From me-centric to we-centric. Time to switch gears now that we’ve all done our end-of-the-year business analysis of what did we do right and what did we do wrong in 2023. It’s time to set sights for the new year. What will it be like returning to our new normal this year? The pandemic swings have leveled out. We are all well over the gut punch knee-jerk way of doing business and I welcome a bit of even grade or at the very least a few less rocks in the river.
What’s trending this week in marketing is the customer experience (CX). It makes sense when you think about it. We can do our business with or without just about anything, supply chain, employees, EXCEPT for customers. No customers no business. It seems a simple statement but you would be surprised how many businesses forget this when it comes to marketing. My mantra “What do you want to say and who do you want to say it to” keeps me in the mindset of the CX.
In our overstimulated world throwing broad nets just does not work anymore. With AI entering the picture it has become easier to connect to your people and begin the conversation. It’s a big world out there and choosing a customer-centric approach enables you to focus your resources in the fertile waters of your greatest return and not sailing the entire 7-seas.
Standing Out in the Noise, not Fading into the Background: The marketing landscape is crowded and noisy. The new Gen Z’s coming into play have grown up natively on the internet with their sophisticated filters fully developed. A customer-centric approach cuts through the clutter by showcasing how your brand uniquely solves their problems and enhances their lives. By focusing on their "why", not just your "what", you differentiate yourself from competitors and capture their attention in a meaningful way.
Targeted Precision, not Scattered Shots: Instead of blasting generic messages into the void, customer-centric marketing focuses on tailor-made experiences. If you are not sure then by all means run multiple focused ad campaigns to test the waters and find the messaging that works best for your business. By gathering data and listening to customer feedback, you learn about their preferences, challenges, and aspirations. This enables you to craft focused content, offers, and interactions that resonate deeply, increasing engagement and conversion rates. With AI entering the social media marketing workflow focused ad precision is achievable and the numbers show it’s working. Remember paid social advertising makes you the customer and without real results, the platform would crumble. Even Elon Musk had to acknowledged the recent ad ban on X will kill the platform. We got to watch that one for the textbooks play out live in 2023. Maybe there’s a Steve Jobs out there willing to turn it around.
Deeper Loyalty, not Just More Sales: Customer-centric marketing goes beyond acquiring customers; it cultivates genuine relationships built on understanding and empathy. By meeting their needs and exceeding expectations, you foster loyalty that translates into repeat business, positive word-of-mouth, and brand advocacy. The cost of customer acquisition makes good business sense to pay attention here. Think about it, wouldn't you be more likely to stick with a brand that truly "gets" you?
Remember, customer-centric marketing isn't just a tactic, it's a philosophy. It's about putting your customers at the heart of everything you do, creating value beyond transactions, and building a thriving community around your brand. And in the end, those genuine connections are what truly drive success. I know the shiny new tactics rolling out every week on the platforms are tempting but a little thought about who and where your people are will save you from backlash when the platforms use you as beta bait. This is not a judgment there is no better way to test than to use your users. I am just cautious because there are a lot of Billy Badass Marketers that sell shiny new features in place of a real marketing strategy. Make sure that you as a business owner are not the target. When you partner with BWCI we focus on you, and your success, not on our next client acquisition. Our goal is to create a long-lasting relationship with you, your business, and the people you serve not sell you another marketing tactic.
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