Resist the Sirens’ Song of Growth Marketing
By Steve Sack, Director of Digital Marketing
As a marketer, data is important.
For years, organizations and marketing leaders have been pursuing, acquiring, and analyzing every bit of data they can about customers, competitors, campaigns, content, and more. They seek an elusive, comprehensive view of their company, and they want to harness the data to become a data-driven organization.
And with good reason. The data validates when things are working and highlights when things need to be fixed. Personally, I have worked tirelessly with dozens of clients to be more data-driven, and unquestionably it has helped them make more informed, more effective, and more intelligent business decisions.
I recognize now, however, that this empirical focus runs the risk of losing sight of something arguably even more powerful: meaningful, authentic relationships.
Much like the ancient legend of the sirens who seduced sailors with their enchanting song — only to result in often catastrophic shipwrecks — marketing data can seduce marketing leaders and organizations with illusions of success and enchanting promise. They can be very appealing and alluring on the surface, yet if not approached considerately, can be deceptive, dangerous, and even destructive.
Do not be tempted by this error in thinking converting more customers constitutes success. It is by no means the end of the journey. Certainly it is an important step, but it is merely an ‘entry ticket’, a beginning.
Brands and marketers have the opportunity — the responsibility — to provide customers with increased value in a way that matters. Customers want considerate, meaningful relationships from the brands they choose to do business with. The ability to do that effectively is what customer intimacy is all about. It can’t be faked; it can’t be bought. It takes an investment in time and energy. Customer intimacy is how attentive a company is to address its customer's needs and how they nurture meaningful, long-term relationships.
Here are three ways you and your organization can nurture customer intimacy:
Be true to your brand. Be authentic. Strong brands deliver on the experiences their customers value most, such as a deep understanding of their true needs and respect for their time and loyalty. They speak their customers' language, share their values, and demonstrate a genuine interest and willingness to engage authentically. And the most important first step toward establishing strong, authentic connections with customers is to have a well-defined brand identity.
Listen. Listening is critical for a more meaningful relationship between brands and customers. Listen to the entire digital conversation, not just to your fans and followers. Marketers and brands must embrace today's epic cultural shift toward more open, flexible, and adaptive communications across channels.
Engage. Engage with your community. Provide value and be of service. Genuinely participate. Record personalized videos and slide into peoples’ DMs. Celebrate wins. Spread good vibes to create more good vibes. Share positive reviews and customer testimonials. Like, comment, and share. Focus on educating and entertaining your audience, and you’ll earn their attention. Give your customers the time and attention they deserve in order to foster genuine customer intimacy.
In short,
🤝 Make valuable, meaningful connections
💡 Listen and learn what others in your community are up to
🚀 Have a blast!
By no means should you abandon the noble pursuit to be a more data-driven organization. Data is important. Yet dedicate an equal amount of your strategic time and focus to nurture meaningful relationships with your audience.
If you’re interested in learning more, we’d love to hear from you: Steve@kingstonmarketing.group