I have been thinking about how brands can improve their digital customer experience. What are the top tips that any marketer needs to consider, to ensure that their customers engage and share their good experiences. Here are 7 tips from me:
- Mobile is crucial:
- 50% of google searches are on mobile. Before you do anything else, make sure you have a responsive mobile optimised web site. Google SEO rankings penalise brands who don’t have mobile optimised responsive deign sites
- SoLoMo – Don't neglect the importance of considering social media, local content and mobile as a combined experience
- Treat different customers differently:
- Segmentation is key and behaviours are typically more predictive than demographics
- So, all owned media must be set up to capture customer behaviours (clicks, downloads, comments) as well as to data capture forms
- Then personalise your content based on their previous behaviours. You don’t need to ask lots of customer preference questions, as you will personalise based on what they do, not what they say they will do. Remember, observed data is often more reliable than claimed data
- Design your customer experience based on Persuasion Pathways: (Thanks for the terminology David Coe)
- Where will you find potential customers?
- How will they find your content?
- Where do we want to send them?
- What do we want them to see / watch / sign up for?
- What is our desired customer behaviour as a result / CTA?
- How will they move through your site in as few clicks as possible, to get the information that they need, in a way that allows you to capture what they need based on their clicks?
- Don’t design web sites assuming everyone comes into the home page first, they won’t
- Target consumers when they are ready to buy, learn or find out more
- Develop content that they will find when they are looking for a solution
- Customers are typically more than 50% of the way through the buying process before they contact a vendor, so make sure they find your content by focusing your content on useful / helpful information that will help them to decide.
- Think about what they search for at this time and optimise your content for SEO for these words
- Think about who influences them and how you can get those people to distribute your thought leadership content
5. Insight is crucial to driving content strategy
- What is your customer objective?
- What are the emotional and rational barriers that are stopping them from doing what you want them to do?
- How do you overcome those barriers?
- What content do you need to convince them? Where will they discover it? How will they share it?
- Develop a content calendar with topical news and evergreen content, based on these insights
- Develop segment or customer specific propositions (a customer not product plan)
6. Focus on developing engaging content that customers will share:
- Make it easy to share with “tweet this” type buttons
- Why will they share it? What will it do for them?
- Who are the key influencers? Influencing these people is more effective than trying to get each individual customer to share (think of Disney Moms programme or Nando’s Black card or Ice bucket challenge)
- Consider who is the best person at your company to create the content. The subject matter expert is often more authoritative than the comms manager
7. Customer experience in B2B is about providing the right tools to the account manager
- Capture customer behaviours and use CRM tools (like Microsoft Dynamics or Salesforce.com) to inform account managers about changes in their customers’ behaviours and needs
- Automate the process and develop business rules for comms frequency and ownership
- Make the customer feel that it is their account manager who understands them and is communicating with them, rather than a piece of software doing it
Hope that helps. What do you think? Any other good tips that you can share?