A recent study shows that customer experience will be the key brand differentiation by 2020.<\/p>\n<\/blockquote>\n\n\n\n
So, what can businesses offer beyond product and price to entice customers repeatedly?<\/p>\n\n\n\n
Let\u2019s learn from the example of a company (XYZ) trying to establish itself as an online marketplace for industrial products. At present, their target customers are making buying decisions by jumping from one vendor to another. With so many industrial product vendors to choose from, how can XYZ establish its foothold in the market?<\/p>\n\n\n\n
By providing as many industrial product options as possible at a single online marketplace, and helping customers make an informed choice. Its mission is to bring every utility product for industrial purposes under the sun at a single platform and offer something unique to its customers and create engaging buying experiences.<\/p>\n\n\n\n
So, have they cracked the winning formula for delivering business value? Let\u2019s figure out the five major elements of XYZ\u2019s model for delivering business value:<\/p>\n\n\n\n
- \n
- Providing multiple industrial product options to customers<\/li>\n\n\n\n
- Fulfilling personalized business needs of customers<\/li>\n\n\n\n
- Helping customers compare different options based on reviews<\/li>\n\n\n\n
- Offering expert consultation at every stage of the buying funnel<\/li>\n<\/ul>\n\n\n\n
XYZ has ensured that customers find all the information on their website that is crucial to making the software purchase. But, are they doing enough to bring more visitors to their website? Not really!<\/p>\n\n\n\n
They are working majorly towards retaining visitors on their website and converting them into customers, but nothing much is planned for the awareness stage.<\/p>\n\n\n\n
Consequently, they are losing out on a major chunk of visitors who prefer search engines to find information about different products and services. And, that\u2019s not it. They again turn to social media to share their opinions and experiences online.<\/p>\n\n\n\n
Not just the first-time customer, but even long-term customers rely on online sources to know what more a brand has to offer. So, what XYZ can do to establish trust and maintain it for long-term success? Let\u2019s find out the secret to delivering business value.<\/p>\n\n\n\n
<\/span>Adopt A Killer Social Media Strategy<\/span><\/h2>\n\n\n\n
If you are trying to establish your trustworthiness in the digital realm, you can\u2019t ignore the power of social media for long. Social media is a great online branding tool, helping small and big online retailers reach out to a large number of customers. Further, social media platforms provide the easy way to take part in online conversation threads and connect with new and existing customers directly.<\/p>\n\n\n
\n![\"Delivering](\"https:\/\/www.techjockey.com\/blog\/wp-content\/uploads\/2018\/08\/The-10-Best-Clinic-Management-Software_31.jpg\")
<\/figure><\/div>\n\n\nNike enjoys a strong social media presence, and it is using Twitter as a platform for enhancing company-customer interaction. Nike is super quick to reply on people\u2019s tweets related to queries and concerns.<\/p>\n\n\n\n
An active presence on social media platforms can bring you praise just the way it worked wonders for Nike. However, if it\u2019s not done right, it can crack the door open for public criticism.<\/p>\n\n\n\n
While creating your social media strategy, remember to take care of these points:<\/p>\n\n\n\n
- \n
- Don\u2019t sound like a robot<\/strong>: Don\u2019t be robotic with your communication on social media. Remember, you are interacting with people there, who are often quite vocal about their experiences on social media and trying to deliver business value to your customers. Respond to their queries about your product\/ service quickly, acknowledge their negative feedback, and at the same time, find opportunities to turn their unpleasant experience into a blissful one.<\/li>\n<\/ul>\n\n\n\n
- \n
- Share engaging & informative content<\/strong>: Try creating content that\u2019s valuable to your customers. It should inform them more about your offerings and address their queries. Also, you need to publish engaging content consistently that keeps your target audience glued to your page.<\/li>\n<\/ul>\n\n\n\n
- \n
- Make your presence felt<\/strong>: Tap your customers and be more present on those social media platforms that your customers prefer. Mark your presence on selective social media channels, and you are good to go!<\/li>\n<\/ul>\n\n\n\n
- \n
- Create beautiful images<\/strong>: Rolex reconciled the classic image of its watches among the buyers by promoting them organically on Instagram.<\/li>\n<\/ul>\n\n\n\n
![\"Instagram](\"https:\/\/www.techjockey.com\/blog\/wp-content\/uploads\/2018\/08\/The-10-Best-Clinic-Management-Software_41.jpg\")
<\/figure><\/div>\n\n\nThese images on Instagram give a curated feel and are further supplemented by minimalistic content for those who value the sophisticated lifestyle.<\/p>\n\n\n\n
<\/span>Actively Engage in Content Marketing <\/span><\/h2>\n\n\n\n
Your best sales reps can\u2019t be available everywhere \u2013 and that\u2019s why you need a robust content marketing strategy. Create relevant and engaging content for your website that replicates the words of an expert sales associate. Content on your website should guide your new and existing customers and help them discover more about your offerings.<\/p>\n\n\n\n
Your content should create an impression that your brand is driven toward solving customer problems. To make your content work, you need to:<\/p>\n\n\n\n
- \n
- Create Engaging and helpful content<\/li>\n\n\n\n
- It should be relevant to your buyer personas<\/li>\n\n\n\n
- Should help customers throughout their buying journey<\/li>\n\n\n\n
- Share it across different online platforms, i.e., Quora, LinkedIn, Medium & social media<\/li>\n\n\n\n
- Measure the performance of your content<\/li>\n\n\n\n
- Repurpose your high-performing content in different forms like blogs, guides, infographics, etc.<\/li>\n<\/ul>\n\n\n\n
Most importantly, don\u2019t adopt the pushy approach of clickbait to get more likes, shares, and comments on your content. This may yield engagement in the short term but will prevent you from getting authentic customer insights.<\/p>\n\n\n\n
Take the example of this marketing campaign by Mo and Dad Money, which provides financial advice to new parents.<\/p>\n\n\n\n
The beauty of this email lies in the simplicity of its content which reminds me of a random email from a friend, asking for quick help. This content is likely to get more responses from readers, as they will end up with the satisfaction of helping someone and delivering business value.<\/p>\n\n\n\n
<\/span>Provide A Seamless User Experience<\/span><\/h2>\n\n\n\n
- Create beautiful images<\/strong>: Rolex reconciled the classic image of its watches among the buyers by promoting them organically on Instagram.<\/li>\n<\/ul>\n\n\n
- Make your presence felt<\/strong>: Tap your customers and be more present on those social media platforms that your customers prefer. Mark your presence on selective social media channels, and you are good to go!<\/li>\n<\/ul>\n\n\n\n
- Share engaging & informative content<\/strong>: Try creating content that\u2019s valuable to your customers. It should inform them more about your offerings and address their queries. Also, you need to publish engaging content consistently that keeps your target audience glued to your page.<\/li>\n<\/ul>\n\n\n\n
- Don\u2019t sound like a robot<\/strong>: Don\u2019t be robotic with your communication on social media. Remember, you are interacting with people there, who are often quite vocal about their experiences on social media and trying to deliver business value to your customers. Respond to their queries about your product\/ service quickly, acknowledge their negative feedback, and at the same time, find opportunities to turn their unpleasant experience into a blissful one.<\/li>\n<\/ul>\n\n\n\n
![\"Delivering](\"https:\/\/www.techjockey.com\/blog\/wp-content\/uploads\/2018\/08\/The-10-Best-Clinic-Management-Software_51.jpg\")
<\/figure><\/div>\n\n\n![\"Delivering](\"https:\/\/www.techjockey.com\/blog\/wp-content\/uploads\/2018\/08\/The-10-Best-Clinic-Management-Software_61.jpg\")
<\/figure><\/div>\n\n\n