Users are looking for value! That is a well-known fact. But they are also looking for EXPERIENCES.
We begin attributing value to products and services when we experience the buying process, and later as we use the products and services either to solve a problem or for our own enjoyment. So, the value is attributed at the start of the journey all the way to the end goal and beyond.
How then do you create these experiences without knowing exactly where to reach your user?
In today’s digital-first landscape, a consumer lifecycle is not linear. They like to explore and learn more about the products or services, read reviews and then decide what to buy. For brands in today’s landscape, it’s especially tricky and more time-consuming to track the user and be omnipresent. That’s why an integrated approach to digital marketing is the best way forward.
Follow the steps below to create an integrated journey for your customer:
Step #1 Start by analyzing how your user may behave online. List key touchpoints or platforms they will most likely visit. Pro-tip – Have a brainstorming session with your team and make a list of social sites, shopping sites, and discussion forums they would likely be interested in. This will help you create a user profile of your best-matched audience.
Step #2 Imagine yourself in their shoes. Design a journey (your DM strategy) that will keep them motivated and not push them off the table. For e.g. When creating an email campaign, should you send an offer in the very first email without taking time to create awareness in their mind? We are talking about the new-age customer who likes to be informed before they decide to buy.
Step #3 Give them an unforgettable experience. Once they enter the awareness funnel, make their journey super comfortable and enjoyable. How you walk them through the process – from engagement to consideration and finally to conversion, will set the tone for future responses. Pro-tip – Select the top 3 competitors in your industry and check out how they are engaging their customers.
Step #4 Earning their trust is more important than a sale. For long-term success in digital marketing, building trust and confidence with your audience can create a pipeline for sales vs. outwardly advertising just to sell your product. How can you build consumer confidence? By giving them an unforgettable experience and following up with a stellar product or service that they can rely on.
With a commitment to creating a positive experience, users will begin to associate value for your brand in their minds. And that’s a successful step toward building a long-term relationship. Experiences create value in the user’s mind that leads to a sustained connection between the user and the brand.
Planning a journey should involve a strategic and data-driven approach for success in today’s world. Our focus is to work closely with you to understand your customer landscape, analyze existing data and plan a strategic campaign that’s outcome-driven. Feel free to reach out to us anytime to discuss the possibilities.
