By Kim Niemi
How do big brands target and attract consumers? This is a question many smaller brands want the answer to, followed by: And how do they turn those consumers into loyal customers and brand advocates?
It's not easy, as smaller brands struggling to do just that can attest. But the good news is: These leading brands aren't doing anything that you can't do. You just need to know how they're doing it. Right?
It’s a process comprised of many elements.
Brands Don’t Know What They Don’t Know
Say a popular restaurant chain was looking to entrench themselves as first choice with loyal consumers, but their efforts to date hadn’t supplied them with the kind of insights they needed to really understand their customers’ behavior, which made it impossible to deepen engagement.
Providing relevant content can’t happen if you don’t know what’s relevant.
They don’t know what they don’t know until they change their approach.
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IMAGE CREDIT: ELLIOTT BROWN