Making Your Marketing More Human with Jürgen Strauss
“Create a memorable and remarkable experience in every way you can. Making marketing more human is all about caring about people as people in addition to doing business with them.”
Technology makes it easy to automate a whole range of different things but one thing we should always remember is that people do business with people.
It was a great privilege to be a guest on the Small Business Talk Podcast with Cathy Smith to talk about making marketing more human. The Small Business Talk Podcast is a podcast for small business owners and entrepreneurs who want a better way to run their business without spending years of doing it.
Here are some of the takeaways from the interview.
- People do business with people. It’s a relationship between two people. Automation and technology are there to make it easier to have more of those human to human interactions as opposed to replacing them.
- Making marketing more human is really about providing a much better experience on the whole customer journey. Marketing doesn’t end when you’ve made the sale. It is just one step of the customer journey. Continue to “wow” your customers at every stage of the journey.
- The cost to acquire new customers is significantly higher versus having existing customers buy something new.
- When customers have a fantastic experience with you, they are more inclined to buy from you and they are likely to tell other people about it. It will generate new business, which is more likely similar to the clients you are already with because working with good clients attracts more of those good clients.
- Even when acquiring new customers, there’s so much that can be done to personalise the experience even through automation.
- Get really clear on why you are in business. Be really clear about what you are doing and for whom you are doing it.
- Identifying your ideal client is more than just the demographics. You have to look a lot into the psychographics. You need to also figure out what the beliefs, the values, and the aspirations are of your ideal client. You have to really dig deep into what’s behind their needs, identify the gaps, and figure out how you can help them, what kind of experience are you going to deliver and the transformation that you help to make as a result of working with them.
- Don’t be afraid to forego opportunities. Working with people who are not a good match for you often ends up to be a bad experience. It is going to cost you a lot more energy to service that client because you are working outside of your expertise.
- Working with clients whose behaviours and values do not align with yours may result in a bit of resentment. More so, it takes a lot of your time and energy away from working with somebody who is a really good match for you.
- Really look into what’s driving people at a conscious level but also look into what their unconscious needs are, the ones they don’t express or acknowledge, and how you can help meet those.
- Mapping out that customer journey and being aware of the things that you can do as a business to impact people and provide them with a good experience on that journey is really a powerful way to make marketing more human.
- There will be stages where you have to qualify people out because they are not your ideal client. Rather than doing them and yourself a disservice, the best thing to do is to help them find a better alternative.
- We are not all the same in terms of business. We might do similar things to our competitors but we are all different in the way we work and approach things. Different people resonate with different businesses because of who they are, how they work, and how they turn up.
- Create a memorable and remarkable experience in every way you can.
- Making marketing more human is all about caring about people as people in addition to doing business with them.
Here are my answers to Cathy’s Final 5 questions. Listen to the podcast to get the full scoop.
- Best advice given to me by a mentor – What we are teaches more than what we teach. I want to be the success that I want my clients to become.
- Biggest help I received since starting my business – Having mentors/business coaches and being heavily involved in podcasting.
- The one thing that I have to do every day (my non-negotiable) – Getting out for an early morning bike ride.
- My favourite business book – “They Ask You Answer” by Marcus Sheridan, “The Pumpkin Plan” and “Clockwork” by Mike Michalowicz
- What I wish I had known when I started out – I wish I had known a lot of what I know now back then but at the same time, I really enjoy continuing to learn.
Listen to the podcast to get the full scoop
- They Ask You Answer by Marcus Sheridan
- The Pumpkin Plan: A Simple Strategy to Grow a Remarkable Business in Any Field by Mike Michalowicz
- Clockwork: Design Your Business to Run Itself by Mike Michalowicz