Opinion

How can digital marketing support customer experience?

Posted: 12.10.2021

Author: Fishtank

Did you know that a customer is four times more likely to defect to a competitor if they encounter a service-related problem over a price or product issue?

Customer service is a highly significant factor of any brand looking to grow and expand its business, and digital marketing can help improve it in many different ways.

To help you get started, we’ve shared insight on how you can use digital marketing to improve your customers’ experiences.

Get to know your customer

Firstly, using Semrush and Google Analytics tools can help you better understand your customer’s behaviour patterns, allowing you to adapt your site to fit their needs better. For example, you may notice that a particular page is frequently visited. To make the page easier to find, you could add a banner or button with a link directly from your homepage to increase traffic further.

On the flip side, you could do the same for content with low traffic and revisit the page or site map to see how you can improve it.


Keep visitors engaged

Updating your site frequently with new content or projects and sharing on social media platforms or via email newsletters will help keep returning customers engaged.

Fresh content is vital for any brands that want to update potential customers of new products and services or any issues or delays you are experiencing. Sharing this information can build brand trust and loyalty, making it more likely for customers to return.

Easy communication

You may have noticed many retail sites, utilise a chat feature plugin such as Facebook Messenger, that allows customers to communicate with the brand immediately. This active communication can solve problems much quicker than by email; customers will be more likely to use the service/product over a competitor. It can also show the brands interest in customer satisfaction and dedication to customer experience.

Measure successes

Another useful digital marketing tool that can help improve customer experience is conversion tracking. The process allows you to track how a customer interacts with your site whether they have purchased a product, signed up for a mailing list or completed a form. This tool is handy when experimenting with new products, blog topics and social content as you can compare how different types of content have achieved goal conversions.

Convenience and accessibility
Unlike a physical store or business, a website can be accessed at any time. Although customers may prefer to speak to an actual person, having a large amount of advice-led content on-site, including FAQs, blogs or an ‘About Us’ section, could help entice their interest and give them necessary background information to reach out with a more specific enquiry or convince them to make a purchase then and there.

An online platform also means that sales can be made throughout the day, providing convenience for those who don’t work ‘regular hours’ such as nursing, engineering or manufacturing and any international customers based in other time zones.

Target the right audience

Finally, incorporating digital marketing into your business strategy can help target a specific audience both organically or with paid advertising much more effectively. For example, you can specify what age or gender you want to target, along with location and interests. This is useful, primarily if you invest in PPC (Pay per click) advertising and don’t want to lose money by promoting your brand to people outside your target market.

In summary, digital marketing can help support the experience of your customers in many different ways. Not only can it improve the overall customer journey, but it can also improve brand loyalty and awareness.

For more insight and advice on digital marketing, social media, and more, follow us on Twitter, Facebook, LinkedIn, and Instagram.


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