Managing the customer journey is one of the most important slices of your business’s operations. Knowing how your customers buy, what engages them and what ticks them off is the ultimate knowledge. Why? Because competition is stiff and good customer service is what’s going to set you apart. Think about it, if you went to buy a simple t-shirt from the mall, how many stores do you have to choose from? Probably more than you can count, and of those stores, each has a creative and enticing way to get you into their store to buy. It’s even harder in a digital world where you don’t have the smiling face of a sales associate at the door, but you do have copious amounts of information and products reviews. This can be extremely overwhelming for someone looking to buy – especially when they’re dishing out a big sum to do so. Understanding your customer’s journey can help you make touchpoints at the right time to the right people. It doesn’t take a lot of actions, but it takes insightful ones.
The customer journey wasn’t always so difficult. Starting in the early 2000s companies began to focus on customer journey mapping as a part of a larger interactive design in the digital space. It was more about how customers navigated the individual website and less about how they navigated the online space as a whole. Luckily, in the past couple of decades, researchers and marketers alike have begun to notice these buying patterns and interactions with online content to compile patterns and databases full of customer journey mapping!
If you were sleeping under a rock that whole time, there’s one big tidbit we’d like to share with you: the internet is vast. So vast that sometimes that companies and individuals can’t keep up. That’s why staying on top of the evolving online space and eroding technologies is key. Use tools like Google Alerts, Twitter or simply RSS feeds to get updates on the latest and greatest technology available to marketers. Seriously, we’re lost without them.
So, customer journey you say. How do we do it? It’s simple, build a kick ass Omni-Channel Marketing strategy.
How many pieces of technology do you own? I bet you it’s more than the one you’re reading this awesome blog post on. The problem is that some marketing content you receive may not be versatile across all of your devices and the risk of being turned off from a specific brand or their content may grow. That’s why companies need to adapt an Omni-Channel marketing strategy – the overall holistic approach to all other amending marketing strategies. We’re going to show you in a couple easy steps (some call it the ABC’s) of how you can build your own Omni-Channel marketing strategy to better engage your customers and evolve your technology to work flawlessly across more channels.
Similar to other digital marketing strategies, use data to build innovative strategies moving forward rather than looking at data from the past and predicting the future. Omni-Channel marketing is about knowing the way technology is advancing and catering your strategy to those data points. There are 3 main areas you should focus on when crafting your strategy; here are the ABC’s of Omni-Channel marketing:
If you haven’t started, you need to be advertising on digital and social media. Not only will it help with brand awareness, which creates loyalty, easier market penetration and familiarity, it may be what sets you apart from your competition. Get creative with your copy based on your offerings and try different CTA’s which you can bring home to your website and landing pages for optimal conversion!
2. Behavioural campaigns
Whether it’s a drip campaign or trigger-based emails, you need to have behavioural-based marketing campaigns in place. It’s rewarding an action rather than creating an action from a reward.
3. Campaign Segments
Profiling your customers into groups based on common interests will help you sell. If you’ve learned one thing from this post, that’s it! Having ads, landing pages, and messaging targeted to these groups of customers will help you get more personalized, and strengthen your messaging and web copy.
As we mentioned above, it’s important to understand your customer’s buying process. Where do they hang out? How do they interact with your content (share, comment, like, skim, read in-depth, etc.)? This is where you can find out how to spend your time and resources. Don’t serve up ads on Google, when in reality all your customers are searching on Bing (yes, it’s a real thing people do). This is just one small example of a much larger picture.
The overall goal of this strategy is to create a seamless experience across all channels. Monitor and measure your current customer’s journey, and how they were on-boarded. Learning from your current processes can help build stronger ones for the future. Sometimes it’s not about learning new industry standards or researching new data at all, but rather looking at your internal processes to create a stronger strategy for the future.
So, if you haven’t already started an Omni-Channel strategy, you better put a ring on it.
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