When thinking about building a successful sales and marketing strategy, delighting your customers is critical to your company’s overall success. With an evolving digital landscape, it’s more important than ever to understand how you can fit in your customer’s lives and provide long-term value.
Developing a customer-focused strategy is essential to keep people interested in your brand. Once you’re able to establish a connection, you’ll have a better chance of selling your services or products and maintaining those relationships for years to come. After all, fully engaged customers represent a 23% higher share in growth, revenue, and profitability.
How can you build a strategy based on your customer’s preferences? Let’s take a look at a few customer-focused marketing examples from other brands to help you get started.
What is Customer-Focused Marketing?
To connect with modern customers, companies need to be at the right place (physically or virtually), at the right time, and with the right message. Instead of being product-centric, customer-focused marketing is completely focused on the customer’s actions. These companies are more interested in developing a mutually beneficial relationship with customers and are positioned to meet their expectations.
73% of consumers believe positive customer experiences influence future purchase decisions.
With a customer-focused marketing and sales strategy, you can reap the following benefits:
- Build loyal relationships with customers that keep them coming back for more.
- Create more efficient marketing campaigns with the right channels and messaging to keep costs down.
- Become more agile by connecting with customers when they’re ready to take action.
- Differentiate yourself more in the marketplace and industry by offering more personalized offerings.
Tips for Creating a Customer-Focused Marketing Campaign
Before diving into customer-focused marketing examples, you need to know what it takes to build a strategy for your user’s preferences. In today’s highly competitive digital landscape, you’ll need to develop engaging experiences throughout each stage of the customer journey to increase your conversion rates.
Here are a few steps to help you get started:
- Understand your customers: Use both quantitative and qualitative research to better understand their needs and build buyer personas for strategic campaigns.
- Customize the experience: One-size-fits-all marketing is no longer relevant—you need to create personalized experiences throughout each channel and experience.
- Invest in technology: The right CRM platform can ensure you’re delivering messages when your customers are ready to take action.
- Focus on education: Arm your customers with the product education and information they need to make informed purchase decisions.
At the end of the day, a customer-focused strategy needs to dial into your user’s needs and be implemented throughout your marketing campaigns to drive long-term success.
4 Stellar Customer-Focused Marketing Examples from Established Brands
As consumer preferences continue to shift, it’s necessary to develop a customer-centric mindset for your marketing and sales strategies. To help you get started, here are four excellent customer-focused marketing examples from other brands:
Since it rolled out in 2013, Slack has continuously used customer feedback to create a better product based on customer needs. By asking for opinions and featuring customers in case studies, the company has created brand advocates that fuel their word-of-mouth marketing strategy.
In fact, Slack took seven months to receive feedback from users and intensely focused on their needs. As a result, Slack developed an easy-to-use interface that allows individuals to easily communicate and stay organized—resulting in a $623 million ROI in 2020.
When you think of McDonald’s marketing, you may picture smiling TV ads with A-list celebrity endorsements. However, the fast-food mogul has also spearheaded the strategy of listening and acting on customer feedback to understand growing customer needs. By utilizing social media and online surveys, McDonald’s has identified various customer needs like healthier options, longer hours, and even the ‘All Day Breakfast.’
McDonald’s uses social media listening to monitor digital conversations and measure overall demand. The company has also utilized technology to streamline customer experience like kiosk ordering stations and partnering with UberEats to appeal to modern customers.
What do beauty companies and tech have in common? The ability to build a customer-centric marketing campaign built on a community that benefits both the customer and brand.
Glossier, a cult beauty product company, has used social media to build a community of brand advocates who steer customer service and product development. Their community plays a large role in their overall marketing strategy and messaging by monitoring social media questions, comments, and Q&As. Fueled by user-generated content and feedback, Glossier has grown off word of mouth and social sharing marketing.
The online shoe retailer Zappos is ‘obsessed’ with customer service and experience—viewing it as a competitive differentiator. Using various research methodologies to gain customer feedback, like interviews, surveys, and usability testing, the company has built robust buyer personas. With a holistic customer view, Zappos has successfully built targeted marketing campaigns at every stage of the customer journey.
Zappos also implements a customer-first mindset throughout their website—providing a dedicated customer support menu with a visible phone number at all times and friendly calls to action that make promotions more enticing. By meeting customer needs, the brand can build a sustainable relationship with customers through various digital touchpoints.
Take Advantage of an End-to-End Sales and Marketing Solution
A customer-focused sales and marketing strategy is no longer just “nice to have;” as the digital landscape continues to shift, it’s become vital to adapt your tactics to meet customer needs. By blending customer feedback, technology, and creative messaging into your marketing campaigns, you’ll be ready to drive long-term results that delight your customers into purchase decisions.