Editor’s note: Shivani Jain is co-founder of Cubii, a Chicago-based company that designs and manufactures accessible fitness products.
As marketers in this ever-changing world of ads and content, we often feel compelled to follow the trendy, new marketing channels. It's easy to assume that the best and only way to reach your customers is by mimicking what everyone else is doing online.
But the trendiest channel is not necessarily the best fit for your customer or business needs. I believe that marketing teams should not follow the herd. Don’t focus your time and money on digital campaigns that show customers glamorized versions of their lives; listen to your customers and meet them where they are – in terms of messaging and medium.
To do this at Cubii, we tell real stories and look for opportunities to let our customers speak to their own experiences. Here’s how we’ve used this approach to find success outside of the usual digital channels.
Find your customers and meet them where they are
Marketers often train and work in a digital-first mind-set: we are quick to assume that if we just put some ads on social media and work with influencers, we’ll hit our engagement goals. But that only works if your customers regularly use social media and spend enough time online to see the ads you’re paying for.
Digital advertising alone can never be sustainable if the customers you're trying to reach don't spend enough (or any) time online. Instead of defaulting to a digital advertising campaign, research and build out your customer personas so that you know where they’re spending their time.
As part of this process, you need to identify where customers do their research. Their main sources may be different than what you’d expect: many demographics still turn to print magazines, TV advertisements and channels younger generations wouldn’t think about or use.
For example, many people still go through their mail every day and peruse each flyer. These could be the same people who save coupons – and who may be excited when you send them a prepaid postcard to tell you about their experiences with your product. This is just one example, but if these are your customers, meet them at the mailbox.
Listen to and actively solicit customer feedback
Keep your customers in mind at every level of your marketing strategy. By reviewing feedback and listening to customers, you’ll find the most compelling customer stories.
One of the most successful ways we've engaged with our customers’ stories is by making site visits to film them in their own homes. It’s hard to overstate the value of these video assets. There is nothing more powerful than starting a meeting by showing our team footage of our customers in action.
Beyond the office, we find that real customers are the best ambassadors of their own stories. These folks are also power users who can help spread your gospel. Whether you choose to empower micro-influencers or seek out folks who send in compelling feedback, you’ll see that the user engagement you’re looking for doesn’t just happen in the digital realm.
It can be tough to get feedback when you’re not working on digital marketing, but I love two old-school tactics:
If your audience is over 65, they may not have e-mail or feel comfortable leaving online reviews. Snail mail is still an avenue where you might get traction. If you’re mailing or distributing a physical product, include a self-addressed stamped postcard to collect customer feedback. - Open a phone line. If your customers don’t want to write in, they may feel most comfortable talking to someone. For many happy customers (and those with complaints), getting on the phone with a real live human holds appeal.
Whether you’re including a card with the CEO’s direct phone number in the box or collecting compliments through the mail, I’ve found that many customers are grateful for an easy way to tell us, "Thank you for making this product!"
Don’t shy away from nontraditional messaging: Be authentic
So many marketers try to target people using typical, polished social ads. Differentiate yourself by showing customers something authentic. I love to feature the stories of real customers, and they don’t always look Instagram perfect. Our customers are everyday people, and we want our messaging to embrace that realness, not hide it.
If the story you’re telling is about how someone has overcome a challenge, don’t edit that out. Many brands are scared of realism, but I find it to be a great differentiator.
Compelling customer stories capture the point-of-view that other customers relate to most. These folks may not be typical social media influencers (or all that active online), but they are influencers. And they will share the story of their great product experience with their peer group. Even better, they’ll appreciate the effort you’ve made to hear from them and spread the word.
Focus on building a sustainable base
If you want to grow without losing money on marketing, draw a hard line around your marketing budget. Don’t compromise on making your outreach efforts sustainable.
It can be hard to work in the black when it comes to digital campaigns, but when you look at who you’re trying to market to – segments that don’t traditionally connect through digital media – you may find opportunities to think outside of the box (and within your budget).
Don’t cast around to figure out where you might reach customers; invest time and money in research to make sure you have a map in hand before getting on the road. As you activate the channels where your customers get their information, you’ll see the impact.
If you’re working at a company that wants to be profitable, you can’t spend at a loss. Like many marketers in this situation, we wanted to reach out to our customers in a sustainable and scalable way. It’s forced us to get smarter about marketing, and it’s worked.
Word-of-mouth: Your most powerful marketing tool
Most importantly, if what you are building and offering your consumers is something they need and something that will improve their lives, they will talk about it. Empower your customers to be your most vocal and enthusiastic ambassadors. Nothing matches the impact of an organic ripple effect that your brand champions create.