ALL HAIL THE MIGHTY CUSTOMER


By now, I hope you have figured out who has gradually taken over the throne in Social Media Marketing the last few years.  You guessed it, the CUSTOMER.  By the end of 2016, 89% of Companies expect to compete mainly on the basis of CUSTOMER EXPERIENCE compared to only 36% only four years ago.  Just as Marketing and Advertising on Social Media began to get a little ridiculous, the CUSTOMER stepped in right in time.  

Don't get me wrong, Marketing and Advertising are at an all-time high via Social Media and I don't see that changing anytime soon.  However, WHO - WHAT - WHEN - WHERE - WHY and HOW this Marketing and Advertising ends up in the CUSTOMER'S hands is no accident.



WHO

Defining and Identifying your CUSTOMER (Target Audience) is priority number one.  If you don't know what pond to fish in, how do you expect to catch any fish?  Knowing WHO your CUSTOMER is will help you know where to hang out - Facebook, Twitter Chat, Blogs, Forums, YouTube, etc.

1.) What age is my ideal CUSTOMER? 

2.) Which Social Media platforms are best in engaging with my CUSTOMER?

3.) Who Influences my CUSTOMER?

4.) My CUSTOMER hates it when _________.

5.) Who are your Biggest Fans? 


WHAT

Knowing WHAT your CUSTOMER wants in front of them is half the battle.  Some want valuable Content or Information.  Others want Discounts, Promotions, Updates, etc.  Identifying what puts a smile on your CUSTOMER'S face shows more than you think.  Remember who wears the Crown - THE CUSTOMER! 

- PICTURES -
- VIDEOS -
- SURVEYS -
- CONTESTS -
- DISCOUNTS/COUPONS -
- UPDATES/NEWS -
- OTHER? -


WHERE

Step in the shoes of your CUSTOMER for a minute.  WHERE and in what situation do you prefer to be Marketed to? Is it when you're Shopping?  Maybe certain Events or Holidays?  How about in your Car or at your Desk?  Whatever the reason, people use and access Social Media for their own unique reasons.  Walk a day in their shoes and you'd be surprised what it may tell you about WHERE to target your CUSTOMER.





WHEN

There is a time and place for everything, and your CUSTOMER would be happy to remind you of that if need be.  Knowing WHEN and WHEN NOT to Market to your CUSTOMER is something to always have in mind.  Identify your CUSTOMER'S typical daily routine.  This will allow you to anticipate where they will be at what time of the day, maximizing your potential to reach them. 

 





WHY




No matter WHEN or WHERE you plan to reach your CUSTOMER, you must have a reason to WHY you are reaching them.  WHY does this Tweet or Instagram picture mean anything to them?  Leave no doubt WHY your content was intended for that person.


A must-have source in helping you find your "WHY" is Social Media Analytics. It's not always about who does the most Marketing, but rather the SMARTEST Marketing.  Stay on top of your Analytics across all of your Social Media profiles, tracking the tendencies, habits, needs, and wants of your CUSTOMER, allowing the WHY to speak for itself.  



      
HOW

 The question of HOW you will reach your CUSTOMER is probably my favorite part of the strategy.  I don't agree with the phrase "Digital Marketing" anymore.  I feel we are Marketing in a Digital World.  It should go without saying that you will reach your CUSTOMER digitally, but HOW??  Before we figure out HOW, let's back it up to WHEN you engage with your CUSTOMERS.  This will help you decide the most convenient method (HOW) you reach your CUSTOMER.

I'm pretty sure everyone waved bye-bye to the word "patience" a few years back, possibly longer.  Society wants what they want right now.  The convenience and overall user friendliness of your App should be a top priority.  

Notice how I didn't say Website.  That was definitely intended.  As you can see, the importance of your App (if necessary and plausible) outweighs the importance of your Website in most cases.  Nobody wants to have to open a browser anymore and actually do some searching.  But like I said, ALL HAIL THE CUSTOMER!







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