At Inkpact we believe marketing and communication is both an art and a science. We often refer to connecting the head (data) and the heart (emotion) in business. In this blog post we are going to cut through the jargon, and highlight 3 top tips to identify a marketing campaign that will engage your audience beyond what you ever thought possible. In short we are leveraging opportunities where you can be more human in business.
Rip up the mass digital communication rule book, and shake up the frame a little bit by sprinkling thoughtful, personal touch points that make people happy.
STAGE 1 - PERSONAS & PROFILES
Your customers are real humans; not robots, not leads. Don't be fooled into thinking you are having a conversation B2B or B2C. It's H2H, human to human. Knowing and understanding the people who you are communicating with helps to create content that resonates, deliver communication that’s relevant, and build meaningful relationships.
To illustrate, an un-strategic lead generation campaign would send a blanket digital campaign to a list of target companies. Add a little more thought and personalisation and you take into account that C-level contacts are harder to reach and need to be contacted in a highly targeted, personalised way to others.
Build up your customer personas by asking these questions to your current and prospective customers ...
- What are their roles and responsibilities?
- What is most important to them?
- What are their success metrics?
- What problems and challenges need solutions?
- What is their budget?
- What timelines do they work to?
- Whats their demographic?
- Whats their location?
- What content do they consume and when?
STAGE 2 - SEGMENTATION
Market segmentation is the division of customers into clusters based on shared behaviours and or characteristics. Thanks to the tech gods who are creating software that allows marketeers to collect and organise data about our customers, we can see patterns develop, and act on this by switching from a mass communication, ‘one-size-fits-all’ approach, to advertising and marketing on a more individual basis.
To segment, get your magnifying glasses on your CRM database and analyse your existing customer base to determine who has the highest customer lifetime value, and the shortest sales cycle. Also look outside your current customers and see who has the biggest problem that you solve, and who has the budget. Two common examples:
- Vertical segmentation (industry by industry)
- Pain / value based segmentation
Armed with an abundance of data, marketeers, sales, and success teams can curate content that is relevant to each market segment, deliver it on the medium that they use most, in a tone that suits the persona within the segment.
Segments that deserve (and will reciprocate) a little extra love and attention:
STAGE 3 - CUSTOMER JOURNEY MAPPING
You and your team are tour guides taking your customers on a journey from
awareness -> consideration -> purchase -> welcome -> thank -> delight -> long term relationship.
Attentiveness to each touchpoint helps you to ensure they connect seamlessly from one to the next, and identify gaps or leaky spots that need filling in. You are predicting and directing the next steps of the customer to insure their journey goes smoothly. Have all the documentation they need to get through passport control? Have all the information they need to get to the gate so they don’t miss their connecting flight to the next destination? Some journeys are more standardised package holidays, others more tailor-made experiences, the principle is the same.
Most companies outward facing message declares they are customer centric, backed up by company value statements and their about us section. Open your customer journey map, (or draw one out if you don't already have one.) When looking at your map, is this the reality? For both attracting new customers to retaining and growing your the existing book of business, what does your company actually do that connects with customers and stands out from your competitors?
To make your journey superior to other tour operators ask yourself the following questions:
- Are leads treated as leads or as real people?
- How do you welcome new customers?
- How do you thank and customers who refer you to their network?
- How do you delight your repeat customers and build long term relationships?
- How do you make them like you?
- How do you make them trust you?
- How do you make your customers feel something?
- How can you humanise your customer journey?
- How can you add a personal, thoughtful touch?
- Where can you give something unexpected?
A sprinkle of humility and a dash of thoughtfulness in business goes a long way. Being human makes people like you, lets people relate to you. Know your customers for the people they really are and talk to them like the humans they really are.