Not so long ago, product design, as well as marketing, revolved around the product itself. The role of the marketer was to communicate and convince potential clients about how amazing a product is. Although cold calls and aggressive sales are still widely used, the digital era has empowered users who now reject brands whose marketing campaigns rely on these invasive and product-centred strategies.
According to Adweek, 81% of shoppers extensively research products before buying them, which means they no longer rely on salespeople for information, they carry out their own research instead, this includes for example reviews from satisfied and unsatisfied customers. This shift means that the customer experience throughout the process is now more important than ever, from the branding to the different channels the user has to interact with the brand, every step is critical in whether a user becomes a client. This is the reason a user-centric approach in business is becoming an imperative for success.
How do we define a user-centric strategy?
A user-centric strategy places the customer at the heart of every aspect of the company, in fact, its more than a strategy, its a philosophy. By placing the customer in the centre we are empathising with his/her needs and frustrations, finding adequate solutions that truly add value to the customer instead of just focusing on closing sales.
A user-centric strategy may sound complex and even expensive, yet customer-centric companies are proven to be 60% more profitable than product-centric businesses. In addition, in order to develop marketing strategies that are truly user-centric, a brand ought to be genuine about providing real value to clients. An effective way of transforming a product-centric approach into a user-centric one is through inbound marketing. This tactic prioritises attracting customers to a business rather than going after them.
How can we implement inbound marketing?
There are many ways to do so, however taking into consideration the trend towards digital transformation, creating content that adds value to the users, even before they become a client is one of the most versatile and effective ways of applying inbound marketing to your business’ strategy. Why versatile? Because content is everywhere, on websites, on social media and even on email newsletters. Depending on which of these channels has the greatest potential to reach your target audience, creating content that provides a good experience to the user is the foundation for powerful inbound marketing.
Another crucial aspect of any user-centric strategy is, thorough market research and segmentation of your audience, as this will enable you to understand what frustrations need solutions and hence, where the opportunities for meaningful connections with customers lie.
The Kenshō team priorities users above all and as we like to say; our client’s clients become our clients. We develop tailored strategies with the users best interest at heart because years of marketing and branding experience have taught us that this is how we foster meaningful connections and ultimately how we create real value for brands and their clients alike.
Want to know more about how we can add value to your business? Say firstname.lastname@example.org and well be more than happy to show you!