Assess your technology needs to find where you may need more integrations to make your data digestible. Address this by hiring data-driven talent and training your existing team to know how to access and analyze your company’s data. One significant issue is that almost 47% of companies cite data silos as their biggest challenge. Working with Siloed Data: Multi-touch attribution is a data-intensive strategy, and many companies simply don’t have the skills or foundation in place for a smooth process.Adopting a multi-touch attribution strategy is essential to capture and track the intricacies of how your customers are interacting with your brand. Nearly 71% of companies say that the time between first customer engagement and purchase takes a month or longer, and 61% of companies have at least three pre-purchase touchpoints, with 32% reporting six or more. Assuming Journeys Are Linear: Customer journeys are messy, and most don’t follow a straight path from awareness to purchase.Various studies have estimated that about 80% of all internet traffic occurs because of informational need. The intent of your audience during the first two stages of the journey is classified by the informational needs of the user. This is because web traffic volume generated during these two levels equal more than the traffic from the rest of the consumer journey stages combined. Experience has shown the first two levels of the customer journey – awareness and consideration – are significant. A company can easily connect the dots between its problem and your solution as search marketing delivers high-quality content that matches the request the user is searching for. Search engines are another channel to consider in fact, they’re one of the most important channels to serve in terms of research.Content formats that work well during this stage include product-specific blogs, listicles (where options are tested and compared against each other) reports, fact sheets, and product-focused webinars that offer the audience the reassurance needed at this stage.What Does an Online Customer Journey Look Like?Ĭontent form and channel for the consideration stage of the customer journey Comms teams need to know about these resources to ensure they’re not duplicating efforts, take the lead in using them to secure more backlinks to the company’s website alongside company interviews in those earlier-determined key publications More specifically for comms, your marketing and sales teams are likely creating resources to help move customers along their journey and down the marketing funnel. Enable Cross-Functional Collaboration: Any customer-facing or customer-targeting department in your company (so, arguably everyone) can benefit from some version of a customer journey map.By keeping your comms team versed in the customer journey, you can more easily identify the best storylines to pursue Uncover Content Ideas: Responsible communication activations should keep customer needs and pain points in mind.If comms professionals keep pitching publications that their ideal customers are not actually reading, then you’re just wasting resources, or vanity pitching top-tier publications to feed the ego of your client Budgets are often tight, and every activity needs to deliver a proven ROI.
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