Bring the Focus from You to Them With Online Marketing

Online marketing is filled with content all about businesses and what they can provide. Most content is filled with “we”, “us”, and “our”, which are not words that explain to the customer how products help them. Marketing is often written using a formula, and while it is important to include what works, all marketing materials need to be individual.

When you read marketing materials they tend to all sound the same. Even websites tend to look alike, since many companies use template designs. The use of templates can allow small businesses to put together professional looking sites at a moments notice, but they do look like templates. Without customization websites tend to look the same. The fear of making a mistake often keeps many businesses trapped in a cycle of boring marketing campaigns. A risk may be a waste of thousands of dollars, but it can also really pay off. Unique advertising is much more likely to generate customer responses versus canned advertising that people have seen before.

Marketing dollars need to be spent carefully in order to generate sales rather than just generate expenses. You should also be able to track how effective a marketing campaign is, so that you know what efforts should be repeated or expanded upon and which shouldn’t.

The first thing any business looking to update their marketing strategy to put the focus back on their customer should do is revamp your website. Take a look at the content and start removing references to the company. Get rid of words like we, us, and our and instead include words like you and your. Instead of focusing on what makes your company special, focus on what a customer needs and wants. This doesn’t mean that you should change the information provided on the site, only the perspective from which it is presented. When you tell a customer all of the ways your product solves their problem, rather than all the innovative solutions you provide, it causes customers to perceive your company as caring. When customers perceive a company as putting their needs first they are more likely to choose them as a provider.

Marketing is all about perception and product. Creating the perception that you company is an industry leader, but not providing the service a customer expects from that level of provider, won’t win long term clients. Focus on providing excellent service, so that when your new, customer centric, marketing campaign brings in new clients you are able to meet their expectations.

Customers aren’t interested in what your company does, only on what it can do for them, to fix their problems. Give them the information they need to make a purchasing decision, based solely around their requirements. Let the customer drive the sales pitch. Give them the opportunity to explore what you provide based on their needs, and they will find the solution that fits and make a purchase. Keep all marketing targeted to give purchasers the information they need to find the products they want.