Executive Perspective: 5 Questions to Keep Your Marketing Customer-Centric

The marketing landscape is going through a phenomenal change as technologies, people, and strategies continue to evolve. Amidst all of these changes, marketers have found themselves constantly having to react to new technological advancements. In the rush to make sure they’re doing everything and being everywhere, it’s easy for marketers to forget the real question: is our marketing focused on our customers?

A marketer’s workflow is constantly being interrupted by changing priorities, but it’s extremely important to see through the distractions and maintain focus on what’s important: your customer. In fact, the customer should be at the center of every one of your programs. Chances are, most of your marketing programs include general tactics like blogging, creating infographics, email marketing, social promotions, web SEO, and if you have the budget, paid advertising. But what’s missing from these programs? Often, a strategy and message that appeals to your ideal customers and focuses on “listening to and amplifying their stories.”

86% of buyers will pay more for a better customer experience. But only 1% of customers feel that vendors consistently meet their expectations. (CEI Survey) tweetbutton

So next time you’re launching a new marketing campaign, and you’re hoping to work that marketing magic to generate new customers, try asking these questions to evaluate whether your marketing program is focused on the customer or just checking a box:

1. Instead of asking how many followers your program will generate, ask how your customers are engaging with your brand and in turn, how you are engaging with your customers.

By 2020, customer experience will overtake price and product as the key brand differentiator. (Customers 2020 Report) tweetbutton

2. Instead of asking how many leads you generated, ask your customers what they like about your company and tell that story to get new ones.

3. Instead of asking how many events you’re doing this year, ask how you can make your customers feel special — then get their feedback on your products and services to innovate faster.

In 2013, 62% of global consumers switched service providers due to poor customer service experiences, up 4% from the previous year. (Accenture Global Consumer Pulse Survey) tweetbutton

4. Instead of doing another internal presentation on marketing, make one about your customers, how they interact with your brand, and what’s important to them.

5. And finally, probably the most important one: instead of thinking about your customers, start talking to them. No technology can replace a human interaction, and your customers will appreciate that you’re taking the time to reach out to them.

What methods do you use to ensure that your customers are always at the center of your marketing campaigns? Let us know in the comments!

customer centric marketing

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