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This story was originally published on CRM Buyer on Nov. 14, 2018, and is brought to you today as part of our Best of ECT News series.
I don’t have to tell you how difficult it is to find and attract customers online. With millions and millions of businesses all vying for attention, the Internet has quickly turned into a very crowded place. But, believe it or not, there’s opportunity in all that clutter, and if you approach your marketing and visibility right, you can easily rise to the top.
However, it does require work and commitment. So, if you don’t mind rolling up your sleeves and getting a little dirty, you’re in exactly the right place.
What I’ve found is the easiest way to get customers to pay attention to you is to have them WANT to pay attention to you. (Easier said than done, I know.) How do you do that?
Memorable Customer Experience
Well, first off, never forget that your customers are real, live breathing people. I know, that sounds obvious. But, look at how dehumanizing our marketing language is:
- Visitors to our website are “traffic.”
- Prospects are “leads.” Some of them are “cold leads” and some are “warm leads.”
- Our email subscriber list is often shortened to just “list.”
- People who attend our events are referred to as “butts in seats.”
- And so on.
These words strip the humanity away from our customers, which then makes it easier to focus on the results of our marketing activities, versus how they make our customers feel.
Now, does that mean I don’t believe in businesses having a good return on their investment? Absolutely not. I am a big believer in businesses making money and being profitable. I also believe if you treat your customers in the manner you would like to be treated, they’ll feel the difference and reward you with their attention.
Remembering the person behind the customer is just the beginning. To create an environment where your customers want to pay attention to you, it’s important to create an amazing and unique customer experience.
How do you do that? Well, what do your customers want? Other than a solution to what’s keeping them up at night (which is likely what you’re offering in your business).
They want what most humans want, which is to connect and feel a part of a community.
That’s one of the main reasons why social networking took off as it did. People have a deep need to connect and build relationships with other people. That need to connect is SO deep, it extends past other people to pets and even inanimate things, such as businesses.
So, the more you can create an environment that makes your customers feel connected and part of your community, the better. How do you do that? Here are four ways you can start.
1. Offer Content That Connects
You’ve likely heard that content is king, especially online. One of the main reasons people use the Internet is to be educated, so tapping into that seems like a smart marketing strategy. Except … there’s a lot of content out there.
So, how do you make your content stand out from everyone else’s?
First, make sure your content is top quality. Don’t just phone it in. There’s already a ton of content out there that’s been phoned in, the Internet doesn’t need any more.
Second, make sure it’s content your customers really want. Get super clear what your ideal clients customers want to learn from you, and give it to them.
Third, present the content in a format your customers prefer. So, if your customers prefer watching videos, give them video content. If they prefer to read, give them written content. If they prefer pictures or infographics, do that.
However, it goes even deeper than that. Do your customers prefer a more formal style of learning or something more fun and light? Do they prefer lots of stories or a straight forward how-to piece?
Your customers will feel more connected to you if you’re giving them content they want in a format they prefer.
OK, so what if you sell a product? How do you create content that way?
Bulletproof Coffee has a huge blog where it shares a ton of content on different uses of its product (for instance, there’s an article as I’m writing…