We all talk about customer focus. Psychographic Marketing delivers it.
Uber got between the taxi industry and its customers in just a few years, simply by removing the customer's friction points in the transaction. That's customer-centricity in action.
We all talk about being customer-focused, but the way we go about our business means we often fall short, leaving us vulnerable to players who do it better. The results can be catastrophic, as the taxi industry found. The seeds for this are in the incumbent organisation's DNA.
Successful organisations have built their success on processes that have worked well and made them what they are. The difficulty arises when the external conditions change. As Marshall Goldsmith points out in What Got You Here Won't Get You There — what worked so far, may not work in the new world. And with VUCA-on-steriods now the new normal, changes are coming faster than we would like.
How to adapt
It's all very well for the business schools to tell us we need to be nimble and agile, but in practice, it's easier said than done.
Installing a Psychographic Marketing system in your organisation will put customers at the centre of your marketing. Simply by executing the tasks to operate the system, your marketing team cannot help but become more focused on the customer. They'll get to know them better as human beings, not numbers in a report. And they'll share these learnings across the business.
It's common for us to see this simple re-orientation reverberate throughout the business, influencing all customer-facing activities from ordering, delivery and even product development.
What is Psychographic Marketing?
If you haven't read the info here, please do so now. It explains what it is and puts it into the broader business context.
Leads Corp installs a self-optimising Psychographic Marketing system in your business. It identifies and redeploys your existing marketing assets so that they meet the requirements of Psychographic Marketing. And it trains your Marketing team in Psychographic Marketing concepts, strategies and techniques.
The initial program consists of four modules and typically runs for 16 weeks. At the end, you will have a fully operational, fit-for-purpose Psychographic Marketing system that sets your marketing team up to put Psychographic Marketing at the centre of your marketing strategy.
Leads Corp sets up your social media and Google advertising accounts so they properly integrate to deliver all the benefits of Psychographic Marketing. Using this structure, you immediately have a solid, up-to-date foundation to get you started and to build for the future.
Leads Corp reports results in a proprietary reporting system that is customised for you. Using your own terminlogy and incorporating your own KPIs, these reports become your window into how your marketing is performing and your ROI. Your marketing team will use these reports to learn more, gain insights into your Audiences and to discover what opportunities may exist.
Audiences are the currency of all future marketing. We're already seeing this playing out in the current battle between Apple and the other platforms over tracking. Apple has no interest in protecting our privacy and every interest in owning its Audiences.
Besides getting you started in the marketing of the future, building and using your new system will deliver a number of important benefits to your business.
unlock hidden value
- Social media
All that costly social media invesment is suddenly going to reveal its true value. Social media audiences are the bedrock of Psychographic Marketing. We use them to guide the machines to find the right people for our products. Your new Leads Corp system lets you do this because it has return paths built in. It's the return-paths that allow us to capture, organise and capitalise on the engagements we get.
- CRM systems
Your expensive CRM system can only work as well as the data you feed it. Up until now, you've been feeding it pretty random customer and prospect data, sorted by source. That's like using a Centurion tank to drive to the shops and fueling it with regular unleaded. Psychographic data is what your CRM system really needs to perform at optimum levels.
Strokes for folks
The systems and processes that Leads Corp will install are all most competent marketing teams — big or small —need to take advantage of the power of Psychographic Marketing.
This is not optional
The switch to Psychographic Marketing is not optional. It is already underway. Just a few months ago, Google rolled out a complete overhaul of its Display Ads facility. Keywords have been relegated to a support role.
You can see the impact this has had in this video, where some of the world's leading Google Ads experts discuss the impact of this change. You don't need to know what they're talking about to see that they're struggling with the reframing of what they do.
Spot the gap
It is, however, still early days. The video above was made in October. Even the fastest movers are not that far ahead of you. This is a gilt-edged opportunity. The sooner you move, the greater advantage you will have in the future. You don't need a knock-down and rebuild of your marketing strategy or assets, you only need a renovation. Just get it started.