Six tips for connecting with customers: Part 2
Nicole Smith, Business Partner
According to The Global Consumer Trends Reopening Report from market research firm Dynata, following the arrival of the COVID-19 pandemic in Australia in March, three in five Australians (59 per cent) say they prefer small businesses over large companies. That’s a 20 per cent increase over pre-COVID consumer sentiment.
That’s great news for the more than 2.3 million actively trading small businesses in Australia. But how can small business owners capitalise on consumers’ preference for the smaller end of town to grow their business?
Six steps for building meaningful connections with customers
As a full-service marketing agency and business consultancy that has been helping to grow SME businesses in Sydney for nearly 20 years, we have found that developing meaningful connections with customers is essential for growing a business.
In part two of this two-part blog, let’s look at telling your unique story, creating a marketing plan, and content marketing. If you missed out on part one, you can find it here
Tell your unique story
The art of creative storytelling is an essential aspect of branding. The goal of any branding effort is to create a narrative that connects with your audience. And to do that, your brand has to tell a story that resonates with your customers and potential customers. If done effectively, sharing your story adds depth to your business brand, allowing it to grow and evolve as you generate interest.
A brand story is more than content and a narrative. Your unique story isn’t just what you tell people, it’s also what they believe about you based on the signals your brand sends. That unique story is a complete picture made up of facts, feelings and interpretations, which means that part of your story is told by others.
If your business doesn’t offer a compelling story than you are just another commodity and have no way of differentiating your business. Creating a brand story is about building something that people care about and will buy into. You need to think beyond the utility of your products or services and strive for the creation of loyalty and meaningful bonds with your customers. At Icon we can help you do just that.
Create a marketing plan
One of the first things we do with our clients at Icon is to facilitate a
strategic marketing workshop. From that session, we create a
marketing plan that provides a roadmap for how together we will promote your products and services to your target market. This requires research, time and commitment, but is a process worth investing in because it can greatly contribute to business success.
In creating your marketing plan, we work with you to:
- Identify your target market and understand how your product or service meets their needs.
- Identify your competitors and what your target customers think about your competitors’ strengths and weaknesses.
- Position your brand, products and services so that your target market sees your business as better than, or different from, the competition.
- Map out a strategy to reach your target audience, including the messages, channels and tools you will use.
- Set specific and measurable goals and time frames for your marketing activities.
Utilise the power of content marketing
Using content marketing, we help you build trust with your audience, improve conversions, connect with your customers, and generate leads. Today, customers expect high-quality, consistent content from their favourite brands.
Great content is an important marketing asset. Done well, it can create a positive experience for your potential customers and compel them to come back for more.
Relevant content helps your business build a relationship with your audience. It allows you to answer questions and interact with your customers. By giving value without asking for anything in return, your audience is more likely to trust your advice and recommendations.
Content marketing also has the potential to generate leads. If an audience connects with your content, they’re more likely to be interested in purchasing from you in the future.
Missed part one of this blog? Read it now.
KEEP IN TOUCH
