Your Marketing Goals Should Start By Understanding Your Customer
“Our jobs as marketers are to understand how the customer wants to buy and help them do so.” – Bryan Eisenberg
What Are Your Marketing Goals?
Think back to the last product or service you purchased. Odds are that marketing played a role in the purchase. A television commercial, a blog post, or social media update might have been responsible for triggering the “need” for the product or service. Marketing goals are to get your customer to buy your product or service, but how do we do that?
According to the American Marketing Association, marketing is a function and process of creating, communicating, and delivering value to customers in ways that benefit the organization. So how do we get our marketing message in front of our customers?
The first thing we must know in order to achieve our marketing goals is who is going to be buying our products or services. The customer persona is a fictional, generalized representation of your ideal customers. The customer persona will help you understand your customers (and prospective customers) better and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups. Your customer persona helps you create remarkable marketing.
A good customer persona will help you understand how your customer wants to buy your product and where they are looking for your marketing message. As you develop your customer persona you will uncover their “communication preference” and be able to create marketing that fits the appropriate marketing channels (TV, print, email, social media, etc).
Get to know everything about your customer. Here are 4 steps you can use to start creating your very first customer persona.
- Interview or survey your existing customer base
- Look through your contact database for trends
- Use your website to capture personal information
- Talk to your salespeople
Do You Know Where Your Customers Are?
Okay, the marketing goal is to understand our customers and figure out how the customer wants to buy our products or services. Knowing where your customer’s eyeballs are will help you create a targeted marketing message. Here are some ideas to get your going.
Where Is your Smart Phone?
As you are reading this, I want you to think about where your phone is. Odds are that it is in your pocket or within an arm’s reach. There is no mistaking that the world is becoming more and more mobile. Even if you do not think your customers care about mobile, I am going to tell you that they do.
If you are trying to understand how your customers want to buy and helping them do so, you must have a mobile strategy to get your message in front of your customers. This is critical from the local auto body shop to the large CPA firm. Your marketing message needs to go mobile. The trend in mobile is only going to continue.
Email Marketing Gives You A Mobile Strategy
We already covered where your phone is located, most likely in your pocket. So what is the easiest way to create a mobile marketing strategy? Simple email marketing. I have not come across an email service provider that does not support mobile. You might have to simplify your email templates and design, but that is not a bad thing. Over half of all emails are being opened on smartphones or tablets, so your mobile strategy should start with email marketing. Email marketing is not dead and on average email marketing has an ROI of 4300%.
Your Customers Are On Social Media
74% of internet users are using social media. You can not dismiss social media anymore, 74% is a large number. Odds are your customer is looking for you on social media and you do not have a social media marketing strategy in place to accommodate their needs. Remember, marketing is about understanding how your customer wants to buy your products or services.
Facebook already has a way to make purchases right from your Facebook News Feed and Pinterest is following suit. This is a game changer for you and your business. If your customer wants to buy your products from social media, it is time to give them that option. Your customers are on social media and it is time to step up to the plate.
Blogging For Business
Reports show that nearly 81% of people use search engines before making a purchase. Blogging gives you a chance to be found. Blogging for business has shown to increase traffic to a website by 55%. This is 55% more opportunities you give your customer to find your products or services. Blogging will increase your leads and customers. Help your customer through the buyer’s lifecycle by creating and maintaining a high-quality blog, your business will see a positive ROI. Trust me.
Get To Love Data
Release the data nerds. I have said it before if you are in marketing and do not like data, you need to find a new passion. The more technology is integrated with marketing, the more data we are going to have to analyze. Sorry to burst your bubble. There are free analytic tools from twitter that will help you get to know your customer persona and understand how to create better marketing messages.
Our marketing goal is the same, we are looking to have customers buy our products or services. If we are able to understand how our customers want to buy, we can execute a marketing strategy to help them. Knowing your customer base will help you create marketing that “breaks through the noise.”
Question: Do you have a marketing strategy that understands how your customer wants to buy your products or services?