Building Trust Using Customer-Centric Approaches in Marketing
Aug 16 2018
In [A1] the competitive environment of business marketing, more and more brands are working to adopt a customer-first philosophy. In the past, marketers focused their efforts on boosting revenue or site traffic with flashy ads bragging about the wonders of their products. But this hasn’t attracted customers in the most effective way.
Today’s technology has changed the game. Consumers are more empowered and prepared to take their buying power into their own hands, and those flashy ads aren’t cutting it anymore. Consumers want to know about the value that the brand and product offers them, and how it can help them do things better.
How can you create customer-centric marketing campaigns? Adtaxi has five tips to help you start building consumer trust and boosting your conversions.
Organically Attract Customers With Inbound Marketing
Outbound [A2] marketing (think magazine ads and direct mail) is all about getting people’s attention to garner interest in your product. But today’s buyers are more likely to seek knowledge and find solutions on their own than they are to respond to outbound marketing. That’s where inbound marketing comes into play. This strategy transforms your brand into consumers’ go-to resource by providing them with the information they need when they want it. These consumers then become more likely to buy from you when they’re ready to do so.
Provide Actionable Advice
For [A3] this to work, stick to creating content that puts your audience’s needs and interests first. The content shouldn’t be about your sales pitch. Instead, focus on creating high-quality content that’s well researched, visually friendly, and on point with the issues your target audience cares about.
While you should include a subtle product pitch or call-to-action, the content itself shouldn’t feel like readers are being sold something. Instead, that should feel like an afterthought added to a piece that stands on its own merit.
Integrate Customer Engagements
Just [A4] as you want to create a seamless customer experience across all your platforms, you also want to create a single, seamless conversation with your customers to provide long-term value while building trust. To make this happen, all your marketing silos should be integrated. That way, when a customer makes a purchase on his or her mobile device, he or she won’t continue getting ads for the same thing on a desktop.
Have Honest Interactions
Your [A5] customers can be your most effective salespeople. Word-of-mouth marketing is powerful, especially in the age of social media, where customers can read reviews from anywhere in the world at any time. Part of that process includes having honest interactions with consumers when you’re providing customer service, asking for feedback, or engaging with people on social media.
Create Goal- and Behavior-Based Buyer Personas
Buyer [A6] personas are nothing new. Traditionally, businesses have used them to profile the markets they’re targeting with different consumer segments. But when brands create both goal- and behavior-based buyer personas, the emphasis switches to helping buyers across multiple segments based on their goals, attitudes, and behaviors, which organically shifts marketing to customer-centric strategies.
To be effective, brands need to truly understand their customers, and use the data available to deliver marketing efforts personalized to fulfill their customers’ needs and solve their pain points. After all, that is what customers want to know more about. Making the shift to truly customer-centric marketing delivers great results – just wait and see!