Everyone knows that speed of response wins the day. As such, companies are always trying to get a leg-up on the competition by finding faster and more efficient ways to identify and close on opportunities. Within the world of digital marketing, that means adopting some new technologies that improve the customer experience. Here are four ways to use technology in marketing to drive efficiency and better customer experiences.
1. Live Chat
Customers want to attach themselves to brands they have an affinity for. However, how does a company do that in today’s digital age, one where so many interactions seem so impersonal at times? Well, while you can’t be face-to-face with every customer, you can engage them online every time they visit your website.
Live chat isn’t just a customer service tool. At its core, it’s a customer engagement platform. When used properly, it can generate new opportunities, improve the customer relationship and help direct customers to special offers and specific landing pages. If your goal is to improve how and when you engage customers, then live chat is the way to go.
2. Customer Relationship Management (CRM) Software
No, not all CRM platforms are the same. Comparison shopping is key. Digital marketing teams are best serviced by automated platforms, ones where users don’t have to manage too many data entry points. Granted, a CRM works when it’s used. However, there are some platforms that are more automated than others. Marketing technology helps when it saves time, so avoid high-maintenance CRM platforms.
Focus on CRM solutions that seamlessly integrate portions of your existing inbound marketing strategy so that reaction time is shortened and actionable items are easier to move forward on. Customer contact forms that are integrated with your CRM help you avoid the manual processes of data entry. Instead of messing around with key entry errors, you can hit the ground running and contact your customer.
3. Marketing Automation
Your buyer personas drive your inbound marketing strategy. However, trying to reinvent the wheel on every content piece for every possible customer isn’t feasible. A marketing automation software will eliminate that redundancy. Its purpose is to deliver focused digital marketing messages to specific buyer personas based on where those individuals are in their buying process. You can engage them with unique offers at different times and use different messaging strategies to move them along to the next step in their buying journey.
Marketing automation can be integrated with your email marketing campaigns and with your social media channel. Every customer interaction with your company can be leveraged with additional messaging. Whether it’s confirming a new order, and re-initiating customers back into their buyer journey, or keeping customers up-to-date on your latest offers, marketing automation works because it eliminates the labor-intensive and manually-driven digital marketing processes of the past.
4. Re-target Marketing, Email Marketing, and Interaction Tracking
Re-target marketing is an inbound marketing strategy that re-introduces customers to your marketing message long after they’ve abandoned their online searches. It keeps your offer front and center. There are also several email service platforms that help you track how well customers perceive your email campaigns. It’s not just about understanding your click-through-rates (CTR) but ultimately about whether customers are truly engaged in your email campaigns.
Finally, heat-tracking software helps you identify high-traffic areas of specific landing pages so that you have a greater understanding of how customers see your website. Tracking cursor movement provides a heat-map of what customers focus on so you can adjust your layout accordingly.
It all comes back to your buyer personas. Focus on them and choosing a technology to better service them becomes much simpler.
If you need help choosing and integrating a technology to better service and engage your customers, then contact us.