How can digital marketing support customer experience?
If you’re looking to get more loyal customers for your business and turn them into advocates, a good place to start is by reviewing and improving your digital channels. Here, Damien Fisher, Managing Director of Fishtank Agency shares his top tips on how you can use digital marketing to improve your customers’ experience.
Recent Zendesk statistics show that 75% of customers will spend more to buy from a company that offers good customer service.
As a significant factor in any brand’s growth, customer service can be improved by digital marketing in many ways.
Get to know your customer
Using Semrush and Google Analytics tools can help you better understand your customer’s behaviour patterns, allowing you to adapt your website to fit their needs better. For example, you may notice that a particular page is frequently visited. Adding a banner or button with a link directly from your homepage can make it easier to find and increase traffic further.
You could also do the same for content with low traffic and revisit the page or site map to see how you can improve it.
Keep visitors engaged
Updating your site frequently with new content or projects and sharing on social media platforms or via email newsletters will help keep returning customers engaged.
Fresh content is vital for any brand that wants to update potential customers of new products and services or any issues or delays that you are experiencing. Sharing this information can build brand trust and loyalty, making it more likely that customers will return.
Many retail sites use chat feature plugins such as Facebook Messenger that allows customers to communicate with the brand immediately.
This active communication can solve problems much quicker than email correspondence and customers will be more likely to use your service/product over a competitor. It can also show your brand’s interest in customer satisfaction and dedication to improving the customer experience.
Another useful digital marketing tool that can help improve customer experience is conversion tracking. The process allows you to track how a customer interacts with your site whether they have purchased a product, signed up for a mailing list or completed a form.
This tool is handy when experimenting with new products, blog topics and social content as you can compare how different types of content have achieved goal conversions.
Convenience and accessibility
Unlike a physical store or business, a website can be accessed at any time. Although customers may prefer to speak to an actual person, having a large amount of helpful advice-led content on your website could be the difference between your customer having their question answered or going elsewhere.
Think about including FAQs, blogs, how-to guides or an ‘about us’ section. This can help keep their interest and give them necessary background information to reach out with a more specific enquiry or convince them to make a purchase then and there.
An online platform also means that sales can be made throughout the day, providing convenience for those who don’t work ‘regular hours’ such as nursing, engineering or manufacturing and any international customers based in other time zones.
Target the right audience
Incorporating digital marketing into your business strategy can help target a specific audience organically or with paid advertising much more effectively.
You could think about what age bracket or gender you want to target, along with location, interests or other factors. This is useful for deciding whether you want to list your website on good quality directories, contribute content to another website, which social media platforms to engage with and more. If you invest in pay-per-click (PPC) advertising you will make your budget go further by ensuring that you define your target market and don’t waste money promoting your brand to people outside your target market.
With more and more companies taking their business online, there is more competition than ever, so it is vital brands make the most of digital marketing to prevent customers from going elsewhere.
There is so much that can be done to help advance a customer's experience, and although it may not seem like a big advance from a business point of view, it could be the difference between someone choosing you or your biggest competitor.
- A great customer experience is vital to your company’s success, and digital marketing can help to answer your customer’s questions, direct them to content, keep them informed, or get in touch with your team
- Tools such as Google Analytics can help you see what customers do on your website and find areas for improvement
- Digital marketing can also help you target the right audience for your business - if you need help with identifying your audience, take a look at UMi’s introduction to market research: https://www.weareumi.co.uk/webapp/starting-a-business/introduction-to-market-research-and-competitor-analysis
Damien Fisher is the Managing Director of Fishtank Agency, an award-winning fully integrated marketing agency in Yorkshire. The team supports businesses with creating new identities, digital platforms, strategic campaigns and digital marketing.