Marketing gurus, advertising geniuses and public relations professionals are constantly thinking up ways to improve your sales performance. They should be that’s their job, but oftentimes they get caught up thinking about the brand and not the audience. PR guys watch the industry trends to see if they can a mention in some high profile publication. Advertisers look for ways to get your brand in front of more people while spending less money. Finally marketers are busy trying to build sales funnels for the sales team to close.
However none of them are really putting themselves into the shoes of a customer. There is a human being at the end of your sales campaign. Are they stopping to understand what that human being wants, what keeps them up at night? You need to get inside the head of your target customer and find out what he thinks and how he feels. This is the guy buying your products and services. Wouldn’t your marketing efforts be more efficient if you knew what makes him tick?
Put Yourself in Your Buyer’s Shoes
One of the hardest things for business owners to accept is that not everyone is your customer. Not even Walmart markets to everyone, so you shouldn’t try to either. What you do need to do is define your ideal customer. Define who they are, where they live, what they do, where they hang out and most importantly why they want to buy your product.
Stop thinking about sales numbers for a minute and think about what would make your customers feel better. Be the customer for a moment and figure out what you’d buy your product, what would drive you to purchase it. Marketing doesn’t come with a degree in psychology…though maybe it should, but a marketer understand buying decisions are based on feelings and not logic. Here is a video explaining how buying decisions really work.
Humanize Your Marketing Efforts
If you look at the success of content based marketing, people want information based promotional material. As a marketer you need to study just how searches are being done on search engines this helps you get inside your potential buyers. Understand exactly what their tastes and preferences are so you can meet that demand.
People have become sick to death of brands coming to them with pleas to buy their product. People are inundated with traditional advertising everywhere, at the offices and in their homes. If you want to build a better connection between your customers and your brand then humanize your marketing efforts.