How your brand engages prospects sets the tone for the entire customer relationship. In fact, the customer experience — especially before purchase — is influenced more by when, where, and how you talk to them than by your website’s or app’s UX polish (although, bad UX can certainly still ruin the experience).
Here are three things every brand must get right to lay the foundation for a great customer experience.
1. Customers Must Be Interested in What You’re Saying
How often do you see marketing that you’re just not interested in? Is that a good experience for you as a customer? Do you think it’s a good experience when your brand’s marketing has the same impact on its potential customers?
The ability to control where and to whom your message appears is the core of successful omnichannel marketing, but brands get it wrong all the time.
It starts with knowing your current customers. Knowing what your audience wants to see in your marketing is a function of how well you understand the data around your current customers and how you apply those insights to prospects. For example, building look-a-like models based on your current customers allows you to target demographic and behavioral features in prospect audiences that make them likely to be interested in your messaging.
Once you understand the data points that will allow you to target prospects, your marketing must be able to put those insights into action. That’s where your omnichannel marketing strategy comes into play. Each channel has its own, unique ways to target audiences, and you need to be able to use those channels to deliver your messages to just the people who want to see them.
On social media, for example, you can target people by interests, likes, and follows that match what you know current customers are interested in. Online display advertising can target website visitors based on browsing profiles. Search ads target based on the search terms you buy.
There are a thousand ways to get there, but targeting your omnichannel messages is essential. Once you see engagement and know that marketing is on-target, then you can expand the customer experience strategy to reach new target audiences based on broader profiles.
By talking to prospects about things you know they’re interested in, you’re showing them that you understand what they need and you’re not going to waste their time.
2. Customers Must Be Open to Engaging on That Platform
Many brands put their marketing in front of people wherever they can and whenever they can, and the result is a generation of people who tune out marketing as little more than background noise.
It’s this simple: If your ad annoys people, it’s not a good customer experience.
The secret to providing consumers a good marketing experience is to be there when it’s helpful and not be there when it’s annoying. If your marketing is annoying, prospects will just tune it out — but they won’t forget that you annoyed them.
Many TV and online ads fall into this trap, but there are times and places for good marketing to create positive brand experiences. Direct mail is one channel that customers interact with on their own terms. Direct mail marketing is there when customers want it, not when they don’t. Even online marketing, despite the annoying nature of so many digital ads, can create a great customer experience if you put the ads in the right places at the right time.
Paid search, again, is a good example of advertising that works hand-in-hand with its platform to provide a positive experience. There’s no better time to promote your solution than when someone is actively asking the question.
Good omnichannel marketing doesn’t just focus on where leads may be found, it focuses on where leads have been found and where they engage and convert with the kind of marketing you’re doing. By positioning your marketing in the channels where your prospects want to engage with that kind of content, you start a customer journey that can make customers fall in love with your business.
3. The Time Must Be Right to Have a Customer Experience
Timing is everything. All the demographic and interest-based targeting in the world won’t turn bad timing into a good customer experience.
The timing of your marketing is affected by several cycles, some of which are universal, like seasonality, while others are unique to each customer or to your brand. Great omnichannel brands identify these cycles and use them to deliver great experiences.
There are important points in individual customer lifecycles, such as identifying when a known prospect will be ready to buy or an existing customer will be ready to repurchase. When a brand recognizes those moments and acknowledges them with a positive message, that creates a good customer experience. These milestones matter to your customers, and so do birthdays and other important dates in their individual years.
This is where customer journey maps can come in handy. By sketching out the entire customer journey from initial consideration through repurchase and (hopefully) product evangelism, you better understand what customers are doing at each step of the way. This helps you identify which messages are needed at milestone points in the lifecycle as well as the kind of experiences that will help nudge people from being just customers to true brand evangelists.
In the end, all of this work isn’t just about making marketing that converts more, it’s about creating marketing that connects with your target audience on a personal level. If you get these three things right before the purchase, you lay the foundation for a great customer experience throughout the post-purchase journey.