I’ve noticed something more and more over the past couple of years when it comes to why companies fail to truly make headway online—be it with Inbound, Content Marketing, Social, etc.
And here it is:
They don’t truly know their customer.
They don’t think like them.
They don’t appreciate what they’re going through (the buyer’s journey).
They don’t have the ability to empathize with their pains, problems, and needs.
Simply put, they don’t get them.
There are lot of reasons why this occurs.
Many of these folks are too busy managing employees.
Others are distracted by “the next big company initiative.”
The list could go on and on, but I’m sure you get the point.
Often times, when I’m teaching a workshop, I’ll ask team members (from an organization) to list at least 7 reasons prospects end up *not* buying from them.
And do you know what is disturbing?
Many of the folks that participate in this simple activity struggle to come up with two or three responses.
And it’s also a clear sign they are utterly out of touch with their customer base.
Facebook’s Obsession with “Knowing” Their Users
Facebook Gets This
We all know Facebook. We also have all seen just how dynamic the company’s platform is. It seems to change daily.
But the reason for this is their obsession with improving user experience.
And along these same lines, they’re obsessed with employees of the company understanding the “user.”
For example, Facebook has a program with their employees called “2G Tuesdays”
What’s the purpose of this program? Here is a description, as originally stated on the HubSpot Blog:
In many parts of the world, mobile users still use a 2G connection for their internet use. But connecting with users in regions with really slow networks is a huge potential area of growth for Facebook — so in October 2015, the company updated its algorithm to improve the News Feed experience for the millions of mobile users with slower internet connections. Now, when Facebook detects users with a really weak connection, they’ll bring up previously loaded News Feed or cached stories. It’ll also focus only on the stories and posts those users are actively looking at, instead of loading multiple stories simultaneously.
If that’s not cool enough, the folks at Facebook paired this algorithm update with the launch of an optional program called “2G Tuesdays” to help their employees experience what Facebook is like on a 2G connection. This weekly program, which only lasts an hour, gives employees the chance to put themselves in the shoes of those who may be using Facebook differently as a result of slow internet.
That’s called “getting your customer.”
Instead of wondering what the FB experience is like with 2G, they live it.
We Better Know Them
The fact is, this is a lesson for all of us, in every business.
If you or I want to be successful with embracing the digital consumer, we better know them.
This may mean we get out of the office and do nothing but go on sales meetings for a week.
Or it may mean we field customer service calls for an entire day.
Either way, it’s about getting back in touch with those folks that actually give us money and keep our lights on.
And that’s really just smart business.