An example of this is Starbucks's customers. Starbucks is a company that for years has positioned itself as a worldwide leading brand in the coffee market. Since its founding in 1971, they have managed to expand to nearly 23,450 retail stores in 65 different countries and was one of the first companies to offer free Wi-Fi. Its value proposition is defined not only with a good product and impeccable customer service, but also with its logistics, operations, infrastructure, technological development, and supply.
Starbucks bases its strategy on making the customer fall in love with them. From the moment you enter the establishment the charm of the aroma of coffee is present and the digital strategy has become an emotional marketing model. This type of marketing seeks to create a connection with the customer, taking advantage of the context of the situation in which each of its consumers live, with the objective of being part of their day to day, through social networks and other digital tools.
With this model, Starbucks created a community faithful to its brand and the company directed its efforts, as proposed by the Inbound Marketing methodology, to respond to the unmet needs of its customers Achieving that at the end, its public considers buying a cup of coffee as an emotional experience and not only as the acquisition of a product.
So, what can we learn from Starbucks's Inbound Marketing strategy?
Study your buyer persona
Evaluate the variables of your clients, such as economic situation, social environment, what are their hobbies, etc. Knowing how your client thinks and knowing what they are looking for will help you generate content that is meaningful and interesting to them and that is provided at the right time and in the right way. By getting to know them you will promote their permanence in your brand, and its easier that they eventually become your loyal followers.
Work your value proposition
You can try to justify the benefits of your product or service. However, if you base your efforts on your product and not on the experiences you can offer through it, the decrease in sales will be inevitable. Starbucks´s value is linked to the experience of having coffee in a different environment, so "the Starbucks experience" doesn’t even sell coffee, it sells a happy experience.
Create an unforgettable experience for your client
As we mentioned before, customer experience must be always first, and Starbucks works this amazingly both physically and digitally. Starbucks sells a life experience that invites you to enjoy it and share it with your friends. Connections with consumers through all channels will make your users perceive the importance they have for the company. Remember, a satisfied customer can become an ambassador for your brand and a disgruntled customer can create a crisis for your business.
Use digital platforms properly
Starbucks has millions of followers on their social networks, in which they connect with their consumers through open discussions to share their stories, ideas, suggestions or comments, share photos or create content that is interesting. On YouTube, Starbucks videos are actually related to coffee in general and valuable information or content such as: the origins of different coffee blends or stories of farmers instead of focusing too much on their brand or products.
For Starbucks, knowing the tastes and preferences of its consumers allows them to share valuable content across all their digital platforms. By improving every day, Starbucks shows his followers how important they are to them, consumers see how their comments are taken into account and consequently, they feel listened. Creating a feeling of belonging to the community. Starbucks also uses images appealing to the emotions, tastes, and senses of the users with the aim of generating greater interaction with them. In June 2010, Starbucks was awarded the world's most popular social media consumer brand based on its Facebook fans, Twitter followers, and YouTube subscribers.