The key to marketing success is customer pain points

Customer pain points refers to the problems your customers face and how your products or services resolve those problems. If your marketing does not take into account the pain points your customers encounter, it will only be misunderstood – or worse, ignored. In order to effectively market your business, you must answer three important questions.

What problem is your product or service solving?

How do you know exactly what problems your customers are having? The easiest way is to ask them about the biggest challenge they are facing related to the product or service you offer. For example, if your company sells baby tubs, you would likely target mothers. And you might ask them this question: “What is the biggest problem you have with existing baby bathtubs?”
If you find out that the biggest problem your customers are having is that it takes too long to find the perfect water temperature for their babies, then you could create an infant bathtub that automatically heats the water to a preset perfect temperature. In doing so, you would solve a very specific customer pain point. You will also fill a niche that your competitors may have ignored.

What need is your product or service filling?

Although every targeted market in every industry is different, most customers have a common set of needs that your company must fulfill before they will consistently engage. These needs include:

  • Feeling special– Customers want your products and services to make them feel special or important. For example, a few years ago, Barclaycard introduced the first crowdsourced social media credit card in the industry. Unlike most credit cards, Barclaycard established its benefits and rewards based on customer suggestions that were put to a vote. The ideas with the highest number of votes became standard policy, including profit sharing.
  • Responsiveness– Your business should be responsive to what your customers tell you. One of the main customer pain points identified by Zappos was that its phone representatives did not have the authority to make changes without getting supervisor approval. So Zappos gave all its representatives the authority to do whatever it took to make a customer happy. After quickly implementing this change that addressed customer concerns, the company’s reputation soared.
  • Reassurance -What is your company doing to provide reassurance to customers that you will stand behind your products and services if something goes wrong? Having a liberal return policy is good, but Amazon took it to the next level when it offered a two-year worry-free guarantee for its Kindle Fire HD Kids Edition. The two-year warranty covers anything that happens to the tablet; for two years after purchase, Amazon will replace the old Kindle with a new tablet for any reason, no questions asked. This gives customers absolute assurance that the company stands behind its product.

What value does your content provide?

Remember: Anything that helps solve customer problems should be an integral part of your marketing strategy. And good content, including blog pieces, podcasts, webinars, video tutorials and eBooks, can help educate customers. It will give them tips and tricks for using your product or service and provide valuable information for their industry.
Your products and services are not the only things that can solve customer problems. In fact, providing actionable information to your customers increases the authority of your business and provides invaluable credibility. So when you are creating content, treat it the way you would your products and services. Make sure that each piece of content informs, entertains, answers questions and resolves problems.

Solve the right problems

You cannot market to your customers until you understand what their problems and needs are. From there, you must determine how your products and services provide a solution. But it is equally important to remember that you cannot solve all the problems your customers have. The more you hone in on a specific want or need, the more likely you are to attract their attention.
You should not think of customer pain points as something negative, but rather as the reason that your business exists. Because once you start looking at your products and services from the point of view of your customers, everything you do, including marketing, will be more targeted and more effective. To learn more about how we can help you create content that will solve your customers’ pain points, contact us today.

Why original content is so important

The Internet has grown significantly over the past decade. In 2015 previously successful web marketing tactics don’t necessarily yield the same results they did in 2010. It used to be that websites could get away with a static website that had very little changing content. But thanks to changes in the major search engines and the growth of social media, stale web content can be a deathblow to a business.
To get noticed and really grow a brand, fresh and original digital content is essential.

Buyers want originality

In August 2014 Mashable reported on a survey that showed that more than half of consumers are “more likely to buy” products or services from companies that publish custom content. Why might this be?
Originality may be perceived as better quality and consumers are likely to be more interested in a company that aims to display excellence in its content. In the past, differentiation of products (or services) has been an important part of business strategy; these days the same can be said for content. Why would consumers visit a company’s website that strives to be like everyone else? Chances are they will gravitate to a site that offers something different.
Content is rapidly growing to become as important as advertising, and both consumers and B2B decision makers are web-savvy. They will know originality when they see it. Firms serve their clients better if they aim for uniqueness when promoting or creating content for their clients.

Opportunity to grow web traffic

Major search engines, in other words Google, will penalize websites for content that appears on multiple websites. Even if the content is original but was subsequently posted somewhere else, it can result in a decreased prominence in search results — and declining traffic, says Neil Patel, a digital expert and entrepreneur, in an article from December 2014. This is a huge reason businesses and their marketing agencies should be focusing on originality when creating content.
Many marketing experts believe it is in a client’s best interest to post its content on more authoritative sites. Patel recommends making sure these websites use “rel-canonical” tags in the page’s source code. This tells Google to give credit to the original website. This way originality remains intact, but more brand recognition can potentially be acquired through wider exposure.
The bottom line is that better rankings in Google equate to getting more eyes on the client’s content. And Google rewards originality. While search is not the only way to get more visibility, it is important.

Original is more interesting

All other points aside, originality is simply more interesting. If a business is perceived as being original on the web, visitors will be more likely to come back and peruse the site on a routine basis to see what is new. Companies can aim to be first to report trends, share imaginative perspectives or discuss industry developments.
Additionally, as the web evolves, imagery has become an integral part of websites and, while this may pose some challenges, it can also create new content opportunities. Content can be presented in a variety of ways which can include text-based materials such as blog posts, informational articles, white papers and ebooks, but also can be augmented with video, photos, slide shows or infographics too.
In the end providing a mix of interesting content will eventually attract more traffic, leads and eventually, conversions.

Reasons to consider outsourcing content

With all the competition on the web, it can be challenging to come up with original content. It takes time and creativity to produce, and few businesses have the in-house resources needed to do it well. One solution many businesses turn to outsourcing to companies that specialize in producing original digital content. According to statistics reported by Demand Metric, 62 percent of companies outsource their content marketing.
A specialist such as Tempesta Media can ensure that high quality original content is produced on an agreed-upon schedule. Tempesta Media manages all aspects of a content production — strategy development, idea generation, writing and editing. We find writers with expertise in the industries you need and guide them through the creation process to ensure we meet your unique needs. And we do all of this at a fraction of the cost of an in-house team.
If you have a content marketing program, or are planning one, download our ebook:  100 mistakes businesses make when starting, optimizing and scaling content marketing programs.  Learn from the mistakes of hundreds of other companies.  100 mistakes walks you through common and uncommon challenges that they faced with their content marketing programs.

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