The same age-old questions reverberate through the history of marketing and public relations. How do I find the customer, how do I convert them and how can their patronage be retained?
In the 21st century, it’s all about knowing your audience and establishing a way to connect with and influence them because the knowledge of where to find them is often commonly known.
But in order to turn the person into a customer, you must secure the notion of your product as something your target audience might need or want.
Leading With the Product
Offering quality products is paramount to the success of any business. You can hire the best marketers and salesmen in the world, but people won’t respond to a sub-par experience and you are likely to lose repeat custom as a result.
If possible, allowing people to sample the product is a tried and proven method of getting them to start the customer journey. This can take many forms, including a free trial or open access beta for example.
One crucial aspect missed by many companies is being unwilling to change. Remaining adaptable and flexible means you can always adjust the product to fit into feedback of the prospective customers. The added transparency and honesty is a bonus to the image of a business people want to spend their money on.
Talk a Big Game: Then Back It Up
Cultivate a culture of good people skills, or at least ensure all public-facing employees are well-drilled in the art of communicating with the audience.
When it comes to new technology it’s vital to understand there will be a range of different types of potential customers in your audience. Some will need it spelled out in plain language, others will require less of a supportive hand and will instead want to know the details of how it all works.
Knowing your customers is absolutely key to success in any field. In the aim of gently guiding an unconverted audience to a purchase, you require a sophisticated communications strategy.
Of course it’s difficult to sell a product which doesn’t live up to hype. When it comes to crypto, rug pulls and platforms devoid of proper security have made people wary. Set yourself apart from the rest by delivering a quality product and communicating clearly.
Legacy Media for New Gen Customers
Exposure to a wider market always helps. Getting your executives in media outlets lends a respectable image to the individual and company they represent to new audiences who may not otherwise hear of the project.
Crypto is a fairly insular community with mainstream elements: simply put, a dedicated group within your overall target audience will be the ones seeing the media presence of your company.
This is better for stability as the hardcore crypto-heads are the ones who will spend significant time invested in a project. Short-term profiteers are more likely to be those who are in the space because of hype and are not always the best early investors.
A well-founded, rapidly growing project will attract people from a range of backgrounds. Getting to that point is the trick. Once the company becomes a public-facing, known entity the rest of the job is about delivering an excellent product people want to use.