Are You Marketing Obsessed or Customer Obsessed?
From this episode:
Is your brand Marketing Obsessed or Customer Obsessed?
The answer might surprise you.
You might realize that you're one of these two, transitioning between them or the other one completely!
To know which one your brand is, here are a few questions to ponder:
What does your brand focus on: internal strategies or external strategies?
Does your brand focus on marketing efforts like sales funnels, dashboards, analysis and employees?
Does your brand focus on customers, feedback and reviews?
Guess which category - marketing obsessed or customer obsessed - most companies fit into? You probably said it and it's marketing obsessed.
As we all know, our customers are our marketing department. And when a company creates strategies focused on the customer, they essentially are making marketing easier. When you have customer reviews, customer generated videos of your products and social media posts about your service, taking that information and incorporating it into your marketing efforts is a way for your customers to talk to customers.
You become the catalyst to making that customer to customer connection - the human connection - possible.
The benefits of a customer obsessed brand far outweigh those of a marketing obsessed brand. How? Check out these stats and you tell me if these aren't a compelling reason to transition your brand sooner than later:
According to Forrester research, companies that are experience-led have:
1.6x higher brand awareness
1.5x higher employee satisfaction
1.9x higher average order value
1.7x higher customer retention
1.9x higher return on spend
1.6x higher customer satisfaction rates
There are 5 steps to take to create a customer obsessed brand:
Make a decision: are you a marketing obsessed or customer obsessed brand?
Once #1 above is decided, the next best thing you can do is know who your customer is. You can figure this out by creating Personas. Here's a link to Connect the Dots Episode 3 where I review steps in how to create Personas - and I include templates for B2B and B2C as well as interview questions to get the process started.
Identify your unique selling proposition (USP) which is best done after you've created your Personas. Why? Your Personas identify the emotional piece needed that identifies customer emotions during the time of needing your solution. Having the USP married to the emotions of the Persona is the combination that will attract, engage and convert more leads to sales.
Put your customers in the center of your business - the marketing and sales strategy revolve around the customer for customer obsessed businesses. When the customer is in the center, the feedback you get from this highly engaged raving fan audience is they key to effective marketing. They are doing the marketing for you.
Obtain feedback, evaluate and adjust your process. This is an ongoing process as there's constant change. So even if you are operating as a customer obsessed company, you need to continuously evaluate to make sure you keep that status - and find a way to create a bigger gap between you and the competition.
"Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves." ~ Steve Jobs
It's a simple one! And it's a win/win for whichever brand you choose to include in this. You and the brand identified win!!
Here's all you need to do: Send me a Tweet @vickioneill and tell me one company you think is customer obsessed (mine would be Amazon :)). If you have more than one brand, recognize them all! Here's all you need to do:
Create a new Tweet
Tag me @vickioneill
Tag the brand/s you think are customer obsessed, i.e. Amazon
Add the hashtag #CustomerObsessed2019
That's it!! You are creating a footprint for these companies, recognizing them for doing great things and which brand doesn't like that? I mean, come on!! Lol Let's have some fun!!
Connect the Dots Episode 3: Creating Personas. Together
Connect the Dots Episode 4: Creating the Customer Journey
I'm interested in the July online course for developing a 2020 customer obsessed marketing strategy.
Motista Stats: Consumers with an emotional connection to a brand have a 306% higher lifetime value, stay with a brand for an average of 5.1 years versus 3.4 years and will recommend brands at a much higher rate (71% versus 45%).
Do you have a separate Marketing and Sales team? Take this Marketing and Sales Assessment to find out where to begin.
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