10 Ways to Create Value for Customers in Campaigns


Author: Kendra Robinette
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Customers are the heart of our purpose as marketers, but how do we provide value and connection to them, as well as prospects and partnerships? Here are 10 ways to increase customer and prospect engagement in your campaigns:

1. Understand your values, beliefs, and attitude as a company.

Understanding the purpose of your company and its products or services is crucial when connecting with customers and forming a partnership. Customers are more likely to get more involved and support a company long-term if they feel their values match with a company’s values and truly believe the company is in the business to help them, rather than for profit. Be authentic, transparent, and consistent with your customers and prospects across any marketing campaigns.

2. Figure out who your customer is. 

Beyond the basic information of their gender, ages, and household income, understand the interests of your target market. What do they care about? What motivates them to purchase? What pain are they experiencing that your product or service could solve? How do they consume their information? How do they spend their free time? All the information you gather about your customer will help you better grasp where you need to be and what channels you need to be in.

3. Market to the customer’s pain point.

Once you get to know your customer and the issues they are currently having, take those issues or “pain points” and craft messaging that directly informs how your product or service resolves their problems. Everyone’s pain points are going to be different and that is why it is so important to get to know each customer on a personal level so you can market to their individual and specific needs.

4. Build an emotional connection and organically form a relationship.

Whether you are in B2B or B2C, everyone is human, so always look to make connections with everyone no matter who the end user is. Your customer is the boss and what they say goes; make them feel heard, understood, and as if they are your number one priority. Be really involved with customers and their lives to figure out what is and isn’t working for them. Show you care by creating unique and personalized experiences and provide some type of convenience factor.

5. Listen, learn, and focus on retention.

Everyone has valuable input, so it is very important to continuously be open to listening to what your customers have to say, whether it is good or bad, so you can apply it and make things better for future campaigns. Ask how they would like to be marketed to and what kind of experiences they would like to see and take part in. Don’t just go after the happy customers, listen to the angry customers as well because they are the most passionate and have the most to say. They’ll let you know where you are messing up and where your biggest opportunities are.

6. Geo-target customers and prospects.

Focus on connecting with customers on a local level. You will speak to customers differently depending on their location like Los Angeles vs. New York City. You will also speak to customers differently in other countries. Do a lot of research on the area you are targeting, so you can market to their individual needs. Create partnerships with companies that are local to your target customers or prospects that they love to support like sports teams, restaurants, hotels, etc.

7. Analyze data and measure metrics.

Utilizing data to significantly impact your marketing efforts can help to optimize and personalize your brand messaging to current and prospective customers. Track customers to see how involved they are, what they are getting involved with, and which areas of the business are growing or not growing based on the customers interests. Take data in on a monthly basis and turn it into a story or longer narrative to understand patterns overtime.

8. Create timed and measurable campaigns around a specific goal.

Make sure your campaigns always stay consistent with your company values and brand image, and have a start and end date. Many businesses choose to do quarterly campaigns to keep things organized and make it easier to track everything and the impact they’re making. Figure out what is best for you and your company, whether that be monthly, quarterly, semi-annually, or annually.

9. Be mindful of company partnerships.

Don’t just enter into a partnership for the sake of needing to connect and having new leads; always ask yourself if it makes sense to the end consumer that you would partner with them. You don’t want to partner with a company hoping to gain new customers and end up losing your current ones. Take the time to recognize if it’s a partnership your customers will back, get involved with, and aligns with the same values and goals as your company or target market. Look into partnerships that can help appeal to customers on the local level, tie in the company values, and/or give back through philanthropy.

10. Figure out which tools work best for you and your company.

Using the best tools to help connect with your customers, partners, and everyone within your company will provide better communication and experiences for everyone involved. Here are some tools that could help you:

  • Splash – Execute effective campaigns, scale events and measure your impact, and maximize ROI through Splash. It’s a great way to communicate with customers and capture event insights. It’s also directly linked to Listrak.
  • Listrak – This marketing automation platform is great for retailers. It’s trusted by some of the top leading retailers for email marketing, mobile messaging, and customer insights.
  • Slack – An organized space where you can communicate with everyone at work without having to use email. This tool is great for immediacy of information!
  • Asana – Organize and plan your team’s work, tasks, and projects so you can all stay on schedule and manage priorities and goals efficiently.
  • Airtable – Collaborate in real time online. Organize your team’s work through this part spreadsheet, part database.
  • Zoom – Chat, host webinars, or have conference calls through Zoom. It’s a great platform to stay connected with partners, clients, and colleagues. 
  • Salesforce – Connect with your customers or partners through this SaaS cloud computing service that specializes in customer relationship management (CRM). 

Content for this blog post was derived from the February Power Hour Austin AMA event held on February 20th, 2020 (Integrated Campaigns: How Customers, Partnerships, and Prospects Fit In).

Panelists included:

  • Amy Young – Director of Retail Marketing @ Kendra Scott
  • Robert Gilbreath, SVP Marketing & Partnerships @ ScaleFactor
  • Sunny Hunt – CEO @ Hunt Interactive
  • Moderator: Chris Perez – Sr. Director, Digital Experience @ Ascend Marketing

Check out our Austin AMA Calendar of Events to join us for more great content and discussion!