ATX The Brand Founder Daniel Griggs was recently published in Forbes, discussing the topic of the customer pain point. In the digital marketing world, the customer pain point is the key to audience engagement and conversion. It is the central problem that the target audience is trying to solve and should be the foundation of any marketing strategy.
However, many companies misdiagnose their customer pain point, as the Forbes article points out. Here is an excerpt from the piece that explains the difference between a surface-level pain point and a true pain point:
“There are two levels to the value your company’s product or service provides to your customer base. The first is the surface-level, obvious value. For example, a company that sells beauty products might build its brand around the value of high-quality ingredients or long-lasting wear. Or, to use another example, a laundry service might market itself as a sustainable business that
But the truth is that customers never buy products and services for the products and services themselves. Customers are actually paying for a solution to a pain point connected to an underlying need or desire. Let’s look at the two examples above. The customer of the beauty product business isn’t just paying for mascara that won’t smudge. The reason this customer wants to invest in high-quality products is likely that they value things like effectiveness, freedom of choice and self-care. The client of the laundry service subscribes because they value time and freedom — two things they will have more of if they outsource their washing and folding to a third party.
When companies build their marketing around products and product features, they are often missing the true pain points of their audience. Consequently, they miss an opportunity to pinpoint the unique value their brand offers and will almost certainly lose out on conversions and sales.”
Do you have questions about identifying your customer pain point and designing a marketing strategy around it? ATX The Brand is a full-service web design, web development and digital marketing agency and we’d be happy to answer your questions.