Do you really know your customers?
This is for you if:
- You don’t understand why your competitors’ ads are doing so well but yours are crickets
- You are updating social media every day but your prospects don’t seem to care
- You know you are selling products with demand, but why there are no inquiries?
The worst part is, you don’t even know how your competitors did it.
If you are facing the same scenario, please do read on as it may help you to breakthrough your bottleneck.
Whenever you’re online, you can’t help but noticed your competitors’ ads are running and frankly, they are doing quite well.
But things were different for you.
No inquiries. No sales. Only crickets.
You can’t help but think why…
Here is the shocking truth…
You probably don’t understand your audience that much.
And here are the 3 symptoms that you can observe and as well as how to fix them.
1. You Post Products Everyday on Social Media
While you are expecting sales to come in by posting products daily on social media, your prospects are probably thinking “who are you”.
Marketing in 2019 is all about users.
You need to first get their attention, earn their trust in order to get their sales.
Will you buy insurance from a random stranger passerby?
That is exactly why you need to focus on your prospects and your customers by educating them about the potential positive outcome that you can bring.
Which leads us to the very next point.
2. Writing Product Features instead of Benefits
The moment you post about product features with specific codes like WD3000NLD, your customers are probably wondering what exactly is that you are trying to communicate.
Disclaimer: unless your customers belong to the geeky group, chances are, you are better off with communicating the benefit a.k.a. the positive outcome they can achieve by buying from you.
Your audience wants a solution to their problem, not product features.
For example, here is what people write all the time:
- 4X Quick Charge Your Phone
- 4 Layers of Enhanced Latex For Your Back
- 5GB of storage
Instead of writing features, you can turn them into benefits, things that people can achieve by using this product or subscribe to your service:
- Full charge in less than 1 hour
- A softness that is just nice for your back
- A thousand songs in your pocket
Which can you relate better?
So focus on communicating the benefits and help your audience to visualize what they will get.
3. It’s always about price
It is often a question of value, but not price.
Think about – why some of your competitors can survive by selling higher? What are the things that you can learn from them?
If it is so difficult to sell at a higher price, why there exists a premium market segment in every market?
All flagship smartphones are getting pricier every year, and yet people still buy.
Beauty and health supplements are also getting more expensive, and yet people still buy.
It is because of the perception of value.
And the way to amplify that value is to build trust by helping your customers. Build trust by educating, not selling. As cliche as it sounds, you will find it much easier to sell when you are not selling.
You need a marketing strategy
Creating content that is relevant to your audience requires you to understand their buyer persona. It isn’t that tough to create relevant content if you follow these steps.
At Validate Digital, we break it down with the AIDA model to better understand the target audience. The consideration will be vastly different during Awareness, Interest, Decision, and Action.
From there, we piece together a content strategy that helps to reach out to these audiences at a different stage.
Remember, your audience wants to know if you have the solution to their problem, but not how bombastic your products are or how cheap your price is.
Hey there, thanks for visiting! I’ve also created a byte-size infographic for this piece, feel free to share it if you find it to be relevant. I am also curious on your thoughts on this, do you agree that building trust with your customers is the way to market in 2019? What’s your take on this?