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Secrets to Success
Deborah Cole Micek
and John-Paul Micek
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The 5 needs of your customers
First of a two-part series
IF YOU'RE going to succeed in connecting with customers, you'll need to meet five needs that new-media consumers have.
These needs are not complex, and they don't require a huge investment to fulfill them. However, they are necessary if you're going to stand out from the crowd.
The good news is that they're easiest to meet when you're harnessing the power of new media in marketing your business.
» Need No. 1: Valuable content.
There are three levels of contribution in the new-media marketplace -- information, education, and solutions - and all lead to wealth for the business owner who provides them. You need to move your target audience from one level of contribution to the next with increasingly deeper levels of valuable content.
At first, some people may be looking for information. Others may find you when looking for education (including research for buying decisions). In either case, you need to move those people up the ladder from one level to the next; then you both will get the results you are looking for.
» Need No. 2: Consistency.
New-media consumers want consistency in their sources of information in two different ways.
First, consistency in the delivery method of your content. This can be the posting frequency on your blog, how often you or your company publishes a Podcast, or how often you or someone from your company team interacts in targeted social networks online.
Second, consistency of character. What is your voice, your style? How does your character come across? Whatever it is, it should be consistent. Once somebody picks up your voice, you're that much closer to deepening the trust and loyalty with your customer.
Note: Using your "natural style" doesn't mean that if your communication skills are lacking, that you can continue in that way, and use "it's just my style" as an excuse. You have to adjust and improve in order to communicate and connect more effectively with all types of people.
Your voice is your brand. What do your clients think when they hear your company name?
You can start taking action right now. Think about how you can begin to fulfill the needs of the new-media consumer in your business. How can you give them valuable content about your product or service, and how can you do this consistently?
Next week, we'll look at three other needs of the new-media consumer, so you can fulfill those needs and set yourself apart from your competitors.
John-Paul Micek is the lead business coach at RPM Success Group Inc. Reach him at
JPM@RPMsuccess.com or toll-free at (888) 334-8151.
Deborah Cole Micek, chief executive officer of RPM Success Group, is a business success coach and life strategist. Reach her at
DCM@RPMsuccess.com or toll-free at (888) 334-8151.