We are all of us customers, of many businesses, and the marketing we see from those businesses likely varies from the brilliant to the inane. Here are four crucial concepts to keep in mind during every phase of your marketing development, from conception to execution to analysis, to ensure that you remember your customers’ needs.
- Be the Customer. Whenever you’re building out a marketing plan or proposal, think like the customer. If you were the person on the receiving end of the marketing campaigns you’re building, what would you like to see? What would make you frustrated? (Avoid that.) What would compel you to learn more? (Do that.) What would you want to see from your business? (Figure out how to show that.)
- Draw on Your Own Experiences. Chances are, you’ve had some variation of this experience: you’re on Facebook, and you see an intriguing ad in the right column of your News Feed. Let’s say it says something like, “Shoes You’ll Love, Now 50% Off”, and you click on that link. That link takes to you the home page of a site…where that promised 50% off is nowhere in sight. Sure, you can hunt around the site, maybe do a search, or look for a link. But as a customer, do you want to work that hard? (Or do you just want to go back to your News Feed?) If you’re like most customers, you’re just not going to work that hard to find that promotion. And so you become a lost potential customer instead of a happy repeat one. As a marketer, you can avoid this trap by thinking about what a customer would expect to see once they click on your marketing link.
- Deliver on Your Promise. Consider your marketing copy an invitation to a conversation with your potential customer. You’re making a proposal to them, and they can either accept or reject that proposal. If they accept it, you need to follow through and provide what you promised. That extends to what they expect to see once they’ve clicked through on that link: are you showing them something that relates back to what you proposed to them?
- Don’t Bury the Lead. Often as marketers we have the tendency to throw a bunch of stuff up on the web page to “see what sticks” – i.e. we just want to entice customers to come to our site, and then we’re sure we can sell them on a bunch of stuff we have just waiting for them to buy. Well, guess what? They came to your site because something specific that you proposed has resonated with them. Make sure you follow through and deliver exactly what it is they’re expecting. Don’t bury it with a bunch of other content that may not be relevant to them – and may, in fact, be overwhelming. After all, what would you want to see as the customer?
Remember: your experiences as a customer can be extremely good indicators of what to do – and just as importantly, what not to do – when you’re trying to talk to your own customers.
Want to know more about landing page best practices? See our full series: Landing Page Best Practices