Nowadays users interact with your company through many different channels. What might start on the web, might go to mobile and tablet applications, emails, print, radio, social media, by talking to your employees on the phone for customer support, etc., etc.
When users engage with your company through a particular channel, they don’t consider it to be the “email channel” or the “mobile channel” (as you might describe the different touch points internally). They just see it as one of the many interactions that make up their entire user experience with your company.
Cross-channel marketing or multi-channel marketing or omnichannel marketing or whatever term you prefer internally is all about engaging with your customers or leads across every channel and any device you might think of.
The subject itself is something you might have heard about before somewhere. Although you might have thought about it before, or you might already dipped your toes a bit in the water regarding cross-channel user experiences, a lot of companies are still missing out on a lot of opportunities to make it work for their business.
Having a consistent customer experience across different channels increases the brand awareness and helps deliver a higher conversion in the end. But what are the items that a good User Experience design needs to adhere to achieve this? Resmini and Rosati, authors of the book Pervasive Information Architecture, Designing Cross-Channel User Experiences defined seven items to keep in mind when designing a cross-channel experience:
- Customer focused
- Channel Specific
- Anchored within the organisation.
Let’s dive into all seven, so you too can deliver an optimal cross-channel customer experience for your clients!
When was the last time you were excited to open up your email? If you’re a little bit like most people, you probably don’t look forward to opening your email inbox; it’s exploded with all the newsletters you at one point subscribed to, all the emails from the different social networks where you’re a part of, etc.
And let’s be honest with ourselves: most emails indeed are a bit annoying. According to research done by IDC in 2013 (full research available here), social media seems to evoke “excitement” as the prevailing sentiment.
80% of the 18-44-year-olds check their smartphone straight after waking up, and that is not to check on email. The word that comes to mind when talking about email? Productivity. Emails are a chore.
Of course, using great subject lines, you might make people interested in opening up your emails, but the excitement mostly quickly gets away as soon as the email is opened.
Still, email marketing is still one of the most efficient ways of communicating with your customer, but email marketing campaigns have stayed mostly the same over the last couple of years. Many brands are simply not trying anything new.
In here, lies a significant opportunity for you and your brand.
What if you could make your emails more interesting? And what if, by making them more attractive, you could increase opens, click-throughs, and conversions?
In this article, we’re going to look into different tactics that can make that happen for you and your brand.
If you’ve been following our blog for some time now, you should know that content marketing is a powerful way to market your company online. It’s a way to demonstrate your expertise and increase your online following, all in all, to help you gain more leads for your company and help you sell more.
But how many times has this happened to you? You sit down to write a blog post and… nothing.
You’ve been writing for some time now; you see the traffic coming in every day. But no matter how long you sit and stare at your screen, it’s still just… nothing.
Coming up with a constant flow of ideas to write about for your audience can be hard. How do you keep the ideas and creativity constantly flowing to ensure consistent traffic, leads, and conversions?
Here’s the good news, however: Everyone gets stuck sometimes, but there’s a much better way to come up with content ideas than just staring at your screen and waiting for a miracle.
But before we give you specific topics and ways to generate blog topics, there are two key principles you need to keep in mind:
- Write about your niche, not your product. Even more so when you’re just starting out, and nobody heard about you yet, people don’t search for your product name or categories. Most people search because they’ve got a problem and they are searching for information or a solution to their problem. Content that is relevant to the life of your audience is way more valuable than content just hammering out product specs. Think of it like this, what would you rather click on: “Content Services $150” or “How to Promote Your Content”?
- Deliver value. Content marketing should deliver entertainment and/or educational value to your audience. Always make sure that your target audience will be interested, be intrigued, is having fun, or will learn, the next time that they are engaging with your content. Practising Customer Development is not only to learn about whether or not your product or services are solving the problems of your potential audience, but by doing customer development you can also learn and discover topics of value for your audience.
By keeping these two items in mind, let’s dive into different ways on how you can come up with ideas for your content machine.
This is a guest post by Nate Vickery.
Startups are very fragile. In fact, they are so fragile that the vast majority of them doesn’t make it past year 2 or 3. There are innumerable reasons as to why this happens and among those reasons is that they often simply do not find enough customers to become financially viable. And when a startup has difficulties doing this, the support of investors also tends to weaken.
In today’s world, startups are just as likely to find customers online as they are offline. In fact, for many of them, the customers will almost exclusively exist and do business online. Some of them will not even exist outside the web.
As a result, it becomes quite obvious that a startup needs to be as visible as possible online if it is to survive and as we all know it, no one (or at least almost no one) is visible online without a bit of Search Engine Optimisation (SEO).
In short, a startup simply has to do SEO if it is to survive.
This is a guest post by Janice Kersh.
Today, we will explore one of the seven deadly sins of marketing – stealing content. But, wait… isn’t that a black hat tactic? Why are we discussing theft in a place like this? Well, it is time for a revelation. In truth, there is one way to steal content in a purely white hat fashion: steal it from yourself.
All of us have published interesting infographics, blog posts, videos, and emails that stand out from the rest and receive significant engagement (we secretly wish all of our content could bless us this way). If only we could reuse the content that shines a little brighter, without negatively affecting SEO… Well, we can, and here is how.
Why Wouldn’t We Want to Reuse Content?
Before we begin “repurposing” our online content, we need to understand what can go wrong. Duplicate content can have a detrimental effect on SEO. Even if we copy content from ourselves, this can appear deceptive in the eyes of search engines. Though it won’t get our content banned, having duplicate or very similar information at more than one URL will force Google to choose only one page to index. If the search engine happens to pick an externally-hosted piece, our websites can lose page rank. Losing our page rank position is what we want to avoid at all costs.
If you look around you at this time of the year, you will notice lots of happy faces and people getting excited about the upcoming holidays. Us humans, we love the holidays, festivities and any special occasion on which we can celebrate. It’s the time of the year where you can dress up a bit more fancy, get festive, be surrounded by family, friends and loved ones and do fun things.
Whether your startup is a B2B or B2C, with your marketing efforts throughout the year you’re promoting your products and services to someone, to people. In today’s article, we will be looking into why and how you with your company can join the holiday party, delight the right customers and boost your business’s product or service at the same time.
Why should your marketing include events and holidays?
Holidays are the perfect time to connect with your company’s prospects and celebrate those feelings of companionship and gratitude. As a marketer, you can leverage these feelings to have a deeper connection with your customers on an emotional level. This will help build trust and credibility.
After some time and multiple visits to your website, you’ve finally managed to win the trust of your customers, and they ordered something in your webshop. As most of you might already know, it costs more time and money to get a new customer than to keeping him or her. So, now it’s important to make sure this new customer is happy about spending money with you and that he or she stays a happy customer.
By using marketing automation with your email campaigns, you could save yourself lots of time and money. But when done properly it might even make you more money when you start using loyalty campaigns. Let’s dive into five tips to keep your customers, the happiest customers in the world by using e-mail marketing.