We’ve all been there. You need to upgrade your marketing, and bring attention to your updated products or services. To do this, you and your team write white papers, create explanation videos, and produce great images of your team in action. You put the material on your social media, send it out in your newsletter, and… crickets. It’s not that you get bad feedback, it’s that you get no feedback at all. Business continues as usual, and you can’t help but think there’s a better way to do things.
Luckily for you, there is; by creating customer centric content. I know customer centric is buzz term that you’re probably tired of hearing, but it simply means making content that solves a client’s needs. Solving those needs can be mean anything from answering a question to teaching a client skills for an aspirational goal.
If you owned a butcher shop that sold steaks, you could create ads raving about your steaks, but because people get bombarded with others selling them things that way, they would likely tune you out. A better method would be to find ways to inform your target audience. This could be done by creating a series of recipes videos that show people healthy ways to incorporate steak into their diet. You know your customers and potential customers love steak, but you also know that they are constantly worrying about the health impacts of eating it. By offering them information on how they can eat steak while still meeting their health goals, you remove one of the major barriers to them buying your product. Plus, you create a unique offering that other butcher shops aren’t matching. Best of all, you could do this with the marketing dollars you already budgeted.
Creating effective business content doesn’t have to be a daunting task. Have your sales team or customer service staff keep tabs on the questions they are asked everyday. Incorporate these questions into customer surveys which you can ask over email or during already scheduled calls. Additionally, you could create a video on the top three topics discussed in industry magazines or explored at trade shows, to give your customers more insight into your trade. Your customers are constantly giving you clues about what they want to know. By making listening a business practice you can turn those clues into compelling and effective educational content for your community.
It doesn’t have to be difficult to create customer-focused media. By listening to your customers’ needs and trying to understand their aspirations, you can create engaging media which removes their mental barriers to buying your product.