You want to add real value from that very first interaction.
We Live in a World Where the Customer is King.
You’ve got seconds to impress your customers, so we need to ensure we demonstrate how good you are at every opportunity by providing real value.
Defining your customer journey in your marketing strategy is an incredibly useful step. It assists you to understand what touch points exist and how you can best communicate and add value to your audience at each specific step along the way.
This is about understanding how we are going to reach more of your target audience so they find out about you. As part of your marketing strategy, you should decide which marketing channels are best matched to your target audiences. For example, if you sell walking frames and your target market is elderly people 75+ years, Instagram isn’t for you.
Choose your channels
Whilst we live in a digital world, there is a multitude of ways in which you can get your target audience interested in your offering, however, not all are suitable or achievable given factors such as your available budget. What you do want to aim for is to start with those that will give you the best return on your investment. We like to categorise them into two main streams: inbound and outbound.
Interest & decision making
Once your customers have become aware of you, you need to find ways that engage and ignite a genuine interest in your business, service or product. Consider how your target audience is researching and shopping for your products and services, the factors that are influencing their decisions and ensure you’re developing strategies to connect with your audience in these ways. According to a McKinsey report, one of the most important ways to influence your audience is consumer-driven marketing (such as internet reviews and word of mouth recommendations). This proves that it is becoming more and more important for businesses to come at this from both angles.
Purchase & Service
Making a good impression on your customers doesn’t stop at the ‘Buy Now’ button, it’s just the beginning! It’s the one experience that will shape their opinion on every future decision in the customer journey, including future purchases, so now is the time to win them over and gain their ongoing loyalty. Take a look at your purchase and post-purchase touchpoints and assess how well you are managing the customer’s expectations, including:
This is the part of your marketing strategy that ensures your customers continue to buy from you again and again. It’s how you build an ongoing relationship that drives repeat business and creates new business. In today’s consumer world, the customer is king. They want it now, they want it tailored, they want to feel special and appreciated and they are happy to come along for a ‘ride’ of enjoyment, entertainment and inspiration. Some ideas include:
WORD OF THE DAY: ‘Wowie’
An experience or object that makes the person feel amazing, awe-inspired. This whole process is about making each and every customer and potential customer think “Wowie”. This is fundamental to any good marketing strategy.
Challenge for you: How do you ensure all your customers go “Wowie”?