ADOPTING THE CUSTOMER- CENTRIC MINDSET
Why Putting Customers First Is the Key to Growth
When you think of your customer’s buying journey, do you envision it from start to finish, or do you just focus on the result: the sale? While that end goal is crucial, your marketing strategy needs to get them there. To nurture your customers through the checkout process, you have to put yourself in their shoes and develop your marketing strategy from their perspective from start to finish — an approach called customer-centric marketing. WHAT IS CUSTOMER-CENTRIC MARKETING? Remember, you know your product/service is impressive, but it’s your job to convince potential buyers. The bottom line of customer-centric marketing is to understand the following areas on the buyer journey:
Those same consumers also desire stronger engagement from the brands they follow or support. They want your help!
HOW CAN CUSTOMER-CENTRIC MARKETING BENEFIT YOUR BUSINESS? Putting customers at the center of your marketing strategy requires dedication from your entire team. Your customers respond to techniques that appeal to emotions, that invite reactions, and thus interactions. This engagement helps nurture a relationship that gives you more information about what customers want and helps them gain trust in what you offer. Be prepared to put in the work on the front end, and understand that your strategy must adapt and adjust as your customers grow and shopping needs change. These investments in your business will yield impressive benefits. UTILIZING CUSTOMER FEEDBACK TO IMPROVE AND GROW Focusing your marketing strategy on customers makes it easier to promote tailored products that respond to customer needs. Let’s say you’re promoting a potential product on social media and ask followers for feedback based solely on what they see. A few months later, you present a new and improved product based on their feedback. You’ve made your brand stand out in your followers’ minds, created new followers, and allowed them to contribute while feeling heard and seen. Likewise, we are in the era of the “informed shopper,” meaning social media is the top channel for product discovery. However, before customers commit to a particular purchase, they check existing customers’ reviews, comments, and testimonials, making customer interactions paramount. Even with negative feedback, customers are looking for how you responded. If they see you put forth no effort to make things right, they’ll be less likely to engage with your brand or products/services. CREATING LOYAL CUSTOMERS WHO TRUST YOUR PRODUCTS Loyal customers are your biggest advocates and will continually choose you over competitors. Once you acquire new customers, it’s time to build those connections to create loyalty by reflecting their needs and values in your marketing campaigns. Customers who love a product or service stand by it and will tell everyone why they love it so much — and will do this without you asking. Word-of-mouth is one of the best compliments a customer can give — and one of the most lucrative.
• Why does a customer need your product/service?
• How will the product/service meet their needs?
• Can customers see themselves using your product/ service? Is it relatable?
So, how can you discover the answers and tap into your customers’ shopping behaviors? Meet your customers where they are and interact with them!
According to a 2023 Sprout Social Index Report, 53% of consumers have increased their social media usage since the pandemic.
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