The customer of today is vastly different than the one of yesterday. Today’s consumers are far more educated and empowered to make those big purchasing decisions. With information being at your fingertips these days, it’s no wonder customers feel entitled to better service. So, if you want to compete in this totally new world, you’ll find it much more valuable to take the time to connect with your customers and clients on their level, on their terms and in the locations that they’re going to be most often. Here are a few tips to help you target your marketing around this new, modern world.

Try before you buy

The modern consumer is no longer satisfied with products or services that you can’t try first. Consumers are far more empowered these days and are willing to search out the different ways to try something before making that purchasing decision. If there is any way at all to offer a trial before your customer has to make a purchase, you’ll find that you can immediately establish trust in a very competitive market. Try before they buy and the option to return at will are both crucial aspects of catering to today’s modern consumer.

Know the reviews

There are reviews everywhere now. From Amazon’s customer comments to Yelp’s reviews, Trip Advisor, to Google Reviews and more, there is no shortage of places for people to tell the world what they think of your product or service. Instead of getting worried about that, embrace it. When a customer leaves you a great review on a public site, thank them. If you’ve got a bad review to deal with, publicly write back, let them know that you’re sorry they had a bad experience and show that you want to make it right. Most review sites will allow the business owner to comment back, so you can use even a negative review to really help talk to these very informed consumers.

Connecting with consumers

Today’s modern consumer is mobile and always connected. That means you’ll find your greatest opportunities connecting to your customers online, and through many of the different social media platforms. Therefore, you need a well-branded, strong, mobile presence that includes both social media and your website. Remember, if your website isn’t mobile friendly, you could be missing out on a tremendous amount of business.

Engage with your customer

Today’s connected world means that consumers are looking to connect with the brands they value most. Offer different ways for your customers and clients to connect with you, on their terms. Offer service calls to their business or home, connect via social media, write blog posts to share behind-the-scenes information, make videos to answer customer questions and think of other ways to truly connect with the people purchasing your product or service. Not only will you gain customer loyalty, but you’ll build a strong connection to those customers, winning them for life.


This article was written by Mario McKellop for Small Business Pulse


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