When the Internet became a household tool a lot of things changed. When landlines and desktops turned into cell phones and tablets, even more things changed. It’s hard to measure exactly how much our lives have changed through technology, but our personal lives aren’t the only thing that changed – so did the customer.
Customers today are very different from what they used to be and that means the way businesses market to and connect with customers must evolve to keep up.
Let’s look at four characteristics of new customers and how you can adapt your strategies to suit them.
Customers know more than you do.
Customers today have access to virtually all the information they need before you know if they are even interested. They’re armed with greater information and influence than ever before. They use technology to make their decisions and influence the buying patterns of others making them feel empowered and knowledgeable. They may know as much or more about your product and your competitor’s product than you do. Be ready for them.
Customers are social.
“If you make your customer happy they will tell someone; if you make them unhappy they will tell 10 people.”
This adage describes the practice of word-of-mouth. Online platforms have transformed word-of-mouth into what is called “user generated content” or UGC. When customers post online about their experiences, questions, praise or condemnation of products, services and general behavior in the marketplace, it’s like word-of-mouth on steroids. Be a positive social information generator.
Customers make their experiences and opinions about businesses and their products/services known to millions. They are blogging and posting about it on Facebook and Twitter. And not only are they telling their own experiences, they are reading everyone else’s. Referrals and recommendation are coming from anyone but you (unless you have testimonials – which we’ll talk about later.) Which leads us to…
Customers tell you what they want.
Customers today tell you how to interact with them, and when and why they will or will not do business with you. This is directly connected to the previous point. They are posting on blogs and social networks telling not only what they think, but they are telling you what they want. Listen carefully.
Customers judge books by their cover.
Customers are influenced by who they believe that you are before they consider your products and services. Customers care about what your brand stands for as much as they care about what you offer. Consumers have the power to shape what you stand for if you don’t do it for them. Share your “why?”
How to adapt:
Stay on top of your game, adapt to the customers wants and needs and the avenues by which the obtain information and your business will grow hand in hand with your customers.
Here's something to think about when planning for 2013. Many companies spend a lot of their marketing dollars talking about their company, products and services. That's marketing from the inside out. Customers would rather know about how you can help them solve their problems, make money or save time. The most effective marketing is built by putting yourself in your customer's shoes. That's marketing from the outside in. Focus on answering the needs of your customers first and then your products and services will sell themselves.
Last week we had the pleasure of listening to a great presentation by a company that is using social networking correctly and consistently as part of their marketing plan. It has made a big difference in their company – giving them an edge over the competition in the extremely competitive mortgage industry. One of the things that impressed me the most was their ability to track where their sales leads came from and how each marketing method was working for them. One of the simplest and most valuable questions you can ask your customer is "how did you hear about us?" ask them every time – Then keep track of what you hear. Tracking will open your eyes to what is and isn't working in your business. Need any help? Give us a call.
Here are few ideas that will help you build a better business with reliable, happy customers.
When you get to the point that you don't have time to do your own marketing, give Poole Advertising a call at 1-800-900-3635. Let us come up with some unique ideas for your business.
Give us a call at 1-800-900-3635 today and start building your business, visibility and profit.
