October 15, 2022
In this fast-paced world that’s oversaturated with advertisements, it seems nearly impossible to stand out from the crowd and appeal to your customer. Every company has a brand and marketing strategy, but not all of these strategies are successful. Making your customer the hero of your brand can help solve this issue. For example, an ad for a pair of tennis shoes has a long paragraph about how the company was founded but does not talk about how the shoes will help the user with discomfort. The issue here is that the ad is company-focused. It does not cater to the needs of the customer.
In order for a brand to make a meaningful impact on their target audience, the customer needs to be included in the equation. Essentially, the key to successful marketing is to make the customer the hero of your brand. Customer-centric marketing requires brands to put themselves in the shoes of their target audience. What problems are they facing? What services can solve their problems? We’re here to help answer these questions and more!
Understand Your Customer’s Problem
The first step to creating customer-oriented advertising is to better understand the needs of your audience. By discovering the problems they face, you will better strategize how to solve them. If you’re unaware of the problems they face, doing research on your audience is key here. There are several ways to research your customer’s pain points. To start, try conducting surveys, asking current customers for feedback, combing through reviews, or analyzing competitors to see what problems they are solving.
How Do Your Products or Services Solve Their Problem? How Can You Make the Customer the Hero?
The restaurant industry is a great example. Every day, moms face the challenge of feeding their hungry and oftentimes picky kids. A common problem here is these mothers want to find a healthy option for themselves and their little ones. A customer-focused restaurant should advertise that they offer a wide variety of delicious options that kids and parents love. Choosing marketing that highlights the unique solution they provide is key. Moms are more likely to choose a restaurant that caters to their specific needs.
Communicate Your Role as Their Guide
Now that you better understand the problems your customers face, you can target your marketing pieces to answer those needs directly. Let’s go back to the tennis shoe example from the beginning. If you know that your ideal customer deals with discomfort from popular shoe brands. It would be beneficial for you to advertise how your tennis shoes stand out. Instead of a caption about the history of your brand, consider focusing on the design of your shoe, the materials used, how it was created to combat discomfort, etc. Make a point in your marketing to show how you have the solution to their pain points. In short, make your messaging and brand cater to customers.
Increase Customer Satisfaction by Continuing to Improve Your Brand Experience
Once you’ve established a marketing plan that thoroughly communicates what you have to offer, you shouldn’t stop there. Anticipating the needs of your clients further separates you from your competitors. Make sure that any interaction your clients have with your brand is a positive one. Some ways you can do this is through streamlining your website, providing valuable content across social platforms, and further equipping your hero with educational resources. By genuinely caring about your customer and efficiently solving their problems, you can easily make your customer the hero of your brand. This leads to increased customer satisfaction and ultimately greater success for your business.