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The days of cold calls are dwindling. That’s because potential customers are turning to the internet looking for products and information. It’s no longer about finding customers, but making sure they can find you.
Content marketing’s main purpose is to ensure that the right customers find you and that when they do, they like what they see.
Your customers are the only ones who can tell you what’s best about your product and your company from the buyer’s perspective.
Getting critical feedback
On the other hand, customers also provide feedback about where you fall short. In one of his TED talks, Bill Gates said, ‘We all need people who will give us feedback. That’s how we improve.’ If you never improve, you never grow.
You need to know what your buyers don't like and where you can improve in order to market yourselves more effectively and hone your products, services and brand to meet your ideal buyers' needs.
Delighted customers become brand ambassadors
Information from your customers helps you build effective marketing campaigns with targeted content. These in turn help to ensure customers are delighted with your company and therefore return for future transactions. If you're really lucky, they'll also become your brand ambassadors. There are a few key ways this happens.
It’s easier for potential customers to buy into a brand recommended by someone they already trust. Encourage existing customers to refer others or fill out online reviews by offering incentives. The word of existing customers can sway an indecisive buyer.
How you respond seals the deal
A Crayola customer once complained on social media that one of the pink crayons in his new box was dull. Crayola responded and sent the customer a brand new crayon in the same shade. That customer got back on social media to talk about that response.
In a digital age, you can’t control every piece of information that shows up online about your company. But you do control how your company responds and your response creates allies.
Gathering information about what delights your ideal customers increases the effectiveness of your marketing and in turn, you delight customers and create loyal advocates for your brand, which extends your reach well past what you could achieve on your own.
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