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ever launched a campaign thinking you
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were targeting your ideal audience only
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to realize your message missed the mark
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here's a little secret knowing the
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difference between a client a user and a
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consumer could be the game changer your
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strategy desperately needs these three
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terms might sound interchangeable but in
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marketing they play very different roles
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and understanding these distinctions can
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help you tailor your messaging optimize
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your salesunnel and ultimately close
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let's break it down a client is someone
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who purchases a service often in a
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professional or long-term relationship
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think of a law firm's client or a
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business that subscribes to your SAS
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product there's usually trust ongoing
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contact and higher value exchanges
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involved when you're marketing to a
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client your messaging should build
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credibility demonstrate long-term value
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and highlight personalized support now
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meet the user this is the person who
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actually interacts with your product or
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service they might not have paid for it
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but they're the ones using it every day
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imagine you sell business software the
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CEO may be the client the buyer but the
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employees logging in daily are the users
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so if your user experience sucks your
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product won't last no matter how great
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your sales pitch was marketers need to
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consider ease of use intuitive design
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and user engagement strategies to keep
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satisfied then we have the consumer who
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typically refers to the end user of a
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product often in a B2C business to
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consumer context they're the ones who
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buy and use the product like someone
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grabbing a snack at the store for
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consumers emotion is a huge driver here
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branding packaging pricing and impulse
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appeal matter more than long-term
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relationship building here's the kicker
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sometimes one person can wear all three
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hats a freelance designer might be the
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client paying for software the user
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designing with it and the consumer
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benefiting from the results but more
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often these roles are split when that
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happens your strategy needs to adapt to
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speak to each role at the right time and
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through the right channel so how do you
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apply this first map out your audience
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who's the buyer who's using your product
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who's benefiting from it then craft
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targeted messages that speak directly to
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each group's needs and motivations your
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clients want ROI your users want ease
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your consumers want value hit those
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notes and you've got a marketing
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symphony which of these three roles do
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you tend to focus on most in your
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campaigns and do you think it's time to
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rebalance your strategy let's talk about
