Scrutiny for how businesses are run is now at an all-time high. Customers are comparing their experience with your business to that offered by your competitors more frequently than ever, particularly with the recent large-scale shift towards full digitization. It’s therefore imperative that you employ customer-focused branding and marketing wherever possible.
This can take many forms.
- Using provided feedback to improve policies and operations.
- Employing artificial intelligence and predictive analytics to understand the needs of your buyers.
- Comparing sales and traffic metrics to better determine customer preferences.
- Developing tailored products and services based on your understanding of the audience.
In regards to the above, we’re going to go over a few critical pieces of advice.
Anticipate the Needs of Your Audience
Everything from your messaging to your brand imagery should be geared towards your audience. With that said, the better you understand and anticipate their needs, the more effectively you can tailor these materials. In this regard, artificial intelligence is an incredibly powerful tool.
AI allows you to gain deeper insights into your audience and their browsing and purchasing behaviors than ever before. It also allows you to take customer service to an entirely new level, providing tech support, creating and processing orders, and automating common processes. Through insights and automation, machine learning allows you to laser-focus on the customer experience.
Artificial intelligence isn’t the only tool here when it comes to understanding your audience, though. When developing a product, focus on fulfilling a specific need, and pay attention to purchase patterns which might indicate the strengths (or weaknesses) of a particular product. This, in turn, can inform your marketing and branding even further.
Leverage Customer Feedback Effectively
Listen. That’s the most important piece of advice anyone will ever give you about modern marketing and branding. Be open to communication with your customers, and pay close attention to any feedback you receive from customers, including and especially reviews.
When a customer takes the time to provide you with feedback, listen to it. Address it in a timely manner, and have a customer service representative reach out to them to see if there are any improvements to be made. Positive feedback, too, should be engaged with.
The idea is not only to demonstrate that your brand cares about the needs of its audience but also to leverage that audience’s feedback to further improve and refine your business.
Focus On The Audience Experience More Than Anything Else
Your branding and marketing efforts should effectively present you as a problem-solver, focused on what’s important to your audience. To that end, you should pay attention to the following:
- Overall experience. How does the buyer feel about your services and the purchase process? How convenient is it to order goods and services via your online platform? Ease is extremely important when it comes to making an online purchase, and first-time discounts or rewards can be an effective strategy for bringing in new customers
- Design and presentation. Your website is, in essence, something of a resume for your business. It’s the first thing your customers will see, their first impression of your brand. With that in mind, your site should in all ways reflect your identity as a brand, while also being easy to navigate and understand.
- Speed and performance. People are frustrated by a poorly-functioning or slow website. Make sure your pages don’t take too long to load and don’t include too many errors.
- Competitive pricing. Comparison shopping is now more frequent than ever. All other things being equal, customers will inevitably choose the better price. You want to make sure that price is yours, whether through artificial intelligence or manual analysis.
- Mobile optimization. Particularly if you run an eCommerce storefront, it’s imperative that your site is navigable on mobile devices. This is non-negotiable not just from an SEO standpoint, but also from the perspective of general functionality.
Most businesses by now accept that success requires a focus on the customer. Some, however, are a little hazy on what that means. By understanding the needs of your audience, including what they enjoy about your brand, you can adapt not only your marketing materials but your entire business to them.
