Forum Posts

sifat
Feb 19, 2022
In May Launch
The role of the customer is changing. Nowadays, customers hold higher expectations for the companies and brands they support and work with, especially due to the amount of easily accessible information and data out there. Everyday consumers are also making an effort to support purpose-driven brands, which plays a significant role in affecting their consumer behaviours and purchasing decisions. woman-customer-using-stripe-payment-processor As a result, companies and brands are no longer building their marketing strategy solely around the goal to accelerate business acquisitions anymore. They are now looking deeper into creating connected experiences with the help of data, insights, and by leveraging new tools such as marketing automation and intelligence. These tools and resources are extremely helpful to ensure that their marketing efforts are helping their brand stay relevant to their customers. There is an increasing emphasis on the customer experience As I mentioned earlier, customers’ expectations are changing the way many companies and brands do business. More importantly, it is changing the way many companies and brands do marketing. Customers expect businesses and brands to know exactly what they want and they are seeking meaningful and relevant interactions. There is now a stronger emphasis on the customer experience (CX) and it is becoming increasingly important within the realm of marketing. It’s time to shift your mindset and start approaching your marketing efforts with a “customer first” mindset. With that, more and more people have been talking about the importance of data and its positive impact on enhancing the customer experience. Data-driven businesses are on the rise and many of them are exploring and using data-driven creativity to map out their customer journey. As a result, this helps brands manage customers’ expectations and create an engaging experience. Through building a collaborative culture, companies and brands are able to unlock the potential to accommodate to the changing role of the customer. How can companies and brands stay relatable to their customers in 2019 and beyond? Now that we’ve discussed the “what”, it’s time to discuss the “how”. With the changing role of the customer, how can companies and brands stay relatable to their customers in 2019 and beyond? Create targeted in-depth customer profiles Now that the focus has shifted to the customer, it’s important to take the time to create targeted, in-depth customer profiles. Getting into the habit of doing this will help you gain a deeper understanding of consumer behaviour, what your customers like and don’t like, and how you can formulate and segment your marketing strategy for different targeted audiences. customer-profile-angela-regular-client Elements to consider when creating customer profiles can include: Age or age range Gender Geographical location Level of education Occupation General income level Lifestyle & hobbies Shopping habits Conduct A/B tests to figure out what works and what doesn’t Using cross-channel data to design, personalize, and test different marketing campaigns can result in positive outcomes when it comes Photo Editing Services to reaching and engaging with customers. This may also be an opportune time to experiment with conducting A/B tests to help potential customers move more effectively through the marketing funnel. Work with a marketing agency to help manage customer expectations There may be instances when it becomes hard to keep up with increased customer expectations, especially if you have a relatively small marketing team and limited resources. With increasing demands from customers, it may be beneficial to consider outsourcing your digital marketing efforts to help manage customers’ expectations. Based on Glassdoor data from 2018, the national average salary for a digital marketing manager can be as steep as $77,015 for just one employee. If you think about it, adding a whole in-house team of marketing experts would cost anywhere between $700,000 to over $1,000,000 annually. The Changing Role of The Customer It’s important to identify any gaps within your marketing department and consider key factors when comparing in-house marketing teams against outsourced marketing agencies. Working with an outsourced marketing agency is beneficial if you require: The need for wide-ranging skill sets A desire to keep a competitive edge with industry best practices A larger network of brainpower Access to tools and platforms Often times, many business owners and solopreneurs go at their digital marketing efforts alone. With the role of the customer changing, it may become slightly challenging and overwhelming. Working with a marketing agency is better than going at it alone because it solves the “time is money” problem, it keeps you out of the sell-do loop, and it provides knowledge (and we all know that knowledge is power). As you continue to revolve your digital marketing efforts around your customers, think of different ways you can manage their expectations. The role of the customer will only become more significant from here on out. Make sure you invest in the right tools and resources and put your best foot forward.
0
0
3
sifat
Feb 19, 2022
In Africa Project
One thing that the Coronavirus pandemic has cemented for me is that adaptability is the key to success. With no time to prepare, business owners all over have had to suddenly pivot away from tried-and-tested strategies to the unknown and unfamiliar. This shift has led to the growth of e-commerce (check out our multi-part series on eCommerce, A Guide To Getting Online, with part one focusing on business strategy, and part two focusing on technology) and the rise of online meetings, virtual happy-hours, and in-home training. When it comes to transitioning an in-person event to a virtual one, the first thing you need to know is that not everything will have a smooth 1-to-1 transition. There are some things that your virtual event will not be able to simulate. But as Ben Franklin said, "By failing to prepare, you are preparing to fail," so it's essential to try and prepare for the things you can control. Two sticky notes, with failing to prepare in one, prepare to fail in the other. Engaging with your Attendees Before, During, and After Your Online Event When planning for your online event, you have to be ready to engage your audience throughout. That means creating content and reaching out to your audience before, during, and after your event. Since the type of engagement you do will vary depending on where you are in the process, here are some examples of types of engagement opportunities available to you: Engagement Opportunities Before Your Event Event Creation: this is where the rubber meets the road. Here's where you're going to outline your event structure. What is the event about, who are your speakers, and why should people hear from them? How are you going to get this information to your audience? What are your technical requirements for running this event? Before doing anything else, these are all questions that you are going to need to answer so you can start making arrangements and creating content. Promotional Content: as internet marketers, this is the fun stuff that you can create to let people know about your event. That can include: social media posts to promote registration, promotional emails to your database (and don't forget to set up scheduled confirmation emails, follow-up emails to non-opens, reminder emails before the event, etc.), event landing pages, promotional videos of your speakers, mini-event trailers that you can leverage on social media, etc. The sky's the limit when it comes to promotional material, and what you can create will depend on your imagination. As you start pushing out all of this content to your audience, here are some tips to keep in mind: Promote on Tuesdays (22% of registrations occur on Tuesdays); Promote in the morning (most registrations happen between 8-11 am); Promote your event 4-6 weeks in advance; Email is still the best way to get registrations for online events; Make sure to promote your event on your website (preferably a landing page with a registration form); Partner with another company (possibly one aligned with your speakers) to help maximize your event's audience as much as possible. Customize Your Event: for online events, you'll likely be using a conferencing tool like GoToWebinar (the preferred communications tool of WSI Consultants all over!) or Zoom. These products allow you to create registration pages for your online event, which you can then customize with your brand colors. As much as possible, you want to: Attract the eye to the form and use contrasting, but complementary colors; Create custom registration questions; Keep everything important about your event above the fold; Make your calls to action (CTAs) stand out; Make sure to optimize your registration page for mobile. PRO TIP: Sites like Canva or Creatopy can help you create beautiful social images and banners. Promo.com is great for professional DIY videos. Engagement Opportunities During Your Event You've done the hard work, you've promoted the heck out of your event, and your audience has shown up. Now it's time to calm the butterflies and get started. How do you make sure to engage with your audience during the session and keep them interested? Use Webcams: The human factor cannot be understated. People want to hear from and be engaged by people. Making your audience sit in their homes and just stare at a PowerPoint presentation, without being able to connect with the speaker, is cruel and unusual. And your event will suffer as a result! So make sure your speakers are ready to share their cameras with the audience (check out some tips for optimizing your webcam below!) Take Questions at Planned Intervals: Organize this in advance with your event co-organizers – and practice the transition from event to questions! Remember Ben Franklin – "by failing to prepare, you are preparing to fail"! PRO TIP: Prepare questions to answer in advance, just in case you need to prime your audience to get their queries started. Use Polls: Again, you should prepare Philippines Photo Editor this in advance with your event co-organizers, but think about questions that you want to ask your audience. Use ice-breaker questions, such as, "Are you a dog or a cat person?" or "What Netflix show are you currently binging?"; Use information-gathering questions, such as "How have your lead generation efforts changed during COVID-19?"; Use future-planning questions, like "What would you like our future events to focus on?" or "What's a topic you'd like to learn more about?". You will need to practice what you'll do while the poll is running (since you'll just be waiting for answers to come in). Be ready with your comments on the top responses. PRO TIP: Never ask a poll question that you're not ready to share the response for! Use Videos: If used properly, videos can be a great way to give yourself a quick break during an event and to engage your audience even further. And videos let you achieve a level of perfection that you will never achieve in a live event, so make sure you leverage them!
0
0
2

sifat

More actions