Customer Marketing
Purpose of Marketing
Without marketing, your business is taking the risk of losing customers and revenue. Think of your brand, website, or artwork as a resume. You spend hours or days writing, designing, and editing it to perfection, not to mention the years of enhancing and refining your background with experience and education. After youāve culminated and perfected your resume, what next? Whatās the next step to ensuring that you land that dream job? The appropriate response is to send your resume to employers. In the context of business, thatās called marketing. You must market yourself to win the job. A terribly unattractive resume sent to potential employers has a higher probability of landing a job over a superb resume sitting in a drawer. Without marketing, you will waste time and money creating a great brand that never gets noticed.
Customer Marketing
If your marketingĀ strategy is not structured on the purchasing needs and wants of your desired customer, you are missing the mark in marketing. An effective campaign is one that influences customers to make a purchase. The secret is to build trust and positive brandĀ awareness through attractive and targeted marketing. Additionally, the campaign should aim at solving the customerās hesitation to purchase. As customers make purchases, a trend will develop, outlining likes and dislikes based on what sells and what doesn’t.
A Hesitant Customer. All customers experience some hesitancy before making purchases. They donāt simply walk into a store or view a websiteĀ and make a purchase without thinking about it. How long they hesitate is where you should focus your marketing. For example, a product discounted with a āOne day onlyā stamp will make the customer spend less time debating the purchase because of the urgency of the deadline. If you want a today purchase, you should try marketing your product or service so that it positively influences the customer to decide and act quickly.
As a business owner, you have the responsibility to provide customers with the information they need to make a purchase. If presented effectively, the information you provide customers can persuade them to believe they need what your business is selling, even if the product is outside of their immediate desires or needs. In this sense, information used within your marketingĀ efforts are responsible for shaping the needs and wants of your customers. The implication is that, through marketing, you can capitalize on your customersā internal weakness and persuade them to make a purchase.
A customer purchase is often based on one of three factors; (1) whether the product or service will help the customer be more productive; (2) whether the product or service can satisfy the things or people the customer cares most about; or (3) whether it fulfills a desire or need.
When marketing, you should understand how your product can solve your customersā problem or situation. If you know your customersā habits, likes, or dislikes you can market based on how your product will fit into their lifestyles. From there, the customer will be less hesitant to make the purchase and will have a solid answer as to why they need your product.