Let your customers drive your content
Let your customers drive your content
How to map out strategies that truly compete — without focusing on your competition
The strongest strategies are focused on the basics.
Let’s take a look at which “basics” you should focus on in the second half of 2023.
Today’s agenda:
📊 What can customer journey analytics do for you?
🏠 The remote work debate rages on
✍️ How quality content shows customers you care
💼 Briefly — our quick news roundup
⏱️ Up & coming
🔎 Examining the customer journey
Do you understand the ins and outs of your customer’s journey?
🔑 These insights are key to their loyalty and your revenue growth
Here’s how you can map it out, via HubSpot:
Define your client personas
Create an actual customer journey map to visualize the buying process, touch points, pain points, and solutions
Use appropriate analytics tools to track and analyze data across channels
Collect & analyze your data to pinpoint strengths and weaknesses
Prioritize the pain points and opportunities that need your attention most
Revise your journey map as needed
One of the most valuable reasons to map out the customer journey is to discover where customers are dropping off, so you can find and implement the appropriate solutions.
🎢 Do you have a customer journey map? What tools did you use to create your map?
🧑💻 What’s your stance on remote work?
The remote work debate continues as more and more companies call their employees back to the office.
While the pandemic showed us that a lot of work can be remote, the trouble today is the balancing act of too much on either end — home work and office work.
🗣️ Key insights from the push for remote work:
Can create a more diverse, inclusive work environment, including employees from around the globe and those with chronic illnesses or disabilities
Increased productivity due to a better work-life balance
Embraces that not all humans work in the same way
Potential for significant savings for both businesses and employees
On the other hand, those pushing for employees to get back in the office stress that there’s greater camaraderie, higher productivity, and better access to resources and technology.
⚖️ Hybrid work is becoming the ideal compromise, but is still facing some controversy from employees who moved at the promise of fully remote work, or those who are hesitant to rejoin a previously toxic work environment.
👉 To address these issues, management must take an empathetic and understanding approach in order to help their employees navigate these challenges successfully.
💪 How to craft content that competes
Digital marketing expert Jill Roberson believes content — not customer service — is at the heart of a customer-centric strategy.
In a piece for MarketProfs, she explains that by the time your customers actually make a call or engage with a chatbot, they’ve exhausted all other options.
These “other options”? Your content.
✍️ How to craft content that competes:
Don’t focus on your competition — focus on what customers want
Keep your content human in the age of AI
Post consistently
Don’t just focus on content in your own industry, but thought leadership across industries
Create quality content in a variety of mediums
Develop a unique style and tone
Checking out the competition is helpful, but should only be one piece of your brainstorming strategy. Your customer’s questions and pain points should drive what you create.
Briefly
🔗 How to make the most of your Instagram bio links
🤝 Best practices for asking for donations on social media
📱 Apple plans to expand on pointing out platform differences with phone calls
💻 Mistakes to avoid when you purchase a new laptop
📄 Google settles “Index Bloat” theory regarding limits to the number of pages indexed per website
Up & Coming
Slowdown? Recession?
Experts weigh the evidence to make predictions for the remainder of 2023.