Remember the old saying, “the customer is always right”? In the past, that was true to an extent. With limited choices in products, services, and experiences, marketers had greater influence over how consumers learned about and engaged with brands.
Today that old adage has an even greater impact as consumers are now the decisive force behind the latest marketing trends. The marketer role has evolved to staying informed and attuned to these trends and developing strategies that align with how customers want to be communicated to and engage with brands.
Instead of marketers feeding customers what we think they should want, consumers decide how and when they research, reach out, engage with content.
How they research
Be found: SEO/SEM
Share your knowledge: Thought-leadership blogs
Boost credibility: Give them facts
Make it quick: Short-form content
State your case: Success stories and case studies
Ensure validation: Social presence
How they reach out
Be social: Social media
Let’s chat: Website chat tools
Take a call: Phone
In the inbox: Emails
It’s more important than ever to have your Marketing, Sales, and Customer Services teams in alignment. This gives Marketing a more robust prospect picture to create more complete collateral assets that can fuel Sales conversations and enable Customer Service to provide an exceptional experience.
How they engage with content
Fun Fact: 47% of buyers view 3 to 5 pieces of content prior to engaging with a sales rep. In addition, the majority of consumers expect content to be interesting to look at, read, and engage with (think interactive).
Having multiple pieces of content not only enables you to tell your story in bits and pieces but also can align with each step of the buyer’s journey. Every piece of collateral should add value to the consumer experience—from garnering their attention and feeding their curiosity with short-form video, social posts, and infographics to nurturing their consideration with more in-depth information found in blogs, solution overviews, and eBooks to converting them into customers.
Marketing Tip: Hybrid and remote work have made business (even IT) a bit more casual when it comes to how you relate with customers. Playful imagery and graphics are often more eye catching in videos and infographics as viewers pass right by the standard professional tech approach. Messaging is also more conversational (especially with business messaging).