Marketing is all about understanding your customer. We believe today’s consumer is intelligent and wants to be educated when deciding between products and services. You earn their business based on merit, not sales gimmicks.
Instead of trying to tell people that they want to buy what you’re selling, listen to them. What do your customers want to know? What do they like about what you offer? What do they not like? What are they regularly confused by? What’s important to them?
Knowing your customers not only allows you to better serve them, it allows you to market to them in a way that they actually appreciate. Teaching your customers everything you can about your industry, not only creates an informed customer base, it positions you as the expert and creates an audience that actually comes to you willingly.
So what can your business do to improve your customers’ experience or lives in general? Yes, lowering your prices or offering more services might achieve this, but if that means overextending yourself then it will only end in a burnout, which doesn’t benefit your customers either.
Here are some more sustainable ways to add value:
‣ Provide outstanding customer service
‣ Add helpful content to your website
‣ Give back in your community
‣ Share useful information related to your niche via blog or social media
‣ Pulling back the curtain on the dirty tricks of the trade
‣ Offering a courtesy that sets you apart from the rest of your industry
The list above covers a few general ideas, only you know what’s most important to your customers. If you put yourself in their shoes and think about all of the complaints, hesitations, and suggestions you’ve heard throughout your career, what can you take away from it?
The ability to think from your customer’s perspective is a skill worth honing. Take the time to compile a list of everything your customers want to know, then write a brief blog about each topic on your website. You won’t regret it.
Is it Worth it?
At this point you might be thinking, do I really want to go to all this effort if I’m not getting anything out of it? Look a little closer and you’ll likely change your tone. The results of putting your customers first are well documented:
- You earn the trust and loyalty of potential customers
- You are setting yourself apart from the competition
- You are adding useful information and SEO keywords to your website that will increase your traffic.
- You are providing more resources, and as a result, gaining more educated customers.
- You are saving yourself time in the future. Now, when a customer asks that question you’ve heard a hundred times, you can share a link to a page on your website that fully educates them while you make better use of your time.
In summary, customers are people. People who feel seen, respected, and appreciated will naturally return the favor. If you truly put your customers first, they will do the same for you.