MAIN INSIGHT 10
Francine Barsam
HEAD OF MARKETING
When it comes to customer acquisition, what are some key things that organisations should keep in mind?
When engaging with your customers, the key strategy is to ensure all your channels are optimised – discussing customer challenges, offering solutions and ensuring they have a great user-experience at all times. In essence, showing the customer that it’s not about you, but about them and their requirements.
There is a huge amount of content online and buyers have so much to choose from that you have to differentiate yourself–it is far more effective if you invest in distinguishing your tone of voice and messaging. A lot of this comes back to creating content that will engage with potential clients that is flexible and adaptable, and then publishing across the different channels.
In today’s market that is saturated with content, how can organisations make their content stand out?
I believe that the one of the best approaches is to utilise video as a strategy. If you can tell a story in up to 30 seconds and grab your prospects’ attention, you have a much higher chance of engagement with your content. Additionally, video allows repurposing of the same content to utilise across the various channels. Video is a high investment tool, both in time and cost, however it’s also greatly effective and impactful.
Video is a high investment tool, both in time and cost, however it’s also greatly effective and impactful.
We aim to understand our prospect’s challenges by investing in market research, thereby identifying their pains and challenges and offering a suitable go-to-market strategy.
Can you share some strategies that your organisation is using for acquiring customers?
When it comes to acquiring new customers, we’ve found that potential customers like to see successful experiences with your service/product in their sectors. Therefore, we aim to find the alignment between our prospects and existing sectors.
In addition, we aim to understand our prospect’s challenges by investing in market research, thereby identifying their pains and challenges and offering a suitable go-to-market strategy.
We undertake our research using tools such as LinkedIn, market reports, tailored in-house market research and desk research and use this research to create compelling value propositions to influence our target audiences.
Softwire is one of the UK’s leading software development consultancies that offers consultancy, bespoke software development and support. Softwire has grown into a multi-million-turnover business, trusted by well-known organisations across the public and private sectors to deliver their high-profile digital projects.
