With rampant globalization, it has become crucial to understand and analyze your customers to get the best ROI. To do so, it is also important to engage them with the best of your marketing strategy and on the right note. Marketing automation professionals must master the art of blending traditional human marketing intelligence with the pool of technological solutions and services available today.
Most marketers use advanced technology and automation to speed up their campaign progress and often forget to make their customers feel special. Customers bring revenue and reputation to the brand which is why it’s essential to make them understand their importance.
With unlimited choices and easy access to resources, today’s buyers have become more aware and knowledgeable. They are fully equipped to differentiate between an authentic brand and an incompetent company, which can often be highlighted by the way organizations market their services. Though the modern digital marketing system is equipped with advanced solutions to cater to the need of successful marketing, the biggest mistake most organizations make is to rely completely on the services of marketing technology available in the market.
For successful digital marketing campaigns, marketers should continuously improve the customer experience and personalize offers around regular and prospective customers. Personalized communication causes the customers to move further through the sales cycle and help brands stand out from their competitors, both in research and buying.
Personalization means adding a human touch to your automated marketing strategies by understanding the unique needs of the existing customers. This helps offer the right customer experience that increases repeat purchases, thus improving sales, generating higher revenue, and aiding in the growth of the business.
Marketers need to understand the taste of their customers, social media behavior, browsing behavior, search preferences, hobbies, the content they watch, read, and listen to, along with their first and last names, incomes, location, and ages. In addition to these customer insights, it is also important to understand customers’ purchase behaviors.
Curating the right and the best experience for customers can be a time-consuming task but not if you follow these tips for prioritizing human connections in marketing automation.
Personalize
Sending bulk promotional messages to every address in your email list, without any human touch just because marketing automation allows it, isn’t the right way to address the situation. If you want to convert leads into buyers successfully, using personalized content while interacting digitally with potential clients yields higher response and engagement rates. Use the customer behavior data stored in the database to craft personalized messages and make the readers feel special and a part of your brand. This will result in a higher conversion of leads.
Show emotion
Using emotion in your content marketing helps build more attachment between the customer and the brand. In addition, understanding your customer behavior and being empathetic in your tone of communication helps build trust within them. Also, by being vocal about how much you really care about solving customer problems enables the buyer to move further through the customer lifecycle.
Use customer data wisely
Use metrics to upgrade your marketing strategy: Marketing automation not only generates the digital marketing performance but also allows you to strategize behavior-triggered marketing plans, by tracking and analyzing all the actions taken by the potential buyers on your website.
Tagging your leads’ interests can help you segment email lists and identify which topics to focus on while creating content for your digital marketing operations. Data-driven marketing helps create relevant campaigns by letting the customer data guide you towards messaging that strikes the right chord with customers by offering help with their problems and pain points.
Craft a customer-centric marketing strategy
To attract the reader’s attention and engage in meaningful conversations with them, your organization needs to develop a unique customer-centric marketing strategy. With recent innovations in the marketing automation industry, a well-curated customer-centric strategy will truly help you to leverage the benefits of an advanced email marketing strategy. By analyzing the customer, you can craft marketing personas that reflect what questions customers ask and what answers you can provide to give them a more satisfying and valuable experience.
Keep in touch
Irrespective of the life cycle of a customer, you need to stay in touch with all your customers. As much as it is important to build a good rapport with new leads, it is equally important to retain current customers. Customer engagement can only be achieved when one is inclined to understand their opinion and take it under consideration.
To keep the loop of conversation going, ask the customer’s feedback about your offerings. It is important to understand their point of view to provide the best in class, customer-centric solutions, and services. This also proves your dedication to your client and makes them feel special.
Every day, marketers are tasked with managing hundreds of active customers who all have unique needs and aspirations. Thus it is important to prioritize who you want to address first and to what level. In this technology-driven world, the more you add a human touch in your marketing strategy, the more you prepare your customers to make big buying decisions.
You need to place yourself in the shoes of your customers and see if you feel connected with your brand’s marketing strategy. If not, what is that human touch that can exemplify the entire buying experience? Eventually, you will have to use those insights within your marketing automation operations to connect with customers on a human and relatable level.
