Many of you know our motto at Palizay Media: Value over everything. We don’t sell marketing, we take the value a business has to offer and attach it to the attention of an audience.
One of the first things we work on with our clients is respecting attention.
Some people are so upset that they can’t reach 10,000 followers on Facebook or Instagram, or break the 1,000 a month unique website visitors a month threshold.
Here’s the thing: We spend all our time connecting with numbers when really, we need to be connecting with our audiences. It’s time the modern marketer learn how to reconnect with their audiences on a deeper level.
Here are three pillars for creating a deeper connection with your audience for customer success.
1. Grow Vertical
Too many businesses spend their time day after day looking to go wider. They want to know how to reach more people, how to get more leads, how to convert more people.
Then when they get more people, they wonder why it’s so hard to continue growing their sales.
It’s because those businesses are thinking about their growth horizontally. They want to grow wider and wider.
You need to think vertical instead of horizontal.
You need to understand that growing vertical with 5% of your customer base is better than growing horizontal with 95% of your customer base.
“The key is going deeper with the clients you already have. The truth is building loyalty with 5% more customers would lead to an increased average profit per customer of 25-100%.”
Providing a lot of value to a smaller number of people is better than providing a little value to a larger number of people.
Because by focusing on the 5% of your customer base that truly cares about your brand will yield a lifetime of value. Those people who really care will be brand advocates and will return again and again to support your business.
Hear me on this.
Stop chasing more traffic, more leads, more followers, more listeners, and more watchers. The quality of a few customers you have is going to be far more profitable than the quantity of customers.
So how exactly do you go deeper with the customers you have? It’s all about creating value. Value. Over. Everything.
“One of the best and most neglected ways of providing value is listening.”
You need to understand that right now people are talking and engaging. Content is being shared and discussions are being had.
…and most of those people will never come in contact with your brand unless you step up your game a little bit.
I always say that true customer service starts before the sale. And I didn’t just hear that somewhere. I experienced it and put it into practice.
Some of my highest paying clients came from times where I was social listening. I came in on the conversation, provided a ton of unexpected value, and then just sat back and watched what happened.
And just like that, the messages and emails started flowing in. All because I found where my audiences gathered and lived in that space. At the end of the day, this allowed me to connect with them on a deeper level and reel in the sale.
If you can dominate the space where your audiences are and commit to providing deep value, the connections you make can provide more value to you than a person who buys from you one time.
So consider this: Rather than trying to provide value in a new format, how can you provide more value through the content you already write?
Instead of starting a new social account and trying to reach people there, how can you leverage the communities of the social platforms you’re already on?
Instead of spending more dollars on ads, how can you provide more value to the people who are already giving you their money?
I encourage you to go deeper.
2. Give Something they Don’t Expect
One thing I’ve mentioned on The Modern Marketer show is “customers get what they expect, but brand advocates journey with you.”
Let me expand on that.
Customer perception is incredibly important, and the perception that each person develops in regards to our brand will be highly dictated by the experience that you provide for them.
What do your customers expect?
They expect you to have a good product or service. They expect good communication from you. They expect good customer service.
These are all standards of a good business. But that’s just it—it’s standard.
By doing these things, you’re doing the bare minimum. You’re not differentiating yourself from any other business by doing what’s expected of you.
The important question is: what’s something your customers don’t expect?
The specific answer to this question will vary from business to business, but it all comes down to one thing: More value.
“There’s so many different ways that this value could be manifested, but if you can create a deep connection with a customer, you will have created value beyond what they ever expected from you.”
This could mean giving some expert advice to the right person, at the right time, in the right context.
People are out there asking questions and if you answer at the right time, you could change the game for them and forever leave an impression.
You can also give something away for free. Who doesn’t like free stuff?
No one, that’s who.
Consumers don’t mind paying for what they find valuable, and if you can show them your value through a free sample or free trial, you’ll greatly improve their customer experience.
What I would encourage you to start doing is list every area and corner of your business that has a touch point with another human being outside of your business. You know, audiences, leads, sales, customers, etc.
Once you have each area listed out, make two columns next to each line. On the left side of the column, write down exactly what those people expect at that point in the buyer journey.
On the right side of the column, write down at least one thing that your brand can provide that they don’t expect.
Don’t settle for average experiences for your customers, your audiences, and your leads. Greatness isn’t obtained by simply providing what someone expects.
3. Maximize Lifetime Value
We all want to generate new leads. But that should never be the sole purpose of a marketer’s existence within the company—there’s so much more to it than that!
There’s a ton of focus in marketing on analyzing data, organizing A/B testing, and all sorts of other tactics designed to bring in new leads and successfully convert them.
“Look, gaining new customers is fantastic, but the path to strong revenue growth lies in retaining the customers you already have.”
This is called customer lifetime value or CLV.
You can’t scale a business with a first sale. You need a second sale, a third, a fourth, a fifth, and so on. That means you have to provide value beyond that one sale.
The truth is even though you may have a dope product or service, it isn’t for everybody. And pretending it is won’t endear you to customers.
You know that you have to provide value, but that doesn’t mean that every customer who falls into your lap is a perfect fit.
So how do you maximize CLV?
Each opportunity must be evaluated on an individual basis because CLV is highly dependent on the relevancy of the value you can provide. If what you have to offer isn’t truly relevant, they won’t be back.
It’s that simple.
If you don’t have a particular niche, then get one. When you know who you are and what you’re offering, your clients will too. This increases CLV exponentially.
Once you know your niche and have the right customer, you need to upsell like it’s your job. Because it is.
This only works if your customer trusts you to lead them in the right direction.
Concentrate on politely, in an un-obnoxious way, offering more value to your customer through products and services you know will benefit them and simultaneously up their CLV for you.
Another way to increase that CLV is by asking your loyal customers for referrals. Those customers will do the lead qualification process for you, you just have to ask.
When it comes to maximizing lifetime value, it’s not just about selling a customer your product or service. It’s about selling them your vision and purpose.
Going deeper is key to growing your business.
By putting in that effort to truly connect with your audience, providing that unexpected element of value, and maximizing that lifetime value of a loyal customer, you’re setting yourself up for success with your customers.
Don’t go wide, go deep.