How to Craft a Successful Customer-Centric Marketing Strategy
When was the last time a business fully addressed your wants and needs as a customer? For me, it was around the holidays, while searching for the perfect gift to give a friend who is a huge fan of the video game series "The Legend of Zelda."
My online search for the right gift led me to STL Ocarina, a company that sells ocarinas — the musical wind instruments that have been around for thousands of years and a staple item in the Legend of Zelda series. Clearly, the company knew many of its customers were like me — either fans of the games or shopping for fans of the games — so it made finding Zelda-themed ocarinas on its website simple.
Just hover over the tab that says "Our Ocarinas," and the first category to pop up under the tab says "For Legend of Zelda Fans." From there, I was taken to a page displaying their Zelda-themed ocarinas and the option to include a songbook of the game’s music.
After purchasing the ocarina and songbook, I remembered my friend doesn’t know how to play the ocarina and the songbook may not have tips for beginners. Luckily, STL Ocarina’s confirmation email included a YouTube instructional video and links to online resources that will help him get started.
STL Ocarina serves as a great example of what customer-centric marketing looks like. During the few minutes I was on the company’s website, every touchpoint of my buyer journey was valuable, from landing on the website to browsing for the right gift to making a purchase.
Months later, I’m still recommending the website to friends who want Legend of Zelda merchandise or are simply looking for a new hobby to pick up.
In order for your company to turn customers into advocates, the same way I advocate for STL Ocarina, it’s important to add value to every part of the customer’s journey and to address their needs. A way to accomplish this is to create a solid customer-centric marketing strategy.