Understanding your customers and or clients… yes, there is a Difference.

connect with your customers and make an emotional connection

The marketing strategy is different, your go-to marketing plan is varied, and your channels are diverse depending if you are truly looking to earn the trust of a new client versus gaining appeal from a new consumer.  So before you define a budget, consider who you are marketing to first!

There is a difference between a consumer, customer, and client.

A consumer is defined as someone who uses your product… like adding creamer to your morning coffee.  But they can be motivated when they are shopping.

A customer buys your product — ‘Shopper marketing’ focuses on the customer at the point of purchase, like adding a pack of gum to your order at check out because it’s on sale for $.99.  That’s a last-minute appeal.

A customer is not always the consumer.

A client is synonymous with customer, but for an entrepreneur or business owner, it’s the loyalty that is earned and the repeat business that makes someone a “client” vs. “customer.”

The truth is that consumers or customers really don’t care about your product.  What they do care about is your brand!  People buy “brand name” products for a reason.  They buy for the quality of product or experience, social acceptance, and image/reviews.  People don’t just buy products to buy products anymore.

Consumers with an emotional connection to a brand have a 306% higher lifetime value, stay with a brand for an average of 5.1 years vs. 3.4 years, and will recommend brands at a much higher rate (71% vs. 45%).

The consistency of the message is important.  Start with defining your value proposition.  Your value proposition should tell one of the specific benefits that your business can offer and simply why you are different (competitive differentiation).  Understanding your customers before your message is critical.

What words do you use that differentiate you from your closest competitors? We’ve heard it numerous times, “I don’t have a competitor.” You most certainly will always have a competitor.   Make a list, and start with those words. The statement should be why you can add more value, and why you can solve their needs or problems better.

Use everyday language when writing your value proposition because you will want to know it inside and out.  It should be easily understood and quickly delivered. Know your target audience and write to your target audience — that can include a primary and secondary audience.

Not to be confused, your value proposition is not a tagline for your brand. In business, a tagline may convey a purpose or a key aspect of your service or product. A tagline has little to do with what makes your brand successful or why you should buy it. Taglines position your brand and what you stand for, not what you do. Taglines are short and catchy, like  Nike’s ‘Just Do It.’ To develop an ‘aligned’ tagline, you will have a sound marketing strategy (with value proposition) already in place. The tagline will come… it will represent the way you want to be perceived.

2019 is here.  Make it the year to build your brand and develop a customer experience that will be one to remember.  A business that starts off building their brand will have an advantage over those that do not. Know what people need, care about, and want.  Then your business can solve problems and make an impact.

If you need help, we are here to help you through that strategic process of understanding your customers. Let’s stay connected LinkedIn. And, continue reading learn more here.