The best marketing strategies start with human behavior. After all, if you don’t understand your potential customers, no amount of content creation, ad spend, or social media engagement will lead to growth. To truly connect with people, you need to understand what they want and what drives them to respond to your marketing messages and choose to engage your business.
With that in mind, here are three simple yet powerful strategies for marketing your business that address the fundamentals of human behavior and lead to better results.
Always be the guide
One mistake many companies make in their marketing messages is positioning themselves as the hero of the story. For example, visit a few accounting firm websites and you will find things like,
“We are the premier consulting firm providing accounting, tax and advisory services throughout the region.”
“Over the past two decades, we have experienced remarkable growth in our business and our service offerings.”
“As one of the nation’s top 100 companies, we have been recognized in all aspects of our business through awards such as Best Workplaces and the Business Excellence Award.”
Centering your customer as the hero, rather than the business, is a subtle yet powerful shift that will better connect with potential customers. It demonstrates that you understand their challenges and that you are the right company to provide the services they need.
Put yourself in the customer’s shoes: When you visit a company’s website, does the fact that the company has been in business for 50 years, has about 20 offices and 130 employees make you want to to hire ? Or would messages like these be more appealing:
“Take control of your numbers, clearly visualize your financial situation and make the right decisions for your business.”
“Unleash your business’s revenue potential with strategic accounting and advisory services.”
“Take your business to the next level with accountants and advisors who partner with you to grow your business.”
Show empathy (you understand your customers’ problems) and authority (you’ve helped solve these kinds of problems before), and you’ll get better results.
Give the customer a three-step process
You know that taking your clients from struggle to success involves a million steps. But customers don’t need to know all that right now. In fact, sharing each step with potential customers will scare them away.
Instead of adding to their stress, help them see how much easier you can make their life with a three-step process. For example, for our growing consulting services, the three-step process is:
- Schedule a discovery call to discuss your goals and growth needs.
- We will create a clear roadmap for the business development and marketing of your business.
- Follow your new roadmap to grow your business.
When you simplify the process, potential customers will find it easy to do business with you and they will want to work with you.
Create a clear call to action
What action do you want potential customers to take after visiting your website homepage or reading a blog post or email? Often companies don’t include a call to action at the end of a blog or email or on their web pages. If they do, it’s just a “contact us” button or link. It’s vague and, more often than not, ineffective because customers don’t know what will happen after filling out a contact form.
Instead, consider one of the following CTAs:
- Transitional CTA. A bridging CTA provides prospects with valuable information that helps them become a smarter buyer, builds empathy, and communicates your authority. This is useful for prospects who aren’t quite ready to engage with your business, but are looking for more information about the services you provide. A bridging CTA can be a value-added PDF, checklist, or case study highlighting how your services helped solve another client’s problem. The value of the content should be high enough to convince prospects to provide their contact information in exchange for getting it.
- Direct call to action. A direct CTA is the one step you really want prospects to take to start working with you. Usually, this can be the first step in your three-step process, like a button that says “Schedule a discovery call.” Repeat your direct CTA two or three times on every page of your website and in every marketing email or blog post.
People love clarity, so make it clear what action you want them to take, and you’ll start converting visitors and readers into leads.
Developing a marketing strategy and messaging is more complex than many people realize. Once you understand human behavior and why people make buying decisions, you’ll see examples of companies going about it the wrong way everywhere you look.
The next time you’re updating your business website, writing a blog post or email, or posting on social media, use this article as a checklist to make sure your message is as effective as possible. . I believe you will see better results from all your marketing efforts.