¿Cómo ganarse el corazón de sus clientes?

Cuando se trata de comercializar su marca, muchas empresas modernas no consiguen llegar a sus clientes. Al lanzar sus redes a lo largo y ancho, intentan desesperadamente ser todo para todo el mundo. Este tipo de marketing, aunque rara vez funciona en el mundo real, atrapa a innumerables empresarios en el error de gastar demasiado tiempo, esfuerzo y dinero para obtener muy poco a cambio.

To get out of this common trap, marketing professionals must grasp the true essence of who their real audience happens to be and, just as importantly, how to talk to this well-defined audience.

It is only when you know who to target and what to say to your target audience that your marketing efforts will start to make good marketing sense.

The following are a few essential ideas to help you get started spicing up your brand’s image with your marketing efforts.

Tested strategies to improve customer experience:

La verdad sobre el volumen de ventas

You will know that your brand is gaining a positive image only when your sales volume is up. This all-important benchmark is the only true indicator that your marketing is having the impact that is desired.

Many marketing professionals confuse high lead volume as to mean they are marketing well, but vast numbers of leads are not always as positive of an indicator of how well your brand is doing as marketers would like to believe.

Sales, on the other hand, demonstrate more positively that a lead is more than interested.

When vast numbers of leads are opening their wallet and shelling out cold hard cash for your products and services, this means your brand has moved beyond the point of being interesting to the point of earning the trust of those to which you are marketing.

If the marketing you do is not also aiding in high lead conversions, then this indicates that your brand is not quite there yet and it is time to change your marketing approach to push those leads over the edge.

Sales, on the other hand, demonstrate more positively that a lead is more than interested.

When vast numbers of leads are opening their wallet and shelling out cold hard cash for your products and services, this means your brand has moved beyond the point of being interesting to the point of earning the trust of those to which you are marketing.

If the marketing you do is not aiding in high lead conversions, then it indicates that your brand is not quite there yet and it is time to change your marketing approach to push those leads over the edge.

Hable con el elemento radical

One way to boost confidence in your brand and obtain lead conversions in higher volumes is to speak to the customers who are your brand’s biggest fans: sometimes referred to as super fans.

This tactic is especially important when your company is the underdog in a sea of highly competitive rivals. By speaking to those who most radically support your brand, you are leveraging the true believer’s in your products and services to help you go out and bring others into the fold.

Consequently, giving your most radical supporters incentives to pull others in is hugely successful, because other potential customers are always on the lookout for someone they trust to tell them why your product or service is the best in the business before they will commit to making a purchase.

This is one reason why the most radical customers are a company’s best marketing asset, and their continued satisfaction with your brand can pay off in huge ways.

According to Forbes, developing loyalty incentives and rewards programs is one of the sure-fire ways to reach the fans who will support your brand the most.

Aislar los tipos de clientes

Before you can market to customers with a more specific focus, some research needs to be done on what types of people fit with the products and services you are offering for sale.

By identifying with ideal customer types for each product and service you are pushing, your marketing will be able to speak more directly to the customer that is most likely to bite.

Learning everything you can about how these people talk, dress and the attitudes they harbor will provide you with insights into how to structure your marketing efforts to reach these individuals more effectively.

It is common knowledge that certain age demographics respond differently to different platforms for communication.

So, for example, let’s say you’re a real estate agent looking to sell a property.

Who buys houses?

Certainly not teenagers. So it instead of focusing too much on Facebook and email, use SMS instead since statistics showed that they have a 98% open rate compared to only 22% for emails.

Marketing con las personas y las relaciones en mente

According to Zapier, true marketing of your brand is about people and relationships. While a product or service-centric marketing focus may seem like the way to go, the truth is that products and services are meaningless if the people are not there to purchase them.

For this reason, customer relationship management apps and software help to organize and alert marketers to where the real opportunities to make inroads with their customers and clients reside.

Something as simple as knowing who on your staff has the best connection with a client your company is courting can be golden when trying to get that next tough account ironed out and the deal closed.

Con Software CRM proporcionándole información sobre el funcionamiento de estas relaciones, se pueden tomar decisiones de marketing críticas de forma rápida y sin problemas.

Un poco de ayuda

La construcción de relaciones más personales con sus clientes puede mejorarse con la ayuda de un escucha social herramienta.

It gathers all online conversations relevant to your business in real time which gives you the opportunity to react quickly and reach out to your fans and build great relationships.

See how PlayStation does it:

A social listening tool like Brand24 collects mentions of your predefined keywords all from all across the Internet. You know what people say about you online and you can respond to it enhancing your social media reach and brand awareness.

Más información sobre gestión de marca utilizando la escucha social. 

Puede probar Brand24 aquí. La prueba es totalmente gratuita.

Conclusión

Even though we live in a modern age, the secret to a superb marketing of one’s brand is still all about how to identify and connect with the people to which you are marketing.

While other marketing tactics try to focus on products and services as the main thrust, the real focus should be about getting people involved with what your company is all about.

When you properly identify the right type of consumer to market to and speak to the most radical and supportive fans of your brand, you will be surprised at how well your brand truly sells itself.

It is only when you have won the hearts and minds of the people you market to that you will truly hold their well-spent money in your hand.

Biografía del autor:

Philip Piletic es un autónomo, escritor y viajero al que le encanta compartir su experiencia con los demás contribuyendo a comunidades en línea y ayudando a otros a alcanzar el éxito.