Albert Einstein once stated, “Strive not to be a success but rather to be of value.” This is especially true in an age where marketing is more competitive than ever before. In fact, Einstein’s sentiment is actually the key to successful marketing. Here’s why:
“The real reason most marketing fails is that most marketing is not relevant enough. Relevancy is a value exchange. Customers and prospects are trading their attention for your information. If they refuse to do so, it’s because your information does not matter to them enough sufficiently for them to trade attention for that information.”
Source:Convince & Convert
How to Achieve Greater Relevancy
Being more relevant takes time and involves getting to know your customers better:
“Until you understand your customers— deeply and genuinely— you cannot truly serve them.”
~ Rasheed Ogunlaru
“The truth is,” says Convince & Convert, “that most modern marketers don’t actually interact with customers very much anymore, and that robs us of a really important success ingredient: insights.”
If you want to take your marketing to the next level, you need to do what other smart marketers are doing: take the time to get out from behind your desk and interact with customers in person, via phone, or even email.
According to Convince & Convert, the only people in your company who really understand customers are in sales and customer service. You’ve got to know customers better than they know themselves in order to create relevant marketing that captures their attention.
Veteran marketer, Jay Bear, has a friend who owns two companies. He manages detailed and meaningful online communities for both of his businesses and uses these platforms to spend quality time interacting with his customers in order to better understand who they really are, and what they really need. He’s been known to say that he wants to “be so close to his customers that he can smell them.” In other words, he wants to get to know them on a personal level.
Training firm, Pragmatic Marketing, lives this principle. Their marketing team is routinely required to leave the office and spend time with customers offsite. They call this program NIHITO or Nothing Important Happens In the Office. This program helps company members achieve greater relevancy through customer interactions.
If you don’t want your marketing to become as obsolete as a ghost town, you need to look beyond the laptop in your office. Successful marketing involves getting to know your customers better.
“Almost no great marketing happens behind your desk. Great marketing occurs when you actually take the time to spend time with your customers and learn what they really need and what they’re really all about.”
Source: Convince & Convert