After doing a lot of research, I’ve come to the realization that everyone has their own unique view on what the 4 C’s of digital marketing is all about. I didn’t have any luck finding an “across-the-board” solution, but what I did notice is a common theme. Included in this article are certain things I’ve noticed everyone doing, and I hope some of you can take real value away from this post and apply it to your next marketing strategy. The following four concepts may help make or break your next digital marketing strategy. I’d love to hear your results!
Customer
Customers are what drive your company’s revenue, so it only makes sense to start here. What is driving your customer to find you? What problem do they have that you can solve? Sounds a lot like “going back to the drawing board”, and well, it is! The fundamental things that relate directly to your customer base are important to your marketing strategy. This is where building a relationship with your audience helps to facilitate this “problem and solution” exchange. By focusing on the most basic needs of your customers, you’ll pinpoint the areas that need the most attention.
Cost
Cost to satisfy.
When considering how much the product you offer costs, what are your initial thoughts? For example, if you sell a dress for $50, is that all it takes to satisfy the customer? Probably not. There are a lot of different things that are added to this equation when you think about it.
Is this dress going to match the rest of her outfit? Will it be appropriate for the season? In this case, fashion trends are probably one of your biggest insights into consumer trends and buying habits. But the main focus here is the fact that after purchase, your customer has more to accomplish before being satisfied with the dress. The dress could be beautiful, in season, and on sale, but the question you should be asking yourself is “Can I fill any other needs the customer may have AFTER the purchase?” Incentivize sharing feedback with coupons or giveaways and you may get a peek into other services or products you can offer.
Convenience
What is your sales funnel like? What experience does the customer have to go through before walking away with your product or service? This is easy to underestimate, so take a look at this checklist and see if you can check these all off. If you can, you’re probably covering all bases in this category. If not, this will at least give some good ideas on areas to look at.
1. Payment
This is a no-brainer, but always make sure your customer has a way to pay. Some businesses overlook this basic concept and lose business because of it. Always leave the door open for new sales. Cash has no leverage online, so make sure you give your customers plenty of digital options. I would be weary of crypto-currencies, but Google Pay and Apple Pay are perfectly viable options to consider when streamlining the sales cycle of your business.
2. User Interface and Experience
When a customer lands on your website, how long do they stay? Is it easy for them to find what they’re looking for? These are the questions you should be asking yourself, especially if you’re running an e-commerce website. User experience is becoming a vital core component of web design. Plus, Google rewards websites doing good in these areas! In some cases, your website can outrank a competitor’s just based on CoreWeb Vitals. If you’re interested in reading more about Google’s new page experience update and the impact it’s having on websites, check out this article.
3. Transparency
A lot of businesses seem to make promises based on customer’s expectations. This can lead to a nightmare overhead situation, and plenty of lost time. Instead, try to keep your policies clear and concise. If you offer 30 day net pay, make sure to include that on invoices. A secret trick I’ve learned – instead of net 30, offer net 15 at a discounted price, and you would be surprised how many customers see value and convert. Not only that, but you will wait less time on getting paid and have more time for improving your customer’s journey.
Communication
I’ve personally turned away from businesses for lack of communication. You ever wonder why associates at a department store will approach a shopper to ask if they need assistance? This isn’t a creepy sales tactic. This is customer service at its finest. Anticipating the customer’s needs are fundamental in providing a pleasurable shopping experience.
This doesn’t just work for retail, either. If you provide services, consultations are your bread-and-butter. Right from the start, you have the opportunity to diagnose a customer’s problem and offer insight into possible solutions. This kind of experience, even if it doesn’t lead to a direct sale, can offer an opportunity to build reputation and trust in your industry. We all want to make money; however, creating value is what sets you apart from your competitors. Show ’em what you got!
- Poor customer service costs companies in the US an estimated $41 billion every year.
- 84% of customers report their experience did not meet expectations
- 82% of customers stopped doing business with a company over poor customer service
Conclusion: Digital Marketing Relies on Customer Experience.
When in doubt, put yourself in your customer’s shoes. Just simply pretending to shop at your website can give you extremely valuable information. If you’re having ANY trouble navigating your website, it’s time to talk to your developer. Remember, websites are a dime a dozen, but a well-designed website is priceless. Spend just as much time on the design as the development. If your developer isn’t a designer, hire one. The notion that “as long as it’s got basic functionality” won’t work for converting website visitors into paying customers. It takes more than showing up to give your customer an experience they’ll never forget. Put in the effort, and you’ll see results in no time!
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