Your customers are busy. Like you, they’re constantly bombarded by advertisements, push notifications, emails, texts, and a plethora of other messaging. And they’re getting pretty good at ignoring everything that doesn’t capture their attention. That’s why you should conduct a pulse check to see how marketable you are to customers. Otherwise, you’ll find it tougher and tougher to get noticed amidst all the chatter and noise of modern life.
Although it takes an investment to become more marketable, you should start to see gains fairly quickly. For instance, you may begin to find it easier to attract more customers or hold onto the ones you already have. You may also discover that you don’t have to try so hard to get rave reviews online. And what could be better than having buyers upload positive user-generated content about your brand on social media?
Without a doubt, when you’re more marketable, you’re in a good place to build loyalty and connect with existing and new audiences. And one “marketability” area to focus on first is your company’s digital image. After all, if your online footprint is dated, you’re not likely to see much of an uptick in traffic or lead conversions. On the other hand, if your site’s design and content is fresh, authentic, and valuable, it can act like a lead-generating magnet.
However, improving your web presence is just the tip of the iceberg for how you can become more marketable. There are other techniques you can use to make your customers think twice before going anywhere else, including the following three strategies.
1. Strive to deliver an unparalleled customer experience
Think about the last time you had an unexpectedly amazing customer experience. Maybe you visited a restaurant and the waitstaff gave you a “just because” appetizer or dessert. Perhaps you had to return an item and — astonishingly— it was a piece of cake with no questions asked.
Why do you remember all the “good times” you’ve had with businesses? Because you were pleasantly surprised by them. Make no mistake: Unparalleled customer experiences last for a long time in buyers’ memories. That’s why they’re worth exploring at your organization.
For instance, if you have a brick and mortar store, why not make the atmosphere fun for your customers? You could set up a traditional game room with a pool table, vintage Atari machines, and maybe a pinball machine or two. Or, you could go the extra mile and install playground equipment onsite to get a long-term bang for your marketability bucks.
This doesn’t mean just buying residential backyard swingsets, though. You’ll have to make sure anything you purchase is durable and accessible enough for the long haul. As a leader in the consumer playground equipment space, AAA State of Play notes that outdoor play structures can last 20 years. Consequently, turning a dull outside area into a family-friendly adventure environment could be the welcoming (and future-proof) differentiator that sets your business apart from the rest. (Not to mention that it’ll make your store a destination where customers of all ages look forward to visiting.)
Of course, it can be challenging to come up with cool and clever customer experience brainstorms. Feel free to lean into AI for a little help. A single prompt into an AI tool like ChatGPT can elicit dozens of possibilities that you and your team can use as springboards for truly inspired customer experience concepts.
2. Make customers feel special and welcomed
If you’ve been to a Disney theme park, you know they refer to customers as guests. The reason is fairly obvious: Disney wants to show its customers that their relationship with the company and brand isn’t a transaction. It’s a genuine opportunity for the internationally known franchise to foster and grow connections. Plus, it’s become such a hallmark of the company that they now offer Disney Institute training for other organizations.
Your company might not be Disney-sized or have Disney’s recognition, but you can still offer a highly personal touch to all your customers. In fact, personalization is a must-have for all businesses. Consumers have gotten very accustomed to getting individualized attention and they want to be treated like the unique people they are. The more you can showcase your support and celebration of their individuality, the higher the chance that they’ll feel a kinship with your business.
To be sure, it can get expensive to go all-out with personalization. Fortunately, there are ways to make your processes personalized without destroying your budget. A great place to begin is to take advantage of advanced software and systems that leverage AI and machine learning. Though you’ll have an upfront cost to purchase a subscription to the technology of your choice, you’ll pay a lot less than if you had to personalize by hand.
Another way to make personalization economical is to change just one thing at a time. Let’s say you want to send personalized coupons to customers. Great! Just focus on that one change — and be sure to measure the results to see if you’re getting a financial impact. If so, you can put the money you’re earning into a different personalization effort. (Essentially, you’re forcing your personalization solutions to pay for themselves so you can remain fiscally responsible.)
3. Support the communities your customers support
It’s a great practice to be philanthropic as a business. However, you need to make sure that your philanthropy is “landing” with your customers. Too many businesses only donate to charities that their leaders appreciate. While that’s notable and generous, it doesn’t always resonate with a customer base.
A best practice is to set aside some of your contributions and support money to put into causes that your customers care about. Making a donation through them (and for them) shows that you’re aligned with their interests.
There’s probably no better example for this kind of customer-brand philanthropic alignment than the funding philosophy of Patagonia. It goes without saying that Patagonia shares deep beliefs with plenty of its buyers, as evidenced by its deep-rooted commitment to the environment, sustainability, and social justice. That’s why its charitable moves are so successful, and it’s also why the company is marketable.
To be sure, it can be hard to figure out which causes and communities to support as a business. If you sell locally, you might want to ask your customers for their feedback. A poll to your email database or on social media could net you insights into locally based nonprofits and associations.
By concentrating on how to make your company more marketable, you’ll go a long way toward maximizing every marketing dollar. You will cut through the online clatter and start to develop stronger bonds with customers.