In a world inundated with advertising noise, it is more challenging than ever to not just capture the attention of potential clients but to hold it long enough to build a meaningful relationship. Yet, this is exactly what separates the good from the great in the realm of marketing. Herein, we will dissect a three-step approach essential for building relationships – Awareness, Familiarity, Trust – and pivot our focus from market share to customer share, while emphasizing the importance of long-term, interactive campaigns.
Building Relationships: Awareness, Familiarity, Trust
The journey of customer relationship building is akin to nurturing a seed into a blossoming tree, requiring patience, care, and consistency.
Awareness: The First Encounter
The first step is making your presence known. Awareness is akin to the first handshake or greeting – it's your chance to make a good first impression. But how do you rise above the din of competitors to ensure your voice is heard? It begins with understanding the needs and pain points of your potential clients, then positioning your brand as the answer to those needs. This could mean leveraging social media, SEO, content marketing, or even direct outreach through networking events.
Familiarity: Consistent Engagement
Once awareness is established, the next stage is to become a familiar presence. Familiarity is bred through consistent engagement. This means delivering content and interactions that are not only regular but also relevant and personalized. Familiarity can be fostered by providing value through blogs, newsletters, webinars, and social media interaction – all tailored to address the ongoing concerns and interests of your prospects.
Trust: The Endgame
The ultimate goal of this journey is trust. Trust is built over time with bricks of reliability, integrity, and authenticity. It's about proving that your advice is sound and your products are reliable. Trust turns prospects into loyal customers and loyal customers into advocates for your brand. It's established through case studies, testimonials, consistent product quality, excellent customer service, and transparency.
Share of Customer, Not Just Market
The conventional goal in marketing has been to capture the largest possible share of the market. But what if we shifted our focus to the share of the customer?
People Buy, Not Markets
It's people who interact with your brand, people who use your products, and people who advocate for your services. To truly resonate with individuals, we need a strategy that infiltrates not just a market but the lifestyles and routines of our target demographic. This strategy should be laser-focused on understanding and catering to the daily lives of these individuals.
Maximizing Share of Wallet
Once you've entered the mind of your customer, the objective is to maximize your share of their wallet. This doesn't mean exploiting them but rather identifying and providing solutions to more of their problems. Apple has mastered this by becoming the go-to for tech needs amongst professionals, while Procter & Gamble has a range of products that cater to the daily needs of homemakers.
Long-Term, Interactive Campaigns
Lasting impact in marketing comes from messages that are not just seen or heard but interacted with over time.
The Learning Curve
Think of how we learn a language through repetitive exposure and active engagement. Marketing messages work much the same way. A billboard might capture attention for a moment, but it's the ongoing, interactive campaigns that embed themselves in the memory.
Repetition and Interaction
This is where long-term campaigns shine. They allow for a story to unfold, for characters to develop, and for the audience to become part of the narrative. Interactive campaigns could involve user-generated content, social media challenges, or immersive experiences that require active participation from the audience.
Implementing the Strategy
Now, let's talk about bringing this strategy to life.
1. Awareness Through Tailored Content
Begin by creating content that addresses the specific needs and interests of your target group. Use analytics to understand their behaviors and preferences, and craft messages that speak directly to them.
2. Building Familiarity with Consistency
Design a content calendar that provides regular touchpoints with your audience. Whether it's through a weekly blog post, a bi-weekly newsletter, or daily social media posts, ensure that your brand becomes a familiar presence in their lives.
3. Earning Trust Through Quality and Reliability
Demonstrate your reliability by delivering on your promises. Quality products, responsive customer service, and honest marketing will help cement your brand as trustworthy.
4. Increasing Share of Wallet with Value-Added Services
Look for opportunities to solve additional problems for your customers. Can you offer a complementary service? Is there a product extension that would add value to their lives? By solving more of their problems, you not only increase their reliance on your brand but also their lifetime value as customers.
5. Interactive Campaigns that Educate and Engage
Develop campaigns that educate your customers about your industry while engaging them in a narrative. For instance, a construction company might offer a series of DIY home maintenance videos that engage homeowners while showcasing the company's expertise.
Marketing today is about much more than just selling a product or service. It's about building a relationship with your customers at every stage – from the first moment of awareness through the deepening of familiarity, all the way to the establishment of trust. This approach, focused on the share of the customer and long-term engagement, will not only lead to increased sales but also forge a brand that stands the test of time.
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This blog is not meant to provide specific advice or opinions regarding the topic(s)
discussed above. Should you have a question about your specific situation, please
discuss it with your CWC marketing advisor.
Crankworks Creative Inc. is a full-service marketing and advertising firm in the Greater Waterloo Area. We primarily service all of Ontario and the rest of Canada, the US and Australia virtually. Our team provides Marketing Audits and Reviews, Brand Equity Assessments, and Marketing and Advertising tactical support for both traditional and digital media. We provide specialized services and expertise for the Construction, Industrial/Commercial Building, General Contractors, Subcontractors, Procurement professionals, Facilities Management, Manufacturers, Suppliers, Allied services, and general advisory services.
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