Making Marketing More Human with Jürgen Strauss
“Be really clear about why you’re in business, what you do, and who your dream client is. Be as narrow and as focused you can, and just obsess over that dream client. Really understand what drives them, what their pain points and their aspirations are. Really understand the journey they are on and the transformation that they are aiming for where you can add value.“
It was a great privilege to be a guest on the Change Your Mindset Podcast with Peter Margaritis to talk about building relationships, customer journeys, and making marketing more human.
Change Your Mindset is a podcast that is all about believing in and executing on different innovative ways to strengthen both your leadership and communication skills to help increase your success especially in today’s disrupted business environment. Each episode to is designed to bring you different and innovative ideas, thoughts and behavioral changes on a variety of topics with the sole purpose of strengthening your critical soft skills. Peter Margaritis, who was our guest on episode 309 of the InnovaBuzz Podcast, hosts the Change Your Mindset Podcast.
Here are some of the takeaways from the interview.
- We interact with people not with traffic. You want people to come into your website. You want to take them on a journey, and experiences, and not forced through a “funnel”.
- The four main customer journeys are:
- People want to learn. They may not want to do anything more. They just want to learn about a topic and the information is enough for them to take some action.
- They want to start a relationship with your business. They might sign up for more information so they can learn more and take the next steps.
- They might want to join a community where people share information and interact with one another.
- They buy your product or service. This is the most important (and often most neglected by many businesses) part of the customer journey where the customer’s experience is the most critical part of keeping that customer for life.
- Use your customer’s positive experience by having them talk about you, provide reviews, and generate referrals.
- Think about how you can deliver even more value to that one customer. It is harder to bring on new customers than it is to sell new services to an existing customer when you already have a wonderful relationship.
- It’s people and relationships. Focus on the relationship rather than traffic and funnels.
- A website is one of your biggest marketing tools. It is that one place where people all around the world can find out more about you, and you only have about 5 to 7 seconds to capture someone’s attention. Think about their experience from the get-go. That is human marketing.
- Your lighthouse is the beacon of light that you shine out into the world. It doesn’t matter what happens in the outside environment whether there are storms or hurricanes, typhoons, or rains, that light is shining and it is a guiding light that is always consistent and always congruent with your message.
- Be very specific about who your ideal customer or dream customer is. Your message should always be directed to that dream customer. A lot of people may find your website but that dream customer is what you want.
- Start with your favourite customer – somebody you love being with that you’ll probably work for them for free. Clone that customer and build a really deep understanding of what drives them, what their needs are, what their pain points are, and what their aspirations are. Really think about where they want to be and the transformation that they are aiming for where you can then insert yourself.
- Talking to customers is the key part of making marketing more human. Listen to their language, write it down or record it, and then, use their language when communicating with them.
- Demographics are important but what is even more important is knowing what your customers’ beliefs are, and what their dreams and aspirations are.
- Think about how your customers like to communicate – what language do they use? Adapt your language in a way that connects and resonates with them.
- You need to cater to people who just want to learn. Find the balance of providing really high-value information that will impress them and will let them realise that you are exactly what they are looking for because you really know your stuff.
- The moment that people buy from you, they are already having some second thoughts. The bigger the financial investment that they make with you, the more substantial that buyer’s remorse is. And so, the moment someone pays you, you need to take steps to make them feel that they made the right decision in choosing you. Don’t wait until the first meeting or when the product is delivered to have the next interaction with your customers. Keep those regular touchpoints going. Reinforce your message and educate them about the next step of the journey.
- Marketing is not about getting the sale. The sale is only a part of the whole journey. Marketing goes on even after the purchase. It is just a different relationship and a different journey that a person is on.
- Customers are on different journeys. You have to meet them where they are on that journey.
- Accessibility and accountability are two big things when it comes to ongoing relationships. As a business owner, it is your responsibility to do everything that you possibly can to make sure that your customers achieve their goal. Your end goal is not to make the sale, your end goal is to see your client achieve their goal.