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How to Build a Customer-Centric Digital Marketing Team

Customer-Centric Digital Marketing Team

What's up fellow marketers!

There's been a big shift towards customer-centricity in digital marketing. But what does it actually mean to put customers at the center of your strategy? Simply put, it's designing everything around their wants, needs, and interests. To stand out, brands need to focus on providing relevant, personalized experiences to each customer. This requires having a digital marketing team that puts the customer at the heart of everything they do.

What Does It Mean to Be Customer-Centric?

"Your customers don't care about you, your product, or your services. They care about themselves, their dreams, their goals. Now, it's up to you to understand them so you can make yourself relevant." - Blair Enns, Win Without Pitching

A customer-centric marketing team always considers the customer first. They aim to understand customers' needs, pains, motivations, and desires. Then they use this knowledge to craft marketing strategies and campaigns that provide value.

Being customer-centric means:

  • Making decisions based on customer data and insights, not assumptions

  • Optimizing for customer satisfaction and lifetime value, not vanity metrics

  • Mapping out customer journeys to identify pain points and opportunities

  • Using feedback loops and direct customer research to guide strategy

Hiring a Customer-Focused Digital Marketing Team

Satisfying customer needs

The first step in building a customer-centric digital marketing team is hiring people with the right skills and mindset. Look for candidates who are:

  • Curious - Eager to learn about customers and their behavior

  • Empathetic - Able to see things from the customer's perspective

  • Data-driven - Let insights guide their decisions

  • Customer-focused - Keep the customer at the forefront always

You'll also want to assemble a diverse skill set, including abilities in:

  • Content strategy and creation

  • Social media marketing

  • Search engine optimization

  • Paid advertising (PPC, social ads)

  • Email marketing

  • Web analytics and attribution modeling

  • Customer research and testing

Fostering a Customer-First Culture

customer centric culture

Hiring the right people is just the starting point. You also need to build a culture that encourages customer-centricity.

  • Foster empathy by having team members develop buyer personas and map out customer journeys. This builds understanding.

  • Make sure all decisions can be tied back to concrete customer insights. Don't rely on assumptions or gut feel.

  • Celebrate wins that provide value to customers, not vanity metrics. Recognize work that drives satisfaction.

  • Allow time for regular customer research and usability testing. Listen to feedback and act on it.

Developing Customer-Focused Processes

"Unlike products, customers have memories. This means that the business a customer generates for you tomorrow, either as a repeat customer or as a reference for other customers, is based largely on their memory of how well they were treated today." -Paul Jolley

Finally, ensure your processes align with putting customers first:

  • Map major customer journeys to uncover pain points and opportunities to improve experiences.

  • Build in regular feedback loops through surveys, interviews, and user testing. Use this input to guide strategy.

  • Rigorously analyze performance data, not just for key metrics but for insights into the customer experience.

  • Have a formal process for iterating on and optimizing campaigns based on what engages your customers best.

By instilling customer-centricity throughout your team, processes, and culture, you'll be better positioned to offer relevant, satisfying experiences. And in today's world, that's what sets brands apart.

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