The term customer centricity has been trending for a long time in the marketing industry, but it has re-emerged quite noticeably in recent months. And there is a good reason for its popularity: it works.
Using personas and consumer insights to drive marketing strategy is an effective way to create campaigns that really connect with your target audience. This approach allows you to understand and anticipate the drivers and desires of your customers, which gives you the time and information to meet their needs as they arise.
So how can you make your marketing more customer-centric? Here are four ways you can integrate this concept into your existing and/or future campaigns.
1. Understand the Existing Sentiment
Finding out what your customers currently think of your brand is an essential first step to improving their perceptions. For in-depth analysis, you can invest in market research, focus groups, social listening software and other resources. Even if your budget for this kind of activity is limited, you can still gather some valuable insights from something as simple as a post-purchase email survey.
2. Map Your Customer Journey
From a top-level perspective, most companies’ customer journeys are largely similar:
- The individual identifies a need they have
- They research their options for fulfilling that need
- They investigate specific options for more details
- And then they make a choice.
However, every business has unique details or steps in between that should be recognised and considered. If you understand the phases a potential customer is likely going through, you can create marketing messages to move them smoothly along the conversion funnel.
3. Measure Meaningful Data
Whether you are interpreting statistics through Google Analytics or counting the people who physically walk into your store, it is easy to get swept away by numbers. The tough part is determining which pieces of data actually reveal useful insights about your customers. For example, the volume of traffic on your website is important, but seeing the popularity and bounce rates of particular pages can help you more to understand what your customers want from you (and whether they are getting this when they visit your site).
Similarly, the number of feet entering your business might tell you how well your advertising is performing, but it won’t shed any light on the quality of experience customers are having in your shop. Measuring data through the lens of customer-centric KPIs, rather than generic ones, will provide more meaningful and actionable information for your marketing team.
4. Build Customer Personas
The best way to market to a person is to visualise them and understand them as richly as possible. Fully fleshed-out personas are useful because they can go beyond the demographic information (age, gender, location, relationship status) and investigate the target market’s worldviews, likes and dislikes, degree of technological savviness, attitudes towards advertising, and various other factors that can guide where and how you market to them.
By following these tips and keeping in mind that the customer is always important (even if they’re not necessarily always right), you will be able to add a more personal and targeted touch to your marketing efforts. For expert advice on tailoring this approach for your business, we recommend hiring a part-time professional – contact us for more information.