Is your business ready to adapt to the different preferences of the changing customer attitude? Join us to explore this train of thought!
Have you ever been asked for your E-mail address to be put on file for a particular company, and all you could think about is “Oh, God…spam mail!” It’s an icky feeling to know that you’re sort of trap in a never ending cycle of emails about promotions and deals readily handed to you via E-mail.
Those weird text messages or push notification that pop up out of nowhere! Like:
“50% OFF! GET YOUR DEALS RIGHT NOW BEFORE IT’S OVER!”
That..can get pretty annoying. The good news is that companies now a day allow you to opt out of individual communications channel. So if you don’t want an Email or a text message from the business, you won’t get one. But why do companies even do this if they have a way out for the customer? (…maybe because it’s the law.)
But the more important question to ask is; what if all of the communication channels that you currently have in your marketing tool shed is irrelevant to you customers. What we mean is with changing attitudes and behavior, no customer’s preferences are alike (well maybe there are overlaps), so why should you treat your communication strategy with a broad stroke?
Are you adaptive enough to cater to you customer’s preference?
Which digital channels are best for you business’ needs? Not all are the same and not all may fit your business.
When it comes to digital marketing channels, there sure are a lot of ways for your business to get customers nowadays. For the purpose of focus of this post, we’re going to center our position on three digital channels: Website, Social Media, and SEO. We’re focusing on these three because when we talk to small businesses (including our clients) these three seems to bubble up as the top of mind for many small businesses struggling to understand digital marketing.
All three digital categories mentioned all serve the same purpose; allowing your customers to find YOU! Just like the traditional method, there are many channels/or ways to reach to your target audiences. But for us here at Wali, it is not a one size fit all methodology. In fact, when working with a lot of small businesses we found that there are niche solutions applicable to each individual companies. We discovered that different companies absolutely need to have a website, whereas others don’t.
This post talks about how we can potentially apply automation into one of the most well known principles of marketing…segmentation. For this post, we’re going to be focusing on segmentation for the purpose of customer loyalty rather than awareness.
Why businesses even the small businesses should care about audience Segmentation
Audience segmentation is a well-known principle of marketing for those in the field. For those who are not in the field, in short, it is dividing up your current audience/customer base into different groups.
For example, if you run a small retail store, your customer segmentation could be:
Customer segmentation is used in many marketing goals; like awareness, conversion, etc. For this post’s purpose, we’re going to focus on segmentation used to bring customers back into the stores, i.e., customer lifetime value and loyalty. After all, Wali is all about helping you extend your customer loyalty.
If you do business in the big city, you know that marketing is done literally everywhere. From the old fashion radio and billboards to street corner promoters; all of whom have one goal in mind, drive more foot traffic to the stores. But traditional marketing is a…Well, it’s not dying per se, but it is losing momentum.
Now, there’s nothing wrong with traditional marketing, in fact, we don’t ever see traditional marketing ever dying completely because let’s face it there are still segments of the population who are tech-resistant. But for the rest of us? That is over 198.9 million Americans (reported by comScore) who are using smartphones and are therefore receptive to technology changes.
People more than ever (Thanks to Social Media trends) are more likely to engage with businesses that they love. This engagement though is not a 9-5 (business hours), this is potentially 24 hours engagements. Where people are spreading the word about your business, ordering online and even just giving you feedback about how to do something better. Customers nowadays need more than just a billboard telling them that you’re having a flash sale or a happy hour, no, they want you to give them a text message or push notification inviting them to our flash sale or happy hour.
“Customers nowadays need more than just a billboard telling them that you’re having a flash sale or a happy hour…they want you to give them a text message or push notification inviting them to your flash sale or happy hour.”
Customers are changing, and while the small to mid-size business segments are not responsible for this trend (you can thank the Silicon Valley for that.) Small businesses entrepreneurs like you need to recognize that the paradigm has shifted, and the shift is a more customer-centric marketing effort. And with the right tech, you can dominate your local competitors by being ahead of the game.
Of course, a centric based marketing effort is not a new idea, but we’re going to give you one example why without the right tech, this type of marketing would not work.