Cultivating a great customer experience for your target audience is a major responsibility, and it isn’t always easy.
With all the factors you must consider — trending topics, human behavior, changes in the marketplace — figuring out how to please your customers can leave you stuck and overwhelmed. In the case you’ve found yourself with a sort of “marketer’s block,” here are four tips to help you out of your rut.
1. Reference your brand personality and customer profile
Whenever you’re feeling stuck, it’s typically best to go back to the basics. After all, your foundation is what helped your brand become what it is today.
A brand personality is the identity taken on by a business that helps them determine what they have to offer and who they will serve. It’s a key factor in making sure customers and brands can easily identify whether they’re a good fit for each other. So is a customer profile, or description of who your brand serves.
Similar to your origin story, referring to your brand personality and customer profile(s) during moments when you’re working through marketing issues can serve as a guiding light.
2. Look back at your previous content
What’s better aligned with your brand than the content you've produced?
Your written and audio content, advertising and other marketing campaigns can serve as reminders of what worked well in the past (or did not) and give you insight as to what could work well in the future. Check to see if there are any pieces of information within older work(s) that you can expand on or topics you can follow up on.
3. Talk with experts
If you ever find yourself at a loss as to what you should be providing your customers with, reach out to experts for advice.
Experts could be other marketers or they could be your target audience (they are experts in their own wants and needs after all!) Don’t be afraid to leverage A/B testing, send out surveys or find someone in your network that can offer more insight.
4. Trending topics
At times when you find yourself unsure of what your customers need, look at what they like.
Trending topics are a good indicator of what resonates with consumers. In order to ensure your brand stays relevant and meets the current needs of its customers, do your research on any topics or marketing strategies that are gaining traction.
Even the world’s greatest marketers can struggle with knowing everything consumers need all of the time. When you find yourself drawing a blank, feel free to use this blog as a means of inspiration.