Five ways to make your digital marketing strategy more customer-centric


Chris Attewell

CEO


Digital Marketing Strategy

Being a customer-centric business involves putting customers at the forefront of your operations to ensure that every interaction a customer has is a positive experience.

Customer-centric business models are better at building loyal, repeat customers who cost less to keep than it does to acquire new customers, spend more per purchase than new customers, and carry out free marketing through word of mouth recommendations. One study found that businesses with a customer-centric strategy are 60% more profitable than their competitors.

The online world is extremely competitive. For every business, there are hundreds of alternatives available, with cheaper prices, free shipping, or next day delivery offers to tempt new customers.

Having a customer-centric digital strategy can help you to build loyal customers who will head to your site time and time again, no matter who else is out there.

Five ways to make your digital marketing strategy more customer-centric

When it comes to digital marketing, it is all too easy to get caught up in the tools and technology and forget what really matters – the customer. Although technology is essential in gathering data and actioning insights, without customers there would be no data to work with.

Bringing back your focus to the audience when designing your digital strategy will reap the rewards.

Use a data-driven attribution model

Pre-determined attribution models assign credit in specific ways, for example a last-click attribution model will assign 100% of the credit for a conversion to the last advert that clicked. There are various attribution models available to choose from, and for some businesses these may accurately reflect how their customers behave. However, for some businesses choosing one of these ready made attribution models can ignore their customer behavior and as a result, see channels they truly value be forgotten or ignored.

Data-driven attribution models analyze your data to determine which channels, campaigns, keywords, and creatives impact conversions, and by how much. This means how your customers and potential customers behave is what determines where credit is assigned, giving you direct insight into which channels and campaigns to invest in as you know which touchpoints they engage with and convert from.

Data-driven attribution is available on Google Analytics 360, as well as several other Google products.

Integrate your channels

We live in a world where people expect to be able to interact seamlessly with a business over several touchpoints, from the content they consume through to customer enquiries.

Integrating your digital channels and strategy creates a consistent experience for the customer; they know no matter which channel they engage with you on, it will be the same messaging and information.

Integrating your technology stack also allows you to collect and view 360-degree data on your customers, giving you a more holistic overview of who they are and what their customer journey looks like. Using these insights to inform your digital strategy means you can give your audience the content they want on the platform they want it on.

When users can easily find the information they are looking for, they can move along the customer journey.

Segment your audience

Most businesses will have multiple customer personas who buy their products or use their services. Treating each of your customers exactly the same is low effort, but low return. Segmenting your audiences allows you to send more personalized messages to each group. Not only does this provide better value to your customers, but it also drives better performance.

When choosing which assets to show to each group, A/B testing is a great way to allow your audience to determine which messages they prefer, as the data from the test reveals which content they engage with and convert from.

A/B testing can be used in paid media to determine what ad copy, creatives, CTA, etc each audience responds better to, which can then be prioritized in your campaigns.

CRO also uses A/B testing to determine what barriers on your website prevents your audiences from converting, and what content persuades them to convert. Using these insights to optimize your website delivers a better customer experience while driving higher conversions.

Set up real-time reporting

Real-time reporting is an aspect of business intelligence that allows businesses to see changes to data as it happens. This gives you live insight into how your customers are behaving at any exact moment, which can help you to pinpoint if they are having issues with your site. For example, a sudden rise in bounce rate might indicate a page isn’t working correctly.

Real-time reporting also highlights opportunities based on your audience’s behavior, such as increased demand for a product. When you receive data in real-time, you can create reactive paid and social campaigns to reach more of your customers who you know are likely to be responsive to these campaigns.

Create a full-funnel content strategy

A mistake businesses often make is focusing only on content at the bottom of the funnel, for example product descriptions and ad copy.

A full-funnel content strategy is a great opportunity to provide value to your customers, whether that be value in the form of education or entertainment, or both. When you consistently create content that is of high value and free to consume, you will find your audience returning to engage with your business time and time again, sharing your content with their friends and family, and turning to you over competitors when they’re in the market to buy.

When creating your full-funnel content strategy, make sure you look at your customers’ questions and pain points.

By using your digital marketing channels to deliver a better customer experience, you can convert more visitors into customers and turn new customers into loyal, high value customers who shop more frequently and spend more per transaction. Not sure where to start? We can help.


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