At the end of October, I got lucky and attended the biggest and, sincerely, most complex marketing conference of all times - Global Marketing Day - a 24-hour marketing marathon organized by SEMRush. The 48 sessions were presented by exceptional industry leaders so, obviously, I had so many new things to learn!
But what caught my attention was Mohammad Danish’s session, focused on the role of marketing on improving customer experience. Why?
While only 8% of customers today feel they receive a stellar customer experience, a whopping 80% of CEOs today feel their customers have exquisite interactions with their brand. The discrepancy is huge. This means that brands don’t understand customers and their needs. But we’re here to bring you closer to your audience and help you improve your interactions with them through marketing.
If you work in a Marketing department, no matter how small or big, the tips, tricks, and insights offered in the session will definitely change your perception of the whole shebang. Here are the 8 hacks I learned in said session and not only.
There are 6 billion mobile users globally today. Let’s get mathematical: this is well over 60% of the total global population. You can’t afford to neglect that audience segment. But what does this have to do with customer experience?
Well, think of it this way. We are glued to our smartphones; we shop, we keep in touch with our teams, and solve issues on the go, thanks to these smart little gadgets.
We search for information online on mobile at a staggering pace. Almost 60% of Google searches today are carried out on mobile. If you want to get closer to your audience and show that you listen to their needs, a mobile version of your website is mandatory. Plus, all that incredible content you create will be a couple of taps away from your audience. And so will be your support teams.
You may be thinking that you are already doing it. But are you, really? Aren’t you more inclined to sell products rather than values, ideas, solutions to the people in your audience segment?
This is also applicable in B2B relationships. Yes, you are offering products or solutions for other businesses, but the decision-makers aren’t the entities themselves. The decision-makers are people, humans, with needs and desires, although those may be business-related. They will judge your products or services through a human filter.
To improve customer experience through marketing, your content has to be at the intersection of your brand purpose and what your customers really want.
Once you find that sweet spot where your company goals intersect with what customers want, you can start working on your marketing strategy.
And the best way to enhance customer experience through marketing is by having a utilitarian approach to marketing. Leverage marketing in such a way to make people want to pay not only for your company’s products but also for marketing content itself.
I am not saying you have to monetize your blog section, but to make it so useful your audience would be willing to pay for it, if it was the case.
When researching new products or services, buyers search for answers or solutions. Instead of trying to sell from your first interaction, educate. Not just in the incipient phases of your buyers’ journey. Along the way. Be there to make a difference and answer their questions.
Looking through my personal email, I see many newsletters with discount codes for my favorite perfumes. Thanks, thoughtful retailers! Isn’t personalization great?
It is, but there are a few things you have to think of before leveraging it.
Listening to your audience is the key if you want to improve customer experience through marketing. Talk to them, ask questions, listen to their problems. Then, market products that can and, most importantly, will solve them.
Within the US, there are 32.5 million businesses, split into different categories, across many industries. However, the competition is tough, despite the industry.
To stay ahead of your competition and win the conversion game, you can’t afford to offer your audience a short description of what your product is and how can it be used. You must have a solid foundation rooted in your organization’s core values. Build your marketing content sticking to those.
The more authority you gain in your industry or niche, the more your audience will trust you. This is the key to turning your audience into loyal customers. Become a dependable and respected voice in your niche, and you’ll be more likely to shift points of view among your segments.
I had so much fun watching the Global Marketing Day 2019 sessions and learning new and exciting things while doing so. In the next decade, you can’t afford to sell exclusively, you’ll have to adapt and educate, leverage data and smart marketing automation tools. But we are here to help you turn marketing into a powerful tool your organization uses to improve customer experience. Contact us, we can’t wait to share some wisdom!