Your website, social media pages and email marketing campaigns should all enhance your clients’ online experience. But how do you know if your digital assets are enhancing their experience and not making it difficult for them to find what they’re looking for?
Know your customers and their ideal experience
Before you can ensure you’re enhancing your clients’ online experience, you need to know who your clients are. Once you know who your clients and website audience are, you’ll be able to work out what they need and how you can help them achieve their goals. You’ll also need to think about how you want your client to feel when they interact with your brand. Once you’ve determined those factors, you’ll be able to focus on delivering that experience. For example, if you’d like your brand to be known as one that first home buyers can turn to for information and assistance, you might want to tailor your website to them by publishing helpful blogs.
Go multi-channel with your approach
Instead of just having a website with your contact information listed, make sure you’re present across all relevant social media channels. You might find that the majority of your audience uses Facebook to get in touch with businesses but uses YouTube to research a brand. By being across all channels, you’ll be able to capture your ideal target audience wherever they are online.
Manage your clients’ experience
By controlling, tracking and designing client experiences at every point they interact with your brand online, you’ll be able to maintain a successful digital marketing campaign. Measuring the effectiveness and the performance of your digital marketing approach will allow you to adjust to what your audience responds well to. If you’re finding that you’re spending too much money on Instagram and not getting the results, it might be time to funnel that money into a more profitable solution. Don’t forget to use the power of customer experience analytics to measure detailed behavioral, demographic, and other customer experience metrics in real-time.
Engage with your clients on social media
Big brands like Apple and Disney use innovative approaches to connect with their customers by not just being present across all channels, but by adapting to those channels. You need to remain authentic when using social media and that means being human. Don’t be afraid to use emojis, GIFs and hashtags when posting on social media. You can use social media interaction to build the relationships you have with clients and build your brand awareness.
The quality of your clients’ online experience starts with you and your approach to customer service online. Remember that being present online is just the beginning – it’s time to start building a relationship with your online audience.