These days, customer experience is the key differentiator between brands. The companies who provide their target audience with the best experience are the ones who come out on top. It’s all about winning fans. Exciting marketing is a massive help because it acts as a precursor for what is to come if a person chooses to become a customer, meaning they are more likely to engage with your messaging and take further action of the back of it.
When it comes to the experience you create for your customers, you need to take a holistic approach – not only what they need from you in terms of a product or service, but also some of the broader things we need as human beings. The ultimate goal is almost become a part of a person’s identity.
Think about this for a second – are you a fan of Apple or Android? Many people choose one or the other, but whichever they choose it comes down to their experience.
Obviously this comes down largely to the content that you publish. This covers anything from social media posting right up to the most complex drip-fed email marketing campaign you could conjure up.
However, there is power in hosting events and generally how your brand is perceived by audiences.
Here, we have five things you can start working on right away in order to generate excitement amongst your customers, both old and new.
A sneak-peek at what goes on behind closed doors at your organisation is something that your target audience will always love to see. It humanises the people who are essentially the genetic make-up of the company and helps your customers to feel like a member of the extended family. Photos and video content lend themselves to this beautifully, and can cover something like employee stories or document a big project you’re working on.
This is an ingenious way to help make your audience feel like they are part of something bigger. User conferences bring the community that you’ve grown together and allows them to build memories together. Feeling like you belong somewhere is huge for humans. We really need that sense of an identity that is bigger than just ourselves.
Sports fans will get this – you have a team that you support, along with many others like you. You experience everything that that team goes through together. User conferences are like a major sporting event and your customers are your supporters. It’s a special bond that they all share, and it’s something that they owe to you.
Our client, Valo Intranet, hosts events all year round for their partner network, and this is the kind of thing that they put together:
Each and every one of your customers will have different needs, so it’s important that the way you approach them takes heed of this. Get to know each of them inside-out so that you can tailor the service you provide to fit them perfectly. Being able to meet whatever requirements they have will provide them with a fantastic experience and they will remember you for it.
An established opinion is a hard one to change, which is why a good first impression is so crucial.
If you provide products, really think about the packaging and what it says to your customers. So many big brands nowadays focus on creating an unforgettable ‘unboxing’ experience – something that tells people they are in for a treat the second they break a seal or lift a lid.
If you’re in a service-based industry, this is still something to look into, however you’ll need to literally think outside the box. Spend time putting together an out-of-this-world proposal for prospective clients so that you can wow them before you’ve even got your foot in the door. Also make sure that any supplementary materials that go alongside your service are well put-together.
Remember, it all sets the tone for what kind of experience your customers will have.
A lot of people care if you’re invested in the same things they are, but guess roughly how many businesses actually work with this idea in mind?
The best way to explain it is by thinking about sustainability. Obviously there’s a huge push on this now, and brands and individuals alike are encouraged to really think about their habits now so that world is a better place in the future. If you’re a company that doesn’t work sustainably, but your customer base is very heavily concerned about the environment, etc, it creates conflict for your them which could cause you issues in the long-term.
Try to align yourself with your customer’s values, and make sure that you’re all working together towards the same goals so that sailing is as smooth as it can be for both of you.