Whether you care or not it shows in how you set up your inbound marketing to the world. We all have too many options available to us to feel like a number or without any feeling of connection. One of the secrets of business is to find that place where there is human touch and sensibility between two people. Show me you care. That is where you will win me.
When I say, “Care”, here is what I mean:
- Use language that talks to me like a person, not a corporate automaton.
- You think through the process. Don’t make me work unnecessarily.
- Make it simpler. Then simplify some more.
- Before asking me for anything, provide me with value.
- Assume I know nothing and educate me clearly and simply.
- Court me.
Caring about your customer starts when they are a stranger. It is thinking about their perspective and providing conveniences and delights every step of the way as they move towards buying.
Inbound marketing, ultimately, is a process. While it is tempting to focus on the event of selling, the rigor and focus of setting up a customer experience early, often and elegantly creates connection between you and your buyer.
Many businesses won’t do this. It takes hard work and thinking, two things that are scarce today.
Show care. It is an enormous differentiator in an inbound marketing strategy. It is why we love Apple and Starbucks. We can feel the thought that went into their packaging, products, customer service and design.
Perhaps your own process means starting with a question – How can I wow my a person on their first experience with my brand?
From there, you can innovate and refine until you get that first touch point right. You will know. Your customers will push forward to get closer to you because they felt you cared.