Making Customer Experience the Core of any Internet Marketing Strategy – PT 2
In the first part of this blog, we learned how important of a factor customer experience is in any business’s internet marketing strategy. In learning how to create a positive customer experience, we went over the 3 “Be’s”: be relevant, be consistent, and be iterative. In Part II of this blog, we are going to go over how to apply these concepts to two of the most important digital channels (although there are many others where these ideas can be applied as well). Let’s learn how to be relevant, consistent, and iterative in order so that we can deliver the best possible customer experience!
CREATING A MEMORABLE CUSTOMER EXPERIENCE ON YOUR WEBSITE
Websites have changed a lot since the times when they were just an online company brochure. Now, your website can and should serve as the central hub for all of your sales, marketing, and customer support efforts. In addition, it must accurately address the needs of all of your different target audiences accordingly. In this sense, the right website can serve as the ultimate conversion tool for all different kinds of businesses. It should help advance a visitor from a lead, to a customer, and finally to a happy dedicated customer. It does this by providing every visitor with the right content at the right time encouraging them to take the proper actions. Here’s how:
- Be Relevant – Throughout the digital customer journey, you are able to gather a lot of data that then can be used to help you deliver the right content on your site. Here are some of the types of data that can be collected in order to be more relevant:
- Site behavior: What customers do while they are on your website — for example, how often they visit, if they have any previous conversions, which pages are visited most frequently, etc.
- Visit source: How your customers got to your website – for example, the referring domain, the search term they used, time of day, etc.
- Be Consistent – In order for companies to deliver a consistent user experience on their website, it is important for them to stop completely separating different channels of marketing such as web, email, and social media. Instead, they should embrace the fact that the customer journey weaves its way through each of these different channels at various times. This means that it is really important for businesses and their marketing teams to decide on a message and deliver this message consistently throughout all channels.
- Be Iterative – When marketers think about analytics, they tend to most often think of web analytics, which does currently provide a high level view of website performance against general metrics like page views, unique visitors, and bounce rates. While web analytics is extremely important, marketers who are considering customer experience need to focus more on measuring and optimizing business outcomes such as leads, downloads, and registrations.
CREATING A MEMORABLE CUSTOMER EXPERIENCE ON SOCIAL MEDIA
If you build it, they will come — except with social media. In the case of social media, they’ll come whether you build it or not. That’s exactly the reason why smart marketers are now taking control of their company’s social media presence as a part of their internet marketing strategy. They’re doing this by coming up with exciting new ways to engage with customers and leads. Here are some ways that you can always keep the customer in mind and use the 3 Be’s when managing your social media marketing presence.
- Be Relevant- In order to be relevant in social media you must first and foremost find the areas where conversations are happening about your company or business. Then, you can engage in the conversation by providing relevant content. For example, don’t spend your time on Facebook if your audience is on LinkedIn. Then, after you find that audience, take the time to listen to and understand what it is they want by becoming a trusted member of that community. The only way that you can do that is by providing relevant, helpful content on a consistent basis.
- Be Consistent- In order to be consistent, the first step is to integrate your social media presence across all marketing channels. For example, if someone is following your company on Facebook, then there’s a good chance they are (or should be soon…) receiving email communications from you… or are reading your blog… or are following your company on Twitter. What this means is that if you’re not including social share and follow buttons consistently across all of your marketing channels, you’re certainly missing a big opportunity to create an integrated and memorable experience for your customers.
- Be Iterative- Know how effective your social media activities are by measuring your ROI. Most marketers know they should be on social media, but they’re just not completely sure what they’re supposed to be doing there. But, if you monitor your social media in the right way, you can see precisely how effective your efforts are by tracking what marketing messages on which social networks drove traffic, leads, and customers to your business.