The more things change, the more they stay the same.
How businesses engage with customers is changing all the time, but the products that engage those consumers are often remarkably unchanged. It’s never been easier to start a business and find customers, but equally it’s never been easier to shed customers if you don’t continue to provide exactly what they want. “Know thy customer” remains a marketer’s first commandment.
The way we communicate and organise our lives has changed out of all recognition in a very short time. The iPhone is only just over 10 years old, Facebook is the same. That technological march means the choices available to businesses for promoting themselves have exploded.
Yet it’s important to remember a crucial truth – the motivations for why customers buy what they buy, consume what they consume or holiday where they holiday have not changed nearly as much. A family contemplating a holiday will reach a decision on where to go from the same influences they always have – cost, distance, facilities. In that context, technology is just a new way of servicing traditional needs.
Businesses too often get overly focused on the process. Regardless of the way that you promote your business to visitors, what you say is still the most important piece of the puzzle. Tapping into the emotional drivers of your prospects is how you set yourself apart from the competition.
So what drives your prospects? To know that you need to understand the motivators of the visitors you already have. The better you know them, the better chance you have of converting your prospects.
When was it you last spent the time to really understand the things your current visitors love about your business? Could you write them down now? Have you asked the question of what they don’t like about what you do? Do you take the trouble to understand the customers who have already experienced what you can offer?
Tailoring your marketing to hit the emotional drivers of prospects is shown to improve effectiveness by as much as 40%. That’s an enormous return on investment.
We can help businesses understand those emotional drivers of consumers at scale. Talk to us to find out more.