The objective of our businesses is to satisfy customers and retain them with the business as our loyal customers. However, you ought to remember that even loyal customers need to be nurtured so as to retain with us.
There are large numbers of product/ service providers in the market and competition is huge. What makes your customer stay loyal to you? Do you think it is your Unique Selling Proposition (USP)? True enough.
However with this digital era, omnipresent marketing plays a vital role. You need to understand what are your customers present needs and wants (we call them as ‘pain points’), and keep on reminding via omnichannel (a multi channel approach) the fact that our business exactly fulfils their present requirement, we are the best match, give them continuous soft urges to purchase our product/ service, and then again look after them with after sales services until their next purchase.
Online blogs and omnipresent content are a common strategy used nowadays. However, customers do not care how great your content and your products/ services are. What the potential buyers are looking for are solutions to their problems – i.e. their needs and wants / ‘pain points’.
Trust us! As a business, you will notice greater business growth when you can identify potential customers’ pain points and provide solutions to those problems.
A simple example to convince you on our above point –
When we get sick, we visit a doctor. There, we do not expect a common treatment; but, we expect the doctor to identify our specific sickness and give us the most suitable treatment. In an online store, you are the online doctor, your e-commerce store is the hospital and your customers’ unmet needs are the types of sicknesses or pain points. As each patient requires a specialized treatment plan, there are many customer pain points needing its own form of attention in developing a content strategy and online blogs.
What are the common pain points?
Always keep in mind… In deciding how to make a social media content plan, it is not about quantity or quality. What drives more traffic to your blog is how best you are paying attention to your customers’ pain points and how best are your solutions. That helps you generate more revenue for your business.
Customer perspectives are different and there are different pain points. Here, we try to categorize them into four types –
- Financial pain points
These include the problems consumers face with regard to spending or money. Examples – high unnecessary cost on repeat purchases of everyday items, low life-expectancy of products that could really last for a longer time, membership or subscription plans.
It is not always about making your product/ service available at low prices. It is important to understand your niche market and product standards and then make a world of difference through omnichannel content marketing.
- Convenience and Productivity pain points
This type of pain points can be explained as the problems consumers face hindering them to efficiently accomplish their everyday activities. Examples – lack of convenience, lack of productivity and lack of comfort.
Depending on your business, here you need to be creative to think what possible productivity issues different types of customers might face. If you are selling kitchen appliances, think of a customer living in a small apartment with a quite big family. She might search for ‘easy ways to create extra space in a small kitchen’. This is where you need to hit with. Your online blog ideas need to be creative with images and product descriptions to market your products and convince them to purchase.
- Process learning pain points
The customers’ current processes or systems might not be very good, have bugs, or are ineffective. However, they may not have the expertise alone to come out from them due to troubles in learning new skills. There could be little reliable information, tutorials, online blogs related to your niche.
For example, your customer might not know gardening techniques. Why don’t your blog let them learn some new ways of landscaping and then bundle it with your products and services?
- Support pain points
This is when the customers feel helpless at some important stage of their activity. Example – I cannot solve this homework question alone, or I cannot get started with this new product. This is exactly where omnichannel content should help them out.
At Bashi Media, we understand the most important pain point of our customers is their lack of time to create high volumes of high quality organic content for their businesses, and that is where our services are the best solution.
What is next?
Once you have identified the most important pain points, which was the toughest job, you need to now describe to your audience where they want to be and the value of getting there. Through creating a content strategy for social media, the businesses need to paint a picture of how it would benefit the customers by obtaining the product/ service solution from them.
- Choose the most useful content for customers
Put your customers’ hats on and think carefully what kind of content will help the customers to solve the identified pain points.
- It is important to personalize the content
Different customer segments could have different pain points. Therefore, it is required to group them and target with right omnichannel content.
- Provide natural and relatable content
Remember to speak the customers’ language. You need to customize content relating to customer experiences and pain points. Adapt to customers’ tone and create content that speaks to them personally about your business.
At Bashi Media, this would be to have your time back, grow your business across all platforms, and consistently grow your business revenue without having to invest into ads.
Your business needs to be the Hero on your customers’ eyes
The success of your online blogs is to draw the bridge between the customers’ present position and where they want to be after finding solutions for their existing pain points. And, importantly your business is that bridge.
Through useful content, businesses build trust and loyalty. If your content can describe the benefits of your products/ services, and how these benefits are helpful in taking them away from the pain points, that is when you get into the hearts of your customers. Simply, your content needs to be the bridge convincing the customers that you understand their expectations and requirements, and you are there to genuinely help them. Customer-centric omnipresent content marketing is all that is required to optimize your business revenue and profitability.
We created Bashi Media to solve problems just like this. We are the content marketing team building and implementing an omnipresent content strategy for your business. Get in touch with us today to find out how we can level up your content marketing across the board.