Here at [ 2 One 5 ] Creative, we understand how significant relationship building is to growing and maintaining a successful business. With it being Valentine’s Day, we thought this was the perfect time to give you a few tips on how to make your customers fall in love with you a little more!
Who are they?
It is important to ask the question, who are my customers? You may be thinking, ‘of course I know my customers’ but how well? Let’s get down to the nitty-gritty here, getting to know your customer’s starts with gaining insight into their goals and motivations. What are their biggest challenges? What outcomes are your customers seeking? And what is their motivation to achieve those outcomes? Answering these questions will give you a better idea of your customer’s expectations of your brand and how you can assist them in achieving their ideal outcomes (Jason Swenk).
Creating a customer profile of your current customer and an ideal customer could also be helpful in developing and executing a marketing strategy, for B2C businesses gathering information on demographics, psychographics, and likes and dislikes of your customer is a good place to begin (The Whole Brain Blog). B2B brand profiling would require additional information such as the size of the business, industry, brand awareness, revenue, and budget to just name a few.
Why is your brand for them?
Once you establish who your customers are, ask yourself why is your brand for them? In this day and age, options are all around us and there are many brands offering the same products and services.
A great example of a brand distinguishing themselves amongst their competitors is the outdoor clothing and gear brand, Patagonia. There are many big brands that sell similar products as Patagonia, but what really sets Patagonia apart is their commitment to reducing our environmental footprint, even if they sell fewer products. After launching the common threads initiative in 2011, they discouraged customers from buying products from their own brand that they didn’t need; and encouraged customers to “Reduce, Repair, Reuse, Recycle, Reimagine”. This differentiating factor has customers reaching for Patagonia over other outdoor apparel and gear brands. This is what makes Patagonia unique and authentic, what about you?
Where and how can you reach them?
You know what is special about your brand? Now, your customers need to know too. Market research and a competitive analysis will help you to identify which channels your competitors in your industry are utilizing, and which channels your target audience is most active on. Your brand can then present your target audience with content that is relevant to them based on the information you gathered through getting to know your customers.
Do you think your brand can benefit from creating a better connection with your customers? Contact us to get started!