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How to build a customer experience strategy to boost your marketing campaign
I n 2023 alone , £ 29.6 billion was spent on digital advertising in the UK . With this amount of money going towards advertising , making sure you ’ ve got the right customer experience strategy is essential for all advertising and marketing efforts . Jon Beasley , Technical Director at Washington Direct Mail , explains how to build a customer experience strategy that can help you better understand and connect with your audience .
Know your audience
Knowing your audience is the most important part of creating a customer experience strategy for your marketing . Misunderstanding or mistargeting your audience can mean wasting time , energy and resources on customers who aren ’ t in the place to buy your products or services . Doing in-depth customer research can better help you understand your customers , their motivations and create messaging which is meaningful and engaging for them .
Personalisation
Personalisation is another approach which can benefit your marketing by appealing to the customer experience . In fact , 71 % of customers expect businesses to deliver personalised communications – this can include your marketing approach .
Adapting your messaging to your target audience can better ensure that it aligns with their wants and needs , encouraging them to buy from or interact with your business better . Direct marketing can also give your customers personalised promotions , making them more likely to purchase from your company , using discount codes based on their buying history .
Define your brand promise
If your brand promises are aligned with the wants and needs of your customers , you ’ ll be more likely to connect with them . Some promises that are becoming more prevalent are environmental , social and governance ( ESG ) promises .
In fact , 65 % of customers claim they would rather buy from a brand that advocates sustainability . Ensuring your messaging , business goals and marketing are aligned is essential .
Reach customers where they are
Not only is getting the messaging and audiences right important , but knowing where to target them is crucial . Offering integrated , omnichannel approaches to your marketing can ensure that your efforts aren ’ t being missed . Whether your customers are on specific social media platforms or you want to reach them during their daily commute , strategising the right place to focus your marketing efforts is a key aspect of developing a better customer experience .
It is important not only to have the right messaging but also to ensure you ’ re reaching your customers through the right platforms . While social media is a strongly used marketing tool , more traditional methods such as direct mail services can reach your customers where they are , at home .
Offering multiple touchpoints of connection can help you gain better brand visibility and ensure that you ’ re not missed by your customers , including those in a digital deficit .
When creating your marketing strategy , you need to consider the customers and their journey . Not only can understanding your customers ’ motivations and habits help you better plan where to put your marketing , but it can also ensure that you ’ re getting a better return on investment for your budget . �
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