Value creation – a transformational approach
The social media post said it all. The image reflected a month-long digital “drip” campaign where emails of varying types would cram into email inboxes, culminating in a “break-up, last chance” message. The note? “How does anyone expect something like this to produce anything but blind rage?”
Of course, digital marketing has its effective place with strategic content. But the point is that hammering prospects and customers incessantly quickly produces diminishing returns, especially in a message over-saturated world.
Effective marketing and public relations today focuses on a transformational approach of value creation. Marketing communications professionals create value by developing and expressing real understanding of prospect and customer needs. Value creation is far more than a simple business strategy buzz phrase.
Today, value creation has become the cornerstone of truly successful marketing and PR strategies, regardless of the platform. Value creation differentiates brands by building and sustaining prospect and customer relationships that mean something beyond a monetary transaction. Value creation naturally drives growth.
Exceeding expectations
Simply put, creating value through marketing communications embraces a commitment to understanding and fulfilling the needs (and desires) of customers in a fashion that exceeds their expectations. Prospects and customers don’t just buy a service or product – in a value creation focus, prospects find real solutions to problems, intentionally delivering a means to enhance quality and enrich lives.
Value creation at its core is simple. It’s customer centric. A real-time brand that focuses on value creation takes the time to understand prospect or customer needs, preferences, and, of course, pain points. Value creation requires brands to listen and listen with understanding.
Many companies and people may say that they listen, but the majority of people simply wait for someone to stop talking so they can make their point. The survey or star-rating or online comment merely opens the digital door for a one-sided conversation.
That kind of quasi-pseudo listening will likely not yield the full spectrum of success.
That focus requires time and effort in learning and understanding customer behavior, prospect preferences, and – here’s the tough one – developing a capacity to anticipate needs. Meeting the prospect where they live, and work represents a cornerstone of success in value creation. Easy to say, write, or text, but more challenging to deliver.
Authentic communication
The word “authentic” is often over-used, but its true application represents a critical focus for strategic and rewarding value creation. Authentic communication is real, vulnerable, transparent, and highly relevant to a prospect or customer.
Authentic communication stands out. Authentic communication makes realistic claims that are believable and attractive. Authentic communication articulates the value of what the brand or service offers, simultaneously providing (and demonstrating) a reason-to-believe that the prospect should choose them over a competitor.
Value creation reflects authentic quality and delivers a remarkable customer experience. It appropriately capitalizes on the old saying “people don’t like to be sold, but they love to buy.” Compelling messages delivered on customer-preferred platforms, backed up by reliable, timely service will elevate brands, build reputation, and create lasting relationships.
Value creation lives at the heart of effective, customer-centric marketing and public relations. Through innovative applications (such as AI-driven customer service that goes beyond) and understanding that rewards, brands can create value and build iron-clad relationships that bring mutual success.
Hammering prospects with unceasing irrelevant messages will bruise brands and relationships, driving prospects away. Serving up thoughtful, on-target messaging that reflects authentic, quality products and services will create value – and mutual reward.
Want to learn more about how you can create value for your prospects, patients, customers or clients? Contact Michael Snyder at MEK.