‘Let’s Be Good’: Lessons in Servant Marketing
“Let’s be good at what we do, but let’s be good, too,” said Lisa Harmon Stephens, Oracle Marketing Cloud Consulting’s Head of Creative Services, to conclude her locknote presentation at Litmus Live Boston earlier this month. Her presentation was about Servant Marketing, which is marketing that puts customers’ needs first, rather than the needs of your business.
One way to gauge whether you’re practicing Servant Marketing is to look at the calls-to-action and themes of your most recent 20 marketing emails. In what percentage of them is the primary CTA “Buy Now” or some variation? How many of them lead with product content? On the other hand, how many of them lead with or contain educational content, value-based content, community content, or any other content that’s not explicitly selling?
Another way to measure how you’re doing is to see how many times you refer to your company or say “I” or “we” compared to how many times you refer to your customer and say “you.” Do you just talk about yourself and your products, or do you put yourself in your customers’ shoes and talk about their needs, challenges, and opportunities?
The endless drumbeat of a “me, me, me” marketing strategy is endemic among traditional-minded product companies, whereas service-oriented companies tend to have a lot less trouble seeing things from their customer’s point of view. Whatever you’re selling, you need to adopt a service mindset, says Stephens.
Stephens may have closed out Litmus Live Boston talking about Servant Marketing, but many of the other presenters also touched on the need for brands to focus more on serving and on customer-centricity. It was the biggest theme of the conference by far and it was woven into presentations that covered a wide range of topics…