Image Credit: Branding Los Angeles
We are in a landmark year for digital marketing. This is due to the fact that the “new generation” of consumers are far more digitally inclined than the last. Consumers are increasing their engagement with both businesses and brands alike online. With that said, your main focus (ours, too) needs to now be: the brand customer journey! Here’s a quick guide that will teach you what the brand customer journey is and how you can begin practicing this new digital marketing trend.
Define Your Brand Goals
The customer journey is the experience of interactions that a customer has with your business/brand. This journey represents defining moments at the beginning of your relationship with your client.
We recommend defining and simplifying your brand goals right off the bat. Come up with 2-5 goals that help align your focus. If your goals are clear then they will help you find the right messaging to guide your customer!
An example of a company who uses branding to define their customer’s’ journey is: Dove. This company started campaigns that support real, natural beauty for women. Hashtags, videos, social media, and more are used in order to promote their brand across all channels, all while catering to their target audience of women. Though this brand is worldwide, they have managed to make their customers feel as if their products have been personalized for them. This is branding at its finest. By reinforcing your brand with relatable and positive content, you are building a foundation of trust with your customers!
After defining your goals, work on branding strategies that help to reinforce these set objectives. Find ways to best communicate to your target audience. This could be through social media, email marketing, or even meeting face-to-face.
Personalize Brand Content
Customers desire faster and more accessible content. With such an increase in customer-content engagement, there is a need for more personalized content. Customers crave interaction as they never have before!
Successful companies now look to hone in on their target audience’s wants and needs so that they can engage more. Some companies that do this well are:
- Buzzfeed– This media-based company inputs short surveys at the end of their renowned quizzes asking the consumer how he/she feels about the quiz content
- Pinterest– This website asks new users to select 5 or more categories that best fit their likes. This helps to personalize individual feeds as well as searches.
By customizing content and obtaining feedback to personalize it even more, you’re constantly evolving and strengthening your customer journey and a personal attachment to your business.
Begin to Build Customer Relations
When it comes to building customer relations, great communication is key! An article on digital marketing trends in BCG tells us that customers are more likely to engage with the products and services of brands that they trust.
Communication begins with their first interaction. Make sure your website, social media, and email content are speaking directly to your target audience. Other strategies include: offering live chats on your website, responding to queries in a timely manner, and requesting feedback from your customers. These practices help to provide a strong foundation for your brand, which in turn will increase the likelihood that potential customers will become more long-term!
Activate Your Brand Customer Journey
Once you have set clear goals and done all of the right research, you are at the stage of activation. As you grow your brand, work to continually optimize your user experience by updating your personalized brand content. You can achieve this by listening closely to your customers. These are all of the right steps needed towards gaining that coveted customer loyalty. Establishing and nurturing these relationships can only help drive your company’s success for the future.
As ThunderHead writes: 2017 is the year for the customer journey. We hope that you use this helpful guide to work with your customers every step of the way to ensure customer happiness as well as company success.
Are you ready to start the year off right and build new strategies for your customers? For more tips on how to step up your marketing game, head on over to our blog on infographics!