Attracting new customers - one of the most important requirements of growing a business - is arguably more difficult today than ever before.
Brands often complain about an inability to “break through the clutter” but that’s not the problem. The challenge is consumers, particularly younger people, have developed sophisticated filters when it comes to marketing and advertising. So it’s not about “breaking through”… but getting someone with their eyes intentionally closed to open them and look at you! No easy task.
How does your business get beyond the blinders? Here are five strategies to consider:
1. Create value. The classic radio station is WIIFM - What’s In It For Me? And marketers must tune in. A focus on providing value is more important than ever before. What are you doing with your marketing budget to make your prospect’s life better? And don’t say, “Well, we offer great products!” Because that’s a copout. Show them a good time. Educate them. Give them something they want for free. There are all kinds of ways to create value.
2. Don’t be evil. The Google mantra may have vanished with the transition to Alphabet, but the sentiment is as important today as ever. However, in order to defeat marketing blindness you have to do more than avoid the dark side, you have to actively do good. Social consciousness and giving back to the world will get your prospect’s attention, especially if it is directly related to the causes they are passionate about.
3. Go to them. So much advertising is a call-to-action shout, “BUY NOW!” or “VISIT US ONLINE!!!” It is tempting to ask prospects to come to you, but that type of call-to-action is an instant turn-off. Instead, consider using live marketing, in the real world, to bring your goodies to the prospect rather than asking them to do something to learn more or visit you.
4. Be a person. A major problem marketers need to come to terms with is people like talking to people, they don’t really want to “talk” to your brand. We’ve shouted them down for so long and it has rarely been a 2-way conversation. For consideration: assign a set of spokespeople to talk to your prospects. Give them the freedom to communicate like human beings and not regulatory controlled automatons.
5. Listen and respond. Companies are great at talking, not always great at listening. If you ask questions and genuinely respond by making changes to your products and business, prospects will give you serious consideration. People want to be involved. It’s scary, but let them in.
None of this is easy. But the days of easy impressions and open-minded consumers are pretty much kaput. We must try some different approaches if we are to improve our customer acquisition results.
Dax Callner leads branding and strategy for Pypestream.
Edited by
Kyle Piscioniere
