What do you know about your clients? Are you interested in them? And how often do you think about your products and your services from the point of view of buyers?
Now, ask yourself a few questions. Are you familiar with your clients? Who are your consumers? Do you know them? What are their passions, habits and values? What do they like and what do they disapprove of? Take an interest in them sincerely, not for a formal collection of information to use to determine the NPS index. You see, only when you know your customers, your customers well, and most importantly, correctly, only then you will be able to create competitive and relevant services and products and effectively promote them.
Here are some examples. Company X launches Facebook advertising campaign. She spends a solid budget on this. Hires a dedicated employee. He not only monitors the activity of users, but also answers their questions. The budget and the entire program are scheduled for 2 years. Time passed, and the company received absolutely nothing, only spent money. The hired person is fired, the program is closed. What was the conclusion? That the wrong person was hired to be active on the wrong network! After that, a decision is made to promote through youtube. This time the company is acting more prudently and adopts the program for a period of one year. He does not hire full-time employees, but applies to a specialized agency. Videos are shot and money is spent on their promotion. But after a year this program is also closed.
When I happened to meet with the head of this company at a conference, he asked me: can I explain why everyone succeeds, but they, despite the efforts and costs, do not have the desired result. We began to figure out: who is “everyone who succeeds”, what exactly is all, “what works,” and most importantly, what goals were pursued by all these programs. The most obvious thing was found out: the company’s clients belong to a fairly age group and live mainly in regions where these social networks are not very popular. That is, the company created awesome content, but showed it not to its audience. Their products are not of interest to young people, and the videos on YouTube do not reach the addressees of the older generation.