks and encourage your customers to leave their feedback.
Treat positive and negative comments the same. Always express gratitude for their opinions, be polite and professional, and help them solve their problems fast. Knowing that they’ve been heard, people will be happy to review your services regularly.
Pay Attention to Customer Interactions
To understand the specific questions your customers ask and the problems they face, you need to observe their support requests. This is where reading your chatbot or live chat transcripts, emails, and recorded sales calls can help. You can even talk to your customers over phone or schedule in-person meetings with them to build more personal relationships and gain objective answers.
Create an Engaged Online Community
Online communities are basically online groups that connect people with similar interests, professions, problems, passions, and worries. In such a highly collaborative environment, people share valuable resources, express their opinions or experiences and get answers to their questions faster. Most importantly, your online community provides benefits only for its members, adding a sense of exclusivity.
There are a few rules to follow when building an online community.
Choose the right platform.
LinkedIn is perfect for building professional relationships, while Facebook has a much wider use. Slack has also become an extremely powerful platform for your online community, helping you create multiple channels and make customer experiences more personal.
Remember that the community is not meant for your branded content and promotions.
Use it to help your customers solve problems with your products and services. As a community builder, you should also nurture relationships between community members and add a sense of helpfulness and empathy.
Be There for Them when They Need You
In the hyper-connected era we live in, answering phone calls and emails is not enough to provide exceptional customer support. These channels have become mainstream for all businesses.
Customers have become more tech-savvy. They now use multiple platforms and apps to communicate with brands. Research says that 98% of U.S. consumers switch between devices daily, while 73% of them make purchases on more than one channel.
Unsurprisingly, 90% of your customers expect consistent interactions with you across multiple channels. So, here is how to provide omnichannel customer support.
Map out your buyer’s journey for your customer-centric marketing strategy. Once you complete the map gate each stage and look for bottlenecks.
Provide exceptional mobile services.
Some of the most common problems mobile users face are display screens. They difficult to navigate, slow load times, unhelpful search results, and not searchable sites. So, create a user-friendly website with simple navigation that looks and feels the same across multiple devices.
Improve social response times.
The recent study shows that 32% of your customers expect you to answer them within 30 minutes, irrespective of the time of the day. Still, the average response time on social is 157 minutes, while 12% of businesses choose to completely ignore customer messages. This could lead to greater customer frustration and churn.
There are many ways to improve your social response times. For starters, you can implement chatbots. When your customer service reps clock off, the bot will take over and answer all customer questions instantly.
You should also use the above mentioned social media listening tools that help you track your major keywords in real-time.
Provide self-service opportunities.
Over 40% of your customers prefer self-service over other customer support methods. That’s why you need to make your website highly informative. Improve your knowledge base and your FAQ page. Use the abovementioned channels to identify the most common problems your customers face and create helpful articles and videos that will address these issues.
Use SMS With Your Customer-centric Marketing S
SMS stay relevant in the digital age. Businesses across different industries have found that text messaging is a perfect way to inform their users about the major deals, send them alerts, and provide customer support. Customers feel the same. Namely, 52% of them say they would like to connect with customer service representatives via text messages.
Personalize Experiences at Each Customer Touchpoint
The Salesforce research found that 62% of customers want to receive personalized offers. Moreover, they’re willing to share personal data with brands and even spend more just to get experiences relevant to them.
There are numerous ways to build personal relationships with your customers.
For example, online retailers should focus more on customers’ browsing history and previous purchasing experiences when interacting with them.
For example, you could suggest products based on their buying behavior and even send targeted emails that are relevant to them. This is what many big brands like Amazon do. Amazon also provides recommended products and reminds visitors of what items they’ve seen before.
You should also focus on creating customer-centric content. Instead of writing generic guides, use your customer service information to create educational and informative content that brings value to your target audiences.
There are many interactive forms of interactive content your customers will love, including high-quality informative, ultimate guides, case studies, explainer videos, and even quizzes.
You can also observe your chatbot narratives as a form of interactive content. By implementing storytelling with your bot, sending out personalized product recommendations, and letting them choose the flow of the conversation, you will make your customer interactions more personal.
Reward Brand Loyalty
Growing and nurturing customer loyalty is important. It costs companies up to 25 times to acquire a new consumer than sell to an existing one. Moreover, loyal customers spend 67% more than new ones. However, your customers expect you to give them something in return for their loyalty.
Create a customer loyalty program.
Choose the type that makes sense for your customers. This could be a simple point system, where a customer collects points to get a reward. You can also use a tier system, provide VIP benefits, host massive social media giveaways, or provide all-inclusive offers to your most loyal customers.
Gamify your rewards programs.
Instead of throwing a giveaway, why not host a social media contest? People love to compete and win, so this is an amazing way to engage them. Inspire them to write an essay, take a unique selfie with your product, or simply draw something on your packaging.
Inspire user-generated content.
Republish customers’ photos on social networks or even share them on your website alongside their testimonials. Apart from making your brand more trustworthy, this is also a great way to make your customers heroes of your stories and celebrate their loyalty.
Conclusions: Customer-Centric Marketing Strategy
The idea behind customer-centric marketing is simple – brands need to stop assuming they know it all. Instead of telling your customers what to do or buy, you need to listen to them and understand their real problems and requirements. This is the only way to build stronger relationships with them, retain them, and boost conversion rates.
Elaine Bennett, Digital Marketing Specialist, is a marketing specialist and a blogger, currently based in Sydney. Topics that she covers include marketing, branding, entrepreneurship, and SMBs. She’s especially interested in social media and technology. Loves coffee, music and video games.