Targeting Customers Effectively at Liberty Tax Service
Company Added
Company Removed
Apply to Request List

Targeting Customers Effectively at Liberty Tax Service

We asked Martha O'Gorman, Chief Marketing Officer at Liberty Tax Service, how she identifies Liberty's ideal customers - and how she targets them effectively with marketing initiatives. Here's what she had to say.

The one thing I have learned through my years of experience in marketing is that the ideal customer is identified best by modeling them after a real person. I spend a lot of time watching and listening to our customers in person and through social media channels to get a sense of who they are and what they are looking for in a tax preparer. In many ways, that expectation is all over the board, but there is one constant that rings true throughout our customer base: they want to be treated with respect by a friendly person who makes them feel good about their experience with us. Sounds simple, but in fact it is not easy to do with consistency.

To effectively target our customers, we have to know them, see them, and watch and listen to their interactions with our franchisees and their employees. Too many marketers are so far removed from the actual customer that, in my mind, we can sometimes get swept away with the latest "cool" technology or some brilliant creative product that in reality does not speak to the needs, wants, and desires of the people we are trying to reach.

Social listening is one clear way to identify those needs, wants, and desires. We take a very active role in monitoring and responding to the social conversations that take place about our brand. It is here you can identify the pain points your customers have and strive to adjust your business model to eliminate those problems. It is also through social listening that you can hear the good things that customers say about your business and capitalize on those strengths. Messaging can be modified or changed to be responsive to the social conversations.

Once you have set up the mechanisms to listen to your customers, the targeting and delivery vehicles for the marketing programs become so much easier to create and execute with confidence, as opposed to sending a strategy to market and then hoping it resonates.

My three key pieces of advice are:

  1. Listen
  2. Respond
  3. Execute on what you learn
Published: July 8th, 2014

Share this Feature

PuroClean
SPONSORED CONTENT
PuroClean
SPONSORED CONTENT
PuroClean
SPONSORED CONTENT

Recommended Reading:

Comments:

comments powered by Disqus
Scooter's Coffee
ADVERTISE SPONSORED CONTENT

FRANCHISE TOPICS

Urban Air Adventure Park
ADVERTISE SPONSORED CONTENT
Conferences
Virtual & On Demand
OCT 13-15TH, 2020

Scorpion offers ROI-positive online marketing solutions that can get your franchisees more customers from the Internet. With our integrated marketing...
Franchising, covering over 75 industries, is a proven way of working for yourself, but not by yourself. Dozens of free seminars designed for...

Share This Page

Subscribe to Franchise Leadership & Development Report

A Franchise Update Media Production
Franchise Update Media
P.O. Box 20547
San Jose, CA 95160
PH. (408) 402-5681
In Loving Memory Of Timothy Gardner (1987-2014)

Copyright © 2001 - 2020.
All Rights Reserved.