Does it ever feel like the earth is moving right from under your feet? Is everything you’ve learned about Marketing is being questioned? New devices, tools and channels keep popping up which break the rules on how we were supposed to communicate with our customers. Videos were things created in TV studios. Social was something you were at parties. Thought leadership was done by industry magazines. Mobile was something you were when you bought your first car. Tweets were something birds did. Tablets were how you took your vitamins. Viral was something you avoided.
With so many changes, how do you do you stay on the edge with your marketing efforts? I found that through thick and thin, success and failure, the best way to come up with a new marketing strategy or manage engagement challenges is to keep your customer as your North Star. Make doing what’s right for your customer your guiding principle. They should be the focus of what you do. Know your audience – what are their likes, their behaviors, their pains & itches, their dreams & hot buttons, their technographic & psychographic profiles.
- If you’re having difficulty defining ROI for a new channel – make sure that channel is optimal for how your customers use it. Your social media channels might work better for engaging your audience to drive satisfaction and community, while traditional channels might work better for your awareness campaign.
- If you’ve created a digital campaign that’s not getting the response you’re expecting – go back to your customer insights to see if your audience is receptive to the kind of behaviors you’re asking for. Are you asking them to create new content while most of your audience prefers consuming it instead?
- If you’re driving a lot of traffic to your website but only a few people are converting to your offer – do you understand what motivates your audience?
- Before you build your mobile app – do you know what percentage of your audience has smartphones and if the app you’re creating will be valued by your audience?
Social/Mobile/Local/Digital are changing customer expectations and behaviors. Do you know how these channels are impacting YOUR customers and prospective customers? It’s so easy to get caught up in the technology and the excitement of the latest bright, shiny objects. By taking a customer-centric approach to marketing it will help you to build your engagement strategies and troubleshoot challenges. Make your customer your North Star.