Convincing consumers to invest in your products or services is important, no argument there. However, knowing a customer has used the product or service and subsequently extracted the value from that interaction is the key to customer success.
One of the biggest hurdles to truly understanding effective marketing is understanding that marketing is an ongoing process and not one singular effort. This is hard for many of our clients to understand because they have just spent money on something like a website and all they want is for floods of people to start finding it and purchasing from them or reaching out about their services. Just slapping up a visually appealing website, building out a Yelp page, or creating a few social profiles in not going to instantly propel your business into success and instant notoriety. It is tempting when the economy is down and money gets tight to scale way back and marketing is often one of the first things to take a hit.
Businesses have historically used marketing as a one-way communication tool – them telling prospective customers what they have to say. This version of marketing is based on assumptions of who a business thinks their customers are instead of building on a foundation of their customers’ realities. So how can a business know which marketing to deliver to whom? The answer: buyer personas – a fictional representation of an ideal customer based on a variety of market research.
When we were growing up "#" meant something completely different. Unless you have been living under a rock or have sworn off technology completely, you are likely well aware that this symbol has transitioned from being thought of first as a number symbol and is now all over the internet in the form of hashtags.