Why customers ignore your brand

You have a small business. You offer some product or service that seems ideal to you, and you are ready to share it with the whole world. Chances are you'll include one of these sentences on your site: “We're best in class,” “We have years of experience,” “We won't rest until we get the job done.” And this may well be true and the very reason why clients should come to you. But clients pass by...

Why does this happen?

< p>Unfortunately, when a business is focused only on the “We” aspect, the potential client is left alone with his problem. He will have to figure out for himself what it is and how to solve it. The cold truth is that no one cares about you or your products. Customers care about their needs and who will promise to satisfy them.

The company that best articulates the customer's problems and shows how to solve them will win, even if its offer is not the best in the industry.

The interests of the client are priority number one

So, the first thing you need to do is understand who the ideal client is. Who is the person you want to reach, what does he need and what does he want? Next, you need to determine how much your services or products can help him.

The ideal way to identify this is to conduct a survey or questionnaire. Some of the most important questions to ask are:

What is the biggest challenge in your business?
Why is it important to find a solution now?
How many How long have you been trying to solve this problem?
What creates obstacles to solving it?

It is also advisable to search industry forums, this will give you the opportunity to learn about real problems and possible solutions offered by competitors.

Imagine, for example, that you are selling marketing consultations. Your potential client is unlikely to wake up in the morning thinking that he needs a consultation. However, he probably wonders why he is losing clients and how to maintain profits. Hint to him about possible problems, suggest some solutions. Focus on this when developing promotional products and creating content for your website or social media posts. Remember that you only have five seconds to get someone's attention. If your message doesn't catch on, precious time will be lost. That’s why it’s worth starting from the list of their problems.

The interests of the client should be a priority not only when creating advertising, but also when building customer service. The end result of communication with a client (selling a service or product) should be his satisfaction. Only this strengthens loyalty and gradually increases brand awareness. According to surveys, 80% of American users are willing to overpay for attentive attention and pleasant service.

Humanized business

As already mentioned, protecting the interests of the client is important for business success. You also need to make the client believe that his interests are truly important to you. Especially when it comes to working with direct customers, the B2C segment.

Find a person among your employees who is truly delighted with your products/services, let him manage communications with customers or do promotion. Alternatively, he can start his own blog, conduct seminars or webinars. Ultimately, the brand will be associated with a certain person who is passionate about your ideas.

Social networks

A modern and almost ideal way to be heard and noticed. However, it is important to carefully approach the content and not overdo it with advertising. Add information that is interesting to potential customers, try to surprise and impress them.

By the way, useful information should be present not only on social networks. You can also show concern for customers when developing a website, without forgetting about the mobile version. Thus, according to Google research, 48% of smartphone users will quickly purchase a device from a company that provides convenient video instructions.

Personalized appeal

According to Emarketer research 70% of US retailers focused on personalization in 2017. It can take many forms - personalized birthday greetings by email, personalized discounts, specialized direct mail, unique packaging for goods. Modern digital printing methods make it possible to apply variable data to almost any product - names, barcodes, randomized images, photographs. All this really hooks the user.

So, truly listening to your client, understanding his problems and looking for ways to solve them is the path to brand differentiation. This should be the main focus of the entire marketing campaign in general and communication with customers in particular. Then you will be able to build loyalty and inspire trust; your products will not be left without attention.