It seems odd that consumers tend to trust influencers, friends, and celebrities more than a business itself.
- Influencer marketing continues to be a popular choice for many brands to get in front of the influencer’s loyal followers.
- Friends and family tend to offer us great recommendations based on personal experience, so it is easy to trust them.
- Celebrities help us dip into their world, and we assume that if they use something, it must be good.
Customer focused marketing
Customer-focused marketing delivers a message that matters to the customer.
It addresses their problems and offers the solution. Customers don’t have to do the math to determine if your product or service will work for them.
You know what they want and tell them ‘this will work for you’.
For E.g. I don’t care that you are XYZ – I care if you will be able to help me achieve the outcomes I am looking for.
Remember – people want to solve their problems, not hear about how fabulous you think your business is.
Big brands use a customer-focused strategy.
Airbnb – You know the tagline, ‘made possible by hosts’. All to show it is not Airbnb; it is the people who have a wonderful stay because of the hosts.
Nike – All about the person and their achievements, all while, of course, wearing Nike.
Tesla – All about word of mouth; they offer rewards for referrals, and Tesla owners are happy customers and often delighted to shout it from the rooftops to convert more owners.
You can use this strategy too.
User-generated content – If you sell products, it is easy to show off the customer with your products.
Share emotion – What are the stories you can share to show the feeling of doing business with you.
Word of mouth – Ask for referrals.
Reviews – Ask for reviews
Case Studies – Write case studies without the client’s details (for privacy reasons) to show the benefits of doing business with you.
While creating user-generated content for a business that sells products is much easier, a service business can do the same.
It can be as simple as a review or testimonial or as complex as a case study.
Think about a health business – Can you imagine reading a case study that resonates with you as you have similar health issues. Perhaps this business can also help you or someone you know, as their case study makes sense.
Or, because of the case study, you feel that this business went the extra mile and may be able to do the same for you.
How can you share content that resonates with your followers and potential followers?
As part of your case study or story, limit the jargon. Make the story relevant and meaningful, not just a dump of information.
- Share information that is useful
- Create awareness
- Inspire action
Are you using customer-focused marketing?
Are you focused on your business or the customer when marketing your business?
Ask yourself how am I solving my customer’s problems and how am I illustrating that I can solve my customer’s problems?
Is it time to show how your previous customers have enjoyed your offer?