This is a live recording from one of my recent talks. If you’ve ever run a campaign that didn’t have great conversion rates, received bad customer reviews, or ran a great marketing campaign but missed out on the sale to your competitor, it could be due to missing out on 3 key points. In this talk, I explore key components of Customer Journeys, why they are so critical to take into consideration and how they can be leveraged in digital marketing to create a strong brand and generate great ROI. The talk shares some must-have tips, trick, hacks and case studies you don’t want to miss. Without a doubt, Customer Journeys are in the top 5 when it comes to modern marketing and Customer Experience tools… and everyone in business should gain a working understanding of using them. But what are Customer Journeys specifically and how are they impacting the world of business today? I hope this talk will add lots of value to you. Share your comments below and if you like it, check out some of my other content here.
- In this live recording, Silvia Myers shares her top 3 secrets on how to maximise ROI of marketing campaigns through Customer Journeys
- The way we buy has completely changed since the release of the iPhone and therefore businesses must change the way they approach sales & marketing
- In order to be successful with their marketing & sales, businesses must understand what drives their customers’ decisions
- Critical to success is understanding of key events in our customers’ lives, what emotions are they feeling and how can we add value
- No longer can businesses get away with selling one thing and delivering another. Customer reviews are the key driver in the decision-making process and if not attended to this can lead to funding a campaign for your competitors
- Watch the video for the full story
Notes From The Talk
In this podcast, we’re addressing some of the most common problems that come up in digital marketing
- Spending lots of money on a campaign with a very little conversion
- Or running a great campaign that generates great interest but then for some reason customers turn away and don’t pay because someone else has made the sale and we have no idea why…
- Something sparks their interest and the product or a service comes to their awareness. Whether it’s a marketing campaign or a recommendation, something comes to their awareness circle.
- Once customers are interested, they start searching for it more proactively
- And then once they find the selection of providers, the more detailed research comes in which is more around reputation and reviews, confirming the last couple of options that they are thinking about and this is really when they make their decision to purchase or not to purchase. This happens online a lot but can also include visits to a physical store if there is one to ask questions and get a feel and touch of the product.
- The actual purchase online or in the store is basically just a transaction now, it’s not that point where they’re making that decision. You’ll see this very commonly in JB-HiFi. People walk into the store and within 5-10 minutes they’re walking out with a brand new MacBook. You don’t really think they made that $3,000 decision within those 10 minutes, do you?
- A couple of years ago, I was helping one of the big banks improve the way they were acquiring a certain segment of their customers which they were calling young adults. It was mainly people at uni or fresh out of uni.
- Now they are a bank so their marketing budget was quite high and they were doing all of these cool things with big budgets but somehow they weren’t converting enough customer and out of those they converted, there was a huge proportion of people who didn’t use that account at all. It was free, so there was no cost involved for the student. However, the costs for the bank at this point were quite significant. They spent money on a cool campus lounge, Facebook advertising, email marketing, SEO etc. and all of these were featuring young people and something ‘cool’ that they thought people were interested in… and yet, very little result….
- So with a bit of research, I got to the bottom of it and helped them understand why.
- It turns out that when these customers were going through their research journey there were particular things they were looking for. They were mainly millennials so of course, they were looking to be connected and have an easy app to do that. But it turns out that was almost everyone by then. And the next 2 things they were looking for were nothing any of the big banks were marketing for and that was some sort of contribution to the society and easy access to foreign money. You see, it turned out that the big banks started to lose a huge amount of new customers to credit unions and independent providers because they were communicating contribution to the society and were offering free withdrawals overseas. So one of the recommendations, of course, was to offer those free overseas withdrawals to this particular segment or communicate how to avoid those withdrawal fees because otherwise, people weren’t going to stick around. And when it comes to community service, I know, the big banks don’t really have that great reputation when it comes to being seen as ‘good’ and that’s not so easy to change, however what was super easy to change was the communication of the fact that all bank employees were given some time, I think it’s 1 week/year or so to do community work and as a result, it created a huge contribution to the society these students had no idea about. And that was super easy to change. Rather than focus on attracting young adults on their journey through something ‘cool’, understanding how these people make their decision was critical to the success of the campaign.
- First promotion at the age of 25, very proud, celebrating with family, but also disappointed that after tax the money is not that different.
- Purchasing the first property at the age of 28. Very excited about that and about independence but it turns out that there is a major pain- property was quite expensive and in the heat of the auction moment, she paid more than she wanted to initially….
- Another major promotion at the age of 32. Promotions are no longer fun and it’s normally too little a little too late.. she’s fed up with the corporate world and looking for options to get out asap…
- You must understand how your customers behave & make decisions. You need to think from outside-in perspective which is the customer perspective. You need to understand “What value is the customer seeking that’s critical to their decision-making process and we’re not offering it? “
- You must understand how your customers feel and when are they feeling it. Your journey needs to incorporate major customer milestones, pains and delights. This will help you understand how you’re adding value and how to position your marketing message.
- You must understand what the end to end customer relationship with your business. There is no point of running a marketing campaign for your competitors. So make sure you understand what happens after your campaign and that customers are delivered what they were promised.