{"id":8056,"date":"2024-07-02T13:50:08","date_gmt":"2024-07-02T13:50:08","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/5-big-ways-to-turn-up-the-voice-of-your-customer-in-your-marketing\/"},"modified":"2024-07-02T13:50:08","modified_gmt":"2024-07-02T13:50:08","slug":"5-big-ways-to-turn-up-the-voice-of-your-customer-in-your-marketing","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/5-big-ways-to-turn-up-the-voice-of-your-customer-in-your-marketing\/","title":{"rendered":"5 big ways to turn up the voice of your customer in your marketing"},"content":{"rendered":"


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To know and be known is the essence of a relationship. To know \u2014 and understand \u2014 your customers, you need to listen to them. It seems so obvious, yet many marketing efforts miss this perspective. For all the claims of being \u201ccustomer-obsessed,\u201d brand stories focus too much on the brand itself and not the reason for its existence.\u00a0<\/p>\n

B2B buyers<\/a> need even more empathy, information and reassurance when deciding to purchase. Here are some key ways to ensure the customer\u2019s voice is captured and conveyed to help establish a long-term, mutually valuable relationship.<\/p>\n

1. Recognize who the hero is\u00a0<\/h2>\n

Customers aren\u2019t interested in your story; they\u2019re interested in learning how your product or service will help them survive or thrive in their story, according to Donald Miller<\/a>, who developed the StoryBrand framework.\u00a0<\/p>\n

The customer is the hero, while your brand is the guide in navigating and successfully overcoming the customer\u2019s problem. Focus your marketing on making your customer the star, demonstrating the benefits they\u2019ll gain from your brand. Save your company\u2019s story and accomplishments for the boilerplate and your website\u2019s About Us page.<\/p>\n

2. Create your customer personas\u00a0<\/h2>\n

Starting out in public relations, knowing your audience is one of the most important lessons you learn and carry with you. For example, don\u2019t pitch a reporter who doesn\u2019t even cover your industry. You have to do research to understand who you need to communicate with, what messages will resonate with them and which channels will be most effective in delivering the messages.\u00a0<\/p>\n

In addition to demographics, look at psychographics that include values, interests, priorities and also potential objections. Although buyer personas are fictitious representations of customers, they must be based on reality. That means conversing with existing clients and prospects and incorporating those insights into your profiles.\u00a0<\/p>\n

Dig deeper: <\/em><\/strong>How to develop a winning B2B ideal customer profile<\/em><\/strong><\/a><\/p>\n

3. Build your brand for them\u00a0<\/h2>\n

The art and science of branding is about creating a lasting impression in consumers\u2019 minds, distinguishing your brand\u2019s goods and services from those of others in the market. Again, establishing or refreshing your brand isn\u2019t about you. It\u2019s about your customers. What promise of value are you making to them, and why is that important to them?\u00a0<\/p>\n

I work with many highly specialized technology companies and organizations that get caught up in their industry\u2019s jargon or way of talking about their products and services. But B2B buyers are humans after all. Be sure the messages you or your agency partners develop are clear and compelling, and don\u2019t shy away from humor or other emotional appeals. Test your concepts with some of your customers, especially if translations will be required for global adoption.\u00a0<\/p>\n

Dig deeper: <\/em><\/strong>Building a brand strategy: Essentials for long-term success<\/em><\/strong><\/a><\/p>\n

4. Quote them whenever you can<\/h2>\n

In my first job at a software company, I was the customer communications manager responsible for documenting case studies. This role produced success stories and videos that helped close new business, provided quotes for press releases and publications and featured speakers at our annual user conferences. I talked to hundreds of people who used our software and cultivated relationships that were beneficial in terms of PR for us and them.\u00a0<\/p>\n

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\"2024\"2024<\/a><\/figure>\n<\/div>\n

Nothing is more powerful than your customers\u2019 stories \u2014 including reviews and mentions in social media posts. Don\u2019t forget to ask if they\u2019re interested in writing a guest blog. Some organizations won\u2019t go on record. Even if this is a challenge, capture the narratives about the problems solved and the results achieved. This information can still shape your marketing and influence buying decisions, even without revealing the source.<\/p>\n

5. Ask for feedback and do something with it\u00a0<\/h2>\n

In the software job I mentioned, I also managed the annual customer satisfaction survey, collaborating with an external firm to update the survey, conduct interviews and provide the results.\u00a0<\/p>\n

That was a while ago, so numerous tools are now available to digitize informal or pulse surveys and formal NPS and CSAT programs. Integration with CRM and customer success systems is also possible, giving organizations a more comprehensive view of how their products and services are helping customers.\u00a0<\/p>\n

This feedback \u2014 good and bad \u2014 needs to make its way to the appropriate departments for action. Commend employees who ensured an implementation occurred on time and within budget and let product management know if there are repeated questions or complaints about a particular feature.\u00a0<\/p>\n

If your company has a product forum, you\u2019ll want to monitor it for trends and insights and run those up the chain as well. You also might get some good ideas for blogs, webinars or other marketing materials.\u00a0\u00a0<\/p>\n

Ensure your marketing efforts reflect the voice of your customers<\/h2>\n

\u201cWhat\u2019s in it for me?\u201d This is the fundamental question prospects and existing customers seek to answer when they encounter your marketing, whether that\u2019s your website, a webinar or a conversation. If you don\u2019t clearly articulate how you can solve \u2014 or keep solving \u2014 their problems and make their lives better, you\u2019ll probably be ignored.\u00a0<\/p>\n

Avoid wasting time and resources by tuning into your customers and being vulnerable enough to hear what they say. Then harness that information in ways that inspire you, your creative talent, the sales team and those who make your products. Customer-focused, value-based messages will take your marketing where it needs to go.\u00a0\u00a0<\/p>\n\n\n

Dig deeper: <\/em><\/strong>How to build a B2B brand that delivers lasting value<\/em><\/strong><\/a><\/p>\n

<\/p>\n

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Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n


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