The essentials for talking to your customers.
First things first, there’s no magic formula. If any agency tells you there is, make sure there’s a fire extinguisher handy, because their pants will be going up in flames shortly afterwards.
But, what we can share are some valuable insights we’ve gained by looking, listening and honing our respective crafts.
And we know that, these days, the customer is in control.
We live our lives constantly connected by mobile tech and social media. We choose how, where and when we access information – including marketing messages.
With more choice and greater knowledge, we buy from brands that we know, trust and believe. And in a Skip Ad world, it’s easy to avoid hard-hitting sales talk.
The message to marketing people is, “when we’re ready, we’ll find you.”
So how can you make the most of today’s opportunities? We think there are a few basic rules. Some may be no-brainers, but you’d be amazed how many people ignore them.
Be realistic
Your brand is no longer what you say it is – it’s what your customer believes it is.
Be realistic about what you can - and can’t - deliver. And build your communications around a content plan which adds real value for your customer.
Most importantly – don’t sell. Effective content engages with your audience by understanding them. Successfully converting them into customers by building relationships.
Get smart with your search
Traditional marketing methods alone are becoming less effective. And inbound marketing is an essential part of the marketing mix to help your business get in front of potential customers.
Optimise your search criteria around your content and the things your customers are looking for.
Make your website sing
Your website is probably the main interaction a customer has with your brand.
It should be the focus of all your communications – a powerful and proud shop window. By driving your potential buyers to your site, you create real opportunities for longer term loyalty and sales.
Make sure that their first impression is a positive by having a website that looks the business on PC, mobile or tablet.
Then use your content to engage and capture customer interactions – this can help you shape your next campaign.
Be handy with a hashtag
When the rest of the world is on social, you should be too. Simple as.
Make sure you talk to your audience in the right way and in the right places. Then give them what they want and expect.
These channels work brilliantly as a content feed, but they can also be a great way to deliver good customer service.
Assume nothing
Not all your customers will come from digital channels. Conventional marketing matters too - it’s how you blend them that can make the difference.
Think about how and where your customers come into contact with your brand. It’ll give you ideas to boost your exposure, increase your reach and connect at every possible touch-point. Which is a lot of buzz words in one sentence (sorry), but basically we’re saying, know who you’re really talking to.
Like we mentioned at the start, there’s no magic formula to make the world fall in love with your brand. But we reckon a sound understanding of the basics is the best place to start. Know who – and where - your customers are and things can get really interesting. As (working with a great agency of course) you come up with creative, exciting and amazing ways to build relationships.
