Tuesday Tip: Enough customer-centric marketing. Think customer-first.

When setting up a content marketing strategy for new clients, they often ask for proof that the time, money and effort will result in a high ROI. Sometimes, they even put a time frame on it like 3-6 months. This isn't surprising; content marketing is expensive and bosses need to know their investment will pay off. Kissmetrics helps us understand that what starts as a seemingly expensive endeavor – namely, putting your customer above your business goals – is actually worth the effort. It may take more time, but the ROI will be higher in the long run.

Our Tuesday Tip: Think not just customer-centric but also, customer-first.

"Customer-centric marketing aims strategies AT the customer. You are looking at the customer as an end-goal. Customer-first marketing revolves AROUND the customer. You are making them an integral part of your marketing, research and development." Kissmetrics

Through a December 2016 study executed by MarketingSherpa, our tip was proven worthy, in several ways. The top reasons that people disliked an experience with a company was due to poor customer service and how the company didn't seem to put customers' needs above their own. In contrast, the top reasons people reported a positive customer experience was that they felt the company was taking care of them. 

This satisfaction not only pays off with one happy customer one time; it increases the likelihood that they would recommend the company and continue to purchase from them down the road. Now THAT is high ROI.

Image source: MarketingSherpa

So how can you be sure you are putting your customer first in your marketing? 

1. Instead of selling your product or service, serve your customer

Reassess your content strategy and messaging. Is your copy pushing your audience to buy into your business or is it actually trying to help them meet their needs? People are getting sold to all the time. What they need more of is your help. Write informative content that answers their questions. 

2. Instead of pushing them down the sales funnel, meet them where they're at

When you reach out to your leads, via email or phone, are you slyly encouraging them to purchase? Or, is your goal to figure out their needs and see if you can help? If you attempt to help them, even if they aren't the best fit for your product, they'll remember the effort. 

3. Once they're a customer, serve them.

When you've sold a customer a product or service, question whether you're aiming to do so as quickly and affordably as possible or if you're seeking to make sure they have the best experience possible. Invest in your support of them.

These are just a few good reminders. Read the full Kissmetrics post here. Be sure to subscribe to our tip below if you found the update useful!