Full disclosure: I recently went vegan. Vegan means you don’t eat animal meat, or animal by-products (dairy, etc).
That said, my mother recently asked me if I wanted to go to Red Lobster with her for lunch.
Lobster = animal. Dairy, such as milk and butter, are considered dietary staples for most, and are used frequently in cooking…and are animal by-products. Do you see the problem here yet?
This disagreement with my mother, strangely, brought up a bigger issue.
How much do you really know about your ideal customers?
The bird’s-eye view of what marketing does for a business in general is to:
- attract new customers,
- figure out how to retain your current customers to keep them happy and their needs fulfilled as much as possible, and
- establish a strong brand presence in your industry and local market.
Seems easy enough, right?
Well, you’d be surprised. There’s a reason marketing is its own industry, a growing one at that, with several sub-types and specialized niches surfacing more and more.
Attracting the right customers means you need to actually know who they are, what they like and dislike, what keeps them up at night, and a whole host of other factors.
At Rebelution Promotions, we encourage our colleagues and clients as much as possible to educate?their?clients and prospects! Hence, the topic of search engine optimization (SEO) often comes about because written content = king from the perspective of Google and Bing. By the way, search engines also love it when you’re creating fresh, relevant, useful content on a consistent basis – and we realize many business owners don’t have the time to do this themselves, which is why we offer to do it for you.
Okay, so why does anyone care about the role of education in marketing?
- Today’s consumer is more discerning than ever.?
If you don’t think that your next customer?hasn’t?likely done extensive research on what their need is, you’re living under a rock. The Internet has changed the way we do business, the way we live, and the meaning of social interaction to a degree. More and more, people dig into the details and nuances because they want to be sure they get the most value for their investment. Don’t waste their time or give them any opportunities to be confused. Especially don’t give them an opportunity to question your competence.
- You have competition.
Unless you’re the next Nikola Tesla or Alexander Graham Bell with something profoundly revolutionary, you have competition. No ifs, ands, or buts about it. Since you have competition, you need to also figure out where you are in the market. This is called brand positioning, and although we are more than happy to help you with this, it still lies on you to be honest with yourself and others.
- “Education is the most powerful weapon with which you can change the world.”
Enclosed in quotes because it was originally said by Nelson Mandela, but the message conveyed is timeless. People go to people who are perceived and known as topic/industry experts when they need valuable input. Would you go to a homeless person for advice on human resources (HR)? Probably not! The extremely slim chance they’re knowledgeable on the subject? You have a better chance of being struck by lightning. The more information you give your prospect/ideal customer, the more they will like and trust you. Whether they buy from you or not, today or next week or 5 years from now, education makes more of a difference than you know! They’ll buy when they’re ready, and they’re more likely to buy from someone they know gives good, relevant, useful information on a consistent basis. At that point, they’ve already got loyalty to you!
Aristotle, the famous philosopher, once said, “Educating the mind without educating the heart is no education at all.”
It’s not enough to know the demographics of your client, but what makes them tick! My question to you, as a marketer, is this:
Are you educating both the mind and heart of your customer?