Optimize Your Digital Campaigns by Integrating Customer Journey
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Digital marketing is far more successful when you thoroughly understand your customers and what they want and need, particularly since most customers change over time. Rob Bean, Vice President Marketing Strategy at Burns Marketing, shares how marketers can use the intelligence from customer data analytics to provide relevant responses to customers on buyer journeys and determine what steps should be taken to further help customers make buying decisions. In this presentation, Rob Bean touches on how to map the customer journey and which digital campaign processes can be adjusted to strengthen your ongoing customer relationships and generate results.
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Editor's Notes
- This will be up when I come on stage Welcome Having a great day so far? I am so glad to be back this year and to see this event continue to grow. Thank you to Matthew and crew for helping make this event here in Denver a reality. Who I am Rob Bean, VP Marketing Strategy @ Burns Marketing, Kentico Software Marketing Strategist Today I will be talking about how Optimize Your Digital Campaigns by Integrating Customer Journey Industry norms Methods to understand your audience better Improving results Being a digital standout
- I work for Burns Marketing As a company we help to build unique digital experiences that people act on and our focus is brand, web, campaigns, and content development The exact things that you focus on in your businesses everyday - so we have a lot in common
- I also respect great campaigns Personally, I have a strong passion for excellent customer experiences – because I’m a customer as well… I hate lousy online experiences and I understand the transformative power that great ideas bring when they are put into action Whether it’s A simple raw message from Dollar Shave Club The constant idea engine of new ways to use my GoPro Or even the creepy Burger King guy hanging out with American Pharaoh's trainer I notice and respect things that connect with my tendency to be cheap, flare for sharing adventure or the amusement I find in odd thing These brands know how to connect with me and I am sure you have brands that connect with you
- I also respect great campaigns Personally, I have a strong passion for excellent customer experiences – because I’m a customer as well… I hate lousy online experiences and I understand the transformative power that great ideas bring when they are put into action Whether it’s A simple raw message from Dollar Shave Club The constant idea engine of new ways to use my GoPro Or even the creepy Burger King guy hanging out with American Pharaoh's trainer I notice and respect things that connect with my tendency to be cheap, flare for sharing adventure or the amusement I find in odd thing These brands know how to connect with me and I am sure you have brands that connect with you
- I also respect great campaigns Personally, I have a strong passion for excellent customer experiences – because I’m a customer as well… I hate lousy online experiences and I understand the transformative power that great ideas bring when they are put into action Whether it’s A simple raw message from Dollar Shave Club The constant idea engine of new ways to use my GoPro Or even the creepy Burger King guy hanging out with American Pharaoh's trainer I notice and respect things that connect with my tendency to be cheap, flare for sharing adventure or the amusement I find in odd thing These brands know how to connect with me and I am sure you have brands that connect with you
- I also respect great campaigns Personally, I have a strong passion for excellent customer experiences – because I’m a customer as well… I hate lousy online experiences and I understand the transformative power that great ideas bring when they are put into action Whether it’s A simple raw message from Dollar Shave Club The constant idea engine of new ways to use my GoPro Or even the creepy Burger King guy hanging out with American Pharaoh's trainer I notice and respect things that connect with my tendency to be cheap, flare for sharing adventure or the amusement I find in odd thing These brands know how to connect with me and I am sure you have brands that connect with you
- I work for Burns Marketing Our role as communicators is to bridge the gap between client needs and customer expectations Your optimized digital solution lies at the intersection of Your brand You web experience Your campaign approach And most importantly the quality of your content
- #WIIFM – What’s in it for me? For those of you who may have been here last year, I spoke about content marketing and the need to consider your customer when developing a content strategy It seems like such a simple thing to say “Let’s go create great for our customers!” “We know how to do that, right?”
- But in practice it’s difficult, really difficult Who has been here? That person sitting there with a massive challenge and the dreaded blank sheet of paper? We need a lot of things to work to be successful
- But in practice it’s difficult, really difficult Who has been here? That person sitting there with a massive challenge and the dreaded blank sheet of paper? We need a lot of things to work to be successful
- But in practice it’s difficult, really difficult Who has been here? That person sitting there with a massive challenge and the dreaded blank sheet of paper? We need a lot of things to work to be successful
- #WIIFM – What’s in it for me? For those of you who may have been here last year, I spoke about content marketing and the need to consider your customer when developing a content strategy It seems like such a simple thing to say “Let’s go create great for our customers!” “We know how to do that, right?”
- But in practice it’s difficult, really difficult Who has been here? That person sitting there with a massive challenge and the dreaded blank sheet of paper? We need a lot of things to work to be successful
- The basis of a good digital campaign strategy requires Team: Adequate size for the strategy Planning: Defined but with flexibility Talent: Visionary, creative, technical Partnerships: Subject matter experts Resources: Finances and time
- The goal is the same no matter who we work with Get to a point where you have a defined plan Be generating consistent relevant content for customers And by demonstrating results And the industry adoption is proving this out, just look at these stats….
- The industry has moved in the direction of content marketing and it’s resonating with customer. So understanding your audience is key to your success and understanding them better makes it possible to connect with Relevancy Authenticity And marketing communications that are focused on their needs not your features – which are often the same as your competitors
- 72% of business buyers begin the purchase process with a Google search. (Pardot)
- 72% of business buyers begin the purchase process with a Google search. (Pardot)
- 72% of business buyers begin the purchase process with a Google search. (Pardot)
- Consumers expect content that is Be useful Be personal Add value to my experience If we don’t provide that kind of content, they will seek out competitors that do
- 72% of business buyers begin the purchase process with a Google search. (Pardot)
- 72% of business buyers begin the purchase process with a Google search. (Pardot)
- 72% of business buyers begin the purchase process with a Google search. (Pardot)
- 72% of business buyers begin the purchase process with a Google search. (Pardot)
- Your customer……but how often do we instead start with tactics, or our product, or our features? We need to start with our customers Our “real” customers however are not flat representation Are far more complex that we often imagine And many times when we try to reach them with a digital content strategy we wonder why it is failing
- Our “actual” customers are far more complex than we imagine Failed campaigns often exposes a deeper issue – we may not really know our customer at all or as best as we should Whenever we plan a campaign we’re thinking our “ideal customer” And there are reasons Maybe we don’t interface with our customers often Maybe you sell your product through distributors and not direct but your marketing is key in helping to generate demand. Maybe our content just sucks. But the knowledge gap we have leave us with an “incomplete” or at best “thin” representation of our customer.
- Our “actual” customers are far more complex than we imagine Failed campaigns often exposes a deeper issue – we may not really know our customer at all or as best as we should Whenever we plan a campaign we’re thinking our “ideal customer” And there are reasons Maybe we don’t interface with our customers often Maybe you sell your product through distributors and not direct but your marketing is key in helping to generate demand. Maybe our content just sucks. But the knowledge gap we have leave us with an “incomplete” or at best “thin” representation of our customer.
- Besides, Mashable reported this last week the era of the hipster beard is officially dead. Sorry guys.
- METHODS TO UNDERSTAND YOUR AUDIENCE
- TARGET TO MEET THEIR NEEDS
- PERSONA DEVELOPMENT Key attributes Industry and job type Roles and responsibilities related to purchase Pains in my job How I measure success How I make decisions Concerns about (your company) How I do research Messages that resonate with me
- PERSONA DEVELOPMENT Development methodology Interviews with internal and external stakeholders Commission online surveys Desktop and competitive research SEO validation
- PERSONA DEVELOPMENT Key takeaways Keep it simple Focus on their needs and challenges Have your customers validate your results
- MEET THEM WHERE THEY ARE WITH THE CONTENT THEY WANT
- 72% of business buyers begin the purchase process with a Google search. (Pardot)
- Buyer behavior has changed and much of the decision process is over by the time you hear from a customer low in the funnel Top of funnel activity must be self-service, helpful, and based on the needs of customers as defined through personas
- SOME HUGE AMOUNT OF THE PURCHASE PROCESS IS ALREADY OVER BEFORE YOU PICKED UP THE PHONE (ANCIENT MARKETING PROVERB)
- 67% of the buyer’s journey is now done digitally. (SiriusDecisions)
- Buyer behavior has changed and much of the decision process is over by the time you hear from a customer low in the funnel Top of funnel activity must be self-service, helpful, and based on the needs of customers as defined through personas
- Ben to provide a slide here for me I’ll discuss the components of what goes into a good planning document including: Funnel location Content topic Content title Content keywords Content type
- JOURNEY MAPPING Visually illustrates customers’ processes, needs, and perceptions throughout their interaction and relationship with an organization.
- We utilize the buyer journey in a number of ways Some campaigns support a number of steps Other campaigns support a single step All used customized components based on the persona to help deliver messages that resonate
- JOURNEY MAPPING We apply journey mapping to: Understand and diagnose experience issues Reframe and reimagine experiences Redesign experiences to influence attitudes and change behavior Leverage mapping to connect, collaborate, and align with teams
- JOURNEY MAPPING Key objectives Insight: Gain clear understanding of the customer need. Impact: Define focus on the resulting business value. Issues/Opportunities: Understand what’s getting in the way, could be improved, in order to meet customer needs. Innovate: Design solutions that deliver both customer and organizational value.
- JOURNEY MAPPING
- IMPROVING RESULTS
- IMPROVING RESULTS DEFINE, MEASURE, OPTIMIZE
- IMPROVING RESULTS Audience targeting The analytical groundwork for audience targeting boils down to understanding more about your customers and what they might want from your products and services.
- IMPROVING RESULTS Audience targeting Go deep: Understand yourself, your constituents, their buyer journey, and your message in support of their needs. Define success: Define the key performance indicators of your outreach so that you know best how to gauge your level of success. Document your plan: Prioritize your efforts before solidifying a plan, what strategic goals are critical and which audiences and opportunities should take priority. Outline the strategy: Develop a holistic marketing strategy including digital, social, and traditional marketing practices.
- IMPROVING RESULTS Personalization Your website presents a rich opportunity to draw attention and interest from the right buyers. There is one main challenge however, most first-time visitors are anonymous. Personalization capabilities open the door to engaging these visitors by examining their individual attributes such as location and digital behavior. Your website can then offer a more customized experience by presenting the most relevant information, video, and images.
- IMPROVING RESULTS Personalization Pre-conversion Location, site path, implicit behavior Customize copy, imagery, CTAs Develop micro conversions
- IMPROVING RESULTS Personalization Post-conversion Provide highly relevant information Focus on filling in the gaps in your data Consider email nurturing and retargeting campaigns
- IMPROVING RESULTS Lead scoring You can score leads based on interest shown in your products and the customer’s fit to target buyer personas and markets. Typically lead scoring uses behavioral and demographic attributes or dimensions to rank leads, giving sales-ready leads the highest scores.
- IMPROVING RESULTS Lead scoring Strategy Define behavioral and demographic attributes to rank leads Create a scoring model for different activities Work closely with sales to align on which behaviors matter
- IMPROVING RESULTS Lead scoring Deployment Review actual behavior to assure your scoring the right attributes Monitor/report on conversion rates Integrate with CRM to provide visibility for all teams
- IMPROVING RESULTS Testing A/B testing of your designs, content, and calls to action is an important part of optimizing your digital marketing campaigns. A/B testing also has a relationship to audience targeting and personalization, by ultimately fitting appropriate content to each customer.
- IMPROVING RESULTS Testing Strategy Keep it simple: only conduct one test at a time and only test one variable at a time. Variables come in all sizes: start at a higher level for more impact; test email, landing pages, or call to actions as a variable.
- IMPROVING RESULTS Testing Considerations Define a statistical significance goal Seasonal variations can affect visitor behavior Test content at different stages in the buyer journey Focus on lead quality over volume
- We all want to stand out.
- Be different. Not kind of. REALLY DIFFERENT. Identify what makes your company, product, or service more meaningful than your competition. Ultimately, you want to make the bold claim that your company, product, or service is the only one that provides ___________ better than anyone else.
- Be different. Not kind of. REALLY DIFFERENT. Identify what makes your company, product, or service more meaningful than your competition. Ultimately, you want to make the bold claim that your company, product, or service is the only one that provides ___________ better than anyone else.
- MAKE IT SIMPLE, stupid. Information overload impairs purchase decision-making and causes customers to disappear, possibly for good. If you need to write more than a quick paragraph to explain something, it’s too damn complicated.
- MAKE IT SIMPLE, stupid. Information overload impairs purchase decision-making and causes customers to disappear, possibly for good. If you need to write more than a quick paragraph to explain something, it’s too damn complicated.
- Cause HAPPINESS. Ditch the idea of trying to sell stuff – the features and benefits approach. Use digital marketing to promote experiences and accomplishments, and you’ll inspire your customers to attach their aspirational ideals to your brand.
- Cause HAPPINESS. Ditch the idea of trying to sell stuff – the features and benefits approach. Use digital marketing to promote experiences and accomplishments, and you’ll inspire your customers to attach their aspirational ideals to your brand.
- Shake SHIT UP. We’ve all heard the tired marketing cliché that trying to market to everyone means you’re marketing to no one. Instead, stick to the people you want as customers, and give them surprising, inspiring marketing that speaks directly to them.
- Shake SHIT UP. We’ve all heard the tired marketing cliché that trying to market to everyone means you’re marketing to no one. Instead, stick to the people you want as customers, and give them surprising, inspiring marketing that speaks directly to them.