Winning in the customer experience era.
Companies and marketers alike have seen the marketplace undergo a major shift. The products or services a business supplies are important, but the customer experience has become just as important, if not more so, in terms of creating conversation, inspiring brand loyalty and maintaining success. It’s an experiential world, based on the feedback people broadcast to their own networks in real time. Reputations can be sunk in record time, given consistent poor feedback, but the same system can provide a rapid boost to a company’s profile if used correctly. So, in the customer experience era, how can marketing measures generate wins for brands?
Winning on the Macro Scale
Every brand wants to begin their marketing journey by cultivating large-scale awareness. By addressing large audiences and eventually focusing inward, they can attract the individuals most likely to engage with the brand and then recruit additional audiences through their own networks. Remaining experience-focused and showcasing the best that the brand has to offer will help marketers and managers address and attract the right audiences while continuing to grow.
Winning With a Mass Audience
In beginning the brand conversation, marketers can address a mass audience to raise awareness and eventually uncover a niche. However, awareness is one thing and perception is another. At this stage, businesses should remain focused on their story, the experience they offer, and messaging framed how they want audiences to perceive them.
With the right messaging, audiences can feel that they know and understand what a brand is about, and if the messaging resonates with them they’ll also be likely to want to get to know the brand better and further engage with the conversation. This self-selection pares down the total number of those who’ll engage with the brand, but creates a more manageable addressable audience to work with.
Winning With an Addressable Audience
For those who have done the research, found information on the brand, and are still interested, businesses can then target these individuals as a further addressable audience to promote future growth. By engaging with audiences across multiple forms of media and properly tracking engagement through analytics, there will be a good basis from which to build up new focused messaging.
Winning on the Micro Scale
After taking on large-scale efforts, businesses need to start on the individual level. Progressing to a smaller scale provides a more organic base to build on, and makes future efforts feel more authentic. After all, it’s impossible to keep everyone talking about a brand if there isn’t an enthusiastic conversation happening on some level. So where do we go from here, and how do we reach a smaller scale through a larger one?
Audience of One
First, through research and strategic insight based on engagement from large-scale messaging, marketers and businesses can determine who their most receptive potential audiences will be, and what new tactics and messaging will resonate with them most. Getting this step right is crucial, as when it’s done well it can provide a cascading effect to cycle back into larger audiences through social media.
Firstly, introduce them to your brand. This messaging can be targeted through the media mix that has reached the desired audiences, and should be tailored with a voice and tone tweaked to speak more to them. Converting this introduction into experience helps businesses in the short-term by bringing in additional customers, and can help in the long-term for their capacity for referral. If the individuals you bring in have good experiences, you’ll soon find a conversation taking root.
With the rise of social media into the tool that we see all around us every day, there’s been a shift in the way people communicate with each other. Each individual has become a sort of media outlet, sharing things like life updates, local events, and experiences with brands. All of their thoughts and experiences go out to a network they’ve created themselves, and to their networks, individuals have a much more considerable voice than a brand can have on its own.
At this stage, it’s time for businesses to focus intensely on the experiences they offer to customers as well as the products or services. With initial good buzz, the audience’s audience will want to see for themselves the experience they can receive. As the conversation grows, staying responsive across all media channels and keeping the customer experience at the forefront, word can continue to spread and lead back to larger-scale conversation and success.