Marketing Strategy: Think Like a Customer

Posted on Nov 21, 2012

Marketing Strategy: Think Like a Customer

Another marketing strategy key: think like a customer. When you create your message and offer, ask yourself, is the product or service answering a need the customer has, or is it answering a need the company has. Are we presenting it as a benefit for our customer, from the customer’s point of view, or have we slipped into presenting it from a point of view that benefits our company? Knowing what’s on the customer’s mind, what they want, design and need, and using that point-of-view in marketing strategy strengthens the message. Creating effective marketing strategy is much easier when you know what customers want and value most.

Here are a few tips to help your customer-focused thinking in your marketing:

  1. Written Target Customer Profile(s). It’s easier to think like a customer if you have a particular customer profile in mind. Take time to define your target customer profile, write it down, and share it with the team. If you have multiple products, create a target customer profile for each.
  2.  Add Prompts. A colleague goes as far as adding prompts – bringing a “customer’s chair” or other visual prompt into the marketing strategy sessions, to keep the customer point-of-view top of mind.
  3. Ask for Feedback. Weave customer feedback into your marketing strategy. Ask customers to give you feedback on your product or service, and then use that insight in product or service development, and in marketing.

The ability to think from your customer’s point of view will help keep marketing strategy on track.

Have you overcome this challenge for your own company, or does your team struggle to keep this point-of-view? Let me know what challenge you are facing, I would love to hear from you (and help)! – Maureen

 

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