Companies send us information all the time. Most of the time it’s informational garbage with the intent of trying to sell you unnecessary or unwanted stuff. Engage with your customers in a way that will make your offering more meaningful to their lives by clearly defining your brand value.

Relevance is understanding your customers needs and delivering unique value.

Modern day word-of-mouth has become one of the most powerful marketing tools in the digital age. Identifying your brand’s value to your customer’s is key. Only then will customers be inspired to use their own social media channels to promote your product or service and your brand’s mission at large.

According to Roper Public Affairs, 80 percent of business decision makers prefer to receive company information in a series of articles rather than in an advertisement. Seventy percent say content marketing makes them feel closer to the sponsoring company, while 60 percent say that company content helps them make better product decisions.

Imagine this: What if your customers actually looked forward to receiving your marketing materials? What if when they received it — via print, email, website — they spent 15, 30 or even 45 minutes with it?

So, how do you take out of the proverbial trash? By asking the right questions and listening.

Here’s the best way to start:

  1. Ask your customers directly
  2. Ask your sales team
  3. Ask your customer service reps
  4. Follow your customers on Twitter
  5. Join industry LinkedIn groups
  6. Follow industry news sources
  7. Discover keywords in web analytics
  8. Listen for prospective customers
  9. Monitor industry conversations
  10. Monitor competitors

In addition, consider, how is your company different, unique, better? Is it remarkable? Why should people care? By listening and identifying the value that you deliver to your customers, you can find the right words and drive messaging that delivers a competitive advantage.

Envision your marketing efforts driving your customers to action. How could this reshape your business?

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