It’s 2020 and the age of traditional advertising is over. Customers want less sales pitches, and more conversations. They want lasting relationships instead of momentary transactions. In a nutshell, they want brands to add value to their lives. They are, after all, handing over their hard-earned money to one company in a sea of similar companies. Value is what it’s all about in the modern marketing world, but just how does one go about providing value that will satisfy even the most sceptical of consumers? Let’s find out:
Get into your customer’s shoes
To truly add value as a marketer, one needs the ability to see a business from the perspective of the customer. This requires the development of buyer personas, which will help you get into the mindset of your target audience. The key is to consider what is important to your potential customer, and figure out what problems they might have that your products or services will solve. Instead of focusing on the features of your product, focus on the benefits or value it provides to those who buy it.
Craft memorable experiences
Want more word-of-mouth referrals, positive online reviews, and a higher retention rate? Simply develop a customer experience that is truly unforgettable and like nothing your customers have ever witnessed. Start by thinking about the steps a potential customer will take as they progress through your buyer journey, from the initial lead capture through to post-sales communication and support. Put the customer first and ensure that there is value being added at every stage. Do this and your customer will feel like you care about them, which is something you cannot put a price on.
Consider offering free resources
Let’s face it. Everyone likes getting something for free. Whether it’s a pair of cheap sunglasses with a lifestyle magazine, or a downloadable PDF guide to writing the perfect blog article, throwing in something for nothing is the easiest way to add value to a transaction. What’s more, clever marketers can use free resources to further increase brand awareness and spread the company name far and wide. For example, a magazine can print its logo on the free sunglasses it gives away, ensuring that people who wear them will be walking billboards for the brand.
Ensure you are always available
As a final value-added element of your overall business strategy, ensure that your company is always on hand to answer any questions your potential customers might have. This means having a presence on most social media platforms, having a website ideally with a live chat feature, and having a telephone number or email address customers can use to contact the brand and get the answers they need to make informed purchase decisions.
When a brand cares less about a sale, and more about the customer, value is present. Learn how to add value to every transaction, and garner long-lasting customer relationships, with an accredited digital marketing course from the Digital School of Marketing. Connect with us to find out how our courses can add value to your professional marketing journey!
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