In recent years, marketing efforts have evolved from focusing on the company to focusing on the consumer. Why is that, you might wonder. Because customers now have more decision-making authority than ever before, and they’re exercising it to select the businesses that make them feel seen and heard. Not to add that customer-centric brands are 60% more profitable than ones that aren’t.
The most effective approach to develop a customer-centric brand is to think of your consumer as the star of your narrative, with your business playing the supporting role.
Explain your value proposition to consumers at the top of the website.
The aim of a website is to get people to visit it, which takes place when they first arrive. When visitors come to your site, you only have a limited amount of time to capture their attention and persuade them to continue scrolling. The best use of this brief period is for the customer.
Many businesses make the error of using their website as a platform to advertise themselves. Although you may be the absolute greatest at what you do or the most experienced brand in the market, your consumers aren’t interested. They’ve got a problem, and they’re wondering if you can assist them to solve it. So make your clients—not yourself—the hero in your story!
What’s the best way to get your brand’s narrative in line with what customers want? Begin by thinking from their perspective. What are their objectives? What obstacles do they face? How will you assist them in reaching their goals? Examine consumer data and keyword research to see how and why people come to you for assistance.
Create a succinct, 1–2 sentence statement that focuses on your customer once you’ve figured out who they are and what they want. That will become the leading opening statement to your website, as well as the most effective approach to pique interest.
This is a fantastic example of a value statement that instantly places the consumer in the starring role of the narrative.
“Finally, a CRM platform that’s both powerful and easy to use. Create delightful customer experiences. Have a delightful time doing it.” – HubSpot
HubSpot recognises their clients’ problems (CRM systems that are difficult to use and aren’t working for their business) before telling them how their lives will be better once they make the switch to HubSpot’s platform. This is a very straightforward and easy-to-understand statement: “If you use this platform, your work life will be more pleasurable.” Who wouldn’t want that?
Make your customers feel heard by addressing their pain points.
Your company was created because there was a problem or a need that your brand set out to address. That issue is why customers are visiting your website. You make it simpler for your customers to connect with your brand and trust you by clearly stating those pain areas.
For example, here’s a piece of content from HubSpot’s Marketing Hub software page that does an excellent job identifying their clients’ problems and then enticing them to learn more by informing them that there is a solution.
The job is tough for modern marketers. Either you’re juggling various point solutions, or you’re stuck with tools that are powerful but impossible to use. This means scattered customer data, lacklustre marketing, and too much time spent fussing with software. But it doesn’t have to be that way.
It’s time to become the guide who will assist your consumers in attaining their objectives.
Present your brand as the guide or supporting role.
As previously said, you must portray your brand as the help the hero needs to accomplish their objectives. While your brand isn’t the star of the show, your audience must realise that without you in a supporting role, the show can’t continue.
An example of this is the follow-up paragraph to HubSpot’s pain point paragraph above.
With Marketing Hub, all your marketing tools and data are on one easy-to-use, powerful platform. You’ll save valuable time and get all the context you need to provide a personalised experience that attracts and converts the right customers at scale.
Users should be able to locate your offer and make a purchase.
Give your hero a plan.
A plan or a map is required for any successful trip. (At the very least, that’s true for someone like me who has never left home without his or her smartphone.) Anyway, one of the final components of your website’s content is a strategy that explains how to get to one’s desired goal. Remember to keep things simple. No one wants to get involved in anything that takes more than five or seven simple steps (unless they’re building IKEA furniture).
The first step is to define your objectives and the second is to design a strategy. The third stage requires you to execute that plan and test it out. With this, I’ll show you how efficient HubSpot’s Marketing Hub platform is in breaking it down into three simple stages for readers to grasp how easy it may be to change their existing marketing methods:
- Attract attention
- Convert more leads
- Report and customize data
That’s the type of content that can be helpful to your users. They keep it simple and straightforward without getting into the technical details that users aren’t going to care about right now. It may really just take 1-2-3 in some cases. Your next step is to get your audience to do something.
Call the hero to action.
Now that you’ve taken your consumer on a journey with your company, it’s time to get them to take action! The goal of storytelling throughout your website content is to avoid being overly pushy, but now is the moment to give the customer a gentle nudge in the direction of reaching out.
Your customer will now be both inspired and eager to do business with your company. Invite people to fill out a contact form, schedule a meeting, request a product demo, or do whatever else you’d like them to do.
Some examples of calls to action include
Get in touch with our team so we can discuss your solution!
Schedule a meeting to get one step closer to your goals!
Request a demo to see our platform in action!
Are you ready to Make Your customer the hero of your brand story?
The greatest thing you can do for your website is to make your consumer the hero and keep your material clear, concise, and customer-centric. It’s not about you; it’s all about what you can do to help your customers succeed.