A good marketing campaign will help customers understand what you do and who you are, but it must also let them know that you understand who they are. No matter what information you provide about products, services, or prices, you won’t capture any new business if customers don’t think you understand them. Use these four techniques to tie your customers’ identity into your marketing campaign.
In this age of e-commerce, we are less dependent on our location than ever. With that said, many companies still require frequent in-person contact with their customers. This may be particularly true of the initial contact. The customer may interact with you online after that point, but first, he or she must come to you. Be sure your marketing emphasizes your physical location accurately but briefly.
Everybody needs a cell phone. Everybody needs a car. But if your product is specialized at all, there is probably a niche market that you can access. For example, a food service supplier specializing in products for Mexican or Caribbean customers should know about Hispanic marketing: how to reach the customers, what methods appeal to them, and how they prefer to do business.
Certain large purchases are mainly made by customers who pay with cash or major credit cards only, with no need to explore other payment options. Other customers lack the income, credit score, or credit history to have those options available, so you have created other avenues for payment. Your marketing campaign should emphasize that you have 90 days same as cash or “buy here, pay here” financing. This information will help customers realize that you will work with them.
A great way to get your name out is to have promotional items. Ink pens, keychains, and all the old standards can still be effective, but you need to know enough about your customer base to understand which items will work best. Card pockets on cell phone cases are great for customers who prefer not to carry a wallet or purse, but not for those who are less attentive to a mobile device. The type of items you hand out tells a lot about what you know about your customers.
The heart of good marketing is making sure your customers realize that you “get” them. You know what products they need and how they like to do business. Personalizing your marketing efforts based on this knowledge goes a long way toward winning long-term customers.
Emma is a freelance writer based out of Boston, MA. She writes most often on health and education. When not writing, she enjoys reading and watching film noir. Say hi on Twitter @EmmaSturgis2