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Step 3: Speak To Them Individually

Following on from our Step 1 and Step 2 blogs , this step revolves around personalised and 2 way communications.

Every person likes to feel they are being spoken to individually and this personalisation builds trust. The best way to establish this is to create two way communications and engage customers in conversations. Perhaps start by gathering feedback and then acting on it, by asking customer’s opinions, by running events where you can speak to them face to face.

In order to speak to your audience individually, you would need to segment them, which we would usually do using categories such as:

  • Demographics – age, sex, family
  • Socio-demographics – earnings, wealth
  • Geo-demographics– household, social class
  • Buying patterns
  • Lifestyle – hobbies, interests, values
  • B2B role – decision makers, roles, budget handling
  • Company demographics – size, turnover, profitability, genre, marketplace

Once you have segmented your audience and planned out the personalised, 2-way communications to them, it is essential to differentiate yourselves from the competition in all marketing communications.

Some of the core ways to differentiate are through:

  • Expertise
  • Credibility
  • Responsiveness
  • Ease of purchasing
  • Product features or performance
  • Your personality and brand values
  • Innovative marketing
  • Your customer relationships
  • Guerrilla marketing and attention grabbing campaigns
  • Brand preference
  • Product durability

Leaving you with one last thought to add to your marketing communications: Always surprise and delight your customers with your communications and give the impression that your customer is in control.

Keep an eye out for our 4th blog: STEP 4: Become a part of their community

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