‘How to Make the Customer the Hero of Your Story’ – HubSpot
Courtney Feairheller says, “A common mistake companies make in marketing efforts is positioning their company or product as the hero of the story. You may want to don the cape, drive the Batmobile, and kick the villain’s butt (and who could blame you?), but most brands overlook the interests of customers when they focus on themselves.
The harsh reality is that your customers don’t care about your company or products – they only care about how you’ll meet their needs. If you want your customers to buy your products or services, your marketing should revolve around your customer and their challenges.
According to Kapost, only 23% of B2B marketers claim to have a customer-centric marketing strategy versus a channel- or product-centric strategy. Rather than stepping outside the expertise comfort zone of their offerings, these B2B companies would rather stick to what they know and focus all marketing efforts on what they have to offer versus the more important issue of how they can meet the demands and needs of their audience. What they neglect to realize however is that this self-serving strategy minimizes golden opportunities to connect with their target market and buyer personas”.
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