Personalize Solutions & Content
Customize and Personalize
Part of successful engagement means tailoring your communication to match your customers’ current needs and interests. Where are they in the business cycle? Just looking for basics? Shopping around between options? Or are they ready to make a purchase? Each stage in the funnel requires different types of information and the more you can personalize your communications – and provide channels for your customers to respond, offer feedback, and share, the better.
The same holds true as you’re developing solutions for your customers’ needs. Today, there’s a lot of low-cost, pre-packaged, web-based competition. How can you convince customers to work with you – even though it may take a little longer and cost a little more?
Winning over prospects starts with – you guessed it – engagement. And you can get that connection started by digging into not only what your customer wants, but also why.
Think about hiring a contractor to quote a remodeling job on your home. Would you like it if – without asking anything about your reasons for remodeling, your taste, or your budget – they started trying to convince you to buy the same plans they’d sold to everyone else on the street? Probably not.
Your customer’s business is unique, as well. What you offer is a better value when you follow a unique approach to understanding their business challenges. When you take the time to really understand your customer’s industry, the position they occupy in the market, who their clients are, how their business is structured, how they operate, and how they measure and reward success, you will often discover needs they didn’t even know they had.
A great way to approach this can be to look at the type of content they are engaging with. If a prospect downloads an energy sector white paper and attends a seminar, then you can personalize content with more relevant energy info as it comes available. This show you care by sharing other relevant info… thought you might enjoy this. If someone goes on your site and looks at car loan rates, reads an article on best practices to buy a car, then when they come to your site again, make sure more articles about the important things to know about buying a car are front and center. Have other downloadable files and emails going to them to make their life easier.
That’s why at The Rothschild Group, we begin every project with a discovery session: What’s the culture of the company, that practice group culture? What is the type of event? Who are the recipients? What do we want them to feel? We make sure we understand demographics and psychographics of your audience. All so we can better understand how we want them to engage best with your brand. Can we integrate something into their daily life all while making it fun, engaging & remarkable for that recipient so they will want to share the experience.
If you have not seen Rothschild Marketing’s work, reach out and happy to share ways we are changing the game. How we bake in creative and strategy into the products. If you are not getting thousands of social shares with your promo items, it is worth a 30 minute investment to see a whole new re-imagined way.
Here are three examples of clients who came to us wanting help commemorating milestone anniversaries. By taking the time to really get to know each client, we discovered three unique whys. For one, the priority was celebrating the family-oriented company culture and bringing the recipients together. Another company wanted to highlight its connection to the city and work in the community. And the third wanted to honor the growth the organization had gone through over its 100 years in business, while still staying true to its customers.
Three milestone anniversaries. Three very different solutions. That is why the best brands trust Rothschild Marketing for their most important events.
Too often, firms want to jump to the solution without doing the research. But by deeply understanding what your customers are trying to accomplish and why, you can create solutions that are uniquely positioned to help them reach their goals. To solve a problem, you have to understand the problem – and you have to understand before expecting to be understood.
Bottom line: You have two ears and one mouth. Listen twice as much as you speak and when you do speak, make it a question that gets your client sharing more.