Connect with us

MARKETING

3 ways to deliver better marketing experiences

Published

on

3 ways to deliver better marketing experiences

“As martech ambassadors, we have a choice,” said Nina Butler, director of event experience at Alyce, in her presentation at The MarTech Conference. “We can continue to create more of the same experiences that over time have become more generic — a little bit more spammy, a little bit more self-serving — or we can pause, reflect, and start to think about how we can begin creating more meaningful moments that deliver lasting impressions with our buyers.”

Part of the modern marketer’s responsibility is to reduce the number of impersonal touches prospects face. Digital customers are increasingly disillusioned with brands due to so many negative interactions, which is why marketers need to differentiate themselves via engaging customer experiences.

“Oftentimes, it’s those differentiated experiences that help your brand stand out from the pack and create more momentum in that customer journey,” she said.

Here are three ways Butler recommends marketers deliver better customer experiences.

how to personalize customer experiences
Source: Nina Butler

Work to bring offline audiences online

It can often be difficult for marketers to draw in potential customers from offline platforms (like podcasts), especially when those avenues offer people so much useful information.

“How can you take what is normally a long game — like building up credibility and subject matter expertise in your space, hoping that over time people view your brand as the expert — and shortcut some of the time and get more instant results by driving [people] back to your website?” asked Butler.

Butler’s marketing team was able to draw in these audiences by combining their marketing automation system with a chatbot. After realizing they were missing out on a highly relevant audience from a marketing podcast, the team set up a chatbot on their site with a specific keyword and custom URL. Then, they asked the podcast host to share the keyword and URL with their listeners, directing them to the site. When the listeners visited their URL, the chatbot noted when the keyword was entered and then rewarded users with a customized gift.

This highly effective tactic helped Butler’s team bring in a whole new audience, enhancing the customer experience through personalization.


Get the daily newsletter digital marketers rely on.


Identify valuable actions and reward users

“Think critically about what the actions are that are most valuable to your community,” said Bulter. “Look at KPIs that drive community membership or subscriber growth year over year.”

Whether it’s a click on a call-to-action, email open, or sales form submission, marketers need to analyze customers’ most valuable actions, taking note of behaviors and circumstances that lead to these events. Butler suggests marketers help facilitate these actions by offering users gifts upon completion, which are determined by engagement tiers.

Brands can use a marketing automation platform to monitor behaviors and engagement, then email gifts to qualifying members.

“As you’re thinking about the most valuable outcomes, make sure that you are looking across your marketing automation and technology to ensure that you can monitor your desired behaviors,” said Butler. “You want to make sure that you’re normalizing your aspirational KPIs with the things that you can indeed track successfully.”

Highlight customer milestones with gifts

“I think we could all agree that we are living in this world of digital distance and, honestly, digital dissonance,” Butler said. “When it comes to these transactional touches, how do we create some memorable moments out of those experiences instead?”

Her team, with its emphasis on rewarding audiences, recommends marketers use technologies that monitor customer behavior so they can note milestones they consider valuable. Customer journey analytics platforms can help pinpoint these behaviors in the customer experience, which can include specific site engagements like form fills, course completions, product purchases and other actions.


Explore capabilities from vendors like Adobe, Pointillist, SharpSpring, Salesforce and more in the full MarTech Intelligence Report on customer journey analytics platforms.

Click here to download!


Butler says milestone recognition isn’t so much about where it takes place in the customer journey, but rather about how your brand acknowledges it. It’s about how your brand rewards the customer, using whatever gift will improve the experience.

“Gifting is going to be a way to get into the hearts and minds of your loyal, championed customers,” she said.

Customer journey analytics: A snapshot

What it is. Customer journey analytics software lets marketers connect real-time data points from across channels, touchpoints and systems, allowing users to gain insights into the customer journey over time. This allows marketers to explore the customer journey using data.

Why it’s hot today. Businesses know they need to be customer-focused in each aspect of their marketing operations. As a first step, brands need to understand how consumers are finding them. Whether it be via search, advertisement, or word of mouth, the medium used will set the trajectory for the rest of their journey.

Meanwhile, the average person uses many devices to access the internet, and Cisco forecasts that the number of devices connected to IP networks will increase to more than three times the global population by 2023. With so many devices, people shift back and forth depending on the task at hand and their current environment. Consumers and business buyers turn to an average of nine channels to browse product inventory, look for advice, and make purchases.

Capturing their interactions post-discovery, such as communication with a call center or visit to a retail outlet, helps brands see which of their assets are helping them along their path. What’s more, brands need to know what those who convert do post-purchase–this information helps companies win repeat business and encourage customer advocacy. Customer journey analytics tools do just that.

What the tools do. The majority of vendors offer one or more of the following capabilities to give marketers an understanding of the customer journey: data gathering from a wide variety of channels and touchpoints; analysis using artificial intelligence and machine learning, and customer journey visualization.

Many vendors also offer customer journey orchestration (CJO) capabilities, which allow users to act upon the insights and actually deliver the next step in the customer journey in real-time.

Why we care. Customers expect to have consistent experiences at each of these touchpoints. They want personalization, a trend that continues to grow. Tools like customer journey analytics software give brands the ability to gain insights from their audience and act on them.

Read Next: What is customer journey analytics and how are these tools helping marketers?


About The Author

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.

Source link

MARKETING

Stop Writer’s Block, Imposter Syndrome, and Other Content Fears

Published

on

Stop Writer’s Block, Imposter Syndrome, and Other Content Fears

Yes, writing is hard.

When writing for content marketing, the process becomes even more challenging. You have no time to sit and wait for inspiration or the muse to help you craft engaging text. You have content plans to follow and deadlines to meet.

That’s when fear arises.

Raise your hand if one of these whispers creeps into your mind when you try to write:

  • “A better article exists already. My content is a pathetic copy.”
  • “I’m not good enough. I can’t write better than [your guru’s name here].”
  • “So much info! Can I structure all of it? I’ll miss something essential.”
  • “What should I write?”
  • “They won’t like it. I’ll get rejected.”
  • “My draft sucks; it’s boring.”
  • “Johnny writes 1,000 words every day. I’m too slow.”

Writing fears fall into two categories: doubts about your abilities or concern over others’ judgment of your work. You can tame blank-page syndrome, imposter syndrome, writer’s block, or whatever stops you from creating great content with these seven simple yet effective tricks.

Writing fears fall into two categories – doubts about your abilities and concern over others’ judgment of your work, says @LesleyVos via @CMIContent. #ContentMarketing Click To Tweet

1. Practice therapeutic writing

Therapeutic writing will help prevent blank-page syndrome – staring at the screen with no idea how to start a content piece. Some blame this on a lack of inspiration, while others use grimmer diagnoses like emotional burnout or even workplace depression. Skeptics are less euphemistic, calling it nothing but the fear of writing crap.

To beat it, develop a daily writing habit. You may have heard about Morning Pages – a system that has you write (in long hand) three pages of stream-of-consciousness text first thing in the morning. Following free-writing practices and keeping a diary also fall into this category. If these exercises work for you, great. If not, you can try therapeutic writing.

Keep a journal where you regularly write a letter to a chosen addressee, telling them about daily events that made you angry, sad, anxious, or happy. You may publish these as short sketches on social media.

In the post below, the author at handle @heyamberrae pens a letter to her followers about “experiencing the most extraordinary love” she’s ever known.

How can therapeutic writing help with professional content writing?

Practicing such reflective writing makes you less likely to freeze at that intimidating text cursor. You’ll beat the fear of an imperfect draft and use the “write-first, edit-later” rule we all know (but often forget).

2. Start a ‘clever-thoughts’ notebook

A notebook with clever thoughts is not a collection of quotes from writing gurus and influences, though that could be an inspiring practice.

A clever-thoughts notebook contains the ideas, sentences, and interesting facts you learn during the day from books, websites, etc. An average person has around 6,000 thoughts daily but forgets most by evening, so the notebook will help you remember your best ones. And that list will come in handy next time you need to write text but worry you have nothing to say.

Jot down your clever thoughts in a notebook. They may come in handy the next time you struggle to come up with content ideas says @LesleyVos via @CMIContent. Click To Tweet

3. Record your voice

Сreative content ideas, topics, and arguments may come to you when you’re nowhere near your laptop or a notebook. Haven’t we all had a brilliant idea caught in the dead of night, only to forget everything by morning?

Other times your thoughts flow freely – until you try to write them down. When you sit down to summon the right words, you forget what you wanted to say.

It’s like this meme, which I tweaked for content writing: You envisioned a real-life dog, but your writing only produces the socket puppet version.

To avoid writer’s block and still get your idea down, record your thoughts when they come to you. Then transcribe the recording or use the voice-typing feature in your writing app. You’ll be able to structure your dictated thoughts into content assets later.

4. Opine on opinions

This trick can help you beat the you’re-not-good-enough writing fear.

After reading an influencer’s thoughts and insights on a topic, think of supporting arguments or counterarguments. Then, write them down as if you were having a dialogue with that person.

The tactic helps you think critically, develop arguments, structure the facts, and manage your information priorities. It serves you in crafting more comprehensive content, whether you write about restaurants, create cause-related posts, or practice guest blogging to reach content marketing goals.

Writing trick: Read a respected person’s thoughts on a topic and write a counterargument, says @LesleyVos via @CMIContent. #ContentMarketing Click To Tweet

5. Mirror your favorite writer

It stands to reason that content creators read a lot. As my favorite author, Stephen King, says, “If you don’t have time to read, you don’t have the time (or the tools) to write. Simple as that.”

And, as my second yet no less favorite writer Ernest Hemingway said, “There’s no friend as loyal as a book.” Not only can these loyal friends make your content better, but they can help smash the fear of rejection and not being good enough to write.

(Confession: I had both those fears before pitching my first article to the Content Marketing Institute.)

Who is your favorite writer, essayist, or blogger? Do you analyze their writing style while reading? Do you notice language tricks they use?

Mirroring a writer is among the most efficient techniques for developing a writing style. It helps enhance your vocabulary, add a few alternative writing tactics to your content creation toolkit, and conquer your fear of criticism.

(Confession: Once I learned that Stephen King got 30 rejections before his book Carrie was published, there was no room left for the “not good enough” fear.)

6. Read the news and niche resources

The daily habit of reading the news and niche blogs brings benefits for content writers. These include:

  • Better cognitive skills and brain functioning
  • Enriched vocabulary
  • New ideas for content creation
  • Writing style inspiration

But please note: This trick won’t work if you read everyone and everything. Make a list of professional resources that inspire and educate you at the same time.

(Confession: I learned the art of web writing from Ann Handley and Jon Morrow. And Henneke Duistermaat’s works help me feel the beauty of English and make peace with my inner critic. Plus, her list of writing fears inspired me to create this article.)

This tweet from Henneke describes how she used to think of herself as a writing wimp and pondered why she couldn’t be as confident as others. But she discovered that writing fears are normal – the fear signals that you’re out of your comfort zone and writing something that matters.

Who is on your list of resources to follow?

7. Stay in a professional space

A great practice to smash fears and self-doubts for content writers is to stay in the professional space. Attend seminars, participate in conferences or webinars, visit local meetings, communicate with interesting people on social media, etc. These interactions can prevent you from hitting a plateau and enhance writing productivity.

Social participation can trigger happy chemicals in the brain to satisfy the need for excitement. This excitement acts as an inspiration to write more and “forget” the imposter syndrome and other writing fears for a while.

Ready to say goodbye to your writing fears?

Fears (of a blank page, failure, rejection, writing crap, or not being good enough) act like little beasts, gnawing at your writing ego and preventing you from enjoying the content creation process.

Once you name your beast, you can arm yourself with one or more of these tricks to help you smash them.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

HANDPICKED RELATED CONTENT:

Cover image by Joseph Kalinowski/Content Marketing Institute



Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

en_USEnglish