Prescriptive Marketing: “Be a Pharmacy. Not a Deli.”
In the realm of marketing, clients and prospects are often presented with an array of products and services. It’s as though they have unwittingly wandered into the corner deli where they are expected to swiftly make their selections and then shuffle off to the register to check out. They make a blind decision about what to order and are on their way with their pastrami on rye when turkey on wheat would have actually hit the spot. Needless to say, they don’t return.
A word of advice to our fellow marketers: don’t treat your clients like QSR customers. Instead, be a prescriptive marketing partner and make recommendations based on their unique needs, challenges, and goals. A client who is treated transactionally like our fictional deli counter patron will inevitably churn having felt no more heard or understood than the next client. What they need is a partner to listen and discuss a tailored approach to remedying pain points, facilitate growth goals, and to champion those efforts. Here are some pointers that will increase client satisfaction, campaign success, and long-term client retention and growth:
Understand Client Needs
Taking a prescriptive approach in marketing begins with understanding the unique needs and goals of clients. By engaging in thorough discovery discussions, conducting research, and asking the right questions, marketers gain a deeper understanding of the client's industry, target audience, and objectives. This knowledge allows them to prescribe tailored strategies and solutions rather than leaving clients to navigate through a menu of options on their own.
Expert Recommendations
Leverage your expertise and industry knowledge to provide clients with strategic recommendations. Instead of presenting an overwhelming array of choices, marketers should guide clients towards the most effective strategies and tactics based on their specific situation. This expertise provides clients with confidence in their marketing decisions, knowing they are backed by professionals who have their best interests in mind.
Customized Solutions
Develop unique solutions that align with the client's objectives and target audience. This approach goes beyond a one-size-fits-all menu and allows marketers to create tailored strategies that address the client's unique challenges and opportunities. Clients receive a holistic marketing plan that integrates various tactics seamlessly, resulting in a more cohesive and impactful marketing campaign.
Build Trust
When marketers take a prescriptive approach, they build trust and establish themselves as experts in their field. By demonstrating a deep understanding of the client's industry, challenges, and objectives, marketers position themselves as trusted advisors who can provide valuable insights and recommendations. This trust fosters stronger client relationships, as clients rely on their expertise and guidance to navigate the complex marketing landscape effectively.
Drive Positive Results
When a strategy is rooted in data, marketers maximize the potential for success. Clients benefit from a marketing plan that is specifically tailored to their needs, resulting in better-targeted campaigns, increased brand awareness, higher engagement, and ultimately, improved ROI.
Do we think these are earth-shattering pointers? No. Do we hear stories from clients about being treated transactionally? Sure do. Plus, who doesn’t need a refresher from time to time? Ultimately, being prescriptive offers numerous advantages over simply providing clients with a menu of options. By understanding client needs, offering expert recommendations, providing customized solutions, building trust, and driving better results, marketers elevate their role and become invaluable partners to their clients. So, let's embrace the power of being prescriptive, guiding clients towards success, and leaving behind the limitations of a menu-driven approach.
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