Life can be full of disappointment.
As humans, we disappoint each other all the time! We let people down when we skip someone's big event, or when we do show up at an intimate dinner party without an invitation. We disappoint each other by offering unwanted advice or by keeping our helpful insights to ourselves. It's tricky, this human experience of ours!
It comes down to one thing: expectations.
What expectations are you setting for customers? If you don't deliver on them, you will most certainly disappointing customers. And with social media, they will share their disappointment in places you never imagined.
If you'd like a guide, here are three ways to make sure you disappoint your customers.
1. Set unrealistic expectations in your marketing campaigns.
We call this the Sea Monkey Syndrome.
Remember your expectations set by the cartoons of blissful humanoids frolicking in a tiny kingdom? The expressive creatures wore crowns and even sported jewelry! And then...you received the dehydrated packet of brine shrimp. They didn't have faces or seem to interact socially. They were ugly and boring. There was no way to construct a crown small enough for their tiny heads. Bummer.
Businesses of all types inflict customers with Sea Monkey Syndrome. We are promised... Read more
Marketers have enjoyed a long love affair with lingo and inside speak.
It's easy to throw around terms like PPC in meetings and assume, typically correctly, most in the meeting will understand.
But customers are now seeking guidance on everything from data privacy to the Internet of Things (IoT) and it may be up to marketers to help them understand.
It's easy to fall into the trap of speaking as we speak to one another, instead of really articulating what the customer or prospect needs to understand in order to not only consider a brand's offer, but to eventually gain long-term loyalty.
What does this mean for marketers?
Marketing starts way before it used to, and prospects often discover brands in ways we can't track, such as word-of-mouth referrals or the scary-sounding "dark web." People are seeking information on how to solve issues, understand what's happening next or just what their friend is posting about on social media.
Education about products should be in the greater scheme of a customer's life. This means marketers must understand not only who their customers are but how they travel through the customer journey. Mapping the customer journey is a start, but marketers have to work across functions and... Read more