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Any business owner worth their salt knows how valuable customers are to their business. In the course of acquiring and retaining customers, it becomes necessary to take a look at the way marketing is being done. For it to be effective, it needs to be tailored to their needs. So how can you do this as a business?


It may seem like a no-brainer, but if your marketing is going to have a chance at being effective, it needs to be in your customer’s language. The default for many businesses in Florida is naturally going to be English, given that it’s still the language spoken by the majority of U.S. citizens. That doesn’t mean that your entire customer base speaks English as their first language though, especially if you have international customers. Make sure you translate your marketing into the languages your customers will most easily understand. It may be a good idea to have a native speaker check for accuracy. Google Translate is great, but it can result in some pretty hilarious mistakes.


You might think that as long as you put your marketing materials out there, you’re good to go. That isn’t necessarily the case though. Marketing materials are rarely perfect at first blush, which can lead to some pain points that will need to be addressed. One of those can be making sure the customer can contact you after receiving your marketing message. You can reduce customer pain points in communication by letting them choose the platform. When they can choose how they contact you, they are more likely to contact you at all since they’ll choose the method that is most comfortable and convenient.


When you think about who your customers are, what do you picture? Knowing who you’re targeting with your marketing is essential, but it’s also important to recognize that not all of your customers are going to fit the generalized idea of who your customers are. Some of them will likely be disabled to some extent. In 2017, just over 13 percent of the U.S. population had some type of disability, which means that there’s a healthy market of people you can tap into if you make your marketing materials accessible. Use audio in conjunction with captioning and magnification capabilities where it makes sense to increase the number of people who can access your marketing materials.

For your marketing to be effective at reaching and attracting consumers, it needs to be tailored to fit their needs. Make sure your materials are in a language your customers understand. Take the time to reduce pain points and make sure your materials are accessible to those with disabilities. This will help you make sure your marketing is tailored to the needs of your customers.

For more help with your marketing, contact us today to schedule an appointment!


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