Put your customer at the centre and create a consistent experience across all of your digital channels

Imagine that you want to buy a specific product or service and you get bombarded with banners or pop-ups from a specific provider while you’re online or on your favourite social media channel. You recognise you need the service, but the “approach” is too in your face and not personalised so you don’t click through to find out more, and instead head to Google to search for other providers. Once you enter your keywords you get the same provider as the first choice with the words “sponsored” highlighted; sighing heavily, you scroll down a little until you find the perfectly crafted blurb, which links you to a clean site that gets you quickly to where you need to be, and makes it easy to get a quote and / or pay!

Then, take a moment to think about the poor provider who has paid a lot of money for the banners and Google sponsorship, but who didn’t think enough about who their target market is and how to lure them, let alone keep them, on their site.

You don’t want to be that other provider who’s spending their Marketing budget unwisely right? So read on…

According to WARC, consumers make decisions based on the perceptions they have of their interactions with a brand. This means that the brand message and unique selling points need to be clear and easy to understand; it also means that each interaction with the brand through their website, Instagram, tweet, snap or other contact points needs to be consistent, straightforward, well-designed, and somehow it needs to “speak” to them.

You also need alignment between the online and offline experience. The latter might be the service / product you are selling, but it could also be your Sales or Customer Service team, or even your “shop window”. These days of course, you can also order your coffee from Starbucks or your meal from Burger King by using their app, bringing the digital and experiential journey together in a way that was not possible until very recently.

There’s a reason that both Uber and Amazon have become so quintessential to so many customers worldwide, and that’s because despite what one might think of these behemoths culture or business practices, they’re easy to use and extremely easy to buy from!

So what’s the magic sauce in your client’s digital journey? Consistency, and putting the customers first.

Prospects need to recognise the brand through every single interaction so as not to get distracted or “spooked” on their journey to becoming a customer. And previously-satisfied customers need to get the same great experience regardless of whether they booked something online, through an app, or interacted with your app’s chat service.

When considering which channels to use and how to use them, it’s therefore critical that you have a driving view of what the desired customer experience is. Marketers should put the client at the centre of everything they do, regardless of the channel:

  • Website: Design it with the user in mind, think carefully about the information that they are looking for and don’t force information that is not relevant to them or lose them with pages and pages of how amazing you are. Make navigation easy with clear calls to action and an easy design. Make it easy to be contacted, receive a quote or pay for the service. Ensure that any links to 3rd Party Payment sites have smooth transitions and don’t feel like you’re sending personal data or money to a phishing site.

Find some other great tips here: https://www.webdesignerdepot.com/2018/05/7-ux-principles-for-creating-a-great-website/

  • Search Engine Optimisation (SEO): Don’t stuff your website with keywords just to rank high on search engines but put prospects off when they click through. Offer the best answer to your prospect’s query; quality content will make the difference because otherwise people come to the website and leave straight away because they can’t find what they’re looking for.

If you can ignore the annoying pop-up banner, find out more about SEO and Content Marketing integration here: https://neilpatel.com/blog/seo-is-content-marketing/

  • Content Marketing: Research your customers’ pain points and deliver content that can truly be useful for them. Only by demonstrating that you are an expert will they choose you over the competition or come back to you.

“Content marketing is all about providing prospective customers with educational content. It should do this at every stage of the marketing funnel process– whether it’s raising awareness of a particular problem (and demonstrating that you have the expertise to offer solutions) or emailing warmed leads with content that you know will be useful to them. Remember, the vast majority (as in more than 90%) of those visiting your website for the first time are not ready to make the purchase. So, by whatever means you may have gotten them there –through advertising, via a referral, organically, etc.– the journey has just begun. Yet if you are not then nurturing though regular content to get them back to your site time and again, the journey may well end for them there, and you may have lost yet another sale to your competition.”

https://www.entrepreneur.com/article/326880

  • Email Marketing: Produce quality emails, don’t send out spam, ensure you have permission to write to your audience and personalise your messages so that they are truly relevant.

You can find a few tips on email personalisation here: https://econsultancy.com/how-to-think-strategically-about-email-personalisation/

  • Social Media: Be genuine, be there for your audience, interact with them individually when possible.

https://blog.hootsuite.com/authentic-social-media/

  • Digital Advertising: Do you want your brand to be associated with a bad impression? If not, avoid banners that take the whole screen and can’t be closed. Avoid tricky ads that people end up clicking on unintentionally. Neither of these will bring sticky business and can damage your reputation. Think about your own experience of receiving digital adverts, if something bothers you don’t think that it will work on others.

“Consumers report that “Obnoxious or intrusive ads give me a poor opinion of the websites that allow them” (85% agree) and “a poor opinion of the brands that are being advertised” (84%)” https://www.vieodesign.com/blog/new-data-why-people-hate-ads

If there’s one thing to take away from this, it’s that there is no single way to guarantee you’ll win every buying opportunity. But if you think carefully about your target client’s needs and how they interact with your business, you’ll be stacking the odds in your favour.

Like what you read? For the past 5 years, KnowThyBrand has been helping businesses of all sizes and location to uncover their story and effectively communicate it to their target audience. Contac us if you are looking for effecting marketing tactics that support sales and your business goals.

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