What’s Working in Marketing- 2020?
Eleven months into 2020, it is safe to say, this year has had a lot of surprises. So, what has working in marketing this year? Here is what we have found:
1) Customer Experience driven marketing. This encompasses a lot of things. The main things that we have found to be successful in 2020 are brand storytelling and personalization.
Our brain is literally wired to seek out and respond to narratives. And no matter what is happening around us, that isn’t going to change. We are going to connect and respond better to brands that tell us a story and bring us along on a journey. How are some companies implementing this strategy? YouTube series, podcasts, active social medias are popular first steps. (Learn more about customer journey’s here.)
Personalization is a big key in reaching your customer’s heart. Using the customer’s name in things like email subject lines is a good first step. Beyond that you can use audience segmentation to separate your audience into groups that share common characteristics like demographics and behavioral information. Using your audience segments to target your message to things that each group are actually invested in can greatly increase how personal your marketing will feel to the customer.
2) Email. More than 50% of people in the US check their personal email over 10 times a day. Most people say that it is their preferred way to communicate with brands. Although “the end of email” has been threatened may times in recent years, 2020 has shown us that email isn’t going anywhere soon. For many companies, email became the only way they could communicate with their customers this year.
That means the margin for error with sending emails is relatively small. So. don’t forget to preview your email with different providers and devise before your send!
3) Responsible consumerism and business practices. More than ever, consumers are aware of the effect their purchases have on the environment and on society and they want to buy from companies whose values align with theirs. People expect companies to actively fight injustices and be visibility support causes.
What has worked for your marketing this year?
What’s Your Customer Journey?
In 2020 we have lost many personal or face to face connections with customers. Therefore, digital marketing has to feel more personal. How? Focusing on your customer’s journey is the first step.
What is a customer journey? The customer journey is the order of all of your customers interactions and experiences with your company and brand. It is often illustrated in map form.
How can you build a customer journey?
Step one, who are your current customers? Analyze your first party data. What does your average customer “look” like? What is their age, gender, occupation? Do they have any specific interests or hobbies?
Step two, who are your potentials? Once you know who your average customer is you can build a look-a-like report to gain more prospects. (What is a look-a-like report? Get more information here.)
Step three, map their journey. How do they first hear about your brand? What are going to be their first interactions? What happens before they buy something? What happens after?
Here’s how that could be illustrated:
Blast marketing campaigns aren’t nearly as effective as they used to be. Building a campaign based on your customer’s journey can greatly increase your conversions and long-time customer loyalty. (One study found conversions were boosted over 300%!)
How can you use customer journeys?