Losing a customer is not in the interest of a business. You want your customer to be satisfied. They say - "A satisfied customer is equal to 10 unsatisfied customers." But how to deliver more than 100% customer satisfaction?
What is the secret sauce or sweet spot of customer satisfaction?
The simple answer to this big question is :
Customer is satisfied when you solve and meet the needs and requirements. When your product is able to provide good services to customers, you meet their demands.
Ensure to maintain the needs of your target audience. This is the best strategy to earn the trust and confidence of your customers.
1. What to do to ensure customer satisfaction?
Customers are your assets. You have plenty of opportunity to meet and satisfy their shopping needs. The only requisite is to provide quality product.
Lay special emphasis and focus on maintaining the quality.
2. The difference between UX (User Experience) and CX (Customer Experience)
While there may be many users of your website, only few are likely to become your customers. This is a case of probability.
Your website as your primary marketing tool, must deliver UX and some of the requirements of user experience are:
- Easy to follow and understand web content
- Easy to navigate through the website
- Easy to access your blog content
- Quick contact form
- Display and description of your products and services
- Customer Reviews to deliver customer experiences
- Easy and convenient ways to make purchases
On the other hand, CX becomes active after users buy your products and they are now your customers.
As you agree, customers journey through various experiences after using your products. Going through the reviews of customers detail their feedback of personalized views and opinions.
3. How digital marketing is built for users followed by customers?
Digital marketing is aimed at targeted audience who initially journey through the user experiences followed by CX.
Having a digital marketing strategy is essential to build your business. Let's see first what is digital marketing?
Hubspot defines Digital Marketing as
"Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and their websites to connect with current and prospective customers"
Coming back to the customer view point, the entire objective and goals of digital marketing is to enable the end users to reach, access, use and find the benefits of your products.
To this effective, you are promoting your business with the medium of digital marketing.
However, the prime focus of meeting the needs of customers must be a priority throughout the digital marketing strategy.
Some of the aspects of customer interests that must be kept in view in your digital marketing are:
a. Interests
The interests of buyers are widely described and you can never presume the buying interests of online shoppers. Alternatively, interests may be large, however the conversion of interest to the buying is minimum. This means, it may take a while for a user to convert interest into a buying stage.
However, interests can be considered for generating conversions.
Example : " My interest is in making good food, but I do not know whether I will be a good cook sometime"
b. Needs
Needs can be described as either minimum or maximum. This means, users easily distinguish between wants and needs.
To describe - I need to buy groceries today. This is a requirement for home cooking.
If you are considering wants in your marketing, the rate of conversion is high.
c. Requirements
To state this in an example -
" I require a consultation from a medical practitioner"
" I require some furniture"
"You require a laptop"
d. Wants
Wants are many, but all can never be fulfilled in an instance. To explain as an example - " I want to buy a house, but it may take some time"
" I want to buy a new television set, but it may take another year"
Therefore, users who are in the segment of wants are future buyers. So, they can be considered as your targeted audience in digital marketing strategy.
e. Cost analysis and spending of customer
You know the fact that not all buyers spend all of their money, but have certain spending limitations. It is also a fact that customers are now more aware of their costs, expenses and savings. Quality with value for money is now a new mindset of every buyer.
f. Value driven quality of products
Delivering not only value for your product, but also more customer satisfaction can enable the retention of your buyers.
g. Value for money
Deliver superior quality that satisfies buyer with the value for money. This must be a priority in your digital marketing.
h. Buying behavior
Understanding your buyer and the buying behavior can bring a lot of benefits to your marketing online. When, Why, What, Where and How are some of the questions that need to be considered to get a view of buying behavior of your target audience.
i. Buying Psychology
Buying psychology is an important aspect for you with the fact that some micro moments can make an impact in the interest of buyers to make an instant decision for making a purchase.
Therefore, understanding buying psychology of your target audience is worthwhile.
Online audience can be segment in the following categories:
- Window online shoppers who casually browse through website.
- Not now shoppers who are planning to buy at a later point of time
- Buy now shoppers who make quick decisions as they are in need.
- Visitors who look for information on products.
j. Online browsing behavior
Browsing is heavily done on smartphones, tablets and pcs.
As of Sept. 2018 - Google recorded
- 63,000 searches per second
- 3.8 million searches per minute
- 228 million searches per hour
- 5.6 billion searches per day
- 2 trillion searches per year
k. Medium of online shopping
A reliable source states that as of 2018, nearly there were 1.8 Billion buyers who purchased goods online. It is also estimated that 2.8 trillion US$ sales were made with projections of growth upto 4.8 trillion U.S dollars by 2021.
These projections and current stats confirm the fact that there is a growing uptrend for making online purchases and so far the customer reviews are in favor of e-commerce retail.
l. Personalized experiences
Prospective buyers rely and trust the reviews shared by other buyers and they ensure to spend time on reading the feedback for buying decisions.
Additionally, blog posts have been a reliable source for finding more information on the usability, advantages, disadvantages, specifications of a product etc.,
Based on these trends, delivering personalized experiences in digital marketing is a priority. This means every customer or a prospective buyer has a story to tell and from the view point of a marketer, it gives a great opportunity to personalize customer experiences.
m. Product Reviews
Know and trust that product reviews are a huge source for making improvements not only in your products, but also in your approach to digital marketing.
Develop buyer personas that are most relevant to the customer feedback and this means, give priority to the interests such as quality, description, warranty and customer service.
n. Content Marketing strategies
Content marketing strategy enables you to get a closer view of your marketing campaigns.
From personas to the content calendar, you have many work sheets and templates that need to be worked on.
Content marketing can be done through various types of content such as:
- Informative long-form blog posts
- Data-driven infographics
- Video marketing
- Articles
- Social media posts
- Surveys
- Questionnaires
o. Social media marketing strategies
Social media marketing is huge now emerging as a reliable source to find your prospective buyers. Coming as an affordable and most optimized sales strategy, creating a sales page or a public group is most convenient to get connected with audience.
Especially for startups, social media marketing is one of the biggest source to invite millennial.
Conclusion
There you have plenty of tips that help you to draft your digital marketing plan. As you now know, it is all about having more details of your audience, users and prospective customers.
The more you understand and develop a strategy that is in their interest, the better you have an effective digital marketing strategy.
Many strategies fail due to the lack of understanding their users and that even narrows down the chances for reaching customers.
Juggling through a business is not easy. Especially if you are seeking online reputation, media, content marketing and online presence management. Thanks a million to the evolution of digital marketing that brought in innumerable benefits for successful selling and marketing online.
However, without a marketing strategy, it is hard to play a pivotal role. Working through a successful content marketing strategy can take time, but it pays off in reaching your audience with the content that they are seeking.
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