Within Marketing and Sales concerns, besides being worried about specific strategies and technical tasks, like some perspectives that belong to SEO, for example, sometimes is important to come back to basics, specially at the beginning of a project, change, or new analysis. This is, basically, approaching to the conversion funnel.
Thinking as our customer would is something that is easily forgotten on a Marketing daily basis, as strategies go deep and deep, and we don’t focus properly always.
The funniest thing about thinking like your potential customer, is that is something really simple that usually gives you a better way to approach your audience.
Here you have a few questions that your potential customer could think about, in order to help you with your acquisitions.
Can you help me figure out what I need?
- Content: The first line of defense in helping customers get critical information is your content. This is where you need to be robust in outlining as much information as you can to ensure each customer fully understands what the product is or does.
- Contact: Make sure you are easy to contact. As companies get bigger, they make it more difficult to contact them. That’s one way to save money, but it’s also a way to keep new customers away. The easier you are to contact, the more opportunities shoppers have to get questions answered so they can move on with their purchase.
- Customer service: Again, we go back to customer service. If someone does contact you, via phone, form or email, you absolutely need to address their concerns quickly and thoroughly. Lately, I’ve had a string of customer service calls in which the service reps were heavily sympathetic to my problem but almost completely inept at understanding what the problem was. Don’t be like them to your customers. Seek to understand and stay with it until a solution is provided.
What makes your product or service different?
- Approach: Every product comes with some sort of descriptive text that provides the shopper with much-needed information. Make sure to write your content from the customer’s vantage point. Don’t just provide product specifications, but truly address the value the product will bring to them.
- Quality: If your product or service has exceptional quality, make sure you address why that is.
- Difference: You should also point out what makes what your offer different from the next guy. This is similar to the UVP, and many elements may be the same, but this is really where you get to outline the difference in your products, not just your company as a whole.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.