Marketing to the Worldview of Your Customers

Marketing to The Worldview of Your Customers

A worldview is a philosophy or set of values through which people interpret and interact with the world. Do you understand what this is for your ideal customers?

Communities align with businesses and brands that reaffirm their worldview. Tweet this

This is the power of your story.

The Market Shapes Your Story

When you launched your small business, you most likely tested the idea by sharing it with friends who eagerly supported you. In fact, a few of them probably became your first customers.

If your business delivered on its promise, those early customers shared your story with their friends, at least to the extent that they understood it.

What happened over time is their worldview shaped your story to become what it is today. This is a subtle, yet powerful aspect of marketing that many businesses miss.

Most businesses are so busy promoting the features of their latest products that they forget it’s what their customers are saying that matters most. That’s because their friends are listening to them. Having a digital marketing company in Honolulu, Hawaii backing your business with superior SEO can truly improve your revenue.

Learn Which Words Trigger a Response

If you are intentionally listening, the key words that your customers identify with will jump out of the conversation. They are embedded in their stories, and should be in yours too.

Study these words, because they become triggers for attracting others that share their worldview. They reveal what it is about your business that gets and keeps people associated with it. Most important, it gives you a better understanding of who they are as human beings.

  • What they say and do
  • How they think and feel
  • What they see and hear

Hopefully, that last one is your media, provided your media is congruent with the other media they engage with that reaffirms their views.

Therefore, commit to making a list of the media sources they follow. Then have your team subscribe to and get familiar with them.

Get Involved with Customers to Learn

A young couple that was a customer of my landscape business shared something with me that changed how we marketed and operated. They said: “You know what we like about you Jeff? You’re a neatnik.”

The word neatnik is an old-fashioned one you would not expect someone in their twenties to use, so that caught my attention. After translating neatnik to attention to detail, suddenly a lot of things became very clear.

We soon discovered our customers valued the little touches that personalized our company and the people within it. This included picking up the newspaper from the driveway when greeting the customer at the front door, and how our mowing crews neatly rolled up the garden hose instead of just tossing it into the bushes like so many other companies.

What is it about your business that resonates with how your customers see the world? Tweet this

This is what shapes the stories they tell about you and your business? I’ll give you a clue; it’s not quality.

Quality is a meaningless word these days. Reliability, simplicity, consistency, friendliness, and attention to detail are examples of what people talk about.

This is the new marketing. It’s what drives online and offline conversations.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – (Wiley)  

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+.

Photo Credit

New Marketing: Personalize What You Automate

One of the primary responsibilities of every sales and marketing professional is developing warm relationships with customers.

In the days before computers, we made it a habit to learn about the personal lives of our customers, including their families, pets, hobbies, leisure activities, and favorite sports teams. All of this information was either written down or committed to memory, which naturally limited what one person could accomplish.

These days you have the ability to easily collect massive amounts of data that is readily accessible, while also automating how your business connects with customers.

That seems to be where everything often stops – and it shouldn’t.

In this age of automation, it is possible to scale the time-honored practice of getting up close and personal with customers to first earn, and then retain their business.

It only takes recognizing the possibility, and why it is essential for achieving virtually any desirable business outcome.

The Goal is To Honor Every Relationship

What if it were possible to treat every single connection, follower, friend, or member of your tribe as an individual? This is indeed possible if you seek to organize what you automate, and then use that capability to add a human touch.

Businesses tend to organize from their perspective, using categories such as customer, prospect, vendor, etc. Now that you can tag your connections on LinkedIn and most CRM’s, they can be classified with a focus on them, such as their industry, special interests, events where you met, and so on.

This requires putting systems in place, but over time they will prove to be invaluable means for nurturing relationships. For example, social CRM Nimble has a feature that inquires about how frequently you would like to reconnect with a particular connection, thereby sending a notification based upon that desired frequency.

So, let’s say Nimble sends you a notice to reconnect. As one example, you can then link over to his or her LinkedIn profile, which will have a record of your last email conversation if you have activated LinkedIn Contacts.

Opportunity Starts With The First Connection

When you make a new connection, what happens in the days or months that follow is one of two things: The relationship either gets stronger or weaker.

Relationship take work, but if you have the desire and design a plan for connecting and then engaging with prospective buyers, influencers, and potential partners, opportunities will manifest.

Most of us have squandered more opportunities than we can count because we simply were not ready to take the relationship further. This was understandable in the old days, but technology has now erased those physical limitations.

Once you do make that initial connection, you often have just one shot at making it stronger. Here are a few suggested steps for doing so.

#1 – Invite everyone (yes, everyone) you meet to connect on LinkedIn. If they accept the connection, tag the relationship according to what works best for you. This could include where you met or what you have in common.

#2 – Use your social CRM to remind you when to reconnect with people to keep the relationship alive. The frequency will depend upon the relationship and potential opportunities.

#3 – Build a system that remembers personal information, and develop a plan for leveraging that. This is one of the secrets to getting more engagement on Facebook and the other channels – in short, be personal!

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – (Wiley)  

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+.

Photo Credit