Imagine that many companies are offering similar products and services. The Internet allows prospective customers to buy goods and services from competitors anywhere in the globe.
The result is that effectively marketing a company and thus gaining a share of the customer’s mind has become more difficult than ever before. To market effectively, you need to do more. It takes more than just a single strategy and a few marketing tactics for a business to be successful.
Relevance is the “something”.
Many marketers and business owners believe that the solution is to innovate constantly. They think by continuously improving existing offerings or adding new ones, they can add incremental value for customers. Hence, continued relevance.
Innovation alone will not suffice.
The Seven Cs for Relevance and Sustainability
A business is truly sustainable when it has long-term relevance. It is rooted in deeply held values at the core of any business. The quest for significance is no different. It must be continually worked on while carrying out day-to-day business activities.
The most important thing a business can do is to ensure that its brand remains relevant.
This also results in something that competitors cannot match, regardless of the price. It’s something that has a perceived higher value.
These are the seven Cs that I consider relevant.
Conviction
Deep moral convictions are at the core of a business and a commitment to its brand. A clearly defined and adhered-to set of values. This conviction is reflected in every decision, communication, and touchpoint.
Employees also benefit when companies show conviction. Your employees should understand the mission of your company, its direction, and their important role in “making it all happen.”
Remind yourself: Your employees represent your company to customers. To build a successful company, it is important to create an internal team. Stop thinking of your employees as “units for production” and think of them instead as brand builders.
Commitment
It is important to take the time to listen to your customers and to deliver what they want. Asking customers to give honest feedback is one way of doing this. This allows us to understand what our customers value and where we could improve. It’s not ours. We just have a gut feeling.
Communication
It’s incredible that, with all the communication tools available to us today, businesses and customers are unable to communicate effectively.
Does there exist a customer who doesn’t like to be contacted by phone or email when a delay is unforeseen in the delivery of a product? Finishing a repair or project? Receiving an update on a long-term project? Many businesses are silent, operating in a vacuum. However, strong communication allows them to strengthen their relationship with their clients.
Care
A true relationship can be established by showing genuine empathy and care for the customer while simultaneously providing uncompromising service. Although competitors may provide the “latest, greatest,” and even excellent customer service, compassion and human bonds will bring customers to your doors and keep them coming again and again.
Ask customers for their honest opinion about your business. Learn to accept criticism as well as compliments. This is an opportunity to improve customer relations and fix any problems. Thank your customers for their business. Everyone likes to feel valued and appreciated.
Crystal clear
A brand must be authentic and honest. Lack of transparency and honesty has been a problem for many large corporations, and it’s caused real damage and, in some cases, destruction of their brands. This is the result of consumers not trusting them. Shakespeare’s quote: “To thine self be true,” is a good one to live by.
Community
Join a community. Businesses should and can find ways to be involved in their community and “give back.” It is always a good idea to find ways to reduce energy consumption and waste and donate money or time to worthwhile causes.
You can mentor young people and share your knowledge. You can start a blog to communicate freely with your clients. Conversations between friends can yield great insights. Conversations between friends can yield great insights, especially if they are honest and real.
Your business will be successful if it becomes part of the culture and fabric of the community.
Cultural Shifts
Many business owners believe that more advertising and promotional activities are needed if their business is stagnating or declining. Is it? You may be losing customers to your competitors because of a lack of marketing activities, but have you also lost touch with the rapidly changing culture in which you operate?
Have you, for example, added more healthy options to your sandwich shop? Customers are looking for delis with lower sodium, fat, and cholesterol, as well as multigrain, wheat-free bread and gluten-free options. Do you offer the products that your customers want? Do you use as many locally-grown products as possible in your sandwiches and salads? Why not give your regulars their very own coffee mugs that they can fill up instead of using excessive amounts of paper cups that end up in landfills? Here’s where your customers will be. Will you be there with them?