Brand Building Strategy: How to Place Your Customers at the Centre
Simply put, a customer-focused strategy embodies the acquisition of loyal and repeat customers. And that, means a spend of 67% more than that of a one-off customer.
When it comes to successful brand building, the formula should be as simple as the age-old saying, “Customer is King”. However, the customer isn’t the only monarch in this scenario. Just as Forbes says, we must also remember that “Content Is King, Distribution Is Queen”.
But what exactly does that mean for digital marketing? In an industry that’s constantly evolving, the one invariable should be your unwavering commitment to keeping your customers right at the centre of your strategies – this is where customer-focused marketing comes in.
When you successfully achieve this, greater revenue growth, increased customer retention rates, and of course, brand loyalty – the ultimate key.
In our previous blog, Digital Marketing for Hotels: A Look at the Best of the Best, we discussed the importance of personalized marketing and how the most successful hotels take a holistic approach, which includes, multi-platform storytelling, re-targeting, and email marketing, all of which, form a phenomenal part of your brand building strategy.
Now, we reveal how to place your customers at the centre of your next digital marketing strategy through these 3 paramount steps.
1. Unlock the Customer Journey
Would you prefer a quick win or a long-term reward? Sure, tons of likes and new page follows are great, but how about long-term relationships between customers and your brand?
At this point, we’re sure we know your answer because not only is “customer-focused marketing one of the easiest ways to boost profits“, but it’s also the ultimate decider between what makes a business and what makes a brand. Even better, Capgemini Invent reports, attached customers supply a profitability and revenue premium 23% higher than that of a one-off customer.
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”
– Jeff Bezos, CEO of Amazon
So, before you start marketing, it’s incredibly important to first answer this question: who is my audience? While easier said than done, knowing who you’re speaking to is the hallmark of any successful brand building strategy.
By using the right platform, you’ll be provided with the quintessential, innovative digital marketing tools you need to map and complete your customer journey. Leading by example comes HubSpot, which brings us to…
2. Let the Data Drive Your Next Move and Scale User Growth
There’s no denying that we are in fact, living in a data-driven world. Now, the opportunity to capitalize from this is all yours – you just need to know how to use the data, and the best part? It tells stories of its own.
Not only does HubSpot provide you with the very tools you need to map out your customer journey, but it enables the rare opportunity to truly understand who your customers are, what they need and how their seamless user experience is being interrupted.
Instead of focusing on the product or service itself, it’s more valuable to focus on the customer experience, which Think With Google deems “the path to loyalty”. This is mainly because, you need to be able to both hear and respond to the needs of your customers.
“Data, I think, is one of the most powerful mechanisms for telling stories. I take a huge pile of data and I try to get it to tell stories.”
– Steven Levitt, Co-Author of Freakonomics
From mapping out the customer journey, together with distinguishing this derived data, you’ll be able to establish the following: customer personas, customer objectives, and most certainly, customer roadblocks.
One of the strongest components of a data-driven, customer-focused and innovative marketing strategy is decision engineering. Decision engineering involves an analysis of streamlined data in order to make a decision. As a result of decision engineering, marketers are primely positioned to then achieve the following…
3. Cater to Your Users’ Needs with Customer-Focused SEO and Ads
You’ve mapped out your customer journey, you’ve tracked their behaviours and now, it’s time to answer their needs. Here, SEO goes hand-in-hand with the complete customer journey.
“Abandon the need to impress and focus on the need to help.”
– Mary C. Long, Contributor at Adweek
Keen to learn more? We’re here to help…
Attain the ultimate knowledge at our exclusive event in collaboration with HubSpot and Google, as we present to you – the total guide to fostering long-term relationships between customers and your brand.
We’ll teach you:
- How to stay innovative in an industry that’s rapidly evolving
- How to acquire greater results with customer-focused SEO and Ads
- How to create and market quality content…
- …and so much more.
This exclusive event is hosted by Aaron Soh, Head of Partners at HubSpot, Matt Ng, Agency Manager at Google, and of course, our very own General Manager, Byron Redhead. We can assure it’ll be the one half-day seminar you attend that gifts you with ample prized knowledge to revel in future.
For full details or to book (while tickets last), please visit here.