It’s that time of year: everyone is competing for airtime online. Nonprofits are vying for year-end donations, retailers are chasing customers, consultants are looking to secure those last few clients of the year, and the list goes on.
I have yet to meet a marketer that tells me they like the noise that this season brings. It’s an exhausting time for the industry. But noise isn’t the real problem. Noise is everywhere, all the time. The real problem is the struggle to cut through the noise.
Most organizations compete solely on their offer, but those who go upstream by adding value to their offer stand out and win. Here are three steps to help you do just that:
1. Determine the transformation. Customers make purchases or donations to achieve a desired transformation, and that transformation is different from the actual transaction you want them to make. For example, when someone donates to your nonprofit, they may be seeking the satisfaction of helping, a tax benefit, or both. When a customer buys a gift card from your shop, they’re likely hoping to strengthen their relationship with the recipient.
2. Help them with their transformation. Once you’ve determined the transformation your customer is really seeking, find ways to support them. Can you offer tips on how to maximize the tax benefits of their year-end donation? Can you create a social media video that shows how their donation makes an impact? Can you provide advice on nurturing friendships during the holidays beyond just giving gifts?
In my business, for example, I have a free “Roadmap for Online Marketing Success,” that I give to prospective clients who want to learn more about how to market themselves online but aren’t quite ready to buy.
3. Highlight the Extra Value You Provide. In the digital age we live in, it’s essential to let customers know how you’re going the extra mile. If you’ve created a free guide to help donors make the most of their tax benefits, for example, tell people that. Share it in your posts, in your emails, on your website, etc. etc. Say something like, “Your support means the world to us—this is our way of giving back.” I often see organizations go out of their way to provide added value and then they forget to talk about it. Don’t make that mistake–let your customers and potential customers know.
The truth is, people have always valued added perks, even if they’re small. A friend of mine who does a significant amount of business travel loves a particular hotel chain simply because they offer “free” coffee with to-go cups at high traffic points throughout the hotel every morning. The hotel rates for that chain are higher than nearby options and she knows that, but that “free” coffee still feels like a valuable, added perk. Yes, I know… consumer psychology is funny, but at least you can use it to your advantage.
