Branding used to be about paper ads and bill boards, booking radio slots and buying TV time. However Internet changed it for good. Now branding is all about seizing the eyeballs in the cyberspace, because that’s where the customers are. In the digital world, in the cacophony of rival businesses clamoring for attention of the customers, only those brands which are able to personalize the customer experience are able to win over and retain the customers for a long time.
Gone are the days when Henry Ford used to tell his customers “You can have any color as long as it’s black.” The “one size fits all” strategy died a slow painful death with the rise of Internet and social media. Now you have to personalize the experience as per the customer preferences, else they would migrate to a competitor who does.
Here are a few tips on how to do it:
Socialize: Love it or hate it. Your customers are on the social media and that’s where you need to be. You need to hunt for segments where you can find prospective buyers, collect them, maintain lists, earn subscribers, likes and followers and then try hard to attract them to your business.
Personalize the Website: Your prospective customers have come from the social site to your site, great. But now what? Well, now you need to give them a personalized experience here. Give them interactive media, give them special offers customized for them, give them a free ebook or two, give them gamification. Whatever you do, ensure that they feel related to your business website.
Audio-Video Messages: Customer is the king, was the king, and would remain the king. Better keep him happy so that he keeps you in business. Give them a few welcome messages from the CEO. Let the VP marketing tell them how thankful he is to have them. Let the customer service head tell them how they are the core of your business. Nothing replaces the person to person connect. If the customer feels related to the top brass of your organization, no competition can put you out of business.