María Alcaraz

Three strategies to get your clients speak more about you


Get your clients speak more about you by using three great strategies.

The digital revolution that has taken place in the last few years has brought along heaven (recommendation) and hell (interruption). On the one hand, the man in the street has ever-improving tools that make it possible for him to communicate with his sphere of influence.

Social networks, smart phones, SMS applications... word-of-mouth spreads faster than ever in today’s world.

On the other hand, we live in a world where compulsory interruption is becoming more and more difficult to achieve. As we keep moving from analogic media to digital media, traditional advertisement campaigns are no longer as effective as they were before.

Such circumstances force our companies to change their mindsets. That’s no longer about interrupting new potential clients. It’s much better to learn how to convince our current clients so that they are the ones who tell their sphere of influence about us.

 In order to achieve this goal, we may use three different strategies:

Price

The Internet has shown that two price policies are useful in the network: low-cost and superpremium. Companies such as Groupon and Privalia chose the former, using the strength provided by large discounts to make themselves known.

A totally different approach is that of Escada, a company that sells tailor-made jeans for $10,000 each to a small group of people, but still reaches the whole globe thanks to the Internet. Unfortunately, prices that remain in between usually go unnoticed, no matter how fair they are.

Differentiation

If you want people to talk about you, first of all you should ensure you’re worth talking about. This is what I call “being remarkable”. This may be achieved through your design, as Apple does with hardware; through quality and high regard, as is the case of Beguet’s watches; or even because of your customer service, as is the case of Zappos and their shoes.

The worst thing to do is remain average, clinging on “me too” or “the same all over again”, which calls nobody’s attention.

Niche

Creating a product and searching for an audience to interrupt with a huge, expensive advertising campaign is no longer an option. In our days, the real opportunity lies in doing it the other way round: targeting an audience with a need that matters enough to them to make them wish telling everybody once we have catered for it.

Trying to please everybody at once is sheer utopia. A much smarter approach involves focusing on a clearly defined segment. The Internet is so huge that even the narrowest niche may be deep enough for anyone who picks it.

Warning!

If you are thinking about using one of the aforementioned strategies in your company, there is something you should take into account: choose one only. If you choose more than one, you may find yourself unable to get it along properly, which would leave you in a sort of “no man’s land” where success would just be a delusion you would never achieve.

And now some food for thought: what we introduced in this article is no revolutionary theory. Michael Porter was already on it 35 years ago, when he spoke of “the three generic strategies”: leadership in terms of cost, differentiation and focus.

Those of us who experienced the dotcom bubble learned something for good: technology may move on, and the media may change, but the fundamental laws of economics usually stay the same.

 This is why you may be an entrepreneur in our modern world, but never forget “old wisdom”. Wait no longer: #andaveycrea!

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