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Today’s consumers are looking for extensive information before making purchase decisions. In fact, many are 90 percent of the way to a decision before they even contact you thanks to a bevy of information at their fingertips. Your message needs to stand out to be considered.

Creating a customer-centric marketing strategy means disseminating information the customer needs to solve his/her problem — not peppering content with sales pitches. In the home and design industry, prospects are looking for a couple of things: help solving a problem (I hate my kitchen because I have no proper storage, or I love my home, but there’s no room for adding to my family.) or they are looking for inspiration for their home. If you consistently provide information to address those issues, you will build trust, position yourself as a leader in your market and drive more prospects into your pipeline.

But how do you create the content that will resonate with consumers in your market? Here are some tips for engaging your audience to drive the results you desire.

Understand Your Buyers

The first step in creating content that speaks directly to your prospects, is to really know and understand who they are. Demographic and values-based information is crucial for developing your target buyer personas. Developing buyer personas can be time-consuming — think interviews, consumer focus groups, data aggregation — but once you know exactly who you want to target, and what their values are, you can create content that speaks directly to them. And connecting with a consumer from a values perspective allows you to build a lasting relationship instead of a transactional relationship.Marketing desk

Streamline Your Messaging

Your messaging strategy is two-fold. One side of that coin is the messaging aimed at your audience designed to capture their attention and build their trust in your company. The other is the information about your company and your services that will ultimately rely on to determine if your company meets their needs.

The messaging going out to consumers needs to be consistent, have a consistent voice and consistently drive the audience to your website. (See the pattern here?) Once they get to your site, the voice needs to be the same, the content needs to engage them and ultimately guide them through the buying funnel. This is where marketing automation is an invaluable tool.

Use a Variety of Channels

Once you determine exactly who your target personas are, you might find that one persona is more likely to be found on Facebook, while another group is more likely to be checking out Instagram, others engage with emails and yet another group may listen to NPR. There are lots of ways to reach different personas, so it’s important to know where they are and to use those different channels.

It’s also a great idea to disseminate content in a variety of means such as e-books, videos and, of course, blog posts — there are a slew of other ways to engage, too, including custom publishing, events, infographics and more. Many consumers are likely to be lurking in a variety of places and want a variety of different types of information. It’s not sustainable to be everywhere, all of the time for everyone. So, the best strategy is to determine, based on your personas, what channels you should focus on, then create an editorial calendar including a variety of outputs across those channels.

Be Present and Engaged

You know a social media strategy is important. But we both know, it’s really hard to keep up with. If you don’t have a dedicated social media marketing associate on your payroll, it falls to — yep — you. And the whole point of social media is to be social. It’s about interaction, following up and engagement with your community and timing is crucial. You don’t want to be the one who laughs ten minutes after the joke is told. Make regular interaction a priority or find a qualified marketing professional to take on this all-important aspect of your marketing strategy.

By simply putting yourself in your prospect’s shoes — thinking in terms of what he or she want to read, hear and see will help you create customer-centric marketing collateral that will inspire conversations, engage your audience, build trust and create business for your company.

Contact h3mediaworks today for help shaping your customer-centric marketing plan!


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