Shift Happens: Your Customers Have Changed, Have You?

Marketing channels have evolved over time to meet the changing needs and interests of consumers. For a business such as yours, it is necessary to know where your customers are located, so you can surface content accordingly on these platforms, to generate sales.

A program designed specifically around testing different marketing strategies on your channels will help you find success with both current and new clientele. Consolidating fragmented channels into more targeted successful channels can show a vast return on your investment. We can help you build out the right combination of channels. Rate your channel results below.

Story Dwelling is the concept of running your marketing strategy from your customers’ POV. Your customer today is seeking an enjoyable, engaging experience where they can interact and share with their friends. Do you tell your story in an engaging way, from the POV of your customer, and engage them in the story?

When people engage with great content, they spread the word. Brands need to do a few things well to optimize the customer experience, and smart stories are key to success. This may sound like an easy task, but it’s hard work maintaining a consistent output of interesting content on the relevant channels to drive your customer conversion! It's important for companies nowadays because consumers expect engaging messaging from their favorite brands. Make sure you have clear content with memorable messages that stick around long enough to make the sale!

Many brands today focus on storytelling, but few focus on story dwelling, where the customer is part of the story. Use the ideas below to determine how you create engagement to make your customer part of your story. We can help you with planning a story dwelling strategy. Score your story dwelling engagement below.

In an era where consumers are more aware of the effects their purchases have on others, it is important to communicate with them in a way they will understand and care about. Today's shoppers want ethical brands that share similar values as themselves; we're all looking for products from companies whose culture aligns closely, if not 100% perfectly, with ours too! When you launch new lines or campaigns, make sure there’s relevant content available online, including blog posts telling all the hidden secrets behind each product feature; this helps build trustworthiness through transparency while also giving your customers access to the product. Winning strategies from larger brands are below. How many of these do you support today?

By meeting your target customer where they are, on the relevant channel(s), incrementally, you can optimize their journey through conversion with a solid A/B testing approach. Your content should be optimized for each type of engagement so that it's most likely to lead them down an actionable path - this way, you can track and optimize which strategy will work best! Score yourself on the engagement suggestions below. We can help you optimize ease and convenience for your customers.

It is crucial to avoid causing customer pain during their checkout experience when customers are ready and prepared to buy. To ensure your customers don't face any hiccups during the process, make sure you have all their table stakes in place. Standard options for payment or address validation tools to ensure a quick and easy checkout are good examples of table stakes.

Also, ensure you provide a relevant number of choices to smooth the path to purchase. Good checkout experiences have many of these features. If you see a large drop at checkout, use this list of good experiences to determine if you can change customer behavior. Score yourself below to determine how easy your checkout experience is today.

The post-purchase experience is a crucial part of any brand's customer evaluation process, and it can make or break your relationship with that person. You need to take appropriate steps defining how you communicate when something goes wrong if you want them to continue coming back for more! By integrating this data into overall Customer Lifetime Value (CLV), CSAT scorecard rankings as well NPS ratings, we get an accurate understanding of whether customers feel valued by your business. This will help you improve future service offerings. Score yourself on how you are tracking post-purchase experiences for your customers today.

The overall goal of providing customers with great experiences is to make them loyal to the brand and products, ideally becoming an authentic and organic referral channel. Take the time to ensure you are optimizing your client experience to maintain a long-term lifetime value. Consider the benefits your clients want and provide them enthusiastically to improve the likelihood of repurchase, referral, and deeper engagement. Utilize your scoring to determine how happy you are with your current retention options for your customers.

Your CMO and data management teams are critical to this stage and should be providing the results on the key areas below. The best results are published weekly, monthly, quarterly, and annually. Validating results at the campaign level, per independent channel, and in aggregate will provide you with insights from your customers in a variety of areas. Taking a deep dive into these areas will provide you with product enhancements, experience feedback, risks in areas of your website, trends, vendor issues, and so much more. Learning from your data will allow you to pull the levers in your marketing strategy to optimize for the future. It’s important to test and learn always, adapting as you go. Your customers will continue to change, and your strategy should evolve with them. Score yourself on whether you are tracking enough data points to have a good overall view of your customer and knowledge of which levers to adjust to optimize your strategy.

The shift in customer engagement is ever-changing, but one thing that remains constant is our drive to have satisfied customers. To stay current in your market and interesting to those who consume your content on a regular basis is paramount to predictable revenue. It's important to provide an engaging and compelling customer experience and know how your customers feel after purchasing your product. In an ideal scenario, engaging your customers in an experience where they can spend time with your brand will be beneficial. The longer the dwell, the longer you sell. Based on your scores, do you need help in specific areas? We will be happy to assess your program and identify opportunities to help you drive predictable revenue.

Highland Valley Digital - How we can help!

We will perform a strategic analysis of your business to determine the best opportunities to advance your marketing strategy. When you consolidate disparate marketing strategies, you will optimize your budget and return on investment. Consider approaching your strategy from the POV of the customer. Evolve your strategy to be Story Dwelling. Let us help you improve your scores.

Benefits of working with a Fractional CMO include:

If you're interested in learning more, book a time that works with your calendar.