The traditional view in the Animal Health & Nutrition industry is that marketing’s role is to “make noise” to attract attention and raise brand awareness. After that, it’s the sales team’s job to convert those attracted by the noise into customers. This mindset drives many events, ad campaigns, and new product launches. I know it because I’ve been there and done that.
While the traditional view is still common, it fails to tap into marketing’s full potential for your company. Many Animal Health and Nutrition companies are beginning to embrace the broader view of marketing’s role. This more encompassing notion still faces some resistance from those who are accustomed to seeing marketing as playing second fiddle to sales. It’s time to change that. Learn how marketing can help even the most traditional company win more customers in the competitive global market for veterinary and animal nutrition products.
Find your Ideal Customer and develop a symbiotic relationship with them
If you really want to maximize the total life cycle value of a business relationship, you must adopt a customer-centered attitude. But that is not the same as believing that “the customer is always right.” And it doesn’t mean that you must give every customer the royal treatment, either. That would not be effective or scalable. If you want to adopt customer-centricity, you must first know who your ideal customer is and focus all your efforts on them, and on them only.
You may be thinking, but who is my Ideal Customer, and how will I find them out? Quite simply, your Ideal Customer is the one who has exactly the problem that your brand is best suited to solve. Not only that, but your Ideal Customer is also the one that will be so successful with your solution to their problem that they will be happy to tell others about the solution they found. In other words, your Ideal Customer will become your brand’s best promoter.
Your current best customers are the blueprint for your brand’s Ideal Customer. Your job is to make your best customers so successful that they will attract others like them to your solution. Their success will become your success.
As to how you will find them out, look no further as your current best customers. If your brand has already enjoyed some degree of success in the market, it’s very likely that you have gained at least a few loyal customers who won’t drop your brand for another at the first hint of a lower price. For them, your brand is the best in the world because it solved their problem, eliminated their pain, and gave them peace of mind. Your current best customers are the blueprint for your brand’s Ideal Customer. Your job is to make your best customers so successful that they will attract others like them to your solution. Their success will become your success.
Before they buy from you, they must know, like, and trust you
The ideal customer will learn about your product or service and see that it is relevant to some aspect of their business. Next, they will check you out to make sure they like what they see and if they can trust you, your brand, and your company. Only when they like and trust you will they move on to the next step, giving you a chance to show how good your offer really is. Finally, after this trial period, your ideal customer will be ready to buy and use your product, knowing exactly what they’re getting and confident that it is the best choice for them.
In summary, the way that marketing initiatives can help win more customers is by identifying your ideal customers, matching what they need with what you offer in a unique way, and guiding them throughout their journey from the time they first hear about your brand until the point when they become your brand’s most loyal users and strongest advocates. This is a new way of understanding the marketing function, and you can prevail over your competition by adopting it before they do.
After a trial period, your ideal customer will be ready to buy and use your product, knowing exactly what they’re getting and confident that it is the best choice for them.
We can help you find your Ideal Customers and help them find you. If you are ready to start transforming your marketing from “sales support” to “matchmakers”, contact us .
If you want to learn more, continue exploring our website . FarSight Consulting constantly adds new resources to help you transform your marketing into an incredible sales growth machine.