The immediate goal of marketing is to create sales opportunities, but marketing is also all the activities that result in ongoing, profitable relationships with customers. Knowing your customer is how your business grows.
The long-term goal of any business is to be recognizable and useful to a plethora of consumers: this will ensure future success. A mix of the right products, services, pricing strategies, promotions, branding, sales and distribution defines a good marketing program. It will produce immediate sales and contribute to long-term growth. When your company is growing at a stable rate, it is a sign that you are using the right marketing program. Take our blog All About Marketing – our identity revolves around the overall design of the website, the information we provide to our partners and followers, and the functionalities and processes that happen behind the screens. What sets us apart, is the willingness to go to great lengths, and invest in something we dream will become more than just a sales and marketing blog, but an open forum and community of people.
Making a profitable marketing program, one must think about reaching and persuading the right customers. Understanding how your customers think and what they like, is essential to ensure sales. To achieve this, you need to communicate with your target consumers, but before that, ask yourself: Why will people buy my product, or use my service? You need to provide benefits for the customers. Your product might offer convenience, brand appeal, attractive design, lower prices etc. All of these can make your product more appealing to a group of customers. You must be able to list a couple of specific reasons why your product is more appealing than the competitors, if you aren’t able to list some, then you have to improve your product.
It is not as easy as it seems though, even if you’re a better choice for customers based on a logical or rational perspective, consumers might still choose the competition. If you make a new Twix Bar which scores better in blind taste tests, will this make consumers buy your chocolate? Highly doubtful. They would probably buy the good ol’ Twix bar. This is called brand loyalty. To avoid this, you must investigate the emotional reasons for buying your product or using your service. Appealing brand, attractive packaging, professional and trustworthy team, play a big role in your success. Image might not be everything in marketing, but its absolutely everything when it comes to the emotional aspect which connects your target customers to your brand. It should not be taken lightly.
The following questions also have to be asked to truly know your consumers:
- What do consumers think about my product? Do they understand it? Do they think its superior to the competitors? Do they believe the value of my product is good? Is the product easily accessible? Does it make life easier?
- How do customers feel about my product? Do they feel good having my product? Do they like its personality? Do they trust it (us)? Do they express their concerns? Do they follow our social media, and are they engaged?
The ultimate goal is to understand what customers know and feel about your product, and agree that it is exactly what you want them to know and feel. You can find more information on how to research on customer attitudes linked here.
Hope you found this information interesting. Thank you for tuning in to the All Bout Marketing Blog.