The Outliers | Customer Marketing Steps
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Customer Marketing Steps

A step-by-step guide to creating a customer focused marketing strategy

The following 4 steps will help your organisation succeed with customer-centric marketing.

The Internet is full of surface level marketing tips and tricks to increase your sales and ROI. I see it every day, “put a share button in your email”, “test some facebook ads”, “quick create some content to download” but this approach leads to a scattergun approach that keeps you busy but doesn’t necessarily show big returns.

To see those big returns you need to look at the bigger picture, where you want to steer your business, what is the longer-term business strategy? By understanding the bigger picture you can start to develop your marketing strategy.

Marketing tactics like the ones I mentioned before aren’t bad, they just need to be part of your marketing strategy.

As a small or medium sized business, you probably can’t compete with the big guys by spending up big on branding campaigns and expensive advertising agencies. But that doesn’t mean you can’t compete, in fact, smaller businesses usually know their customers better and, without all of the politics, are quicker to implement.

So by making sure you know your customer, understand their buying journey and keeping your marketing targeted and personalised, you’ll not only spend your marketing budget more effectively but you’ll be able to beat the bigger organisations.

By following the 6 steps below you’ll create a customer-focused marketing strategy that’ll you’ll be able to start implementing straight away.

Step 1:

Know your customers

Your customers should be at the centre of everything you do in marketing and if you don’t know who they are, how can you succeed?

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Know your customers

Step 2:

Map your customers’ journey

Create a visual representation of your customers’ experience with your organisation. By mapping your customers’ journey you will be able to quickly spot opportunities across your customers buying journey from awareness to beyond purchase.

 

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Customer journey mapping

Step 3:

3C marketing plan

This is what I call my 3C marketing plan. 3Cs for customer, channel and content.

 

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marketing plan

Step 4:

Prioritise your initiatives

Don’t fall into the trap of trying to do everything at once and never completing anything.

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Prioritise your initiatives