How a marketing consultant for small business can drive growth with customer centric marketing strategies

As a dedicated marketing consultant for small businesses, I meet many small business owners, key stakeholders, and organisations wanting to better understand how to attract new customers and grow their businesses. You have probably heard the famous quote, “The purpose of a business is to create a customer,” so without customers, there is no business.

Despite a universal agreement on the importance of always putting the customer at the centre of all decision-making, the key is to develop a customer centric marketing approach, and having a plan that outlines how to do it. In this blog, I will outline how a small business marketing consultant can guide the effective development of a customer centric strategy through five essential steps.

How does a marketing consultant for small business develop effective customer marketing strategies?

Regardless of whether your business operates in a B2B or B2C market, understanding who your customers are, their journey to purchase your products, and how to engage them through their journey to buy your products and services, ultimately creating a superior customer experience in all areas is critical to growing your business.

What’s essential, though, is understanding the differences between a customer in a business-to-business marketing context and a business-to-consumer marketing context, as that will affect the customer’s pathways, choices, the people involved, and how you choose to engage with them.

Five essential steps to crate custom centric marketing strategies

Creating an effective customer centric marketing strategy considers five key areas:

1)      Who is the customer for a small business

2)      What is the customer journey for a small business

3)      What is customer engagement for a small business

4)      What is customer experience for a small business

5)      Defining business goals for a small business

 

Refining your ideal customer profile: B2B and B2C insights from a marketing consultant for small businesses

“Who is the customer” is typically a go-to question when discussing development of effective marketing strategies, however there are two better questions to ask, “What business are you in, and who is your customer”? The reason is to understand your business type, as that will affect how you think about your customer and their needs.

The concept of an having an ideal client is a central approach for B2B marketing, while the term used in B2C marketing is persona profile. They serve similar purposes but there are some essential differences.

The difference between the customer in B2B and B2C

Let’s outline the notable distinctions in the context of the first step of drafting a customer centric marketing strategy.

B2B Ideal Client

In B2B marketing, identifying the ideal client involves defining the characteristics and attributes of businesses or organisations that best fit your products or services. The goal is to identify the types of companies that align with your value proposition and are more likely to benefit from your offerings.

Key considerations for defining the B2B ideal client

• Industry or sector: Identify specific industries or sectors that your business is best suited to serve.
• Company size: Determine the optimal size of companies that can benefit from your products or services.
• Demographics: Consider factors such as location, revenue, number of employees, and other relevant organisational attributes.
• Pain points and challenges: Understand the common problems, pain points, and challenges businesses face in your target market.
• Decision-makers: Identify the different stakeholders involved in the decision-making process. Understand their roles, needs, and pain points at each stage of the customer journey.
• Value proposition fit: Assess how your offerings align with the needs and goals of your target businesses.

 

B2C persona profile

In B2C marketing, persona profiles are fictional representations of individual customers within your target market. These profiles are based on research and analysis of customer data, demographics, behaviours, preferences, and psychographics. The purpose is to create a detailed profile of your ideal individual customer, representing a specific segment of your target audience.

Key considerations for creating B2C persona profiles

• Demographics: Define age, gender, location, income level, education, and other relevant demographic information.
• Psychographics: Understand the values, motivations, interests, behaviours, and lifestyles of your target customers.
• Pain points and desires: Identify the specific challenges, needs, aspirations, and desires of individual customers.
• Buying behaviour: Analyse how customers make purchasing decisions, including factors influencing their choices.
• Communication preferences: Determine the preferred communication channels and touchpoints for reaching and engaging customers.

Summary B2B ideal client and B2B personal profiles

While both B2B ideal client and B2C persona profiles involve understanding your target market, the B2B approach focuses on identifying businesses that align with your offerings. In contrast, the B2C approach dives into the individual customer’s mindset, preferences, and behaviours. These distinct perspectives help shape each domain’s marketing strategies and tactics.

 

Mapping the customer journey with a small business marketing consultant’s expertise

Small business marketing tips to identify the customer journey

The customer journey is the path a customer takes from the moment they first become aware of your product or service to when they make a purchase. As a small business marketing consultant, I understand how the customer journey can help you to identify opportunities to improve the customer experience and increase customer engagement.

Let’s go through the second step of outlining a customer marketing strategy.

B2B customer journey

In B2B marketing, the customer journey tends to be more complex and typically involves multiple decision-makers within an organisation. It often spans a longer duration due to the nature of B2B sales cycles and the involvement of various stakeholders. The customer journey in B2B marketing can be outlined as follows:

• Awareness: The B2B customer becomes aware of a problem or a need within their organisation.
• Research and discovery: The customer extensively research potential solutions and evaluates various options.
• Consideration and evaluation: The customer narrow their options and evaluates the potential vendors or service providers based on specific criteria such as capabilities, reputation, pricing, and customer reviews.
• Decision-making: The customer selects a vendor or service provider and engages in negotiations, contract discussions, and final decision-making.
• Post-purchase and relationship building: The customer onboards with the chosen vendor and establishes an ongoing relationship. This phase may involve implementation, support, and continuous communication to ensure customer satisfaction and retention.

 

B2C customer journey

In B2C marketing, the customer journey is typically more straightforward and focuses on individual consumers rather than multiple decision-makers. It often involves shorter sales cycles and is driven by emotional and personal factors. The customer journey in B2C marketing can be outlined as follows:

• Awareness: The B2C customer becomes aware of a product or service through various channels such as advertising, word-of-mouth, or online research.
• Consideration and evaluation: The customer evaluates the product or service based on their personal needs, preferences, and budget. They may compare options, read reviews, and seek recommendations.
• Purchase: The customer makes a purchase decision and completes the transaction, either online or in a physical store.
• Post-purchase experience: The customer experiences the product or service, assesses its quality and functionality, and forms opinions and impressions.
• Loyalty and advocacy: Based on their experience, the customer may become loyal to the brand, make repeat purchases, and potentially become an advocate by recommending the product or service to others.

Customer journey mapping

Customer journey mapping is a valuable exercise for any small business as it provides a visual representation of the customer’s experience with your business.

It allows you to understand the different stages and touchpoints in the customer’s journey, enabling you to identify opportunities for improvement and enhance customer engagement. While there may be some differences between B2B and B2C customer journey mapping, the fundamental principles remain similar.

The benefits with customer journey mapping for small business

A customer journey map visually represents the customer journey and its customer experience with your business. It can help you to identify opportunities to improve the customer experience and increase customer engagement.

To create a customer journey map, start by identifying customers’ different touch points with your business. These touch points can include website visits, phone calls, emails, in-store visits etc.

Once you have identified the different touchpoints, map out the customer’s experience at each touchpoint. Are they happy, sad, or angry – what are their emotions? This includes things like how long it takes for customers to get a response, how easy it is to find the information they need, and how satisfied customers are with the overall experience.

By identifying opportunities to improve the customer experience, you can create a more positive and memorable experience for your customers. This can lead to increased customer loyalty, repeat business, and referrals.

Tips to understand your customers’ needs, wants, and pain points

It is essential for small businesses to identify and understand their customers’ needs, wants, and pain points. With often small budgets and limited resources, a small business can cost-effectively gain insights into its customers.

• Conduct surveys: Surveys are a great way to get customer feedback about their needs, wants, and pain points. You can conduct surveys online, over the phone, or in person.
• Talk to customers: One of the best ways to understand your customers is to talk to them directly. Ask them about their experiences with your business, what they like and don’t like, and what they would like to see changed.
• Analyse customer data: Customer data can be a goldmine of information about your customers’ needs, wants, and pain points. By analysing data such as purchase history, website traffic, and social media engagement, you can better understand what your customers are looking for.

 

Building customer engagement: Guidance from a marketing consultant for small businesses

Small business marketing tips customer engagement

Customer engagement is the foundation of successful marketing strategies. It involves creating meaningful interactions that builds relationships. Understanding the customer’s journey is crucial for delivering relevant engagement experiences.

At Marketing Value Creation, an Adelaide-based small marketing business consultant, I recognise the significance of tailoring engagement strategies based on where customers are on their journey, whether in B2B or B2C contexts.

Customer engagement: The key to success for small businesses

In today’s competitive marketplace, small businesses must do everything they can to stand out. One of the most effective ways to do this is to engage with customers meaningfully.

Customer engagement is the process of building relationships with customers through meaningful interactions. When done effectively, customer engagement can lead to many benefits for small businesses, including:

• Increased sales
• Improved customer loyalty
• Increased brand awareness
• Reduced customer churn
• Increased customer satisfaction

B2B and B2C customer engagement

Engaging customers is essential for building long-lasting relationships and driving business growth. However, the approach to customer engagement varies depending on the customer’s journey and B2B and B2C marketing context.

Let’s explore the importance of relevance and how to tailor engagement strategies based on the customer’s journey:

B2B customer engagement

• Early awareness: At this stage, focus on providing educational resources and thought leadership content to capture the interest of potential business customers. Webinars, whitepapers, and industry reports can help establish your credibility.
• Research and evaluation: Provide in-depth case studies, product demonstrations, and personalised consultations to address businesses’ specific needs and challenges. Tailor your engagement to highlight your solution’s unique value to their organisation.
• Decision-making and purchase: Engage with decision-makers by offering customised proposals, negotiating contracts, and addressing concerns or objections. Provide ROI calculations, testimonials, and references to instil confidence in your offering.
• Post-purchase and relationship building: Ensure a smooth onboarding process and ongoing support. Offer training sessions, personalised account managers, and access to a knowledge base. Regularly engage with customers to gather feedback and identify opportunities for upselling or cross-selling.

B2C customer engagement

• Awareness and consideration: Focus on captivating storytelling, emotionally driven content across marketing and media channels engagement to grab the attention of individual consumers. Tailor the messaging to resonate with their aspirations, values, and preferences.
• Evaluation and purchase: Implement personalised product recommendations, user-generated content, and social proof to drive confidence and convert prospects into customers. Streamline the purchasing process across various channels, ensuring a seamless and convenient experience.
• Post-purchase experience: Provide exceptional customer service and follow-up communication to reinforce the positive experience. Encourage customer feedback, reviews, and referrals. Engage customers through loyalty programs, personalised offers, and exclusive access to new products or experiences.

Tips for how to create meaningful customer engagement

It is essential to determine where the engagement takes place to create an effective customer engagement strategy.

Is it in a sale call between you and the customer and their staff, or does the engagement occur outside a physical sales meeting? It would be best to determine how you want to engage, whether you provide a digital experience or more of a traditional experience. Who is it for, a business customer or a consumer, as that will determine what you will deliver.

Customer engagement is about all interactions

Many articles about customer engagement are about the importance of providing and accessing content, and that is true of course. However, don’t forget that customer engagement is much more than that. Customer engagement is about all interactions, and it could be anything from asking your customer to take part in a short survey about your online ordering services, quick access to tips, proactively ask for honest feedback and reviews, informative text messaging, sending out service teams, and equipping your sales team with interactive and valuable material in the sales process.  Or it could be as simple as just removing a small inconvenience for the customer. The list goes on.

 

Enhancing customer experience: Strategies from a small business marketing consultant

Marketing for small business tips to enhance the customer experience

The customer experience is at the core of every successful small business. It encompasses all the interactions a customer has with your brand, from the initial exposure to your advertising to the delivery of your product or service. A positive customer experience fosters loyalty, drives repeat business and generate valuable referrals. Conversely, a negative customer experience can result in lost sales and tarnish your reputation.

From a marketing perspective, recognising that the customer experience differs between B2B and B2C contexts is essential. Understanding these distinctions allows small marketing business consultants to tailor strategies that resonate with their target audience.

Let’s explore the nuances of customer experience in B2B and B2C marketing in this third step.

 B2B customer experience

In B2B marketing, the customer experience is often more complex due to the involvement of multiple decision-makers and longer sales cycles. Here are some key aspects to consider when optimising the customer experience in a B2B context:

Relationship building

• Cultivate strong relationships with key stakeholders and decision-makers within the organisation.
• Focus on building trust and credibility through personalised interactions and tailored solutions.
• Provide ongoing support and communication throughout the customer journey.

Personalisation and customisation

• Understand the business’s specific needs and pain points and offer personalised solutions.
• Tailor your communication, proposals, and deliverables to align with each client’s unique requirements.
• Provide flexible pricing models or customisable packages to accommodate their budget and objectives.

Long-term value and ROI

• Emphasise the long-term value and return on investment (ROI) your solution can provide.
• Showcase case studies, testimonials, and success stories demonstrating tangible results for similar businesses.
• Offer ongoing support, training, and strategic guidance to ensure the client maximises the value of your solution.

B2C customer experience

In B2C marketing, the customer experience is typically more focused on individual consumers and is often driven by emotions and personal preferences. Here are some key aspects to consider when optimising the customer experience in a B2C context:

Seamless and convenient experience

• Ensure a frictionless experience from browsing to purchasing, both online and offline.
• Streamline the checkout process, optimise website usability, and provide multiple payment options.
• Leverage technologies like mobile apps or chatbots to enhance accessibility and convenience.

Emotional connection

• Create an emotional connection with customers by appealing to their aspirations, desires, and values.
• Use storytelling techniques and compelling visuals to evoke emotions and resonate with their lifestyles.
• Encourage user-generated content and social media engagement to foster a sense of community and belonging.

Speed and efficiency

• B2C customers often value quick responses and prompt service delivery.
• Implement efficient order processing, shipping, and delivery mechanisms to meet customer expectations.
• Offer hassle-free return and refund policies to instil confidence and build trust in your brand.

By understanding and applying these differences in customer experience for B2B and B2C marketing, as a marketing consultant for small businesses, I can help you tailor strategies and touchpoints that align with your target audience’s unique needs and preferences.

 

Aligning business goals with marketing strategy: Insights from a small business marketing expert

Small business marketing tips aligning the customer marketing strategy with your business goals

As discussed in this blog, developing a customer centric marketing strategy includes various elements, such as defining who your customer is, understanding the target audience, mapping the customer journey, enhancing the customer experience, and building customer engagement.

While the customer centric strategy is a holistic approach that combines these elements, the specific focus and emphasis within the strategy can vary based on the company’s goals and objectives. The final strategy will depend on what the company wants to achieve, and it may involve prioritising certain aspects, such as enhancing customer experience or improving customer engagement. These elements are not mutually exclusive, and in fact, they often complement each other.

Should a small business only focus on customer experience or customer engagement?

Enhancing customer experience involves providing a positive and seamless experience at every touchpoint, addressing customer needs, and exceeding expectations. On the other hand, improving customer engagement focuses on building relationships and fostering meaningful interactions to create loyalty and advocacy.

It’ essential that both customer experience and customer engagement should be part of a comprehensive customer strategy. They work hand in hand, as a positive customer experience can lead to increased customer engagement, and engaged customers are more likely to have positive experiences. However, it’s possible to prioritise one over the other based on specific business goals or current challenges.

Is the customer journey a pre-requisite for an effective customer strategy?

Understanding the customer and mapping the customer journey should be considered prerequisites to developing an effective customer centric strategy.

Understanding the target audience and their needs helps tailor the strategy to their preferences and pain points. Mapping the customer journey enables businesses to identify touchpoints, pain points, and opportunities for improving the overall customer experience and engagement. These foundational elements are necessary to develop a customer centric strategy that effectively meets customer expectations and drives business results.

Setting your business goal for your customer strategy

You can create a framework for success by incorporating goal setting and aligning the chosen strategy to these goals.

Defining your business goals sets the direction while aligning the strategy ensures that every aspect of your customer centric approach is focused on achieving those goals.

Define your business goals

Begin by identifying your business objectives and what you aim to achieve through your marketing efforts. This may include increasing sales, expanding into new markets, reducing customer dropouts, increasing customer loyalty, or any other specific goal. Defining these goals provides a clear direction for your customer centric strategy.

Align your customer strategy with your business goals

Ensure that your chosen marketing strategy aligns with your business goals. Every step in the customer centric approach, such as understanding the target audience, mapping the customer journey, enhancing customer experience, and fostering engagement, should contribute to achieving these goals.

Measure and analyse results

Continuously track and measure the effectiveness of your marketing strategies in relation to your business goals. To evaluate your progress, use key performance indicators (KPIs) such as sales revenue, customer acquisition, conversion rates, and customer satisfaction.

 

If you need a small marketing business consultant to help you develop your specific marketing strategy with a customer centric approach, I am here to help.

Under the brand Marketing Value Creation, I offer small business marketing services in Adelaide and Australia-wide.

Contact me today to discover how I can help grow your business.