The Power of Value-Driven Marketing
Many companies are like acquaintances who always want something from you, but never give anything in return. They bombard you with offer-driven marketing, a strategy designed to generate new business through endless discounts and special promotions.
While offer-driven marketing focuses on transactions, the goal of value-driven marketing is to create business through long-term relationships. Value-driven marketing is particularly important to salespeople and business owners whose customers don’t need their services very often. Examples include home loans, real estate purchases and home renovations. In these cases, marketing that centers on offers for more of the same product or service lacks relevance, and does little to strengthen your relationships with past clients.
Expensive products or services that dramatically impact consumers usually create a need for more information. That’s where value-driven marketing hits the target. An example is a newsletter with high-quality information that helps customers better use, understand, enjoy or gain value from the product or service you sold them months or years ago.
All strong business relationships are built on the mutual exchange of value. If your transactions with customers are by nature infrequent, then you must use value-driven marketing to maintain and strengthen your relationships. Value-driven marketing creates gratitude, positions you as an expert and provides information that customers actually need. Use it consistently and watch your referrals and repeat business grow!
