One of the most difficult things to do in online marketing – and probably in any part of business, for that matter – is to keep a well-rounded perspective. We spend so much time looking for the perfect design, the perfect sales copy, and the perfect offer that it’s easy to lose touch with our customers and their true wants or needs.
Ultimately, however, it’s what buyers think that matters. The reasons they have for doing business with you – or deciding not to do business with you – are far more important than any of our inputs, ideas, or preconceived notions.
What this means to you in a real-world sense is that your marketing always has to be a two-way street. You can never be so confident in any message or campaign that you forget to test it, or to look for feedback. In fact, you might design entire marketing campaigns that are as focused on getting information from your customers (through social media or other outlets) as they are sending ideas and promotions out.
When customers respond to what you’re saying, business is almost always going to be going well. Keep that in mind, and make sure you have mechanisms in place for them to share their thoughts and impressions.