How to Connect with Customers in the Age of Assistance

We’re living in the age of assistance. What does that mean for marketers?

Marketing tips in the age of assistance
Customers have more options than ever before today, thanks to technology. Therefore, each buyer’s journey is unique and customers are looking for valuable content to educate themselves before making a purchase.

“Focus on the user and all else will follow.”

Your marketing strategy needs to be focused on your customer or prospect. Where do they look for information? How do they like to shop? How do they like to interact with brands?

If people need help, they usually start with Google. (While the search giant reaches 93% of US consumers, note that your customer base or target audience may use Bing or another search engine. It’s important to know where your customers go.) We’re busy, distracted and always on the go, so people are searching on mobile, including reviews, for information to make decisions in the moment.

Consider this example… Jon is working at home when he hears water running. The problem is that he’s not running any water. After heading upstairs, he realizes that his toilet is overflowing. He lives in an older home, so there’s no shut-off for the toilet; he needs to turn off his water at the main shut-off. Quickly, he Googles shut off water main and finds a YouTube video showing him how to locate his main water valve and shut it off. Jon follows the directions and shuts off his water before suffering any damage. Who does he call to fix the toilet? The local plumbing company who provided the video, of course.

Note that this local company gave Jon the information he needed first. He didn’t have to dig through their website or sit through a sales pitch beforehand. Educating consumers before you ask for a purchase or deliver a call-to-action (CTA) drives business.

 

Meet People in the Moment

People are living in the moment today, so they rarely plan in advance. Jon probably should have known where his main water shut-off valve was, but he had recently moved in and hadn’t gotten around to finding it yet. He’s not alone.

Mobile searches for today, tomorrow or now are up 900%. Our phones are never out of reach, so it’s always convenient to find the information we need—in a traffic jam, at the doctor’s office or at your kid’s ballet recital.

How can you meet your customers or prospects in the moment?

Start where they start: Google yourself.

Google yourself, your category and your business. Do you like what you see?

 

Google yourself, your category and your business (in incognito mode, if you prefer). Do you like what you see? Are you providing valuable content to help your customers and prospects educate themselves and move along the buyer’s journey? Or are you only asking for the buy? Be a part of the conversation along the entire journey, so consumers can get to know your company and form an emotional connection with you. If you just show up at the end when consumers are ready to buy, they’re likely to go with another company who has been there all along the way.

While we’re on this subject, does your business have a Google My Business listing? If not, set one up. This free resource helps you connect with customers across Google Search and Maps, boosting your SEO efforts. Remember to include a phone number too. It allows people to quickly call you, which could be the difference between you getting an opportunity or your competitor.

While Google My Business is an important starting point, don’t stop there. Tracking how your customers first found you is important, but so is measuring every moment that matters to your business. Each buyer’s journey is unique today, so you need to track every interaction with your customer and map out their individual customer journey.

Your customer may have found your company through Google, but then she visited your website, read a few blog articles to learn more about a subject that interested her and connected with you on your Facebook Page. After those steps, she contacted you to discuss a project. If she hadn’t made all of those steps, she may not have ever contacted you to do business. That’s why it’s so important to measure every interaction or touch point with your customers, so you understand how they want to be communicated with and helped along their unique buyer’s journey.

 

Make an Emotional Connection

People are looking for more from brands and businesses today. They don’t want to just buy stuff; they want to support companies who have similar values to theirs and are good corporate citizens.

Tell your brand’s story: how you got started, why you’re in business and the faces behind the brand name. Talk about your charitable efforts and community involvement, so customers can see your values in action. They want to know where their hard-earned dollars are going and what kind of company they’re supporting. Tell your founder’s story and shine the spotlight on your employees with behind-the-scenes content, including how your product is made, a day in the life or following employees outside the office.

Creating an emotional connection with your audience is crucial to your marketing and sales efforts.

 

While customers want to get to know your business or brand, they also want to be entertained. Most people make decisions emotionally and then look for rational reasons to support their decisions—especially when we’re making so many decisions today in the moment.

So, your content needs to educate, entertain and connect with your customer on an emotional level. In fact, advertising campaigns are twice as likely to perform well if they contain emotional content instead of rational content. Buyers consuming your content want to feel a connection with your brand—not think about how your brand will help them.

In 2019, we average a 3-second attention span online, so you need to grab a viewer’s attention quickly. Create joy or surprise right away to keep viewers engaged with your content. Consumers get distracted every 10 minutes, on average, and take three minutes to refocus, so you’ll need to keep them engaged the entire time they’re consuming your content. If you lose them, they may jump to something else and never come back.

3 Key Principles in the Age of Assistance

  1. Be There—Connect with the right people during key moments of intent.
  2. Be Valuable—Give consumers the information they need where they are.
  3. Be Quick—Automatically act on intent. Consumers expect quick responses today!

As marketing professionals, how can you deliver on these three key principles?

  1. Know Your Audience—Go beyond demographics to target consumers effectively. Detailed buyer personas are important!
  2. Know Your Brand’s Story—Tell your story, so your audience can understand your values and connect with your business on an emotional level.
  3. Conceptualize the Space—Understand the marketing domains your customers are operating in so well that you know the best ways to connect and communicate with them in those areas.
  4. Self-Educate—Marketing knowledge is constantly updating today, so you need to always be learning.

Understanding your customers (beyond simple demographics) is so important today, because you need to meet them where they are when they need you. What data do you have on your customers (that you’re protecting)? How can you leverage that data to better serve them (not to sell to them)?

Knowing how your customers first heard of you is no longer enough. Go beyond the first click to measure every interaction or touch point with your buyer. It will change your understanding of how each customer wants to be communicated with and helped along the way.

Follow your customers across social media platforms (however they use them) to email and messaging services to brick and mortar locations. We’re living in the age of assistance where micro-moments and individual interactions matter for your business. How are you making the most of every single one?

Questions? Comments? Leave your feedback We’d love to hear your thoughts!

Are you struggling to connect with your customers in the age of assistance? Let’s discuss how we can help you with your marketing efforts!

Let’s connect,
Jaime

Essential Guide To Creating A Memorable Brand For Your Small Business

Branding is all about resonating with your target audience. If you want to cut through the incessant chatter of the online world or make an impact in the offline world, then your brand needs to say a lot about you.

But how do you go about creating a brand that both reflects what you do and that forms a connection with your customers? For small and mid-sized businesses on a budget, it’s a tough job. So we’ve put together this guide to help you find some answers.

Branding by EdgeThreeSixty via CC BY 2.0

Ask yourself who you are

Be honest about your business and who you are. While some companies, such as legal firms and funeral homes, should stick with a serious or solemn image, others can go with a more lighthearted, cheeky or even humorous approach.

This is where small businesses have an advantage. We can position ourselves as local companies who are helping our local economies while battling corporate behemoths who are sending profits far away. This ‘us vs. them’ message can work well; check out the Brew Dog story for inspiration.

“Every brand has a story, and your story is integral to your success.”

Get your target audience right

To create a successful brand, you have to know who you are talking to, so researching your market is an essential part of the process. Find out who your customers are, what they do, and where they live.

Also, look at what they like and what encourages them to respond. What are their fears, hopes and dreams? Once you have learned enough about your target audience(s), you can create a tone of voice that connects with them.


Be consistent

Great branding is consistent. When people see your business, they should know exactly what to expect. So it’s important to reflect the same brand message throughout your organization. Make sure that employees, partners and anyone else spreading your message are using your tone of voice. Look at managed print services that can keep your marketing materials consistent. Give people what they expect, and they will continue to trust and work with you.


Be yourself

As a small business, you face disadvantages when competing against a national or global company. Don’t try to copy their branding and positioning, because you don’t have their resources to achieve the same results.

You have to look for a unique aspect of your business that differentiates you from your competition and let people know what that is. If they beat you on price, then offer value-added services that they can’t possibly match. There will be many things that you can do better than the big players, so figuring those out — and promoting them — is vital to your brand.

Related reading: Mad Men: Master Storytelling in Any Era


Don’t concentrate on winning new customers

Of course, bringing on new customers is always important, but as a small business it’s important to put more energy into retention. Your current clients are the people who buy from you already — and will be likely to buy more in the near future.

If you offer excellent service and forge long-lasting relationships with your current clients, you’ll grow your brand more than spending all of your time chasing potential new customers.

Related reading: Branding is a Feeling, Not a Noun

Do you want to create a memorable brand for your small business? Check out our other branding posts for tips and tricks or get in touch. We’d love to help you tell your brand story.

We give brands a voice,
Jaime

Let’s chat (about your brand, the art of branding or otherwise):
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How Elvis Can Inspire Your Success

If you didn’t notice, Elvis Presley‘s birthday was Tuesday (January 8th). He would have been 78 if he were still alive today. Man, that’s hard to believe. Despite his untimely death, Elvis achieved considerable fame and status as the King of Rock and Roll. How did he get there? God-given talent, a lot of hard work, a little luck and three other important traits.

elvis_wallhanging
  • Be Yourself — Elvis resonated with so many people because he was true to himself. OK, it helped that he had an amazing singing voice and was considered a sex symbol, but he didn’t try to be someone else. People recognize authenticity (especially today) and are drawn to it. Represent your true self (sexy singing voice or not), and you’re likely to be more successful than trying to be someone you’re not. 

To be yourself in a world that is constantly trying to make you something else is the greatest accomplishment.
-Ralph Waldo Emerson

  • Take Risks — Elvis didn’t invent rock and roll, but he became the central figure of a new music revolution being heard by the masses for the first time. Taking risks brings consequences, both positive and negative. While he was loved and idolized by legions of fans, others hated him for his shocking stage presence and delivering the devil’s music to impressionable teenagers. You normally have to take risks in order to taste success so remember that the next time you’re making an important decision.  
  • Embrace Versatility — Beyond the gyrating hips, Elvis became an icon due to his versatility. His silky smooth voice allowed him to become a cross-genre act before that was in, leaving an impression on country music, pop ballads, gospel and the blues. Hey, he isn’t the best selling solo artist in the history of popular music by accident. Throw in his trips to Hollywood, where he starred in movies and recorded soundtracks, and you can start to see a well-rounded individual. Be adventurous; expand your interests — and skills — so that you’re more of an asset. 
harum scarum

In summary

Be yourself, take risks and embrace versatility to increase your chances of success today. Clients, co-workers and business partners will be drawn to your genuine nature, appreciate your ability to try new things and take note of your interest in expanding your skills by branching out.

Hey, Elvis did and it worked pretty well for him. Talk about a brand! If you’re looking for help establishing or fine tuning your personal brand or company’s brand, I’d love to talk to you.

Are you a fan of Elvis? As always, I’d love to hear from you in the comments or via social networks.

Rockin’ those Blue Suede Shoes,

Jaime

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