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The internet and social media have become much more accessible to the general public, which has led to a full evolution of marketing from just ten years ago. As of 2019, there are more than 700 million ad blockers installed worldwide, making it hard to reach a significant portion of the internet audience since people are getting tired of being sold to.
Consumers are increasingly seeking advice on what to buy from their peers and networks rather than conventional advertising channels. When it comes to choosing products, 88% of buyers place more trust in peer reviews than in personal recommendations. In other words, everyone has some influence, at least inside their own social group.
Businesses must change when traditional marketing becomes outmoded. Marketing with customers is more effective than marketing to them. Here are a few strategies for using marketing and selling to your consumers' advantage.
Create programs to reward your customers.
Programs that reward your consumers' loyalty are a terrific approach to keep them coming back. You can encourage your clients to spread the news about your company by providing referral benefits. Additionally, you can provide discounts and other benefits to entice customers to return. Start with small giveaways, like a bag or cup with your brand on it, and build your way up to bigger incentives, like discounts for recurring clients.
To make it simple to give customers incentives and offers, you can also create an email list for all of your customers' emails. Integrate pertinent information regarding their prior purchase or visit behavior to establish trust and boost email marketing effectiveness.
Utilize criticism or praise.
Receiving ongoing feedback is one of the finest ways to find out what clients appreciate or dislike about your company. Find strategies to entice contented customers to post a review or share with their social network. However, it's preferable to let your consumers rant internally rather than on social media.
Catch it before it escalates and set up a continuous feedback loop to keep striving for excellence because negative feedback is more likely to be spread than positive input. It's imperative to use negative feedback to enhance your 3Ps—product, process, and people—by learning from it.
Ensure excellent client service.
Customer experience is the sum of all of a customer's encounters with your brand. Everything, including visiting your website, scheduling a service or appointment, paying for a class, parking outside, engaging with your staff, and everything in between. When they leave your establishment, you want the client to have a grin on their face.
Keep in mind that two-thirds of your marketing is already taking place without your involvement, and it takes five great experiences to balance out a negative one. Because what customers are saying to one another is more essential than what you are telling them, you need to pay close attention to every area of your brand and customer experience.
Talk to someone to create magical moments.
Engage your clients one-on-one as much as you can, whether in person or online, to create connections. Keep the lines of communication open and encourage your clients to ask questions and provide feedback. Let them know you value their business and thank them for their purchase.
Personalize these discussions as much as you can by including their identities, values, and reasons for being present. This will facilitate the development of an emotional bond with the client. Customers who have an emotional connection to a brand are 80% more likely to refer it to a friend or family member.
Employ powerful emotional motivators.
Brands may measure and deliberately target emotional motivators in order to influence consumer behavior and create emotional connections with their audience. According to the Harvard Business Review, an emotionally attached consumer is typically 52% more valuable than a highly happy customer.
The same article notes that the desire to "stand out from the crowd," "have faith in the future," and "enjoy a sense of well-being" are the three most significant emotional motivators. Understanding your clients and what motivates them can help you establish emotional connections that can increase sales and profitability, even though these can vary from business to business.