Marketing is all about putting the needs of your customer first. By prioritising the client and keeping them at the forefront of the strategies you implement, relationships can be improved, and customers can be retained. 

The client needs to be interested in what it is you have to offer. By making the whole experience tailored to them, you can ensure that you grab their attention and that they help grow your business. 

Those who craft their marketing messages to their clients carefully will be the most successful. Here at Angels Media, we reveal why marketing is all about your client and bringing them value and solutions to help grow their business.

Understand the concerns and offer solutions

Truly understanding your customer's problems is the first step to marketing success. By doing that background research to understand what concerns exist and how to solve these, you can become an asset to clients. 

When this piece of the puzzle is solved, suppliers can position their services and products in a way that helps agents. 

If a direct solution to the problem is visible, clients will be more than willing to listen and find out more. 

For example, in the current market many changes are happening both economically and with regards to legislation in the property industry. Suppliers who visibly acknowledge this and provide products, information and services that help navigate the current market will be the ones that agents turn to first.

Focus on what your client needs

By crafting messages, products, and content around the unique needs of the target audience you are aiming your services at, you can speak to your audience in a way that they understand.

It may be tempting to solely focus on your priorities and interests of the business, but doing so will not provide clients with what they need. It is, ultimately, your clients who will determine the success of your business. Therefore, success can only be achieved by doing the appropriate research and understanding your client.

What are your potential client’s needs? What are their main bugbears? What could help them to improve their service? If you have a solution to this need, you’ve got an instant in with them already. For example, if you’re a conveyancer or involved in the conveyancing sector and you speak to an agent who is complaining about how complicated the conveyancing process is, you could turn to them and say ‘our new app/system can make things easier’. In other words, you can target the client by talking about their need and then a solution, a fix, to that problem.

By having a firm understanding of the client’s problems, you can establish what their needs are. In the world of marketing, these problems are referred to as “pain points”. Thorough knowledge of these will allow suppliers to navigate their marketing techniques in a way that is beneficial to the client.

Provide educational content

As well as their needs, it’s also important to understand your client’s potential concerns. In more uncertain times – as is the case now with the cost-of-living crisis, and as was the case during Covid – clients will rely on good-quality and reliable educational content to help them through the storm.

If you can become that go-to, that authority, all the better for reputation and brand. By providing regular educational content, you will engender loyalty to your brand. They will appreciate things that explain the latest situation to them and offer top tips/guidance. Prospects will also feel informed and confident before committing to a purchase.

For instance, if you’re an AML supplier or an expert in sales progression, use this to your advantage in your marketing by showing off your expertise and building that trust with your clients.

Know the buyer persona

Knowing the buyer persona – and their needs/concerns/pain points - will help you to tailor experiences to a specific client so you have a better chance of getting them on board and then retaining them.

You can develop a buyer persona by accumulating data, market research, and facts you already know about existing customers. This information could include their demographic, professional traits, behavioural traits, their motivations, interests, and more.

The more details you have, the better your buyer persona will be, and the easier it will be to establish your marketing initiatives.

Your marketing content and strategy must appeal to your client. Suppliers who know their buyer persona will be able to tailor their marketing strategy accordingly and establish trust.

With the help of an experienced marketing team, you can establish which marketing tools work best for your client and tailor it to suit their needs.

For more information about how Angels Media can improve your marketing campaigns, please email lee@angelsmedia.co.uk or call us on 020 663 4989 so we can work on the best strategy for you.