Content MarketingSocial Media Marketing

Scale Marketing Efficiencies with Customer Journey Maps

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Customer expectations are unquestionably undergoing a major transformation. So how can businesses meet these expectations and ensure every customer interaction is smooth?  One unique way to optimise and understand these customer experiences is a process called customer journey mapping. It is a process that translates into faster sales cycles and…

  • By Shrishti Jain
  • October 22, 2021
Customer expectations are unquestionably undergoing a major transformation. So how can businesses meet these expectations and ensure every customer interaction is smooth?  One unique way to optimise and understand these customer experiences is a process called customer journey mapping. It is a process that translates into faster sales cycles and more satisfied, loyal customers who make follow-on purchases. Here's how you can utilise the process of mapping customer journeys to drive better results for your company and enable better experiences: 

What is a Customer Journey Map?

Customer journey mapping gives businesses a way of getting into their customers' heads, helping them gain valuable insights and understanding regarding potential customer pain points. It is the process of visualising how a customer interacts with a business by mapping out the steps they take to achieve a goal. In addition, it outlines important events, customer motivations, and possible friction in the customer experience. A recent study found that businesses that offer a rich customer experience have a 1.9 times higher average order value and a 1.7 times higher customer retention rate. Buyers and businesses have more ways to interact online than ever before, and the focus has shifted from getting people into your sales/marketing funnel to delivering exceptional digital experiences.

Why do you need a Customer Journey Map? 

Breaking down the customer journey point by point, aligning each action with a goal, and restructuring your touchpoints respectively are essential steps towards maximising customer success. Additionally, a well-crafted journey map takes post-purchase experiences into consideration. That knowledge helps you comprehend why customers leave. Thus, you can enhance your strengths and improve customer retention. It enables marketers to target prospects across various touchpoints and deliver hyper-personalised experiences desired by your customers through omnichannel marketing and customer service. At each step of the buyer's journey, you can identify pain points. For example, knowing what kind of questions your customers have helps address their queries promptly. And ultimately, you end up improving your customer experience.

How to Map Customer Journeys?

The real work in journey mapping is utilising the customer information and data available to you from across all business operations and delivering a process and structure to their experience. Developing buyer personas can help you understand how customers behave and function. Although everyone is different, these customer profiles provide guidance and input for the journey mapping. As buyers go down the funnel, you need to understand their goals across each phase. You'll be able to examine if you are meeting those goals via user testing feedback, email support transcripts, etc. Put yourself in the customer's shoes and map out the buyer's touchpoints.  Use Google Analytics or take surveys to find all opportunities to understand needs and make improvements to keep customers happy. Whatever the situation may be, understanding the touchpoints is a tool that can help you learn the efficiency and objectives of customer journeys, whether through social channels, paid ads, email marketing, etc. Assemble all your data and look at the big picture to identify potential roadblocks or pain points in the customer journey. Note down areas where you're doing things right, and figure out ways to improve.  Prioritise and fix these roadblocks by asking yourself: What needs to be corrected/built? Is there a need to crush everything and start from scratch? Are a few simple changes enough for a big impact? Your customers are continually changing and evolving, so your customer journey map should be doing the same. Lastly, test, update and advance your mapping every six months. Tweak them accordingly whenever you introduce significant changes to your product/service.

Journey Mapping Best Practices

Customers in today's digital age leverage their power to demand more from a business that has created a fiercely competitive landscape. Getting your customer journey right is key to meeting these expectations. Some touchpoints carry more weight because customers experience them at crucial moments in the journey that can make or break their experience. So it's advisable to calculate their intensities.  Present both onstage (things that the customer sees or experiences with your business) and offstage (actions that happen BTS that the customer doesn't have sight or knowledge of) experiences for clarity. Capture customer emotions on your journey map. With the digital market being so customer-focused, you need to maximise positive emotions and minimise negative emotions to set yourself apart. 

Final Words

Customer Journey Mapping is a method that generates an overview of the customer experience and maps how customers navigate through the sales funnel. It is especially beneficial for the iteration and refinement process as new elements are designed, and older processes are refined or eliminated. In addition, it allows you to identify opportunities to improve and enhance the overall customer experience. Thus, by defining each step and laying out the pathway, you will find places where the process crumbs down or obvious steps you missed. You might even discover ways to create shortcuts to eliminate actions to increase efficiency and cut down on friction.  It does much more than just benefitting the sales and marketing teams. It is a way to bring diverse sets of data into one place and produce a story based on emotion but backed by numbers so you can ensure your customers always have an awesome experience while interacting with your company.

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    Content Delivery Networks Explained

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    A superior user experience is everything when it comes to administering a website. On the one hand, the user expectations are immense; the site should provide information, media, and engagement. On the other hand, the Internet is growing, making it harder and competitive to provide a tremendously user-friendly website. Given…

    • By Shrishti Jain
    • October 14, 2021
    A superior user experience is everything when it comes to administering a website. On the one hand, the user expectations are immense; the site should provide information, media, and engagement. On the other hand, the Internet is growing, making it harder and competitive to provide a tremendously user-friendly website. Given the upcoming advancements focussed on loading, interactivity, and visual stability, it's the perfect time for your business to audit your site's performance. Perhaps you've heard that one major constituent of this should be a reevaluation of the site's Content Delivery Network (CDN) set-up. Read on to find out how a CDN can speed up your web assets, why it matters for SEO, and how it can become the backbone of your website conversion strategy:

    What is a CDN?

    It's imperative for businesses not to miss out on the power of CDNs and explore how a CDN works behind the curtains to deliver fast, efficient and secure delivery of your content to websites and Internet services. Research shows that a 2-second delay in the load time for your website can lead to more than a 4% loss in consumer satisfaction and a 4.3% loss in revenue per user. A CDN is a distributed model of servers designed to deliver web content ASAP to end-users. Without a CDN, your server might go offline and prevent visitors from accessing your site and its content. Therefore, CDNs are fundamental for improving websites' speed and overall performance that may have a global reach and those experiencing surges in traffic or high traffic regularly.

    How Does it Work?

    To avoid the dissatisfied users generated by slow service, CDNs move content closer to the user to overcome latency and improve the UX. However, there are quite a few intricate technical challenges in its workings. First, to overcome the latency for any user, a CDN must have a content caching server nearby. Caches are organised into PoPs, distributed throughout large geographic regions, and placed in major population centres within those regions. Next, CDN providers often place servers at Internet Exchange Points (IXPs), the physical location where internet service providers connect and exchange traffic. Lastly, as a request is being processed, the CDN references the index and conducts the user's traffic to the closest available server in that region. Thus, potentially any data that can be digitised can be delivered via CDN.

    Types of CDNs

    CDNs expand the end-to-end carrier networks by disseminating on it a variety of intelligent applications using techniques intended to optimise content delivery. There are essentially two primary set-ups for a CDN: a P2P (Peer-to-Peer) network and a peering or private model. However, security can be breached through a P2P CDN; it's better to adopt the second type. P2Ps are decentralised and made up, primarily, of the data of users that have been opened up to permit anyone to look for specific files to pull from their computers through the use of a server termed as 'tracker.' Whereas, in the peering or private CDN model, a firm can manage a system of servers across a broad geographic area. This speeds up loading times and helps to keep the site from crashing.

    What Can it Do For Your Website?

    For any site developer or business owner, the ultimate benefit that a CDN solution offers is enhanced user experience by reducing latency in capturing real-time digital data and content. In addition, geographical locations play a crucial role in latency and download speed as the CDN will distribute traffic to the nearest available PoP (Points of Presence). Thus, a strong CDN network helps reduce webpage loading time and increases the data transmission rate. The CDN solution providers distribute the user requests amongst all the CDN servers to minimise the load. Load balancing of CDN also aids in evading overloaded servers and crashes. A CDN provider usually handles nearly half the volume of Internet data traffic, resulting in large volumes of analytical information generated. This is shared with the end-users to drive actionable insights.

    Recommended CDNs of 2021

    Practically anyone that accesses the web employs a CDN. The application, content, website owners, and network service providers use CDNs to provide those privileges to their customers. Hubspot CMS Hub offers delivery of content securely and with less latency worldwide. To keep your CMS-hosted websites and landing pages safe, you can track the volume of potential attacks/probes into site vulnerabilities. By combining data and machine learning, Cloudflare sends content requests along its network's fastest and most reliable paths. It offers a free plan and three paid plans for small and enterprise businesses. Furthermore, Amazon CloudFront is another CDN service that securely transfers data, applications, videos, and APIs to customers around the world. It is used to deliver solid streaming or user experiences and manage spikes in traffic and security.
    Final Words
    The farther the users are from a company's information centre, the more delayed its app/website loads — producing a frustrating and inconsistent user experience. This problem can be corrected via a content delivery network (CDN). A CDN keeps a site secured to make sure that a high standard of integrity, encryption, and authentication is delivered. Companies ought to examine their security concerns, and figure out what can be done by CDNs to deliver content securely. Whether you're using a platform with an in-built CDN or waiting to integrate one from a third-party vendor, a CDN service shall facilitate you to build or grow into a high-traffic website that extends to a global audience.

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      Your Business Needs Social Commerce Now and Here’s Why!

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      Through the advancement and adoption of technology, we can now access a plethora of products and services at the click of a button, from anywhere around the world, at any time of the day. It's now entirely achievable for businesses to sell products and services natively within social media sites.…

      • By Shrishti Jain
      • October 8, 2021
      Through the advancement and adoption of technology, we can now access a plethora of products and services at the click of a button, from anywhere around the world, at any time of the day. It's now entirely achievable for businesses to sell products and services natively within social media sites. With the arrival of game-changing Social Commerce, both small and big brands can easily compete within crowded marketplaces. It's not just about posts to advertise and drive awareness anymore; the social commerce world has shifted, perhaps due to the pandemic, even faster than anticipated! Here's how integrating Social Commerce can automate your marketing as well as advertising processes and bring your user experience to the next level:

      What is Social Commerce?

      Social commerce is an excellent advertising opportunity for businesses. The entire shopping experience, from product discovery and research to the check-out process, takes place right on the native social media platform. Social Commerce has the power to eliminate friction in a user's online shopping experience and catch users' at moments when their excitement over your products is highest. It differs from social media marketing since you're not redirecting people to an online store but offering them the ability to check-out directly within the native website that they're using at the moment. This model takes social media beyond its traditional role in the discovery process by creating a digital storefront and encouraging people to complete the entire purchase process without leaving their preferred apps. 

      Why do you need it? 

      For businesses that sell physical products online, leveraging social commerce on platforms like Facebook, Pinterest, Instagram, etc., whichever gives the highest ROI, is a great way to drive sales and generate revenue. In essence, social commerce can mean fewer interruptions and frictions for the user while shopping, allowing them to transact at the moment, with fewer clicks, and utilising features like autofill payments, addresses, etc. With a large amount of customer data available on social media, marketers have got a prime opportunity to tweak and target their advertising. It offers the chance to show ready-to-buy products in front of specific people. It makes the shopping experience much more personalised and interactive for customers. Brands get precise data about exactly who their customers are and an opportunity to chat with them via comments and/or DMs.

      Enhanced CX for Superior Brand Loyalty

      When it comes to brand awareness and reputation, the buying experience is just as necessary as the product. A solid social commerce strategy streamlines the first purchase, creating a winning CX that people want more of. All you need to do is identify the suitable social media channel to make sure that the platform aligns with your brand offerings seamlessly. Then, use those channels where your target audience spends most of their time. The most beneficial way is to provide them with high-quality content so that they can connect better with your vision. Furthermore, share relevant and helpful information about current events, new launches, etc., to keep them engaged. Having an automated check-out feature on your social media platform is critical as cutting out the added number of steps that customers have to take to make a purchase can help boost sales. 

      Social Commerce Tactics

      Brands are working harder than ever to capitalise on the inflection point between commerce and social media. Planning out the right strategy and tactics can give your brand more visibility and increase sales. Remember that low-cost products sell better, and they are the very reason for impulse buying. Social media shoppers are online to enjoy themselves and not to regret buying expensive products. Build trust and nurture the relationship with your customers before you can ask them to make a big purchase. Then, once you've made that sale, you grab their email address to utilise an email marketing strategy in the immediate follow-up. Additionally, leverage social proof like reviews, testimonials, UGC visuals, customer stories, etc. Customers are six times more likely to make a purchase — especially if the social proof includes pictures from social media.

      Popular Social Commerce Trends

      With this new attention that social commerce is receiving comes new trends and new methods of engagement. Businesses also need to understand how the trends are shifting so they can stay one step ahead. By joining forces with relevant social media influencers in their niche, brands can tap into those audiences to increase reach and generate more sales as people value and trust in what the influencers have to say.   Capitalising on growing purchase behaviour by amending your advertising tactics can help your brand align with users' expectations which means highly engaging, eye-catching social promotions. Customer experience is anchored around browsing and interactions. Users want to feel special and have their online shopping processes made easier for them through personalised recommendations by brands.

      Final Words

      In today's world, technology is constantly evolving and modernising, and it's up to business marketers to keep up with these trends and stay ahead of the pack. A study reveals that the number of hours spent by people per day on social media is growing progressively. In addition, buyers are shopping online more and more because now it's become straightforward and convenient instead of going to the market physically. But they still seek new ways to make their experiences even more seamless.  It's a fact that the achievements of a social commerce campaign are determined by the degree at which users interact with the company's marketing through likes, shares, and retweets. So, for an online marketer, social commerce represents a huge opportunity. And the marketers set to benefit greatest are the ones enthusiastic about getting ahead of the curve right now. The keyword is experimenting. If you're not already exploring all the latest social commerce features, then there's no time for you to waste. Essentially, now is the perfect time for all marketers to develop a manageable, solid, and cost-effective social commerce strategy.

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        Short-form Video Content Marketing

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        Social media has stirred a great change in how people consume information. Today, content consumption across digital media has become an infinite scrolling habit. To break away and grab attention, content which acts as thumb-stoppers is the priority. But how do these marketers do it? Short-form video content is the…

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        Social media has stirred a great change in how people consume information. Today, content consumption across digital media has become an infinite scrolling habit. To break away and grab attention, content which acts as thumb-stoppers is the priority. But how do these marketers do it? Short-form video content is the new age attention-grabbing form of advertising that has become increasingly popular. Here’s how you can use short-form video ads to your advantage to grow your business and earn the chance to leg up on your competition by engaging your audience.

        What are Short-form Video Ads?

        Short-form video content is an effective marketing tool. Developing a solid video content strategy for a business is a needful marketing armour that marketers shouldn't dismiss. Any video up to 2.5 minutes in length can be considered short-form. It is short enough to hold a viewer's attention span but long enough to get your brand vision across in an engaging way. Short-form video content is usually found on popular social media platforms like Facebook, Snapchat, YouTube, and Instagram. Brands can also leverage this type of content for their websites & blogs. A Facebook research showed that 6-second ads had 11% higher ad recall, granted a 12% rise in return on ad spend, and improved video completion rates by 271% than longer-form ads.

        Trends to Hop On

        While the short-form video is mainly known for its entertainment value, you can adapt it to align the trends with your brand. It requires taking a more authentic, human, and creative approach to marketing. People love to consume User-Generated Content. Instead of using too many resources, brands can publish videos that evoke emotion in consumers as they relate to it. It's also a cost-effective method.  Educational videos like DIYs & How-To's, work great with viewers, as they present excellent value addition. Making education a priority in marketing strategy, brands can improve lead generation & build brand loyalty. Behind the scenes (BTS) videos offer authenticity and transparency to consumers. They tend to feel more connected as businesses pull back the veil and engage with the audiences much more personally.

        Popular Short-form Video Formats

        Everyone is bombarded with a variety of short-form video advertisements today. They vary in terms of timing, content, and the message they impart. Therefore, it’s recommended to keep experimenting with all formats. Three popular ones are mentioned below.
        • 6 seconder Bumpers: These are unskippable video advertisements spanning 6 seconds which we usually come across on YouTube.
        • 15-30 seconder vertical videos/thumb-stoppers: These span anywhere between 10 to 30 seconds. They employ power-punched info intending to change your perception towards the said product or service.
        • Reels/Dubs/TikToks: These are short videos accompanied by hashtags that people make across different platforms to create entertaining and unifying content. Similarly, marketers use it for promotional purposes.

        How to Use Short-form Video Ads?

        Just like Instagram's reels feature, brands need to find similar engaging tactics that are crisp and powerful to capture their audience’s attention. It helps analyse behavioural data to identify accounts users might want to follow. Marketers should use them to announce sales and exclusive deals by focusing on originality and fun rather than the quality of your videos. Doing this will lead to high engagement for your brand’s reels videos. Brands must align their social media handles to successfully craft an authentic voice that resonates with their target audience by showcasing their business personality and values that differentiate them. Further, reels and shorts are home to many strange and fantastical trends; brands should jump on them and even get a chance to get featured in the explore feed. Don’t forget to apply a unique hashtag.

        How are they beneficial? 

        Video content strategy offers an opportunity to humanise and personalise your brand identity. As a medium, it's essentially more immersive; the act of viewing a video is, in itself, an experience for customers. A short-form video accelerates media boundaries, presenting viewers with an effortless way of consuming information. In addition, the format lends itself to a more creative way of communicating that's intended to excite and inspire them. Short-form videos also boost your SEO and Google rankings. YouTube videos usually rank high in Google search results, and the most popular videos on YouTube are short-form. Therefore, inserting videos in your website's landing pages can help extend the time visitors stay on your page, contributing to search engine rankings. 

        Final Words

        The desire to be trending is always tempting. However, there are plenty of ways to adopt short-form videos into your advertising strategy. Utilising short-form videos for your content marketing strategy can further broaden your audience and encourage you to engage with those already supporting your brand on social media. Relevant, well-crafted videos call to grab users' attention. By taking advantage of each platform and practising some of the techniques above, you can interact better with your audience and more personally, resulting in higher engagement, more impressions, and conceivably, more customers.

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          Harness the Potential of Subscriptions for your E-commerce Business

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          Revenue flows linearly from marketing to sales in a traditional business model. However, with a subscription model, E-Commerce marketers gain the opportunity to lock the customers in for the long haul, ensuring a steady, recurring revenue stream. Subscription marketing brings exceptional perks, and offering it to your customers can enhance…

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          What is an E-Commerce Subscriptions Service? 

          Implementing a subscription model provides consumers with various choices over their consumption decisions and the ability to alter their subscription preferences — encouraging long-term customer loyalty. With an E-Commerce subscription strategy, businesses provide customers with ongoing services on a regular basis in exchange for regular payments. For example, Dollar Shave Club and Netflix use this as their primary business model. Subscriptions turn customers who see your company's value into loyal followers, thus becoming reliable sources of recurring revenue. A business is 60-70% likely to sell to an existing customer versus a 5-20% chance of selling to a new prospect. E-Commerce Subscriptions allow businesses to increase repeat purchases since they don't have to win the business ad hoc every time if they have a loyal, subscribed customer base.

          Varieties of Subscriptions

          Different businesses offer different subscription services on the basis of their industry, target audience, and other similar factors. However, there are mainly three broad types of subscriptions services offered by businesses: 
          • Replenishment subscription enables users to automate their purchases of commodity goods. Typical products that are offered in this manner include toiletries, skin-care cosmetics and groceries or food items. 
          • Curation subscriptions work to delight and surprise customers by providing highly personalised experiences. It creates an excellent opportunity to enter the space to supplement their current online strategy or curate something entirely new.
          • Access subscribers pay a monthly fee to get members-only perks or lower prices, mainly in the food and apparel categories. Customers need to purchase memberships to gain access to the company's offerings.

          Benefits of E-Commerce Subscriptions

          A subscription business model requires marketers to think about their strategies uniquely. As a result, they need to tweak every business tactic to fit in with their overall E-commerce marketing strategy. Here are the top three reasons why subscription commerce is so trending among leading brands across the globe: 
          • With a subscription E-Commerce, you can retain many customers and consequently increase revenue by upselling and cross-selling relevant products. Higher customer retention means better business stability and loyal customers.
          • It offers improved forecasting of replenishing inventory. You can identify which items need to be renewed, in what quantity, and how frequently. Additionally, consistent revenue flow becomes an added perk.
          • Irrespective of your offerings, adopting the subscription business model increases the chances of the customer 'staying'. It will help you maximise your revenue and also increase customer satisfaction and loyalty.

          Ultimate Subscription Marketing Tactics

          A subscription business model requires marketers to think about their strategies uniquely. As a result, they need to tweak every marketing tactic to fit into the overall business strategy. Free trials and premium offers are great ways to attract new customers. It allows them to try your offerings for a limited time before their credit cards are charged. They can obtain richer functionality for a genuine subscription fee. Focus on differentiation to carve out a section of the market, establish your brand & stand out from the crowd. Find what makes your subscription better than your competitors? Better quality? Ease of using? Etc. Lastly, work with influencers to build trust & leverage their reliability to promote your offerings. Try to create mutually beneficial partnerships and expand your reach by using their social footprint to target new customers.

          Vital KPIs for Measurement

          Meticulously tracking KPIs offers numerous benefits for subscription companies. Firstly, these are essential, widely used metrics to measure the overall health of your company. Secondly, you can even use this data to forecast accurately. 
          • Calculate your Monthly Recurring Revenue (MRR) churn. It is the loss of revenue when customers leave your company/opt-out of a subscription. It can quickly become damaging for companies and should be the most sharply observed among all KPIs.
          • Tracking Average Revenue Per User (ARPU) highlights how much value your customer base provides to your company as a whole. It helps in reinforcing your understanding of different buyer personas. 
          • Customer's Lifetime Value (LTV or CLV) is the net profit you're likely to receive from a customer over the life of their account. It allows you to evaluate profitability by checking if LTV is higher than the cost of customer acquisition. 

          Final Words

          Subscriptions are becoming an increasingly popular means of buying online products and services. Over a couple of years, E-commerce businesses have multiplied on the subscription marketing model to monetise their relationships with buyers. However, customers desire a great end-to-end experience and are enthusiastic to subscribe only where automated purchasing gives them substantial benefits, like lower costs or enhanced personalisation. To invite them into subscribing, you need to find the special offer and combine advertising with attractive aesthetics, added to a compelling CTA. Therefore, companies in this space must develop great experiences to avoid high churn rates and accelerate growth and profitability.  Subscription-based E-Commerce business models have seen tremendous growth, which is only expected to rise. It is profitable for both sellers and customers when adequately implemented due to its convenience and recurring revenue stream. Marketers can add a subscription service with almost any product or service. With the right strategies by your side — you can create a thriving business using minimum time and effort!

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            Buyer Personas: The Foundation Of Your Marketing Strategy

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            A well-designed buyer persona unveils valuable insight into how buyers make purchase decisions. In addition, it encourages a decision-maker in refining ad campaigns, content creation, efficient and aligned product development, along with marketing problem-solving. Thus, your personas are a foundational, strategic tool in making decisions, generously affecting your business growth…

            • By Shrishti Jain
            • September 10, 2021
            A well-designed buyer persona unveils valuable insight into how buyers make purchase decisions. In addition, it encourages a decision-maker in refining ad campaigns, content creation, efficient and aligned product development, along with marketing problem-solving. Thus, your personas are a foundational, strategic tool in making decisions, generously affecting your business growth and bottom line. Here's how you can leverage your buyer personas, tailor your business and marketing decisions and deliver incremental growth:

            Introduction to Buyer Personas

            In any business, there is great value in identifying what an ideal consumer would be like. Therefore, you need buyer personas because they provide a frame of reference while devising a marketing strategy. A buyer persona is a much more defined and focused profile of your business's target customer. It is a partly fictional depiction to help you understand their perspectives and thus better fulfil their needs efficiently.   Understanding buyer personas is crucial to encouraging content creation, product development, sales follow up, and literally anything related to customer acquisition plus retention. Knowing them inside-out, their motivations or the problems they're struggling with enables you to modify marketing messages to meet your target audience's specific needs, behaviours, and concerns.

            Benefits of Creating Buyer Personas

            Buyer personas allow you to focus on customers' behaviour and habits. Furthermore, they help ensure that all activities involved in acquiring and serving your customers are tailored to the targeted buyer's needs. Gaining trust as a business requires subtle but significant shifts in the way you present yourself. Creating and continually utilising buyer personas to guide your business keeps you centred in customers' minds.  With efficient marketing efforts, your campaigns hit the right target with less 'waste', often leading to more sales without additional efforts or costs on your part. Time is money, and buyer personas help you save both. Identifying your customers' pain points helps you to better prepare for and overcome their potential objections. You can personalise your content accordingly and prepare your marketing campaigns. 

            Structuring Buyer Personas

            Buyer personas can be created through research, surveys, and interviews, all with a mix of prospects, customers, and those outside your contacts database who might align with your target audience. Here's how you can create fool-proof buyer personas:
            • Learn About Your Customers: Uncover trends about how specific leads or customers find and consume your content. Use form fields that catch relevant persona information when creating forms to add to your website.
            • Segment Your Customers: It's predicted that 3-4 personas generally account for more than 90% of a business's sales, but regardless of whether you have one or many, the key is to make sure that your buyer personas are as defined and accurate as possible.
            • Identify Negative Personas: Negative persona represents who you don't want as a customer, be it professionals who are too advanced for your offerings or customers who are too expensive to acquire.  

            Buyer Personas Use Cases 1/2

            One of the best parts of creating a buyer persona is that it helps you gain customer insights and cross-departmental alignment, ensuring that marketing, sales, product development and customer support — all teams have the same view of your ideal customer. In addition, marketing teams can use buyer personas to develop effective strategies. When building content marketing strategies, for instance, personas are crucial. They help to direct keyword research efforts and are used as a reference when crafting copy. They can also serve in the identification and prioritisation of promotional activities. Creating buyer personas can further help your sales team to build a rapport with potential clients. Your sales team will be much more effective by understanding what the prospect is dealing with and being prepared to fix their concerns. Lastly, customer support teams can adopt these personas to serve your customers better. The team can show more empathy by resolving customers' problems, and their frustration caused when things don't work out. Little compassion can go a great distance when dealing with an enraged customer. 

            Buyer Personas Use Cases 2/2

            Buyer personas can go beyond digital marketing and advance onto better branding, product development and after-sales support services. It's meant for decisive and strategic planning for the entire company. After having your tools in place, you can do everything from redesigning your website to launching a new brand or rebranding by consulting your personas for insights into what your target audience will relate with and what could capture their interest. Organisations can more easily build the features that suit their customers' needs. First, consider core customers' goals, desires, and limitations to guide feature, interface, and design choices. After determining your personas, it is time to use this knowledge to upsell and cross-sell. Being aware of a customer's purchase history, you can also provide valuable recommendations based on their previous purchases.

            Final Words

            Buyer personas are amazingly versatile - any element of your business that interacts with customers or influences them can benefit from utilising buyer personas. With them, it’s practically possible to know how to market your product to speak to customers’ pain points and needs or how to reach them to build awareness and drive them to your website. You are now armed with the essential details to research and create your own buyer personas. So take your time to do the quantitative and qualitative research and develop buyer personas based on real customer insight, as it will surely pay off in the long run! 

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              Preparing for a Cookieless Future in Advertising

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              The digital advertising realm is going through a transformation, where browsers have limited the lifespan left for third-party cookies. With such significant restrictions being rolled out, it is the perfect time for brands to rethink their digital advertising strategy. Re-engineered cookieless targeting gives you the opportunity to react in real-time…

              • By Shrishti Jain
              • September 4, 2021
              The digital advertising realm is going through a transformation, where browsers have limited the lifespan left for third-party cookies. With such significant restrictions being rolled out, it is the perfect time for brands to rethink their digital advertising strategy. Re-engineered cookieless targeting gives you the opportunity to react in real-time to insights from audiences’ live content consumption. As a cookieless future is coming, the search for alternatives to target, track audience and advertising efficiency measurements continues.  Here’s how you can prepare and adapt to function without third-party cookies, but before that, let us fill you up on some knowledge about cookieless advertising right here: 

              Firstly, What are these Cookies? 

              The introduction of cookies led to a fundamental shift in the web’s history. Various types of cookies play a role on the internet today. Let’s take a look at basic types of cookies to understand them with a better perspective. Cookies are small snippets of code collecting user data such as page clicks, viewed pages, interactions with websites, along with PII such as device ID, address, passwords, credit card numbers, etc.  First-party cookies are generated by the website that a user is visiting to keep users logged in and remember critical behavioural information like usernames, language preferences and items added to shopping carts. On the other hand, Third-party cookies are the backbone of programmatic advertising and identify users on various websites, otherwise known as cross-site tracking, where data is shared with multiple websites other than the one user visit.

              What ‘Cookieless’ Means for Marketers?

              As the advertising industry continues to evolve, cookieless advertising is gaining in popularity to target audiences. It is an alternative for cookie-based advertising, where the website content targets ads, not the user’s cookie ID. Preparing for a cookieless world means finding new approaches to engage in marketing activities that can transform unknown users into known customers, allowing marketing teams to personalise on stable identifiers tied to known customer profiles. Without third-party cookies, if a user engages with a brand’s website and leaves without making a purchase or providing contact information, such prospect cannot be targeted for 1:1 retargeting. Zero-party data is explicitly provided by the consumer to the brand to optimise CX. Therefore, it would be best to use contextual advertising to generate customer profiles with durable identifiers collected with customer consent that do not face browser restrictions. 

              Conforming to Cookieless Advertising

              Personalization will certainly not disappear entirely as marketers will continue to utilise both new and old strategies, backed by artificial intelligence and machine learning, to provide users with a tailored and data-safe experience. For example, using predictive messaging enabled by AI helps you customise advertising in a cookieless world. Predictive analytics helps segment audiences based on messages they respond to and what resonates with them most. Using hyperlocal weather targeting, you can tap into local demand patterns and other factors outside retailers’ control, like current events, to gain an understanding of how clients may react to specific weather. Additionally, conversational marketing engages consumers in dialogue-driven, personalised experiences on a one-to-one level, enabling brands to listen and obtain unique customer insights while providing value to the user.

              Adaptive Performance Measurement

              Cookie restrictions will have an impact on how you can measure and attribute success to your campaign activities. Here are some solutions you can apply to help adjust performance measurement:
              • Facebook and Instagram advertisers need to update tracking pixels and adjust their conversion setup. For conversions via your website, verify your domain via DNS/HTML file and then configure the custom events you want to use on your domain to optimize your ad campaigns.  
              • Campaign effectiveness can be evaluated by how it influences brand metrics. Brand Lift is a measure of the direct impact you have on the perceptions and behaviors of customers throughout their journey. 
              • A business’s media mix is highly essential for delivering an ideal ROI when running advertising campaigns. It allows you to test new tactics while having a safety net in place of those channels that deliver effectiveness.

              Lookout for Google Tech

              While it may take more discussions and experimentation to agree on an industry replacement, Google has led the push to replace cookies with new technology to help target ads on the web. In addition, Google said that it’s pursuing an industrywide, open-source initiative called the Privacy Sandbox. It describes this initiative as “a secure environment for personalization that also protects user privacy”.  FLoC (Federated Learning of Cohorts) is a new technology that enables interest-based advertising without disclosing user identity by using online web browsing habits and attitudes that group people together via shared interests. Furthermore, the introduction of Google Analytics 4 is also an excellent sign for the future as it moves from tracking third-party cookies to tracking events and cohorts (based on user behavior) when implemented.

              Final Words

              The inception of cookieless advertising will lead to new tools and technologies entering the digital marketing space. These will be well-calibrated with privacy issues and measures to contain the essence of the cookieless future we are already coming close with. The consequence will be all-encompassing and transformative, changing how we run digital campaigns, calculate their effectiveness, and drive outcomes. To equip for these sweeping changes, marketers need to produce holistic strategic plans to inspire outcomes through the multiple touchpoints of a consumer’s journey, whether that is programmatic or in a cookie-free environment. Not only does this require building up a solid, consented data asset, but it also involves accumulating a whole new suite of addressability solutions.

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                Post Purchase Marketing Explained: Turn Customers into Promoters

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                Savvy marketing experts understand that customer retention is worth its weight in gold. By putting customers first, you can reap the rewards of loyalty, retention and advocacy. However, just because a customer has completed their first purchase doesn't mean you should limit your marketing efforts. In fact, you should ramp…

                • By Shrishti Jain
                • August 20, 2021
                Savvy marketing experts understand that customer retention is worth its weight in gold. By putting customers first, you can reap the rewards of loyalty, retention and advocacy. However, just because a customer has completed their first purchase doesn't mean you should limit your marketing efforts. In fact, you should ramp them up to make the most out of these conversions!  Here's how you can win at post-purchase marketing by optimising your buyer's journey and delighting your customers at every step of the way: 

                Relevance of Post-Purchase Marketing

                Post-purchase behaviour illustrates the way a customer thinks, feels, and acts after they've bought something. Marketing at this stage is crucial as it is your brand's opportunity to influence how your customer feels about their purchase. Acquiring new customers can actually be up to 5 times more expensive than retaining one who has already shopped with you; thus, post-purchase marketing allows for increased customer retention. In addition, with post-purchase marketing, brands can address and eliminate buyer's remorse. Consumers may feel anxious after spending their money while making a purchase, so it is crucial to make them feel good about their purchase.  An existing customer already trusts your brand. Post-purchase tactics strengthen their confidence and improve brand recognition to build long-term customer loyalty, which means even more sales. In addition, you can create brand evangelists as the more they shop from your store, the more likely they will recommend your products to family, friends, and social media followers – giving you free advertising.

                The Must-have Basics

                Businesses can take several steps to actively interact with their customers one-on-one to bring them back in the purchase cycle. Knowing as much about potential advocates as possible allows finding ways to best engage them. Once potential brand advocates are identified, start sending surveys and questionnaires — ask happy customers what they think their friends will like about it. Retargeting is a unique way to encourage multiple purchases. Entice previous customers with display ads, promoting discount offers. The more times they convert, the more they feel connected. A single positive business review can lift conversions by 10%. Provide platforms for customer testimonials to review your brand offerings, such as Facebook ratings, Google reviews, etc. Moreover, a points-based loyalty campaign can boost in-store purchases and even online conversions. Assure them by sending well-crafted messages with benefits and the VIP treatment they deserve. 

                Tactics for Extra Results

                The approach to convert customers into brand evangelists is by going the extra mile for them. These customers have already been persuaded — now's the time to 'blow their minds and encourage them to spread the word with their close ones. Award customers when they opt-in and compensate them with bonus loyalty points for their birthdays. By delighting customers on special occasions, you can intensify your brand loyalty.  Referrals tend to generate 3 to 5 times more conversions than other types of marketing. Offer points or cash-equivalent prizes for every referral a customer provides or develop a rewards system, with points or prizes for every five referrals. Plan your upsells and cross-sells timely as a conversion marketing tactic because they encourage a sale while providing a valuable reminder to your customers. Estimate exactly when to remind the customer to get replenishment or an upgrade or when they might be looking for items to complement their previous purchase. 

                Metrics to Evaluate Progress

                Monitoring customer engagement activity is the key to building brand evangelists. Brands must keep their finger on the beat of what's being spoken about them online. Monitor online discussions and follow the online behaviour of converted customers to see what other products or pages interest them. Analyse customer support queries — what are the most common issues or concerns that come up? Measuring Net Promoter Score (NPS) can help you gauge customer satisfaction and loyalty. It helps you better understand an individual's enduring brand loyalty and overall enthusiasm to advertise your business to others. Net Social Sentiment (NSS) is the ratio of positive social sentiment to negative social sentiment. You can start leveraging your most important (and cost-effective) customer insights channel by proactively soliciting social sentiment.

                Building an Omnichannel CX

                The ultimate way of encouraging brand evangelists is by providing them with a seamless customer experience. Brands need to take a close look at all stages of their customer journey and optimise it in every possible way. Simple, user-friendly website navigation, regular email updates, responsive mobile website, easy checkout, fast shipping, agreeable returns policies, high-quality customer support — all of these are essentials in the process of generating happy customers. 86% of customers are ready to pay more for a much greater experience. A report says optimising the customer experience is regarded as the most exciting marketing opportunity for companies, ahead of content creation and data-driven marketing. A 360-degree engagement with customers at set touchpoints is critical. Brands can watch conversions grow by merging their in-store and digital operations to offer customers an omnichannel experience. You can design Post-purchase campaigns to fulfil an omnichannel delight with 'thank you' notes on the successful delivery of products, customised information of related products, celebrating the birthdays or anniversary of becoming a customer with tailored packaging, freebies, etc. 

                Final Words

                While most businesses tend to focus their energies on pre-purchase marketing, powerful post-purchase tactics can extend the impressions of your hard-won sales and keep the retail ball rolling. Your present buyers may not be the most significant share in your list, but they contribute a great source of income, usually at a higher ROI.  All these campaigns can deliver more repeat buyers for you, and some can even encourage a customer’s first purchase! Find out which ones you can put in place right now to enhance customers' engagement with your business and ultimately boost sales. Concentrating on post-purchase marketing will bring you more sales, keep your existing buyers engaged, and ideally push you ahead of the competition. So why wouldn't you wish to invest in it?

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                  Is Digital Audio a Part of Your Content Mix Yet?

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                  Since the advent of Radio’s adoption as a potent medium for customer attention, marketers have heavily relied on the merit of mainline audio content. From jingles to anthems, people generate different listening experiences to varied audio content formats during their commute, daily activities and leisure. There are no boundaries with…

                  • By Shrishti Jain
                  • August 13, 2021
                  Since the advent of Radio’s adoption as a potent medium for customer attention, marketers have heavily relied on the merit of mainline audio content. From jingles to anthems, people generate different listening experiences to varied audio content formats during their commute, daily activities and leisure. There are no boundaries with audio — it can express emotions, capture moods in seconds, and engage listeners to fill in gaps with their imaginations.  Digital Media is shaping to be the prime destination for audio content discovery and here's why you need to add Digital Audio Advertising to your content mix: 

                  What is Digital Audio Advertising?

                  Digital Audio Advertising is programming audio content so that consumers will discover the news, educate themselves,  hear from influencers, celebrities or politicians and express their social preferences in real-time. It is a sector with enormous growth potential. The popularity of radio, the increase in music streaming and podcast listening, and the increased adoption of smart speakers, combined with rapid advances in audio technology – makes it a dynamic space to operate in. Adding digital audio can only enhance the campaigns you’re already investing in. But, considering the fact that modern consumers prefer a seamless omnichannel experience, you can’t ignore it much longer. By expanding your media mix to include audio advertising, you have the ability to reach audiences on a level, work with listening habits in a space not yet oversaturated by competitors, fighting against ad fatigue and blindness.

                  How Is It Beneficial?

                  Audio advertising is a supreme tactic for brands looking to reach a broad audience for awareness campaigns with a reach goal in mind. Your business can use the audio channel to boost ad engagement and reach for these set demographics. The foremost benefits are stellar engagement and listen-through rates that advertisers get when opting for audio programmatic ads in their strategy. In addition, the audience targeting capabilities paired with a consumer-friendly ad positioning create the perfect scenario for advertisers to make a long-lasting impression on people.  Audio ads can reach customers where video ads fail, delivering impressions without any visual contact. It is best in paving the way for the advertiser when the only channel is the ‘ears’ of listeners. You can reach your customers while they’re jogging, cooking, working out or driving. You can easily analyse and measure campaign metrics like impressions, independent research, downloaded programs or results for native ads, voice-activated ads & companion ads to nail marketing tactics and strategy. 

                  How Can You Leverage It? 

                  Advertisers must be prepared to harness the wealth of user data digital audio services provide, directing listeners to relevant offerings and elevating their campaigns to new levels for converting loyal listeners into loyal consumers. Placing your ad on a brand-aligned audio channel will reach a qualified audience with relevant interests and needs. Using standard targeting, marketers can be confident in the contextual relevance of their ads. A survey found that 60% of surveyed podcast listeners say they bought something after hearing it advertised on a podcast. Invested listeners tune in to every episode, a loyalty that leads to buying advertised products or services. Consider your brand voice, literally and figuratively, alongside your marketing goals to select an exclusive format among recorded spots, native ads, branded channels/playlists/podcasts, etc., that suits best for your brand.

                  Must Use Formats of Digital Audio

                  Digital audio encompasses many different things - streaming music, live talk, radio, sports, podcasts, etc. So naturally, advertisers are following. Streaming audio, specifically AM/FM radio, has been the most significant outlet for brands and advertisers. The podcasting world is diverse and audiences are highly engaged. It sees unprecedented growth, building absolute trust with your brand. Its memorisation rate is considered 4.4 times higher than all other digital formats.  Streaming Audio Ads online has taken over the way we consume media. Be it cross-device audio, sponsored sessions, etc.; it allows you to zero in on the right users and create relevant and personalised ad experiences. Voice Activated Ads transform the passive act of listening to music, podcasts or streams into a potential interactive shopping experience. The ability to remove purchase barriers and increase sales via screenless devices is tantalising to many marketers. 

                  Innovations in Digital Audio Advertising

                  As more and more consumers flock to digital audio, the realm of digital audio advertising is an exciting new frontier to explore. Let’s discuss the trends currently driving the expansion of digital audio ads across media channels. First, Programmatic Audio utilises technology to automate the selling and insertion of ads in digital audio content such as AM/FM radio, music-streaming services, etc. Spotify leads in programmatic advertising, claiming that one-fourth of its ad revenue comes from programmatic sales. Secondly, enabled by the rapid adoption of smart speakers combined with technology, Interactive Audio Ads drive performance by reducing the path to conversion and allow their effectiveness to be more accurately measured. As a result, they serve as future-forward, innovative outlets for advertisers and brands. Finally, the Context-Aware Ads have a greater standout and higher recall. Brands can also leverage Data-driven Ads to create meaningful messages that are dynamic and hyper-personalised.

                  Final Words

                  The rise in digital audio listening has led more brands to assess the potential of digital audio as an advertising channel. It allows you to reach your audience with strategic targeting features such as contextual, behavioural, device-type, geographical, and even genre relevance. There may be a slight skew towards the younger demographic regarding the addressable audience for digital audio advertising. But, in reality, people of all ages and with all kinds of interests listen to digital audio, so whatever audience your brand is trying to reach, digital audio can deliver it.  Furthermore, there is additional benefit audio has for marketers looking to reduce their costs. Although audio and video have unique benefits and use-cases, they are constantly compared. Audio is a great stepping stone if you're looking to break into the advertising space but don't have the budget for video. As a marketer, you need to focus on the most innovative, futuristic trends to stay ahead of the curve. Like any emerging medium, you must incorporate audio advertising within your overall digital strategy and utilise it from a holistic perspective that blends well with all formats to reinforce and enhance a listener's journey. 

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                    Micro Influencers: The Ace of Spades in Your Marketing Deck

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                    It’s now evident that influencer marketing is already a booming industry.  It encompasses curating highly engaging content, sharing it in a strategic way to reach more people and engaging with the audience to build a relationship. Influencers provide instant promotion of your product or service with excellent conversion rates. Micro…

                    • By Indrani Pati
                    • August 6, 2021
                    It’s now evident that influencer marketing is already a booming industry.  It encompasses curating highly engaging content, sharing it in a strategic way to reach more people and engaging with the audience to build a relationship. Influencers provide instant promotion of your product or service with excellent conversion rates. Micro influencers are hyper-specific influencers with intensely engaged audiences and lower follower counts in a given niche. These influencers net you the best bang for your buck when it comes to engagement and a surge in ROI.  Let’s learn a little bit more about micro influencers and understand how you can leverage them for a better marketing strategy to grow your business this 2021: 

                    Who are Micro Influencers? 

                    Micro influencer marketing is great for businesses that don’t have the budget to work with expensive influencers and need to reach a more niche audience. While they don’t have a heavy following, micro influencers have a significant social media presence, typically between 10-100K followers. Unlike their mega and macro counterparts, micro influencers come across as more approachable and relatable. Connection is the name of the game for micro influencers. And because of their authenticity, they earn a steady stream of comments, likes, and clicks. Research shows that engagement gets better with the fewer followers a person has. Additionally, 92% of customers trust a micro influencer more than a traditional ad or an endorsement from celebs because they are passionate about their niche and can choose the most argumentative topics to engage the followers.

                    Why should you use Micro Influencers for your Next Marketing Strategy? 

                    While partnering with high-profile celebrities is already familiar to many brands, micro influencers offer increasingly unique trade-offs for companies to widen their reach. Micro influencers are typically more cost-effective. Some are happy to promote your business in return for exposure, branded products, etc. Rather than paying only an individual macro influencer, you can work with a bunch of micro influencers for a campaign/launch, reaching multiple communities and voices.  Micro influencers have a smaller audience yet target more niche communities, allowing them to grow on social media organically. When they recommend a product/brand, the response can be overwhelmingly positive, assuring an increased social exposure. With high engagement rates, supportive communities, and fees that better align with small business budgets, partnering with micro influencers is a great way to optimise your marketing strategy. Moreover, they’re more likely to read and reply to specific comments helping to nourish an already well-engaged community.

                    How should you use them? 

                    Finding the right micro influencer is critical. Firstly, you must set your goals and define what metrics will be essential to measuring success. Outlining your goals will help guide you on who to pick and what deliverables to ask for. Next, choose a micro influencer who aligns with your target audience and product or brand. Ideally, you should select influencers with high engagement rates who post consistently and have a distinct personality or voice. Fine-tune your partnerships & focus on creating great connections with your influencers and using them to position your brand with a trustworthy image. Bring them into your custom network and continuously engage with them (via product launches, special events) with a bit of VIP love to make them feel special. Finally, monitor and measure the results of your campaign to review the performance of their content on various channels. Generate and share trackable links with influencers to keep track of clicks and engagement. 

                    The POWER of Micro Influencers

                    Micro influencers’ audiences are hyper-engaged; so, if a brand works with a highly relevant micro influencer, it can significantly extend the reach and user engagement. People trust their recommendation more than a direct ad from a brand. Micro influencers usually do recurring promotions, which is considered to build authenticity as it is a sign that they genuinely love the brand. Word-of-mouth is a crucial contributor to why they often generate more direct sales and leads than the more prominent names. Because their fan base is more tight-knit, they can create more personalised content and thus create a more bona fide moment with fans. They possess the ability to connect with their audience on a deeper level. Furthermore, micro influencers are versatile and can get the job done on a budget without compromising quality or professionalism, whether written content, pictures, video, or multimedia content.  

                    Tricks of Trade

                    The tactics for working with micro influencers is quite similar to that of overall influencer marketing. It’s essential to make them feel like they are a part of your brand's family. Here are a few more practical tips to follow:
                    • Check metrics such as comments, shares, likes, questions, etc. The success of an influencer campaign will highly depend on it. Set the desired engagement rate (approx. 10% is good), see if they can handle it.
                    • Revolutionise influencer marketing by leveraging user-generated content & generate incredible traction, driving high amounts of interest in your brand by building a trustworthy image with the influencers.
                    • Activities organised by micro influencers such as giveaways, contests, polls, swipe-up stories, etc., enhance brand awareness & increase visibility for your target audience, and their response rates are spectacular.

                    Final Words

                    As reach and engagement continue to fluctuate with every algorithm change, micro influencers are picking up steam in influencer marketing. Micro influencer marketing might be your golden ticket to developing a social media following and building brand awareness in the brains of your target audience. The sooner you begin reaching out to creators and negotiating partnerships, the quicker your brand will enter your prospects' thoughts. 

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