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Take your customers on a journey

Customers expect a personalised, tailored experience that speaks directly to their needs. At the same time, marketers must avoid looking through a campaign-only lens since customers don’t interact with brands through a single method or channel.

Marketers must understand specific interactions in the customer’s entire journey and focus on a complete experience, not a point-in-time campaign.

One way to better understand your user experience is to create a customer journey map. A customer journey map is a visual representation of how a customer acts, thinks, and feels through the buying process and can be a valuable tool for creating a cohesive experience.

Improve your customers user experience across every device

User experience, or UX, is more than just a popular buzzword. It refers to how a person feels when interacting with a system. Good UX design provides a positive experience that fulfils a user’s needs and keeps them loyal to the product or brand.

Your website (and/or app) is arguably your most valuable marketing asset, and a great UX can make all the difference when convincing top-of-funnel consumers to become customers. When designing your site, keep the layout simple, include easy-to-use navigation, and don’t overwhelm users with too much information on the main landing pages. You should also be optimising your website for mobile, especially since more than half of users worldwide use their phones to browse the web.

Some examples of current UX design trends include:

  • Minimalism and ‘blanding‘, or websites free of intrusive advertising and popups
  • Voice-activated interfaces
  • Hands-free controls
  • Animated elements to add intrigue
  • Block web design
  • Storytelling‘, or telling a story as the user scrolls
  • Bold colours
  • Video content

Voice search tactics for SEO

Marketers are beginning to leverage voice search as a Search Engine Optimisation (SEO) tool. These digital assistants are designed to answer short, informational queries such as “Who sings Bohemian Rhapsody?” and “What’s the weather in London?” but they’ve also started to process more customised searches, like “What coffee shops are open near me?” and ”Do they serve chai lattes?”

Businesses are responding by changing how they frame information. To answer reader’s questions based on intent, creators are opting for more conversational question-and-answer formats. This way, when consumers use voice search, they’ll get high-quality, accurate responses more quickly.

Making your customers feel special is key to success, so how could you add value and improvements to your customers’ journeys to get them in the ‘fan’ zone?

Need help with some inspiration? Get in touch!

#418makesithappen  #customers #marketingstrategy

Doug Norman

Author Doug Norman

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