Set your business up for success by making use of these 11 effective consumer-centric marketing strategies today!
11 Consumer-Centric Marketing Tips for Your Business
Consumer-Centric Marketing Definition: This is a marketing tactic where businesses focus their marketing strategy around the consumer experience.
1. Create a Personalized Experience
Today’s consumers are looking for a semblance of intimacy from brands. They’re looking to be a part of something when they interact with a brand.
This is why creating communities around a brand has become popular these days. Why are communities so popular for a brand in the first place, you may wonder?
The simple reason is they provide personal experiences for customers. Aside from that, they are an interactive way of communicating with a brand.
Creating consumer experience that’ll make a mark on customers can be easy and won’t take much of your resources. However, this will all come down to how well you know who you’re selling to.
2. Get to Know Who Your Consumers Are
The center of any good consumer-centric marketing strategy is, of course, the consumer. Given that fact, it makes sense that getting to know your customers should be at the top of the list in any marketing plan.
Here’s how you should do it:
- First, identify your consumers from a more general demographic point of view. Here, you should be able to identify basic info about your consumers such as average age, location, and annual income.
- Next, identify them on an individual basis. This allows for a more intimate view of your consumers’ needs, habits, and desires.
When you know who your consumers are, you can create better customer profiles for your brand, which will guide you in all your strategies, from marketing to product development, among others. This is why this is an important marketing strategy for both B2Bs and B2Cs.
3. Identify the Needs of Your Consumers
Once you’ve figured out who your consumers are, the next step should be identifying what the needs of said consumers are. This is a tricky step for a lot of businesses because we think from the perspective of business-owners.
A customer’s needs aren’t all answered by what your business offers. The best way to identify what your customers’ needs are is not by molding their needs to what you offer but the opposite of that.
Consumer-centric marketing figures out how your products can help your consumers. Avoid, instead, the predilection of espousing how great your products are.
4. Involve the Consumers in Your Storytelling
Good storytelling doesn’t only rely on the plot or the conflict — it also relies heavily on its characters. The same goes for brand storytelling.
A good brand or business should not be afraid of handing control of one’s story to its consumers. One prime example is Airbnb’s Stories from the Airbnb Community, which highlights the consumers’ experiences.
A company’s advertising campaign should have a story to drive interest, and the most important character in that story should be the consumers. Plus, this way of storytelling will drive consumers to spread the story themselves.
5. Build a Long-Lasting Relationship with Consumers
A good business does not picture its relationships with its customers over and done with after they’ve made a purchase. Instead, they know that customer relationships are a continuous cycle they must be prepared for.
It is important that the focus of the brand should not only be on the quality of its products, but also on the quality of its service. After all, other brands can give the product you make but they may not be able to have that relationship with customers as well as you do.
6. Research, Research, Research
How you move and craft your marketing plan should be based on what you know about your consumers. Otherwise, your marketing plan will be senseless, baseless, and ineffective.
A truly consumer-centric marketing strategy knows that continuous study and research to find consumer data is what drives the campaign into a success. Therefore, a lot of one’s time should be spent on research instead of just making pretty ads.
Analytics and data are very important because this is where you begin with your marketing plans. Through the right data, one can find the most effective actions to take that are relevant to customer experience and drives business results.
7. Don’t Shy Away from Empathy
When building your brand, it is important to craft a brand personality. Take the case of the current trend on Twitter of brands responding to customers in a more casual manner.
When you craft a brand personality, it makes it easier for your consumers to have empathy for your brand. Again, it is important to realize that consumer-centric marketing should realize the desire of people to connect with you.
We’ve previously mentioned the importance of using numbers and data to drive your marketing plan. While this may be true, what will really make the consumer’s brand perception improve is when they feel they’re being listened to.
8. Measure Your Progress
Once you’ve crafted a marketing strategy, the next step is to identify key performance indicators (KPIs). There are many reasons why you should do this, but there are two main reasons.
- It makes it easier to identify whether the campaign was effective for your business. Whatever your KPIs may be, just make sure that they are in line with metrics that are relevant to your goals.
- They can help you can find out how to improve your marketing strategies. By finding out which of your strategies lagged behind expectations, you’ll know where to focus your efforts next time.
Measuring your progress lets you know whether consumers responded well to you. It also lets you know if the strategies you’ve used have been helpful to you.
9. Create Engaging Content
Content is king, says the usual adage, and this is proving to be true as the years go by.
No matter how long or short your content is, the important part is that people are engaged. Aside from that, your content marketing efforts should be based on the needs of your consumers.
It can take a significant amount of effort to find the balance between content that promotes you vs content your consumers are interested in. However, this shouldn’t deter you as the results will, in the end, be in your favor.
10. Be Consistent
Consumer-centric marketing shouldn’t just end in promotional materials. It should be consistent in your mind and the minds of the people involved in your business.
How will it make your customers feel to know that your ads care for them more than your service does?
This is why it is important to be consistent in your messaging. Your “customers first” mindset should not only be a marketing strategy but also ingrained in you and your staff.
11. Optimize the Customer Journey
You’ve finally finished a marketing campaign and now you’re looking back. How have you touched each interaction point you’ve had in the customer’s journey?
Use the measurements you’ve gathered to better optimize the customer experience. It’s not good for any business to leave data lying around contributing to nothing.
Tweak the parts of your campaign that missed the mark. Dial down on those that you feel could’ve been better.
Optimizing the customer journey shouldn’t only be in your advertising efforts but also in your internal business model. A true customer-centric marketing strategy starts outside of a campaign and inside your business.
Building a community around your business is long and arduous work. The only way to do so effectively is by fully embracing a customer-centric strategy for your business.
Although it can take a lot of your time and effort and research to actualize this, the results will be great. Customer loyalty, brand awareness, and customer retention are just one of the many perks.
If you haven’t adopted a customer-centric ideology for business, then it’s best to start now. Simply look back at our tips to guide you on how to build a business that truly cares for its customers.
Which of these tips do you find most useful for your business? Comment down below to let us know!
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