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

Content Marketing: Transforming Business Since 1895

The Story of Content: Rise of the New Marketing by the Content Marketing Institute

Recently I had the opportunity to attend a big-screen showing of The Story of Content: Rise of the New Marketing. What a great story!

The Story of Content: Rise of the New Marketing by the Content Marketing Institute

Image courtesy of the Content Marketing Institute

If you’re not familiar, the Content Marketing Institute made a documentary telling the story of content marketing — past, present and future.

Yes, content marketing has a past, and I’m not referring to 2015. In fact, John Deere has been succeeding at the art of content marketing since 1895, when it introduced The Furrow. Some of the earliest printed ads were prime examples of content marketing before the ad industry switched directions.

So where are we today? Content marketing is all the rage, but like any other form of marketing, it requires a strategy and commitment. While you may receive extensive engagement on one piece of content, content marketing is a long-term strategy, not an overnight success story.

However, if you stick with it and do it right, you’ll become a valuable resource to your clients, partners and online communities.

Looking for inspiration? The documentary contains real-world case studies of companies in various industries succeeding in the content marketing arena today. We also welcome you to check out some of our past posts on the subject.

Is your company interested in developing relationships and creating value with content marketing? Let’s talk about a strategy that’s right for you.

What brand excels at content marketing in your eyes?

All about the content,
Jaime

Let’s chat (about content marketing, your marketing needs or otherwise):
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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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What’s your story?

image

Storytelling is a powerful tool in today’s business world. It allows us to connect on an emotional level with customers, so they become loyal, longtime clients.

It’s not about selling a product or service. It’s about understanding your clients’ challenges so you can solve them and make your clients’ lives just a little bit easier.

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

What’s your brand’s story?

CCC’s Chief Storyteller,
Jaime

Let’s chat (on brands, storytelling or otherwise):
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Mad Men: Master Storytelling In Any Era

“Everyone has a story to tell. It only goes in one direction: forward.”                                                                         -Don Draper

And Mad Men, the popular drama about the advertising world (and life) in the 1960s from AMC, has told its story well. In its own way, with some detours of course. But isn’t that life?

Sorry, CCC will be out of the office on Sunday evening -- watching Mad Men!

As an advertising major (and disciple), I love this show because of its attention to detail. Everything — the ads they create, the most minor set props (Tab, anyone?) and the lifestyles depicted are true to the time period the show is set in. (Just ask real-life Mad Woman Jane Maas.)

Even AMC’s social media marketing is on point. Take the above out of office that you can create on the Mad Men Facebook page. Pick your favorite character, decide what you’ll be doing (brainstorming a new ad, meeting with the creative team or going on a date) and fill in your name to let your connections know that you’ll be tied up on Sunday evenings. Genius.

Furthermore, the Mad Men voice is consistent wherever you hear it. Watch the show, scroll through its tweets or check out pictures on its Facebook page. AMC remembers that the brand is set in the 60s and acts accordingly, even down to the words it chooses. Want to rub elbows with Don and Peggy? Don’t sign up for the show’s newsletter; join the Mad Men Social Club. Looking to enjoy the next episode with friends? Check out the Cocktail Guide. Still not enough? Get the Mad Men Birchbox, male or female version.

AMC has stayed true to the brand it created while taking advantage of more modern marketing options, like social media, brand partnerships and email marketing. That’s why it’s so important to understand your brand’s voice, so you can present a consistent presence across platforms, marketing vehicles and generations.

Now make yourself a martini, put your feet up and enjoy storytelling at its finest.

Tell Your Story

What brand is your favorite storyteller?

Would you work at Sterling, Cooper & Pryce?

Who’s your favorite Mad Men character?

Editor’s Note: Different bat time, same bat channel. The CCC blog will now publish on Mondays and Thursdays. Don’t want to miss a post? Click on the subscribe button to the right of this post’s title. Thanks for reading!

A Mad Woman at heart,
Jaime

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