As a business owner, you already know the importance of keeping your customers engaged and finding new ways to enhance their buying experience. However, what separates successful businesses from mediocre ones is often how they approach their buyer’s journey.
If you’re unsure where to start, look no further than Iterable company! As a marketing automation platform provider who specializes in promoting cross-channel engagement with customers at scale, they can help you reach your buyer’s journey goals while measuring the success of each step.
In this blog post, we’ll outline some tips on enhancing your buyer journey and driving engagement for your business that will get you excited and motivated.
1. Know Your Target Audience
When it comes to developing an effective buyer’s journey, it all starts with understanding who exactly is interested in what you have to offer. Do they live in suburban areas or urban cities? Are they college-educated or high-school graduates? What are their interests when it comes to hobbies outside of work? Getting this information about your target audience requires taking the time out for research- customer surveys (You don’t want them feeling like lab rats!) and social media platforms analysis such as Facebook or Twitter polls. Attend industry conferences, as these are also hotbeds of useful market data from keynote speakers, guest presenters, and attendees willing to answer survey questions.
2. Optimize for Mobile Devices
More than ever before, consumers are shopping on mobile devices- having 24/7 access right at their fingertips has resulted in unparalleled convenience compared to conventional brick-and-mortar stores, which have strict operating hours: If your business isn’t optimized for mobile devices, then its minus points automatically – Customers will gravitate towards sites that provide uncomplicated mobile browsing experiences resulting in faster checkouts. So, to ensure that every aspect or element found on the desktop version display perfectly on the small screen- think swipeable images, on-screen keyboard autocorrection, and other crucial user-friendly buttons.
3. Invest in Communication Channels
Ensuring seamless conversion through every buyer journey stage requires effective communication channels that foster engagement between your brand and customers. Many different channels are available, including email, social media messaging apps like Instagram or WhatsApp (choose the one that fits your target audience better), website chatbots, and SMS marketing.
ProTip: Don’t only communicate after sales, but you can also engage with prospective buyers. Contextual email/social media ads showcasing your products will nurture them until they make up their mind to purchase.
4. Personalize All Touchpoints
There is nothing more infuriating than reaching out to a business just for it to appear as though they’re conversing with an AI robot – cookie-cutter responses named ‘generic’ rather than personalized messages which actually show you understand your customer’s individual needs- Make sure that while all touchpoints are uniformed there exists personalization.
For example, addressing customers by their first name through SMS or emailing a change request confirmation lessens the possibility of miscommunication and creates a sense of fondness towards buying from you again, enhancing the likelihood of return purchases – Give this human approach to selling the upper hand as humans need connection.
5. Emphasize Customer Service Value
An effortless buyer’s journey comprises a smooth transition from the prospecting stage to an actual purchase – clearly state the delivery window ( if it applies), payment and returns policy, etc. Not only does providing excellent customer service reduce instances of returns, but it fosters loyalty as customers tend to advocate for businesses who provide exceptional service interactions- A happy customer makes positive reviews online or recommends family/friends, increasing opportunities for organic growth.
6. Continuously Optimize
The game of digital marketing constantly keeps evolving- Technology, customer needs, and trends change too quickly! As you gear up for future growth, allocate some time every month to include looking at stats around data, such as conversion rates, feedback, and inquiries. Keeping an eye out on these data sets early will allow you to identify any disparities in the buyer journey which don’t conform with how your target audience would like to interact, push them away rather than draw them closer. With constant optimization comes adaptable businesses staying in front of the competition!
In conclusion, implementing changes within each stage of the buyer journey can significantly impact engagement rate- high engagement translates into increased sales conversions hence more revenue. Buyer journey knowledge proves valuable for all companies regardless of hierarchy- Iterable clients often reminisce about days when they first started — gaining knowledge that helped them scale their venture.
